Graphic Design

Whether you notice it or not, you interact with graphic design nearly all day long. From the billboard you pass by on your way to work to the app interfaces you use every day, graphic design is ever-present.

Why does graphic design matter?

First impressions

A UK survey found that 94% of users mistrust of a website was a direct result of the design. The other 6% were content related.


75% of people judge a company's legitimacy solely on the basis of its aesthetic appearance.

Increase brand awareness

A successful brand is the result of a long, careful process of branding design. Apple did not become the branding legend it is today by putting together random design elements to create brand assets.

Why us?

Having started in E-commerce ourselves we know inside out what is involved in designing, building and maintaining a WordPress website. Having built over 200 websites for our clients, ranging from e-commerce sites to blogs and forums, we will guide you through the entire process, advising on the best options and features to achieve your goals with the website.

Our reviews

Success stories

Loved working with Passionate agency, Billie and Kieran are brilliant designers - the best I've worked with. I'm going to continue working with them.

Saghir Hussain

Founder and CEO

Awwwards logo
Site of the day
elementor logo
Site of the month
Featured in UIUX design
CSS design awards
UI, UX & Innovation Award
Awwwards logo
Site of the day
Featured in UIUX 4

Best UI Design
Best UX Design
Best Innovation

CSS design awards
UI, UX & Innovation Award

What's included

Free consultation and advice

We will have multiple calls to understand your problems and advise you on all options available throughout the process so you can make informed decisions on what is the best scope for your objectives.

Proven value for money

Our rates are in the lowest 5th percentile for professional design agencies. Couple this with a very experienced team and tested workflows and you’ll find that our packages for the same output will cost you around ½ of what a comparable agency or an in house team would cost.

Nifty turnaround speed

Although the timeframe can vary greatly depending on the request, for most requests we aim for a turnaround of up to 2 working days, working Monday to Friday 9am to 6pm UK time (GMT).

Top notch quality

Every member of our team has at least 5 years of experience in their field and every deliverable is checked by an art director with over 15 years of experience, the project manager and your account manager before it is submitted for your review.

Full ownership

You will receive complete ownership of all designs or other assets produced as part of the engagement, including source files as well as website and hosting admin logins. You will also have access to dozens of licenses, plugins and tools free of charge!

Scaleable to your needs

We are here to support you throughout the journey, so you will have regular calls with your account manager to evaluate progress, discuss upcoming tasks and make any adjustments necessary to the services we provide.

What’s the process

Introduction call and scoping
The scope of the graphic design project typically comes down to the timeframe and budget you have allocated for the features and objectives you want to achieve. During the scoping process we will have calls to understand what are your branding objectives, needs and deadlines and based on the budget and timeframe you have allocated we will propose the most optimal way of achieving these!
During the discovery process we will send you our design questionnaire which will allow us to get a better idea of your brand, your target customers, how you want your brand to be perceived. We can also walk you through the questionnaire during a call and help you complete it. Once the questionnaire is completed we should then be in a position to create and pitch a few creative directions for the design exercise!
Based on the information in the branding questionnaire and the specification we will then create 2-3 "moodboards" composed of various custom made graphics and styling elements that will show different directions for the further development of the brand. These moodboards will also incorporate logos, collages and examples of using the styles. These will be a starting point that we can then use to derive the creative direction for the rest of the design exercise.
Design concepts and revisions
We will implement the feedback received for the moodboards to derive the final creative direction. Once this is decided, we will proceed with making the various design concepts required. We will send these concepts for you to review in presentations and you will typically have up to two rounds of edits if needed on these concepts. We will go through this process for all of the design assets in the scope, such as business cards, email signatures, powerpoint presentations, letterheads, etc.
Documentation and delivery
Once all of the branding assets are finalised we will then create a pdf brochure including information on all of the styles and assets as well as guidelines on how they should be used. We will also create a drive folder with all of the source files and share that with you.

