Planning & Drafting.
In a second phase, the ideas are first implemented in the head, later also as a scribble or as a draft on paper. It doesn’t matter whether a new logo or a company appearance is to be developed, or whether a website is to be redesigned; The process is always very similar.
Usually only two or three out of dozens of ideas make it into the implementation phase. Only now are desktop publishing or techniques used for the final illustration and presentation.