The One Concept Method: Why It’s Our Design Approach of Choice
Since Bre from Rowanmade introduced the one concept method, I’ve never looked back. Read her take on using the one concept approach here. I’ve worked on 17 brand identities since then, and it hasn’t failed. We only had feedback on color choices, which I admit is my weakness. But that’s ok, we always figure it out by the first revision.
What is the One Concept Method?
It means you only get one logo to choose from! I’m just kidding. I promise, it's way more than that! You’ll get a full visual brand identity that’s thoughtfully crafted around your message, services, values, and target market. Instead of overwhelming you with a bunch of options, we focus on delivering one concept that truly speaks to your brand and audience. It’s all about clarity and purpose, giving you a design that feels right from the start.
Before the one concept method
In the industry, offering three design concepts is the norm, but honestly, I always felt like I was forcing it. The first idea is usually solid, so why should I waste time creating two more that don’t really fit the client’s needs? It just didn’t sit right with me. Instead of focusing on what’s best, I was just creating extra options for the sake of having choices. It felt like I wasn’t giving my clients the best service, and that’s when I knew something had to change.
DISSAPOINTMENT
As designers, we often have a favorite concept that we truly believe is the best fit for the client’s brand. But it’s always nerve-wracking when clients choose something that might not align with their long-term goals. The challenge is that people naturally gravitate towards what they like, which isn't always what's best for their brand. In those moments, it feels like we're not offering the best service we could. It’s tough because our goal is to deliver something that truly works for them, not just something they’re drawn to at first glance.
FRANKENSTEIN SOLUTIONS
Even though we take the time to educate clients, they often come up with solutions rather than presenting the problem they’re facing. They’ll suggest combining different elements from various concepts, which usually results in a "Frankenstein solution"—a mashup of ideas that doesn’t follow a cohesive art direction. This defeats the purpose of the strategy we’ve carefully built. Our goal is to avoid these mismatched designs and instead stick to one strong, unified concept that truly works for the brand.
Here’s why we can do the one concept method without fail
STRATEGY FOCUSED
Every project starts with a detailed questionnaire to understand our clients' businesses inside and out. From there, we build a tailored brand strategy that gives everyone a clear, focused direction. This strategy is at the heart of every design decision we make, ensuring consistency and alignment with the client's goals. Finally, we craft an art direction that helps the brand truly stand out in its market. The key is that the strategy remains the driving force behind everything, guiding us every step of the way!
INTUITIVE DESIGN PROCESS
At PassionSwirls, we embrace an intuitive design process where we allow creativity to flow naturally. This involves plenty of free play, exploration, and sometimes stepping away from design entirely to recharge. An important part of this process is avoiding looking at others' work, so our ideas stay fresh and original. This approach lets us trust our instincts, ensuring that each project reflects a unique, authentic vision aligned with our client’s brand.
Read more about our design process here.
GO ALL OUT ON YOUR PRESENTATION
When we present a single concept, we make sure to pull out all the stops. As designers, we can easily see how a logo will look in the real world, but clients often can’t visualize it. That’s why we take the time to explain every detail—why we made certain design choices and how they tie back to the brand strategy. We also use mockups, like business cards or overlays with photos, so clients can see exactly how their brand will come to life. This makes it super easy for them to provide feedback without having to guess or imagine.
I loveeee only presenting the one concept method because we can have deeper discussions and make tweaks that are still in line with the strategy. Instead of coming up with solutions that is barely scratching the surface. Since implementing the one concept method, clients are happy, I am happy too! Most of the refinements are tweaking color shades or adding more brand marks. But I never had to scrape the whole concept to start again.
Designers, are you going to give this a go? Or share your experience with me if you have implemented it.
Business Owners, if you are looking to invest in branding and experience our one concept method, here’s your sign to fill up our client application form!