dcoded longlife
4 min read

From diverse ideas to unified design: How I managed multiple stakeholder inputs to achieve clarity and deliver a consistent brand identity

Visual Identity
Printables
Social Media
Illustration
Icon design

In this project, I was tasked with developing the brand identity for DCoded Long Life, a health and wellness brand focused on normobaric chambers. The challenge was navigating multiple stakeholders' input while staying true to the brand's core message. Each stakeholder brought their own vision, so flexibility and empathy were essential in creating a unified design. By balancing their feedback, refining initial concepts, and sticking to a clear strategy, I was able to deliver a brand identity that met everyone’s expectations without compromising the overall vision.

Managing these dynamics required close attention to detail, a thoughtful approach to feedback, and a clear focus on the brand’s purpose—innovation, care, and regeneration.

Timeline
April - August 2024
Role
Brand Designer
Tools
Photoshop, Illustrator, InDesign, Procreate
Client
DCoded LongLife

I had a few key goals from the beginning:

Establishing a Strong Visual Identity & Strategy

Create a cohesive visual identity that reflects the brand’s core values, ensuring it feels modern, innovative, and trustworthy while resonating with the target audience. The strategy needed to integrate key brand elements and communicate its essence through design choices.

Develop a Client-Facing Brand Catalogue

We aimed to design a sleek catalogue to showcase brand’s services. The brochure had to clearly present the brand’s values and the benefits of normobaric chambers, while being visually appealing and easy to digest, helping to strengthen the brand’s position as innovative and trustworthy.

Streamlining Workflow Management

Coordinate and manage the design process efficiently, ensuring smooth collaboration between multiple stakeholders. This included setting timelines, managing feedback loops, and keeping the project on track to meet deadlines and quality standards.

discovery and define

Establishing the brand’s direction through client interviews, workshops and moodboard discussions

In the discovery phase, we set the foundation for DCoded Long Life by diving deep into the brand’s vision, goals, and client expectations.

Steps I took

Preparation

I created a detailed questionnaire and ran visual workshops to understand the stakeholders' tastes, preferences, and how they saw the brand.

It set the foundation for understanding how they envisioned the project.

Analyzing and Defining

After gathering feedback, I identified key themes, did a competitor analysis, and created a moodboard combining their input with my research.

This helped ensure that the brand direction aligned with both the client’s vision and the expectations of their industry.

Revisions and Discussion

Some feedback conflicted, but through open discussions and moodboard updates, we reached a consensus.

This approach made sure everyone felt heard and allowed us to lock in a clear, cohesive brand strategy.

1     Brand mission

Brand Goals

Innovative Solutions

Inspiring Self-Care

Holistic Wellbeing

Convenience

Value Proposition

Unlocking Vitality

Instant Renewal

Long-Lasting Benefits

Wellness on Your Terms

Brand Values

Care and Support

Health and Vitality

Innovation

Luxury and comfort

Message

We take a holistic approach to health and well-being, combining advanced technology with personalized care. Our mission is to help you live life to the fullest, offering innovative solutions that improve your quality of life, inspire growth, and enrich your daily experiences. With a focus on your health and comfort, we’re here to support you in creating a vibrant and fulfilling future.

2     Brand personality

Atributes

Key words

air
breath
freshness
vitality
life
energy
passion
power
support
trust
hope
harmony
balance
rest
prestige
luxury
uniqueness
porgress
space
activity
potential
wellness
lifestyle
renewal

Tone of voice

Supportive

Professional

Luxurious & Exclusive

Inspirational

3     target audience

Busy Professionals

looking to maximize their time

Needs

Time-efficient solutions, quick recovery from stress, and long-term vitality that fits into their fast-paced lifestyle.

Fears

Declining performance, burnout, and not being able to balance work and health.

Goals

Maximizing energy and focus, preventing burnout, and maintaining peak performance without sacrificing time.

Health-Conscious Individuals

seeking preventative care

Needs

Ongoing vitality, immune system support, mental clarity, stress management, and overall wellness.

Fears

Future health issues, feeling unwell despite a healthy lifestyle, and missing out on innovative wellness solutions.

Goals

Maintaining long-term well-being and physical vitality and staying ahead of potential health issues through preventive care.

Active Individuals

looking to maximize physical potential

Needs

Faster recovery, enhanced physical performance, improved stamina, and better resilience.

Fears

Injury, burnout, and not performing at their best due to insufficient recovery or health issues.

Goals

Optimizing performance, reducing recovery time, and maintaining peak physical condition for as long as possible.

4     additional client requests

One client suggested incorporating cuneiform writing, which led to a discussion about its relevance. I approached the idea thoughtfully before sharing my opinion.