Book a call

Asked Questions

We use ClickUp for our internal processes and for time tracking, so we can invite multiple members of your team to the ClickUp board and manage everything there. We can also join other project management tools that you are already using if you prefer.

Absolutely! You can reverse image search any concept or variation we provide, and even individual components of the design, everything we design is made from scratch fully tailored to your brand!

Certainly! From the moment you make the payment all rights to all concepts and variations developed during your project, including the final designs pass to you. We do however reserve the right (unless discussed otherwise in advance) to present the work done for you as part of our portfolio. Finally, upon completion you are also provided with the source file for the design, which can then be passed on to other designers or companies (such as a printing company) for their use.

Request a free proposal

What Is Graphic Design?

Every graphic you come across has been carefully created to pass on a particular message. And that’s the primary aim of graphic design — to convey an idea with the use of visual elements.

Graphic design has slowly but surely become an inseparable part of brand promotion. In certain cases, images can explain and persuade better than words. With this in mind, successful brands have learned to use various types of graphic design to spread their brand message.

If you ask five people what graphic design is, chances are, you’ll get five different answers. This doesn’t mean that the varying definitions you get are wrong, but rather, all of them are partially correct.

In its simplest definition, graphic design is the planning and creation of visual content to communicate a message or idea. So, yeah, graphic design is a broad concept.

The term first made an appearance in the print industry in the 1920s. But if you want to trace the practice of graphic design to its very origin, you’ll have to take a deeper plunge into history all the way back to cave paintings.

With its rich history and broad application, graphic design is quite a comprehensive craft involving a lot of elements. Let’s explore the main graphic design elements below.

Core Graphic Design Elements

Even the most intricate graphic designs are made up of very simple components. Here are the seven core elements that have created every design you’ve ever seen.


As simple as they are, lines can take many appearances — thick, thin, brushed, dotted, dashed, curved, horizontal, diagonal, etc. With the rearrangement of lines, you can create an infinite number of graphics.


The outline of an object determines its shape. Shapes can be mechanical, organic, or abstract. Mechanical shapes are geometric, while organic shapes resemble natural objects. Abstract shapes include letters and symbols.


Colour helps to set the mood of a design as it has a strong psychological effect on the human brain. Colours have several characteristics like hue, shade, tint, tone, and intensity.


Value determines the extent of lightness or darkness of an area in a design. A contrast in value is used to separate shapes.


A common way to add depth to a design is to give objects a texture. Be it soft, rough, smooth, rugged, wooden, or fluffy — texture combines lines, shapes, and colours to achieve a visual illusion.


Size allows designers to show contrast, highlight importance, and create a hierarchy to guide the viewer through the design. Components larger in size gravitate attention, creating focal points for the graphic.


Graphic design uses space to separate items or sections, explain the relationship between objects, and create the illusion of a 3D environment. White or negative space forms the background of a design, allowing other elements to pop.

At its core, graphic design is a highly creative craft and will always remain so. However, it’s still guided by a set of principles. Some of the essential graphic design principles are balance, contrast, emphasis, repetition, white space, hierarchy, and more.

Good design is one that employs inventiveness and imagination but also adheres to design principles. It’s the most effective way to ensure your design communicates a message in a clear, structured manner.

7 Types of Graphic Design

The term “graphic design” encompasses various types of graphics that can be significantly different from one another in their application as well as the design process. Let’s unpack graphic design by taking a look at its major types.

1. Brand Identity Design

Every company has a unique personality that reflects itself through the brand’s identity. The process of strategically shaping brand identity is known as branding design. It includes all the visual components of a brand that provide the latter with a distinct look and feel.

The primary challenge for branding design is to share the business’s essence, message, and values through visuals. Designers achieve this by smartly combining lines, shapes, colours, and images.

Next time you interact with your favourite brand, pay attention to the subtle design elements they implement and notice what emotions they give rise to. It’s the best way to truly comprehend the power of great brand design.

