Designing with the Client Looking Over Your Shoulder

18 Mar

Designers can be stubborn. Most prefer to be given a brief at the start of a project, then go off on their own to refine concepts, sketch ideas, and craft a brand in peace. That’s how I used to work, too. The idea of designing a logo with a client sitting next to me, watching my every move, used to sound like a nightmare.

Our workshop approach flipped my perspective. Rather than working behind closed doors and sending designs back and forth over endless email chains, we bring clients into the process from the start. We build the logo with them, in real time.

Now, I know what some designers might be thinking—Why on earth would you do that? Clients don’t always know the ins and outs of design. They might hover over my shoulder, questioning my choices, and it could be a distracting nightmare. But here’s the thing: this approach makes the entire process easier, faster, and more collaborative.

Stop the ‘Email Tennis’

Instead of playing email tennis—Can you tweak this? Can you make that bigger? Can we try a different colour?—we do it all live. Clients either join us in the studio or via a call, and we refine the design together in a single session. What would normally take weeks (or even months) of revisions and back-and-forth emails gets condensed into a day.

If a client wants to see a different colour palette, we test it there and then. If they’re unsure about a font, we can cycle through alternatives in real time. There’s no need for exporting, sending files, waiting for feedback, and redoing the whole process. This approach also allows us to explain why we’ve made certain design choices—helping clients understand how their brand is being shaped.

Sometimes, you get clients who want their logo in yellow just because their wife bought yellow curtains for the kitchen. By working live, we can quickly show them how that colour works in context, guide them toward better choices, and keep the process moving without unnecessary delays.

A Real Example: Smoke Before Dawn

Let’s take a real-world case study. We worked with a family friend on a brand for a holiday let—a rustic wagon-style accommodation. Initially, they had no clear name or direction, but through conversation, we uncovered a connection to cowboy heritage and an old phrase tied to the farm’s history: Smoke Before Dawn.

Historically, this phrase referred to settlers claiming land—if you could get a fire going before dawn, the land was yours. It was a perfect fit for their story. Instead of generic nature-based names like Swallow Lodge or Oak Tree Chalet (which they were looking) we leaned into the history and eco-friendly character of the property.

From there, I sketched a silhouette of the wagon—something handcrafted and a little rough around the edges, much like the accommodation itself. The entire process, from rough concept to final design, took about two hours, with the client actively involved the whole time.

By the end of the session, they had a logo they loved—one that felt personal, had meaning, and suited their brand perfectly.

*For context, this was complete within a 2 hour video call, not bad!

We use these websites below to get design inspiration during our workshops.

Brand Design inspiration

The Pixelhaze Brand Workshop Process

Our brand workshops usually run for two to three hours. We start with a conversation about the business—getting to know its personality, goals, and target audience. Once we’ve built that foundation, we move into design exploration:

Sketching Concepts – We begin with loose sketches on chalkboards or digital tablets (never jumping straight into Illustrator). This helps us develop strong concepts before getting lost in pixel-perfect details.
Visual Inspiration – We browse sites like LogoPond, not just for inspiration but to figure out what the client doesn’t like. Knowing what to avoid is just as important as knowing what to aim for.
Live Refinement – We test colours, typography, and layouts in real time, discussing how the logo will work across social media, websites, and printed materials.

By the end of the session, we have a fully developed brand identity that the client has been part of every step of the way.

Why This Works

This hands-on approach speeds up the process and makes for better designs. When a client is involved from the beginning, they own the brand in a way they wouldn’t if we just handed them a finished product. They understand the thought process behind the design, which means they’re less likely to request arbitrary changes later on.

If you’re looking to create a new brand identity and want to be part of the process, get in touch. I’d love to help craft a design that feels just right for your business.