Branding Review from Jazmin Andrea Giraldo
This review is provided to reflect a factual experience based on documented communications and delivered materials throughout the project.
The engagement was contractually expected to be completed within approximately five months. However, the actual duration extended to nearly two years, representing a substantial deviation from the agreed timeline.
From a structural perspective, the Brand Style Guidelines were not delivered in a complete or usable form. Essential elements, such as a defined Color System, were missing, resulting in the absence of a coherent visual framework from the outset. Despite this, subsequent deliverables were developed, which led to inconsistencies across the project.
Several files provided contained technical errors and were not suitable for professional or commercial use. The requested corrections were not additional services, but necessary adjustments to meet minimum professional standards.
Additionally, key agreed deliverables were not provided, including 3D mockups, video production and the website.
During the course of the project, certain deliverables required waiting periods of up to one month, yet were still delivered with errors, indicating deficiencies in both project management and quality control processes.
In contrast, comparable corrections and adjustments were completed independently within a matter of hours, highlighting a significant discrepancy in execution efficiency.
A substantial portion of the total project fee (approximately 90%) was requested and paid before the initial phase had been properly completed.
While certain isolated matters arose during the project and were resolved within a short timeframe, these do not reasonably account for the overall duration of nearly two years.
Following the conclusion of the project, independent third-party designers reviewed the materials and identified deficiencies requiring correction, completion and partial re-execution.
