My process is a bit like a tornado and probably isn't as organized as others, but i feel that starting a bit more loose and free helps me narrow down what doesn't work until I find the final look I'm going for. I usually start with colors first as that has always been an easy translation to what the mood, theme, or feeling a brand gives. Shortly after color comes the font family and hierarchy. Then I go on to make as many trial and errors of color and font and design combinations I can until all the elements mend together. Here is an example of what a typical artboard of mine looks like in the beginning of the brain storming process.