Are you an evolutionary or revolutionary? How we present design concepts

You’ve probably been in that situation, where a creative team is presenting you six different options… “well you could take this route”, “but then we explored this” and “your competition is doing something like this”.

Woah, we’re overwhelmed just thinking about it. This is a clear sign that the team you’ve appointed don’t understand you or your objective enough. And what you’re being presented is a bunch of ordinary concepts with rationale so weak, they make a chocolate flake look like a scaffolding pole. 

Agencies that are killing it right now, and keeping retained clients, are using one of these methods…

The one concept

You guessed it. Presenting just ✨ one ✨ concept.

How? Well, when when an agency understands every last detail of the brief and have done their own extensive research, they should be taken to the solution. Yes, one solution, not 6. It’s It’s all about taking you, the client, on the journey so when the final concept is presented, OF COURSE it’s the answer to your problem. Nothing should be a surprise, nothing should be a guess.

When a concept is grounded with research and rationale, it should feel like a natural solution.

Con’s of the one concept

The only downside to this is if the agency misses the mark. It could be one small detail that the client said that might have taken them down the entirely wrong path. If the agency gets it wrong and have invested all their time into only one concept, the client may feel resentful that they didn’t do more, and it could create a lack of trust in the relationship.

pro’s of the one concept

The benefits to this is the agency looks confident in their ability, and the you will get a detailed presentation of exactly how they got to that concept. It saves them time by not designing 5 other concepts that won’t be used, that they didn’t believe in and that were only ever created to give the you choice.

Generally speaking, the one concept approach is the winner in our eyes, if you’re confident in what you’re presenting. If this is how we chose to do a project, we will always be clear that the thinking and story behind the concept is what we need sign off on and that the execution can be tweaked.

But, if this approach is a little too bold, there’s another option which we use frequently…

Evolution VS Revolution

Taking a similar approach to the one concept, this presents just two options to the client.

The first, is an EVOLUTION of what they currently have, this is great for more conservative clients or clients who have said they aren’t looking for huge change.

Agencies can build the story, rationale and research of why this approach would work, but would only create marginal gains for the client’s business. We can then build the narrative of the presentation to “if you want to make a greater impact, it will require a bit more of a revolution…”

The revolution is then what we would do with free creative reign. This should be backed with plenty of research and rationale and treated as though it’s your only concept to the client.

Most clients we’ve worked with, will chose the revolution, or a slightly scaled back version. Nearly no-one has chosen the evolution.

Why? Because client’s think they want the safe option, until they see what they’re missing out on. And that’s why this is the perfect way of presenting to a more reserved client.

No-one wants to turn down a revolution and look like their taking a safe bet.

Clients come to agencies, because we can do what they can’t, and that often means they need a little help in seeing the true potential their business holds.

Yes, you the client are always right until you see what you can’t imagine because even visionaries need that clarity.

That’s the power of Against Ordinary.

Are you a client looking for your next revolution? Let’s find it for you.

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