The One Concept Method

Branding

Apr 9

What it is and why it works

The old design industry standard was to present clients with several logo options, let them pick their favorite, and then build out the rest of the brand from there. But that approach comes with several issues, that’s why I’m a firm believer in the so-called one concept method. While the name is pretty self-explanatory, I want to dive a little deeper into the advantages this approach brings.

no. 01/05

Putting strategy and meaning first

Before I even design a single piece I work out an extensive strategy with my clients. We’re diving deep into what makes their business unique and why their dream customers and clients should choose them over their competitors. This strategy is the foundation the design is built upon and gives me a clear direction for the design.

Presenting multiple concepts means possibly diluting the strategy we have established before and compromising on the meaning infused into each design. When I feel like the strategy can be visualized in different ways, which happens too, I will present several moodboards instead to explain the different options, but always within the boundaries established by the strategy. The strategy always has to come first.

no. 02/05

Focusing on the strongest concept

With the one concept method, I conduct in-depth research on your business and target audience before exploring various design concepts. Although I will explore different concepts behind the scenes this approach allows me to pour all my focus and energy into building out only the strongest concept. Instead of just receiving a primary logo and then building the brand from there, my client receives a fully built out concept with several logo variations (read more about why you need logo variations here), a color palette, fonts and lots of application examples that create a sense of how the brand will look and feel like in the real world.

The majority of my time is thus focused on the best, most succinct brand concept instead of trying to create several equally strong solutions. This brings me to the next point…

no. 03/05

Not all concepts are made equal

Creating several equally strong concepts is almost impossible. After all, there are reasons why the strongest concept is better than the others. So there’s a risk of creating something that is mediocre, or of spreading out good ideas over several concepts and losing them in the process. Effectively, that means giving my client the opportunity to choose an option that I know isn't the best solution for their brand. No, thank you! I want to present my clients with real solutions that are driven by strategy and infused with meaning. Everything else just is a waste of energy and time (and therefore your money!)

no. 04/05

Ditch the Frankenstein approach

Presenting multiple options will often result in clients liking one aspect of concept A, another from concept B, and maybe a sprinkle of concept C. And thus begins a cycle of endless revisions trying to put it all together. But that can result in a mismatched Frankenstein monster. Yeah, not exactly the best approach to creating a strong brand. My clients come to me with a problem. And they need one cohesive solution.

No. 05/05

Avoid decision paralysis

You know the feeling. That fatigue that sets in when you have yet to make another important decision. The fear of making the wrong choice. The FOMO sets in. My clients aren’t design experts and why should they be? After all, they come to be because they are looking for an expert. It’s not their job to know what the best design solution is. That’s my job.

With presenting just one concept to my clients, I’m avoiding decision paralysis and I’m reducing the number of revisions. With the one concept approach I found that all that’s needed are usually a few small tweaks to make the design align even better with my client’s business and their ideal audience.