Morgan Guegan

Creative Director at Evolving Web

Morgan's expertise is building brands, stories, and experiences through multimedia art and design. Combining strategy, creativity and craft, to help our clients fuel vibrant connections with their customers.

From LinkedIn:

Oh, hello. I’m Morgan. I’m art director building brands, stories, and experiences through multimedia art and design. I combine strategy, creativity and craft, to help tech companies fuel vibrant connections with their customers.

HOW I CAN HELP

1. Brand strategy 
   In an age of light speed change and ruthless competition, brands simply showing up don’t make the cut anymore. So how can brand strategy help carve out a share of the market? Connect what makes you different to what matters to your customers. 
   Deliverables:
   • Stakeholder discovery sessions
   • Competitive audit
   • Brand strategy
   • Brand architecture
   • Audience persona and archetype
   • Design brief
   • Creative team and vendors building
2. Art Direction and Design 
   Just like transforming logic into magic, bridging the gap between strategy and execution is the key to a successful brand expression. 
   Deliverables:
   • Brand design
   • Web design and user experience
   • Campaign creative
   • Illustration and motion
   • Product visual design
   • Art direction
   • Video production
   • Signage and way finding
3. Launch and guidelines 
   Helping distributed teams and partners to execute autonomously with the help of clear guidelines and toolkits is critical to make sure that the work gets implemented as planned and at scale. 
   Deliverables:
   • Design system
   • Brand guidelines
   • Campaign guidelines
   • Marketing and sales teams toolkits
   • Brand launch planning
   • Design operations framework

MY DESIGN PROCESS

Although every project is different, here is an outline of my general approach to process: 

1. Empathize and frame client needs
   • Interview stakeholders
   • Identify pain points and opportunities
   • Define core concepts at stake
   • Define objectives
2. Map and define the actors
   • Build customer personas and/or archetypes
   • Uncover what customers really need or care about
   • Competitor analysis
   • Creative research
3. Diverge and generate ideas
   • Brainstorm ideas
   • Iterate high level concepts
   • Push past obvious solutions to get to breakthrough ideas.
   • Prioritize concepts
4. Prototype and make ideas tangible
   • Apply concepts to use cases
   • Iterate and improve 
   • Gather feedback by user testing
   • Refine ideas
5. Craft and create final assets
   • Lock on 1 concept 
   • Produce final output
   • Iterate on finer details
6. Launch and nurture
   • Publish the work
   • Communicate about the initiative
   • Empower others to contribute and participate