I explained that this could conflict with the brand's mission. If the goal is to make life easier, using symbols few can understand might work against that. We agreed not to base the whole identity on it, but compromised by subtly incorporating the symbols into some promotional materials.

Perfecting the moodboard was key to keeping the project on track

Throughout our discussions, I noticed the clients were highly detail-oriented and visually focused. I knew the final moodboard had to clearly define the visual direction.

After presenting the first moodboard, they gave feedback and shared their version. I kept what they liked, analyzed their suggestions, and created a final moodboard that met their preferences while staying true to my vision for the brand.

original moodboard created by me
feedback moodaboard - clients’ response to original one
final moodboard
exploration

I started sketching process drawing inspiration from themes like medical care, nature and dynamic energy

The goal was to freely explore ideas without getting attached to any single concept, allowing creativity to flow naturally.

I focused on clean, minimal marks with subtle references to movement and health, narrowing down the options to a few promising directions.

exploration

Clients requested incorporating a triangle air symbol just as I finished sketching

Even though the suggestion came a bit late, I told the clients I’d consider it as an option. I incorporated the triangle into the logo process, refining it to fit the brand’s tone and adapting it into a modern, cohesive shape that captured the brand’s innovative and airy qualities.

Why this ended up being the direction I chose to move forward with?

As the project evolved, it became clear that the brand wasn’t just about technology—it also had a mindful, wellness-focused side. My initial concepts leaned modern and sleek, but through discussions, we introduced symbols that reflected this balance. The challenge was turning these abstract ideas into a cohesive, clean design that aligned with both the client’s vision and the brand’s core values.

Alchemical symbol for air

Initially, I didn’t consider the air symbol because I felt it leaned too much into spirituality, which didn’t fit my original vision of the brand as modern and technical. However, during later discussions, the clients introduced the idea of adding it to the strategy. This shift made it clear that they saw the brand as not just innovative, but also mindful and focused on well-being.

The alchemical symbol as a starting point.
I tilted the crossbar slightly to add a sense of motion, reflecting the brand’s innovative spirit.
The sharp edges were rounded to soften the look, ensuring the design stayed approachable and aligned with the brand’s empathetic tone.

Protection and care

The brand also wanted to communicate trust, care, and high-quality support. Symbols like shields and protective fields naturally represent these ideas. I chose a simplified version of the protective field to complement the main triangular shape.

Starting with a protective field.
I reduced its elements to three, keeping it simple but impactful alongside the main triangle.
The lines were adjusted to blend with the rest of the logo, making sure the whole design felt unified while still evoking a sense of protection and care.

Wellness and Lifestyle

When thinking about wellness and balance, I was inspired by zen stones—often stacked to symbolize stability and tranquility. This concept, tied to meditation and inner balance, fit well with the brand’s focus on promoting a lifestyle centered on wellness.

Alchemical symbol for air

Initially, I didn’t consider the air symbol because I felt it leaned too much into spirituality, which didn’t fit my original vision of the brand as modern and technical. However, during later discussions, the clients introduced the idea of adding it to the strategy. This shift made it clear that they saw the brand as not just innovative, but also mindful and focused on well-being.

Wellness and Lifestyle

When thinking about wellness and balance, I was inspired by zen stones—often stacked to symbolize stability and tranquility. This concept, tied to meditation and inner balance, fit well with the brand’s focus on promoting a lifestyle centered on wellness.

Protection and care

The brand also wanted to communicate trust, care, and high-quality support. Symbols like shields and protective fields naturally represent these ideas. I chose a simplified version of the protective field to complement the main triangular shape.

Switching to negative

At first, I combined the symbols as full shapes, but when the company name was added, the logo felt too heavy for the light font style.

To fix this, I placed the symbols in a circle, creating a 'negative' logo where the empty spaces became key shapes. This balanced the logo with the typography, as the icon’s lines matched the font's weight.

Since many of the letters were circular, the design felt cohesive and logical.

I customized logo font  to match brand’s character and established brand typography

As the initial font for the name, I chose the “Syne” font. It has all the features we agreed on when creating the brand strategy and moodboard. However, it required a few modifications to perfectly complement the logo symbol and to make both elements form a coherent whole.

Alchemical symbol for air

Initially, I didn’t consider the air symbol because I felt it leaned too much into spirituality, which didn’t fit my original vision of the brand as modern and technical. However, during later discussions, the clients introduced the idea of adding it to the strategy. This shift made it clear that they saw the brand as not just innovative, but also mindful and focused on well-being.

The alchemical symbol as a starting point.
I tilted the crossbar slightly to add a sense of motion, reflecting the brand’s innovative spirit.
The sharp edges were rounded to soften the look, ensuring the design stayed approachable and aligned with the brand’s empathetic tone.

Protection and care

The brand also wanted to communicate trust, care, and high-quality support. Symbols like shields and protective fields naturally represent these ideas. I chose a simplified version of the protective field to complement the main triangular shape.

