What Happens in the Design Stage?

So, you booked a project (yay!), sent over your branding, and now you’re in “the design stage.” But what does that actually mean?

This is one of the most exciting parts of the process—but also the part clients tend to feel the most unsure about. What am I doing behind the scenes? What should you expect? When do you get to see things?

Let’s break it down.

The Design Stage Isn’t Just About Making It Pretty

A lot of people think design = visuals. Fonts, colors, layout. That’s part of it—but great design goes deeper.

This stage is where strategy meets creativity. Everything I design is based on the research, goals, and brand foundation we’ve already set up during onboarding.

Good design doesn’t just look good—it solves problems. It guides people through your site. It makes your brand feel clear, cohesive, and confident.

Here’s What Happens Step-by-Step:

1. Creative Direction

I revisit all your brand materials, research, and goals to make sure we’re aligned. I’ll define the visual vibe: bold or minimal? Luxe or playful? This becomes the visual north star for your project.

2. Wireframing or Initial Layouts

Depending on the scope (website or branding), I sketch or mock up the structure:

• For websites: this means page layout, flow, and user journey.

• For branding: it could be logo concepts, typography pairings, or visual systems.

This is where we prioritize what needs to be seen, not just what looks cute.

3. Design Concepts

Now the fun part. I start building the real visuals. These are the first looks at your new brand or site based on our strategy. Not just random color choices—intentional, aligned visuals.

This is where clients usually say, “Omg, it’s starting to feel real.”

4. Feedback & Revisions

You’ll get to review, react, and respond. I’ll ask focused questions to help us tweak and refine—not endless “Do you like this or that?” chaos.

Design is a collaboration. I’ll guide you, but your input matters too, at the end of the day, nobody knows your audience like you do.

5. Finalization

Once we land on the final version, I tidy everything up and prep your deliverables—ready for launch, handoff, or the next stage (like development or offboarding).

What I’m Really Doing During This Time (That You Might Not See):

• Making 400 tiny decisions so you don’t have to

• Thinking about accessibility, responsiveness, user experience

• Testing color contrasts to make sure you're good to go

• Making sure your brand vibe and message are clear on every scroll

• Testing how things will look on mobile, tablet, desktop

• Aligning everything to your goals and client journey

You’re not just getting a pretty site or logo. You’re getting a strategic brand asset designed to help your business grow.

How You Can Help During the Design Stage

• Trust the process: I’ve got you.

• Give focused feedback: Tell me what feels off, not just what you “like.”

• Stay responsive: Quick replies keep momentum going and timelines on track.

Final Thoughts: Design Is Where the Magic Comes Together

This is where all the behind-the-scenes strategy starts to show up visually. It’s exciting, transformative, and (yes) a little vulnerable—but that’s part of the magic. Here's a brief explanation about the design process for a website project.

And when it’s done right? It changes the way you show up in your business.

✨ Need help bringing your vision to life with strategy-led design? That’s my thing—let’s talk. Email me at patricia@holarara.com