As a brand designer, the One Concept Method has become a familiar and comfortable way of presenting ideas to clients. To break it down to its most simple form: it involves presenting a single, fully-realized concept for a project, rather than multiple options. Over the last few years, this method has quickly increased in popularity, especially amongst boutique design studios and independent designers. Let’s explore some of the advantages of the One Concept Method and why it is beneficial for both the designer and client.
During the exploration design phase, designers will iterate on many unique ideas and continue to push the best ideas forward until they feel like they have found a strong solution. Because of brand strategy, I know which design concept is going to work as the best solution to solve my client’s problems and reach their goals. Instead of presenting my favorite option along with others, I give my full attention to the best concept and am able to take the time to create real-world mockups and show the concept in as much detail as possible.
We’ve all experienced how challenging it can be to choose between two creative ideas that you love. Oftentimes when multiple ideas are shown to a client, they have trouble choosing their favorite and opt to combine ideas together. Although this might sound like a good solution, in the end it waters down each individual idea and feels less refined and strategic. By having a single option to review, clients can focus on what they love about that option and how it could be refined further to better connect to their ideal audience.
When presented with multiple options, it’s understandable that a client would want to poll their friends and family to see which option is the best. This could lead to unwanted opinions and suggestions about how the designs could be changed. Although it’s important to us that our clients love our work (and their families to do!), focusing on how their own clients will view the design will help them get the most out of their investment. Without multiple designs to choose from, the client is able to thoughtfully provide feedback based on the brand strategy alone.
It’s important to make sure the brand concept is well thought-out and meets the client’s needs before presenting it as the sole option. At Hello June we go through an in-depth strategy session with each of our clients, uncovering the why behind the brand, who their ideal customers are, and finding ways to stand out in a sea of competition. This sparks a creative vision for the brand that is worthy of the one concept method approach. Looking for a rejuvinated brand identity? Let’s chat!