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A look & feel stage adds depth to the ideas in the concept presentation. It's a process to find additional ideas to support and reinforce the ideas in the route chosen from the brand identity concepts presentation. I usually recommend this stage to extend and supplement the brand ideas from the first presentation – if we agree that the preferred idea would benefit from further exploration and development.

This stage is usually between 6 to 10 days depending on the complexity of the ideas and the scope of work, and includes further research and brand consulting. Once a brand identity concepts presentation has been produced an assessment of how much time is likely to be necessary for a look & feel stage can be made.