All About the One Concept Approach

Being an entire month into the new year, I've really sat down and analyzed how I run my business and if there is anything I feel I need to change. I definitely wanted to make a change in my client process but wasn't sure what to incorporate or change to make it run smoother. As a designer, I always try to offer my clients the most thoughtful design experience to ensure the process goes smoothly. All of this to say, I'm switching over to a one concept approach this year. Below, I'll be diving in what it is and why I've decided to make the switch. Shall we?

WHAT IS THE ONE CONCEPT APPROACH

Simply put, the one concept approach, is offering your client one concept versus the traditional three. This allows you the designer to actually make the choice of the best option for your client versus giving them the decision to make which essentially they are paying you for your design savvy. With reason, this method is currently taking over the industry.

WHY I’M switching over to the dark side

My theory is that by offering my client one option, I take away the stress that comes with deciding on a logo with no knowledge of design.

Let me break that down. As the designer, if I offer one solid exceptional concept, this allows my client to provide actual feedback on the refinement or direction of the concept versus making them the art director for the logo creation process. With this I say that everyone is always a little biased, and if you show your client three designs, they will think all three are perfect in the designers eyes when really you always know the one that would work best for all applications and their brand, but evidently they almost never choose that one because personal preference always comes into play. Enter the one concept approach, I gain the title of art director over their brand all over again.

Let me just add this eliminates the Frankenstein logo. Which is when clients want elements from multiple options into one concept. Which is a no go in the design world, it gives the designer anxiety. At least this designer. Turning into a one concept approach eliminates this possibility.

Finally, if I have to make three awesome concepts they will never be as awesome as when I'm tasked with creating one awesome concept. With only one, I don't need to think about filling a quota or meeting a mark, I can pour my dedicated attention into that one concept and make it extraordinary.

HOW will it work

Now that I've completed my rant on why I'm changing over. Heres an idea as to how I will make it work for me, the designer.

Naturally, I will expand my client questionnaire and really do an in-depth strategy session, as without knowing the business on an intimate level the one concept approach won't work properly.

Afterward, I will create a logo proposal which is similar to that of a design proposal detailing the concept, explaining why this concept and the strategy and elements behind the concept.