Brand identity design involves the creation of logos, brand colour palettes, typography, icons, mockups, and so on. Naturally, all these elements have to perfectly align with one another to create a coherent brand identity.

In addition to the fundamental visual assets of a brand, brand identity design also incorporates brand style guides. As a unified document that amasses all the brand’s visual assets, a style guide also provides guidelines for correctly applying those assets.

Where should your logo be placed on documents and business cards? What’s the smallest font size to use for your brand name? How much white space should be left around your logo? These questions may seem trivial, but they play a big role in ensuring consistent brand presentation across multiple channels.

It’s by no mistake companies like Apple go the extra mile to protect and spread their brand guidelines. It’s enough to have a look at the Apple Identity Guidelines to see how meticulous they are about the proper application of all their visual assets.

2. Marketing and Advertising Design

Since modern-day marketing is very visual-driven, the role of graphic design in advertising continues to grow. Nowadays, most platforms are rich with high-quality visuals, so brands need to put extra effort and thought into their content to stand out. Hence, the plenitude of attention-grabbing ad materials on social media, websites, and other online platforms.

Promotional graphic design has grown into a separate area of specialisation with its own rules and best practices. Marketing designers work closely with company owners or marketers to produce designs tailored to the brand’s unique niche, target audience, and marketing goals.

Marketing and advertising design can involve both digital and physical graphics. The latter includes print materials, such as posters, billboards, banners, magazines, brochures, flyers, etc. Digital graphics can range from social media post designs to infographics, email templates, and PowerPoint presentations.

Similar to branding design, marketing design needs to be an excellent communicator that establishes an instant connection with the audience. Marketing graphics should be clear about the value of the advertised product/service while avoiding coming off as pushy.

3. Web and Mobile UI Design

As one of the key factors of a positive brand experience, web design has a massive influence on the client’s decision-making. Nothing can make or break a user’s perception of a brand, quite like a business website.

Think of all the times you’ve eagerly opened a website only to find out it has a terribly slow load speed or poor UI design. Were you just as eager to return to the site next time, if ever at all? We thought so!

User interface (UI) design dictates the user’s flow through a website and how they interact with it. It works just the same for mobile app design, although the play area and best practices can be quite different.

UI graphic design specialises in constructing a user interface with menus, buttons, typography, graphics, illustrations, and so on. Whether meant for a computer screen or mobile, UI design should be intuitive and easy to use.

Although highly dependent on user experience design and web or app development, UI still shouldn’t be confused with the two. A good UI designer will likely be familiar with user experience principles and even programming languages. Still, their area of expertise is creating an interface that’s visually attractive, well-structured, and effortless to use.

4. Packaging Design

Branded product packaging has been around since the 1890s, but even today, many companies undervalue or altogether dismiss its marketing potential. Whatever your product packaging may look like (box, bottle, can, container, paper bag, etc.), it can be used to reinforce your brand message.

If you’re ready to make your product packaging a marketing tool, you should turn to package designers. With the help of mockups, they will visualise the design concepts and get them ready for print. As packaging design and print are closely interrelated, a designer in this field needs to be knowledgeable in both.

Product packaging also goes hand-in-hand with label design and product photography. Often, a designer will end up creating not only a single package but also its adaptation on a variety of items. It’s crucial that your packaging is consistent from one product to another to build a solid visual identity.

5. Print Graphic Design

Perhaps, the most classic type of graphic design is print that’s published and publicised to share news or messages. Books, magazines, newspapers, brochures, and similar materials fall under this category. And in today’s digital era, these assets are created and distributed both online and offline.

Graphic design for print includes creating a design layout, choosing typography and colour schemes, producing accompanying illustrations and photography if needed, etc. Print designers closely collaborate with publishers to deliver print-ready graphics.

