One Concept Method, Pt. I
If you’re new to the design process, or you’ve never worked with a designer before, you may be unfamiliar with the one concept method. In the past, it was common practice for designers to present multiple concepts to their clients. Since then, the one concept method has taken the industry by storm. This method not only empowers the designer to step into their creative genius but also liberates the client from unnecessary overwhelm and improves their overall experience.
Like it sounds, the one concept method is when a designer only presents the strongest concept to their client. During the design process, the designer pursues as many avenues as necessary to arrive at the concept that best aligns with the goals of the brand, then only prepares that one for the first presentation. At this point, you can expect to see a nearly complete concept that’s fully rooted in your brand strategy. I call this first presentation the “launching point” concept because each client is given up to two rounds of refinement to finalize the details of their brand.
Without strategy, I believe the one concept method would fall flat, but because of strategy, it works wonderfully! Having said that, this approach isn’t for everyone. Some designers prefer not to determine the strongest concept on their own. In this case, they may feel inclined to throw in a few options for the client to select from. In my opinion, this added step wastes the client’s time and money. Designers should be confident in their area of expertise and certain that the final concept they pursue is (in fact) the best concept for their client and the client’s audience.
There are three key issues with presenting multiple design concepts:
01 / The responsibility is shifted to the client
Designers who present multiple concepts burden the client with the very task the designer was hired to take care of for them. This position requires the client to understand branding as good or better than the designer themselves. Not only is that unfair to the client, but it absolves the designer of needing to do the deep work required to make a single worthy concept.
02 / Personal preferences can cloud judgment
If a designer presents multiple concepts to a client, the best-case scenario is that the strongest concept is still selected in the end. The worst-case scenario would be pursuing a weaker concept or a hybrid of multiple concepts mashed together. My concern with this direction is that it may ultimately hurt the brand or deviate away from the strategy. Designers typically know in advance which concept will best serve the client’s audience. Starting with the strongest concept removes friction without overcomplicating the process for the client.
03 / The client is left overwhelmed and confused
When multiple concepts are presented, it’s not uncommon for clients to pull in outside opinions to aid indecision — which may extend the timeline. They might even experience a sense of remorse around their decision and wonder if they should’ve taken a different direction. Clients shouldn’t be put in this position. The designer owes the client assurance, and presenting multiple concepts may create a sense of doubt.
I know the idea of the one concept method can seem daunting at first, but I've found it's often a relief to clients. Designers intuitively know which path is best pretty early on in the development of a brand, so they should present it proudly and confidently! At the end of the day, clients deserve to see our best work, and they shouldn’t be left to deliberate over weaker concepts. Rather, we should focus our energy on refining what’s already working well. I’m happy to report that since implementing the one concept method into my business, all of my clients have been satisfied with the process and there’s been very few (if any) changes necessary to finalize their brands.