Starting with a protective field.
I reduced its elements to three, keeping it simple but impactful alongside the main triangle.
The lines were adjusted to blend with the rest of the logo, making sure the whole design felt unified while still evoking a sense of protection and care.

Wellness and Lifestyle

When thinking about wellness and balance, I was inspired by zen stones—often stacked to symbolize stability and tranquility. This concept, tied to meditation and inner balance, fit well with the brand’s focus on promoting a lifestyle centered on wellness.

original font Syne
customized letters

1

All sharp edges and angles were softened to match the triangle's smoothness on the signet ring.

2

The rectangular dot above the letter "i" was replaced with a classic circle for better alignment.

3

The letter "g" was redesigned to blend seamlessly with the other letters, as its original form stood out too much.

4

The "tail" of the letter "F" was redrawn for more character, adding a technical touch that aligns with the brand's innovative message. The same approach was applied to the "G."

Sora light
epilogue

Logo Variations and adaptability

To ensure the brand’s flexibility, I created several logo variations. These variations allowed the logo to be responsive, fitting into various formats and contexts without losing its impact.

Color palette refined from moodboard to suit project needs

Alchemical symbol for air

Initially, I didn’t consider the air symbol because I felt it leaned too much into spirituality, which didn’t fit my original vision of the brand as modern and technical. However, during later discussions, the clients introduced the idea of adding it to the strategy. This shift made it clear that they saw the brand as not just innovative, but also mindful and focused on well-being.

The alchemical symbol as a starting point.
I tilted the crossbar slightly to add a sense of motion, reflecting the brand’s innovative spirit.
The sharp edges were rounded to soften the look, ensuring the design stayed approachable and aligned with the brand’s empathetic tone.

Protection and care

The brand also wanted to communicate trust, care, and high-quality support. Symbols like shields and protective fields naturally represent these ideas. I chose a simplified version of the protective field to complement the main triangular shape.

Starting with a protective field.
I reduced its elements to three, keeping it simple but impactful alongside the main triangle.
The lines were adjusted to blend with the rest of the logo, making sure the whole design felt unified while still evoking a sense of protection and care.

Wellness and Lifestyle

When thinking about wellness and balance, I was inspired by zen stones—often stacked to symbolize stability and tranquility. This concept, tied to meditation and inner balance, fit well with the brand’s focus on promoting a lifestyle centered on wellness.

summary

Main challenges gravitated around cooperation with clients and overall project’s workflow

Managing multiple stakeholders

With multiple stakeholders, feedback was often conflicting. I prepared detailed presentations to explain my decisions clearly and ensure alignment. I also met with clients at critical points to clarify any confusion and understand their feedback better.

Unexpected changes to the concept

Clients introduced new ideas midway through the process, such as the triangle symbol and cuneiform writing. I stayed flexible and incorporated these ideas where they aligned with the brand’s overall direction. This helped maintain progress while addressing their input.

Visually-driven clients

The clients were very focused on visuals, sometimes changing their minds based on very minor details they didn’t like. I carefully listened to their feedback and crafted detailed presentations to ensure all visual decisions were explained and justified.

Busy clients

The clients had limited availability, which could delay feedback. I grouped my work into larger, more comprehensive presentations, reducing the need for frequent back-and-forth communication and helping move the project forward efficiently.

What I learned

Direct contact is essential

Working through a middleman limited my direct communication with stakeholders, which made alignment more difficult. It was a first time for me with such workflow, I tried it, but in the future, I’d go back to prioritizing direct contact to ensure smoother collaboration.

Embracing the unexpected

Although the triangle symbol was unexpected, it ended up working well within the brand’s visual identity, proving that flexibility can lead to great outcomes.

Value of a strong brief

A clear project brief was vital for managing multiple stakeholders. It kept everyone aligned and allowed me to reference the agreed strategy when one client wanted to change direction late in the process, preserving hours of strategic work and reinforcing the need for a solid foundation.

Understanding diverse perspectives

Engaging with multiple stakeholders revealed the importance of balancing various viewpoints. This experience taught me to consider diverse perspectives in decision-making, leading to more inclusive and well-rounded design solutions.

Building trust through transparency

Maintaining transparency with clients about design choices fostered trust. Regular updates and my openness not only kept clients informed but also made them feel valued and engaged in the process, which is vital for successful collaborations.

Detailed communication is key

Clear and detailed presentations helped prevent misunderstandings and ensured that the clients were always informed about my design decisions, which made the process smoother and more efficient.

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Thank you for your time

If you have any questions, thoughts, or want to know more about the process behind the project, I'd love to connect. Don't hesitate to reach out - I'd love to hear from you.

tekieniewska@gmail.com
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