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Concept & Strategy

The idea everything else follows from

We develop creative and marketing concepts: the core idea, the messages and the activity plan that design, content and campaigns are aligned to later.

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What this is about

A strategy says where you are going. A creative concept says what with. It translates positioning and goals into an idea you can tell, and into a plan of the activities needed for it.

One idea, not an assortment

Campaigns work when they follow a single thought. Without a core idea you get many separate activities that do not reinforce each other.

Concept before design

We settle what needs to be said before anyone designs. Otherwise the discussion turns to colours while the message is still open.

All the way to the activity plan

A concept does not stop at the idea. It names channels, formats, order and effort, so it is clear what actually happens.

Plenty of good ideas still do not make a concept.

Situations that typically bring clients to us

  • There are plenty of ideas, but none that holds it all together.

  • Every campaign starts from scratch instead of building on the last one.

  • The messages change depending on channel and department.

  • A product is due to launch and nobody knows with which story.

  • A lot is being produced, but with no recognisable thread.

  • There is no solid concept for a tender or a pitch.

  • None of this sounds like you?

    Then tell us what you are actually dealing with.

    Get in touch

What we actually do

Core idea and campaign idea

The one thought everything can be traced back to, written down before it is designed.

Messages and arguments

What is said, in which order and with what evidence. Separately for each audience where that is needed.

Communication concept

Which channels take on which job and how they interlock, instead of broadcasting the same thing everywhere.

Activity plan

Formats, order, effort and timing. That is what turns a concept into something you can commission.

Names and claims

Naming products, campaigns or brands, checked against whether they hold up in the market and in everyday use.

Concept workshops

We develop the idea together with your team, because otherwise nobody inside the organisation stands behind it later.

A matching journey

Stadt Düsseldorf project

Stadt Düsseldorf

A concept for the cultural institutions that brings many individual venues together under one shared thought.

View journey

How we work

  • 01

    Sharpen the brief

    The actual task is often a different one from the brief. We settle that first.

  • 02

    Gather material

    The market environment, the existing communication and everything that has long been thought internally but never written down.

  • 03

    Develop directions

    Several approaches, deliberately different, so there is genuinely something to decide.

  • 04

    Work out the concept

    The chosen direction becomes a concept with messages, channels and activities.

What you get at the end is a concept you can commission, not just admire. