The research provides insight and examples of how by pursuing an intuitively lead design process that caters to experiments and serendipity can produce fulfilling outcomes. These outcomes are deemed fulfilling both by a designer finding confidence and value in their creativity as well an enriched decision making process that contributes to a unique design outcome. The proposed frameworks highlight the benefits of fueling one’s cognition to produce an intuitively lead design process.

The research highlights the importance of pursuing experiments to explore how to accurately communicate a thought or idea. Without a designer having opportunity to explore and attempt to articulate their creativity, the language they use is dictated and decided by others. Their thought and creative output is contained by this language and are contain to a similar form. Although existing languages, symbols and visual references are necessary to provide a mutual understanding, it’s necessary for a designer to explore and develop their own vocabulary to allow for ideas to be accurately articulated and to allow their individual creativity to be validated.

To answer the research question, How can the design process of creating visual identities adopt an explorative model to encourage intuitive design decisions? Qualitative methodology was employed in the form of a critical reflective practice. This ‘research through design’ approach allowed the research to evolve naturally. As more work was created, the scope of the research was continually refined. Further, by adopting a reflective practice, the vocabulary used, both visual and written was developed to better articulate the internal dialogue and was able to analysed and reconstructed into shareable concepts.


The research encountered numerous difficulties that both extended the depth of this research and myself as a reflective practitioner. The most prominent difficulty was containing the scope of the research and defining it’s parameters. This process of crafting a refined and specific research question was somewhat timely, however this process proved invaluable at progressing and maturing the research at hand. As such, the timely process of pinpointing the researches landscape may have jeopardized the potential and depth of the research and the insights and knowledge gathered. Resulting, my research was successful at identifying a unique area of research.

The research at large does well at exploring the process of critiquing visual identities and highlights that by pursuing experiments and intuitive lead decision making, a design process will produce a unique and fulfilling outcome. Although the included TFK model facilitates this process well, it is somewhat broad to cater to a range of design problems. Resulting, this may model may receive similar critique of which The Double Diamond Process received of that it is still too linear. Accordingly, instead of being the Think, Feel, Know Framework and Immersion Framework being secondary to The Double Diamond Process, it could be developed into its own process to facilitate a explorative design process.

Self critique

It’s important to evaluate my role as a designer in this research process and critique how effective it translates and resonates with other designers. Throughout the duration of my study, the response to the research varied. Some of the outcomes were meet with interest and intrigue, yet my shortcoming of articulating and communicating my research holistically resulted in my enthusiasm and interest not be fully translated. This was in part due to the research needing the time to be fully fleshed out and mature as well as my own shortcoming of pursuing my research with every new influence. However, I think my role as a designer was successful of continual being critical of what I was doing, its purpose and why I deemed it important. By adopting this critical role as a designer, it allowed the research to continual evolve and be refined. 

Further Research

On completion of this research, it has presented numerous opportunities to continue this investigation as well as extend it’s scope in various directions. This research outcomes, specifically the two frameworks could be developed further as they feel as though they are still prototypes yet very practicular and benefical for my practice. 

Additionally, it could valuable to explore these concepts thinking outside of visual identities and design as whole. It would be interesting to see how design thinking and intuive lead design process could be adopted to other creative industires i.e. teaching, arts etc. 

The next step of exploring and understanding intuitive thought and decision making would be exploring cognitive and it’s role of absorb and reproducing information. Further, if the study were to continue instead of adopting a broad appraoch to all industries it may be appropriate to focus on only one. On observation, I think it would be interesting to explore this research in relation to building developments and how these buildings and communities are being labeled.