6. Motion Graphic Design

As the name implies, motion graphic design produces graphics in motion. Motion graphics can be quite diverse, from short, simple animated GIFs to full-range videos. Businesses often utilise motion graphics to create logo animations, engaging typography videos, social video ads, and the like.

Motion graphics grew popular with the advancement of animation software which led to a surge in animated content. Companies have taken advantage of this to diversify their content, draw more attention to their brand message, and create a more approachable brand image.

Motion designers often need strong skills in graphic design, animation, filmmaking, and video production. Although motion graphics and animation are two distinct fields, they tend to intersect a lot.

7. Illustration Graphic Design

Graphic art and illustration are complete art forms on their own; however, they frequently appear in branding and advertising materials. In this context, they can be classified into a separate type of graphic design.

Graphic artists typically work with managers, marketers, writers, and art directors to create 2D or 3D illustrations, brand mascots, company logos, graphic novels, and more. Illustration involves a lot more meticulous drawing and painting, which is why many illustrators have a background in fine arts.

The Graphic Design Process

Now that we’ve walked through the seven graphic design types, the next big question to address is what the graphic design process looks like. Neat, intricate graphics aren’t created in a snap, as much as we wish that were the case. Instead, they’re the product of an elaborate, careful graphic design process.

From the development of a somewhat vague design concept to the ecstatic moment of final delivery, graphic designs go through four phases: discovery, creation, feedback, and delivery.

  • Discovery: The first stage of the design process commences with the client — in this case, the brand — presenting their requests and expectations. Based on the creative brief, the designer will begin diving into research, mood boarding, and coming up with the first concepts.
  • Creation: After collecting enough supporting data, the graphic designer begins producing sketches for the first draft. The client will review the draft and give their first feedback. Taking the feedback into consideration, the designer will move forward with building the design.
  • Feedback: This is where the artist presents the final work to the client for review. If necessary or as agreed upon, the designer will complete one or multiple rounds of revisions.
  • Delivery: Once the client is satisfied with the final product, the graphic designer or agency will deliver the design files. In exchange, the client will process the payment as specified in the contract.

Although the different types of graphic design will involve different specialists with specific skill sets, the core design process will remain the same.

How Can a Graphic Design Agency Help?

The whole graphic design process is infinitely smoother and more efficient with a graphic design agency. Whereas working with a freelance designer requires constant communication and active guidance, hiring an agency won’t require a hands-on approach from you.

Graphic design agencies will take care of briefing, project management, and quality assurance. Besides defining your expectations and preferences, there’s little you will have to do as a client. Since the reputation of the agency is at stake here, most agencies will go above and beyond to deliver a top-quality product.

Another big advantage agencies have is that instead of a single individual, a whole team of specialists will be working on your project. Because of this, many agencies will offer additional services like copywriting or search engine optimisation.

Of course, the cost does increase when you work with a professional agency instead of a solo freelancer. But so does the quality of the end product. Agencies are recommended for businesses that aren’t too restricted by their budget and need excellent results with as little risk involved as possible.

Final Words

Graphic design is a broad concept with multiple areas of specialisation. When starting a new design project, it can save you a lot of time to know what type of design services you need. With a clear vision for your project and the right kind of expert, you will stack all odds in your favour.

The more you know about graphic design elements, types, and processes, the clearer you’ll be able to communicate with the designer or agency. We hope you found the clarification you were looking for with our guide!

General FAQ

Graphic design is the practice of using visual elements to represent an idea or message. All graphics consist of basic design elements such as line, colour, shape, space, and so on.

Graphic design is essential to create a visual brand identity that consumers will recognise. It will also allow you to make promotional content like social media images and videos, website design, business cards, flyers, brochures, and more.

The biggest graphic design trends include retro-futurism, comics and pop art, psychedelic design, black-and-white design, nature-inspired design, voxel art, and others.

Speak with a specialist

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Workforce management and service transformation platform.

