The “One Concept Approach” in the design industry.
There’s a great designer named Sean McCabe who started promoting the idea of the “One Concept Approach". The idea is exactly what it sounds like. Instead of sending a client 2-3 designs to choose from, you just send one.
Some of you may find this to be preposterous. “How could I not have options to choose from?” And yes, I used to think this too. Every once in a while I have a client who absolutely must have different directions, and I accommodate in a way that is fair to us both. However, this is extremely rare, and in my general practice, I only share one concept with my clients.
How am I able to do this and get happy clients while taking on successful branding projects? It’s actually quite simple. It all starts with the consult phase.
A few months after launching my business, I realized that multiple design options are the antithesis of the discovery phase process. I’m not doing my job right if I don’t have a very clear direction at the onset of a project. My clients aren’t paying me for a lookbook of options, they’re paying me to solve a problem. The problem is needing a brand strategy, visual identity, and online presence. When I have an in-depth consultation with a client, go through my client questionnaire, and develop a mood board for them, I am gleaning all the information I need to solve their problem. With my thorough market research and industry audit, I’m making sure my clients stand out from the competition while also being mindful of the current trends.
When I used to give options, I’d find that my clients would often ask to merge two of the three options together. “I like this part of that logo but love this element to option 2.” The revisions were endless.
Have you ever had a debate with your spouse or friend on where to grab dinner? Most of the time the discussion goes on and on. But what if you asked your partner specific questions about what they’re craving. What if you inquired about what other cuisines they’d had that week. What if you asked them about their budget, their favorite spices, and the atmosphere/vibe they’re looking for. This is what I do! As a detail-oriented person, I am meticulous. I take the time to figure out exactly what you need, and then I deliver it. (Oh and for the record - no matter the day or time I’ll always be down for Indian food).
If I were to give options, a client may respond to their favorite based on emotion and personal taste, not necessarily what is best for their business. For example, I recently had a client that was dead-set on a specific font for his logo. Regardless of the fact that this font is blacklisted in the design world (think Papyrus but different), I knew this font’s delicate and playful attributes wouldn’t communicate the appropriate message for his target audience of a working-class, male-dominated industry. Sometimes emotions get in the way of what is going to set your business up for ultimate success. This means a certain level of trust is involved.
I’ve been branding companies for over ten years now. I’ve learned so much, failed a ton, and developed my processes along the way. My clients come to me due to my reputation and style, but also because of my experience.
During my concept creation process, I have various directions that I work on behind the scenes. I consider which fonts, colors, shapes, and textures communicate best what we discovered in the development phase. I narrow down these options until I’m sure that the one direction I’ve crafted works with your target audience, communicates your mission and mood, and is aligned with your business strategy.
When it comes to revisions, I always allow for at least one round of revisions. Because my beginning processes are so detailed, by the time we get to the mood board stage, there will be no surprises about what to expect from the one concept I’ll deliver. By that point, we’ve worked closely on identifying your taste and preferred styles and found the overlap where your taste and your brand’s needs meet.
Since implementing the One Concept Approach, I’ve not once had a client ask to see another concept. It just works!
When I present your brand identity, I showcase the designs in a beautiful pdf presentation. You’ll see all of your logos, marks, patterns, icons, graphics, fonts, and colors in real-life settings (mockups) and have a complete sense of where your business is headed with your new investment in branding. After, you’ll be able to offer honest feedback, taking in mind the perspective of your target audience. Then, we’ll make refinements (if any) and after that, the sky is the limit for what we can do with your new brand identity!