The One Concept Method
After a year of adopting the one concept method, my design approach has undergone a profound shift, resulting in increased client satisfaction and a deeper sense of fulfillment in my work. Departing from the industry standard of presenting 3-6 concepts for a brand identity project, the one concept method streamlines the process, delivering a single, carefully curated design option.
What is the One Concept Method?
The One Concept Method in graphic design involves presenting a single, best solution to the client, rather than multiple options. This approach leverages the designer's expertise to deliver a focused, high-quality result, reducing revisions and providing clearer direction for the client's brand identity.
Why One Concept? Unveiling the Flaws of the Standard Approach
Having relied on the traditional three-concept model for years, I encountered certain pitfalls that led me to explore alternative methods. One significant drawback is the assumption that every design problem has three distinct solutions, potentially limiting the quest for the optimal answer. Entrusting the client to choose their favorite design neglects the expertise they sought in hiring a designer, often resulting in a disservice to their brand. Moreover, the risk of clients mixing and matching elements from multiple concepts can dilute the intended design, leaving both designer and client dissatisfied. Creatively, delivering three versions for the same brief proved draining and counterproductive.
Why I Advocate for the One Concept Method
From the initial implementation of the one concept method, it became evident that this approach aligned seamlessly with the needs of my business, clients, and design process. Offering clarity to clients, reducing revisions, and enhancing the overall design process are just a few reasons why I wholeheartedly endorse the one concept method.
Implementing the One Concept Method: Key Steps for Success
Be Very Clear
Transparency is key. Clearly communicate the one concept method in your services, project proposals, and contracts to avoid surprises and align expectations with clients.
Get Approval on Creative Direction
Prior to diving into design, ensure that the creative direction is meticulously defined and approved. This process involves comprehensive consultations, questionnaires, and the creation of a Brand Foundation document.
Build a Responsive Brand Identity
Crafting a successful brand identity extends beyond a single logo. Develop a complete suite of logo marks, including primary and alternate logos, submarks, and icons, along with a cohesive color palette and font suggestions.
Explain Your Design Choices
Justifying your design decisions is crucial. With the one concept method, provide detailed explanations for each choice, referencing the previously approved Brand Foundation as a guide.
Show Real-World Examples
Present the concept to clients with tangible, real-world examples. Use mock-ups to showcase the brand identity in various applications, helping clients envision the full potential of their brand.
Present the Concept in Real Time
The final step involves presenting the brand identity concept in real time, allowing for client interaction, questions, and a comprehensive walkthrough of the entire design.
The One Concept Method: A Strategic Approach
While the one concept method may seem like a departure from the norm, it's a strategic process that requires careful implementation. With practice and attention to detail, this method can elevate your design process and deliver a more satisfying experience for both you and your clients. If you're intrigued by this approach, consider incorporating it into your design process – a decision I wish I had made sooner.
Free Workshop: The One Concept Method
If you are feeling creatively drained and tired of endless revisions from clients - this workshop is for YOU!
In this workshop we will cover:
✔️ How to streamline your design process with the O ne Concept Method
✔️ How my clients often have ZERO revisions when I use the One Concept Method
✔️ Q+A with Studio Seaside founder Hayley Fedders.
