Dear Design Studios & Freelancer Designers,
does this sound familiar?
You’ve landed your next great branding project.
You’re excited and full of creative energy.
You dive right in.
You know you should start with some sort of strategy.
But, you’re not confident in your strategy skills.
So you overcomplicate it – or worse, skip it altogether.
You work on a few things.
Some parts look good. Some don’t.
You move in 100 different directions.
The deadline looms.
You cobble together a presentation.
You think;
Does it make sense?
Will the client get it?
Does it even mean anything?
Am I doing this right?
You present.
It falls flat.
The feedback cycle begins.
It feels endless.
The project spins in circles.
Your energy dwindles.
Your profit margin shrinks.
Now, instead of moving forward,
you’re stuck figuring out how to get the project back on track.
Now, imagine this instead...
You land the same project.
You’re excited and full of creative energy.
This time, you know exactly where to start.
Your process feels like it’s on autopilot.
You’re in control.
You focus on what you love – being creative.
You begin with a clear, compelling brand story.
It’s simple.
It makes sense.
It sets the tone for everything to come.
Your ideas flow.
Your designs are purposeful.
Everything feels right and ready to share.
The presentation is seamless.
Every slide builds confidence.
Your client just gets it.
They’re excited.
They’re aligned.
The feedback is minimal – if there’s any at all.
The project moves forward smoothly.
It’s on time.
It’s profitable.
You deliver.
The client is thrilled.
You’re energised and ready for what’s next.
Brand Process Playbook
A course designed to help you lead brand projects with confidence, unlock creativity, and make more money.
Master the
Process Behind
Award-Winning Work
Learn the step-by-step process behind For Good Design Lab’s award-winning work and transform the way you deliver brand projects.
What You’ll Learn
Peek Behind the Curtain
We’ll take you behind the scenes to look at the unfiltered process behind real life projects, to show you exactly how we create brands at For Good Design Lab.
7 Resources Included
We’ve included the exact resources & templates we use to speed up the process, so you can hit the ground running.
Loved by Designers
We’re proud to have created a course designers love, helping them grow as creatives and business owners.
“Thank you so much for the course. It was incredibly helpful. This is the kind of knowledge that usually takes years to nail.”
“For me, it was how you run the story component of the whole branding process. Strategy can be scary, but simplifying this into a brand story in an easy-to-follow session makes it less daunting and achievable.”
“The no-bullshit approach to branding is very refreshing and highlighted that we don't need to provide a more complex process in order to increase prices.”
“I loved the course! The insights were great, and the explanations were clear. Writing a brand story is something I’ve never known how to do properly until now.”
“This course will transform how I approach brand projects. It applies a logical structure to the creative process, setting parameters that keep projects concise and efficient.”
Not Just Another Course
We get it — there are plenty of great courses out there.
The Brand Process Playbook is a practical shortcut for Design Studios and Freelance Designers. Here’s how we’re different...
A simple and practical approach to brand tailored to the type of projects you actually work on.
Implement the templates we use immediately in your workshops and presentations.
An unfiltered, behind-the-scenes look at real-life, award-winning projects.
Get support from the community to help you refine your process.
Hi, I’m Daniel.
Award-winning brand designer and Founder of
For Good Design Lab.
Over my 15-year career as an independent brand designer, I’ve learnt the hard way —
through trial and error, and lots of mistakes.
Now, my mission is simple:
to offer you the shortcut I wish I’d had.
I’ve had the privilege of building brands for companies that have collectively raised over $500M, are loved by millions of people, and backed by Australia’s largest VCs.
My work has won top industry awards (AGDA, Good Design Australia, Awwwards), and has featured on Brand New.
I’ve charged six figures for projects and refined my process through real-world results.
I believe every designer deserves a clear,
repeatable process to build memorable brands and a profitable business. This course will give you that.
I’ve spent over a decade refining my methods,
testing what works, what doesn’t,
and learning from every mistake along the way.
Now, I’m ready to share it all with you –
my tools, my process, and the things I wish I knew when I started.
This course is simple, practical, and designed to help you avoid the same mistakes I made,
so you can focus on your creativity, build impactful brands, and get paid what you’re truly worth.
Ready to Master Brand?
Self-paced
$2,490 afterwards.
Live Cohort
Applications close on Jan 24th.
Brand Camp
Applications close on Feb 28th.
Design Teams
Hands-on training for your entire team. On-site or online.
This course isn’t for everyone.
The application process makes sure it will help you achieve your goals and you’ll add to our community of designers. Here’s how it works:
Submit Application
Interview
Book Your Spot
with limited spots available.
Ask Me Anything
Become part of the Brand Builders Community and join us for a free live Q&A hosted by Dan on the first Wednesday of each month.