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Brand guidelines

For the brand guidelines, we used bold and contemporary colours to support the brands’ message, with the palette keeping everything cohesive across all applications.


As part of the guidelines, we created a guide to maintain the integrity of the logo elements. This ensures that the logo is always used correctly, with correct spacing and size, in any future design/advertising use.


Icons in the corporate identity are filled. The main part of the icon is painted with the primary gradient, and additional elements are in mint. Elements are separated from each other with rounded borders.

Mascot Design

We created illustrative mascot designs for different user outcomes add visual interest and action cues.


For the website design, we kept it minimal focusing on the most key elements: heading, main CTA's and supporting imagery. The heading directly addresses healthcare workers pain points, with app screenshots supporting the message. The main CTA's take users to the application.

The remaining sections describe the application and how its features work.


Desktop Application

UI Elements

Mobile Application

The mobile application design includes 63 pages. The challenge here was condensing the extensive information available for users in a mobile screen without compromising the usability.

UI Elements

Skild Aesthetics cover
Skild Aesthetics cover

A new generation of clinicians

Skild was founded to address the challenges many clinicians face after completing their training in aesthetic medicine.

Their founders recognised that the majority of clinicians do not practice in their chosen field due to fear, inadequate support and a lack of confidence needed to deliver exceptional personal experiences.

Skild recognise the limitations of one and two day training courses and has created a perfect blend of theory, practice and long term support for delegates.

Skild Aesthetics cover
Skild Aesthetics cover
Skild Aesthetics cover


To emphasise the content of the website, we created a modern minimalist design. This puts the user experience first, allowing ease of navigation and course booking.

Animated geometric figures accentuate the most important details and draw users’ attention to them.

Course booking

We constructed the site using WordPress with WooCommerce, as this gave us the flexibility to achieve our bespoke design.

We created a booking form using WooCommerce’s booking plugin. This allowed us to create a custom product template on the front end while keeping a familiar interface on the backend, allowing clinicians to manage their courses smoothly.


Social media

Several templates were designed for social media posts, following the same minimalist and clean style used throughout the website.

“I have been working with Passionate for well over a year now on a wide range of design projects. My experience has been excellent. Gor and the team always ensure the work is of the highest quality and delivered in a timely manner. The quality of their work stands out.”

Qadir Hussain, Founder

Analyse your digital marketing campaigns against CRM data

Nymble enables marketing teams to reach their goals by optimally investing marketing resources across channels and activities, and quickly adapting to market shifts.

Reach your marketing goals

Nymble helps you report on important Marketing KPI’s such as Cost per Lead, Opportunity & ROI of Campaigns, through integration with  Google Ads & Salesforce.



The main company logo is a font-based wordmark with a custom icon. The wordmark emphasises Nymble’s succinct and catchy name, emphasising the modern look of the logo. The geometric icon is a combinaion of analytics graphs combined with Nymble’s initial. The icon has a subtle 3D effect though use of gradients.

Vertical version of the logo can be used accordingly. There is also a white and grey version for use on a dark background.



Bright and bold colours support Nymble’s modern appearance. Logo guidelines ensure cohesiveness across all applications. Brand icons were created to emphasise and support Nymble’s messaging. A primary and secondary palette are included to cover all potential requirements.

All your
in one place


An animated product demo in the hero section clearly conveys the value users can get from using Nymble. There is one clear CTA prompting users to schedule a free demo. The rest of the page demonstrates all of Nymble’s features.



The application itself allows users to view all their ongoing campaigns and associated data such as acquisition cost, opportunity & ROI of campaigns and total spend.


We began the process of designing their application with a wireframing stage to identify the most important elements to include on their dashboard. For example, an important consideration is for users to be able to easily connect their various analytics accounts to Nymble, as well as the structure and hierachy of all reports and stats.


Dark UI


All icons follow the same 24x24px grid with rounded corners and flat ends.

Colors & typography

Bright and bold colours support Nymble’s modern appearance.

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