I recently posted about the importance of creating a concept that is worth fighting for, with some tips to help in developing a concept. Well, I wanted to go into further detail to how I've approached concepts over the past several years -- a process that has helped me develop a system that fosters creativity, allows for changes, bolsters confidence in the client and alleviates the pressure around finding that "perfect" concept.


1) Find a Collaborator.
Its key to find someone who will challenge your thoughts and ideas, be a sounding board and help direct or redirect you toward successful ideas. Its never good to design in a vacuum, even in a large agency its important to find a creative partner, and especially important when you're a solo designer (like me). Two people never think alike -- which is a good thing.

2) Devour the theme.
Look at every keyword related to that theme, look at every work that has been done around that theme. Go to a bookstore, get out design magazines and look at what's being done (in general). See what colors are interesting. What ads grab your eye. What designs styles seem to fit with what you may want to try. Inundate yourself with good design, and hope that it rubs off.

3) Throw it away.
Write down your first ideas -- and toss them into the trash. The likelihood that your first ideas haven't already been done (exactly the same way and most likely better) are slim to none. Move beyond it. Exorcise that idea and release it to the pigs.

4) Push Your Limits.
Those keywords and themes you explored (in Step 1) ought to open up a world of possibilities, a road map many destinations. Verbalize or write down every idea you have, no matter how crazy, complicated, abstract, controversial it may seem. It might take 5-8 concepts before a solid one emerges, but the road map is easier to navigate when you know you have somewhere else to go.

5) Present Your Ideas
Have a solid concept in place before you present them to the client. They might even have better insight for you if have only a loose concept -- or they might redirect you -- or, maybe, they'll love what you present. The likelihood that they'll love it is high for the amount of research and preparation you've done, your passion and knowledge and depth of understanding of what you're presenting should sell the concept. Sharing at this stage (before you show them a concrete visual) keeps the client away from attaching from a visual concept that isn't complete, and saves you from the headache or heartbreak.

6) Gather Materials.
Once you have that final concept -- the one that isn't obvious, the one that you explored and examined -- search for resources. If you don't have the means to create your own artwork, photography, illustrations check out Blue Vertigo for a comprehensive list of just about every resource available online. Find as many elements and pieces that help you effectively communicate the concept. Often you have to adapt (or tweak) your concept to fit with what you are provided from your resources. DO NOT settle for what you are given -- unaltered; alter it, crop it, zoom it, grab pieces and parts, a style, change the colors, add effects -- use that you have as a springboard toward something that is your own.


These are just some of the things that I've done over the years. The more you get into a practice of preparation, research and critical exploration, the easier it is to find unique and powerful concepts that communication with impact.