Design and Brand

Definition of done

• The design solves the problem written in the brief, and you can explain how in one sentence
• It meets every acceptance criterion in the Scope Sheet
• All agreed sizes, formats and variations are exported and named correctly
• Editable source files are organized and saved in the client's workspace or storage
• Every font, image, icon and illustration is licensed for the client's use, with the license recorded
• The client approved the final in writing

Quality checklist

Brief and concept

• Brief confirmed in writing: goal, audience, message, formats, deadline, approver
• References and mood direction agreed before detailed work starts
• Two or three distinct directions at concept stage, not small variations of one idea

Craft

• Clear hierarchy: the eye goes to the most important thing first
• Consistent spacing system and alignment grid
• Typography limited to the brand fonts, with consistent sizes and weights
• Colors from the brand palette, with text contrast that passes WCAG AA
• Copy proofread: spelling, names, numbers, dates, phone numbers, URLs
• Works at the smallest size it will be seen (mobile feed, favicon, business card)
• Checked in light and dark backgrounds where relevant

Brand identity projects

• Logo works in full color, one color, black and white, and at very small sizes
• Clear space and minimum size defined
• Palette defined with values for screen and print
• Type system, imagery style and tone of voice examples included
• Brand guide delivered as a short, usable document, not a showpiece
• Basic trademark search suggested to the client before final adoption (the client's legal advisor confirms)

UI and UX design

• Designed mobile first, then larger screens
• Components and styles built as a reusable system, not one-off screens
• Every state designed: empty, loading, error, success, disabled
• Interactive prototype for key flows reviewed with the client
• Developer handover includes specs, spacing, assets and notes on behavior

Files

• Layers and pages named and organized; no "Layer 47" or "Final final 2"
• Unused elements removed from the source file
• Export names follow YYYY-MM-DD_Client_Asset_Size_v01
• Print files: correct size, bleed, color mode and resolution confirmed with the printer

Pre-launch checklist (before anything goes public or to print)

• Final proofread by someone other than the designer, or a slow read-aloud by you
• Every phone number, email, URL and QR code tested
• Legal lines, disclaimers and required logos present
• Correct formats exported for each channel
• Print proof approved by the client before the full print run
• Source files and licenses saved to the client's storage

Reporting KPIs

KPI	Target
Deliverables on time	90 percent or more
Revision rounds per deliverable	Within the rounds agreed in the Scope Sheet
Errors found after approval (typos, wrong numbers)	Zero
Performance of designs in use	Where available: ad click-through rate, landing page conversion, email clicks, compared with the previous design
Brand consistency check	Every asset passes the brand guide check before delivery

Access and security rules

• Work inside the client's design tool workspace or shared storage, not only in your personal account.
• Fonts, stock images and templates are purchased under the client's name or license, never your personal license.
• Never use a client's unreleased designs, logos or materials in your portfolio without written permission from the client through Narqix.
• Keep client brand assets off personal devices and personal cloud storage.
• AI image tools only through approved business accounts, and only when the client agreed to AI-generated imagery.

Common mistakes

Open the list

• Starting to design before the brief and message are clear.
• Showing ten options instead of three strong ones.
• Using images or fonts found online with no license.
• Delivering only flat exports, leaving the client unable to edit anything.
• Designing for a large desktop screen when most people will see it on a phone.
• Low contrast text that looks elegant but cannot be read.
• Copying a well-known brand's look so closely that it creates legal risk.

Red flags to escalate

Red flag	Level	What to do
Client asks you to copy another company's logo, design or protected material	P2	Decline, inform Delivery Lead
An asset is already live with a wrong price, phone number or legal line	P1	Alert client and Delivery Lead immediately
Licensing of a font or image is unclear	P3	Replace or confirm before delivery
Feedback comes from several people with conflicting directions	P3	Ask the named approver to consolidate
Revisions exceed the agreed rounds	P3	Raise a change request

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