While it’s common in the design world to explore multiple concepts and ideas, I’ve found that presenting just one strong, well-thought-out concept often leads to the best results.
There’s something deeply fulfilling about crafting solutions that help their brands thrive. But, when I first started out in branding, I didn’t always feel like I was solving problems in the most effective way. I thought I was being efficient by providing lots of options for brand concepts, but I was getting stuck in a cycle that drained my energy and left clients frustrated. This taught me I needed to refine my approach—one that would minimize my burnout, redirect the focus to problem-solving, and solidify my role as the expert in the process.
That’s when I discovered the One-Concept Method. This method isn’t just a strategy; it’s a mindset that ensures clarity, efficiency, and stronger collaboration.
Here’s why I swear by it...
A fellow creative once said, “We’re not decorators—we’re designers. And as designers, we pride ourselves in being problem solvers.”
When I used to present 2 or 3 different identities to clients, I felt like I was spreading myself too thin. I was creating multiple concepts, but none of them were truly amazing. Instead of channeling all my energy into one knockout design, I had to create a few half-hearted options just to give the client something to choose from. And when a client picked a design I wasn’t passionate about, or worse, asked me to mix elements from multiple concepts, it felt like I was Frankenstein-ing a design that wasn’t cohesive or strategic.
The One-Concept Method solved that. Now, I’m able to devote all my energy into crafting a single identity that not only aligns with my client’s brand but is also functional and deeply strategic. The trust my clients place in me has grown because they know I’ll always present the most thoughtful and effective solution for their brand.
But this method wouldn’t be effective without a strong foundation in strategy. My background in creative advertising taught me the importance of backing up every design choice with research and rationale. Now, every client project begins with brand strategy that informs the design, ensuring that everyone is aligned from the start. We don’t move forward with any design work until this strategy is solidified and approved.
When clients are presented with multiple design options, they often gravitate toward the one that aligns most with their personal preferences—whether or not it’s the best choice for the brand or its audience.
Imagine you're redesigning the layout of a restaurant menu.
You’re deciding between two designs: one features bold typography with high-impact visuals, and the other is sleek and minimalistic with a more subtle approach. You, as the designer, know that the minimalistic design will create a more seamless dining experience and help the menu feel easier to navigate for customers. But the client, who loves bold visuals, might lean toward the more eye-catching option because it resonates with their personal taste—even if it’s not the most practical for their customers.
This is where the One-Concept Method comes in. By focusing on one carefully crafted concept, I can step back from personal preferences and create a design based on what will truly resonate with the target audience. The design isn’t about what I or the client likes—it’s about what will best serve the business and connect with its customers. By eliminating multiple options, I trust my intuition as a designer and rely on the strategy behind the design to ensure the brand’s goals are at the forefront of every decision.
I also incorporate contextual examples into my design presentations to help my clients see how their brand will perform in real-world settings. This helps them understand the thought process behind every decision and eliminates personal bias that might cloud their judgment.
Since switching to the One-Concept Method, I’ve seen a huge reduction in revisions, clearer communication with clients, and less frustration on my end. Most importantly, I’ve noticed an increase in overall enthusiasm about the design process. Clients trust me more, and we get to the finished product efficiently, with a design that everyone feels confident about.
Want to know more about the process behind my branding services? Head to my Services page to learn more.
Brand and Website Designer crafting strategic, elevated designs for mission-driven entrepreneurs, small businesses, and nonprofits.
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