As we enter the new year, I’ve given myself ample time to evaluate how I run my business.
The number one thing I chose to evaluate this year was my client process. I always strive to offer my clients the best possible design experience and a thoughtful client process is the number one way I can ensure our time together is both smooth and successful.
All of that to say, I am making one big change to my client process this year. I am going to be implementing the one concept approach.
Today, I’m going to give you an inside look at what the one concept approach is, why I’ve chosen to implement it and how I plan to incorporate it into my design process.
Let’s get started!
What is the one concept approach
The one concept approach is a design method that is taking over my industry - and for good reason.
For years, every single brand designer would offer exactly three logo designs and present them to their client. The client would select one and then the refinement process would begin.
It seemed like a practical approach in theory. But, in practice it has substantial side effects.
I started JPD using that exact approach. I would start by sketching some ideas in a notebook. Then, I would move over to Illustrator and begin exploring the strongest concept and I would continue to explore until it was perfect.
That’s where the problem comes in.
Naturally, when I feel like I’ve found the perfect concept, I want to jump head first. However, I wasn’t able to because I had to divide my time between three design concepts.
Why I’m implementing it
I’m sure the person that created the three concept approach had great reasoning. But, I want to explain why I’ve decided to change my approach, not only for me but for my clients.
First, the one concept approach allows my clients the opportunity to provide feedback for refinement, rather than making them the art director. Personal preference is bound to come into play when I’m asking them to make a selection - it’s only natural. I believe that my clients are experts in their field, but they aren’t expert designers. The one concept approach replaces me as the art director.
This approach also ensures there are no Frankensteined designs. A Frankenstein design occurs when a client likes elements from multiple design options and requests they are combined into one concept. A Frankenstein design leaves the final product disheveled, overwhelming and un-strategic. The one concept approach eliminates that as a possibility.
Lastly, and most importantly, the one concept approach allows me to be the expert. When I am tasked with creating three options, I can’t dedicate the appropriate amount of detail and thoughtfulness to each design. I’m filling a quota for the sake of filling a quota. With the one concept approach, I’m able to pour dedicated attention into one exceptional concept.
How I plan to implement it into my design process
Now that you understand a little more of my reasoning for this change, I want to share my plan for bringing it to life.
First, I will be expanding the initial strategy session. Although, I already offer an in-depth client questionnaire, I want to ensure I am putting additional emphasis on the initial strategy. In order to create one concept that fits my clients business perfectly, I have to know their business as intimately as they do. Without thorough strategy, the one concept approach simply doesn’t work.
Secondly, I will be creating a logo proposal. Similarly to my design proposal, I will be going into detail on my concept, explaining the reasoning, strategy and unique elements behind the design.
Have you heard about the one concept approach? What are your thoughts on it? Let me know in the comments!
Of course, if you’d like to be a test bunny for the one concept approach, check out the Work With JPD page or shoot me an email!