Day 4 we stopped, threw out everything and went back to basics to define the perfect core idea.
Recently we seem to have every project that has been in the pipeline all come to active status and require a design proposal. It has been extremely challenging and our team have been burning through the midnight oil and our weekends to keep up with the workload. One of the biggest and last in the line required the most volume of design work as there were 6 different concepts to produce for the client.
In. 7. Days!
Day 1: we discussed the brief, the brand position, the purpose of the project.
Day 3: we had a design meeting to review initial concepts and I knew we hadn’t nailed it...
Day 4: we stopped, threw out everything and went through the basics, starting with purpose and brand identity to define the perfect core idea. It was late in the evening on a Friday and we knew we had 3 intensely long days ahead of us to fully render and illustrate the concepts but, strangely enough, the energy level in the studio lifted dramatically. The 3 days were long but we barely noticed, the workload was impossible, but we managed it. We became fussy and enthused about locating the right visual references, focused on creating additional technical drawings that would illustrate our point about a concept.
That is the difference when you know you have the right idea.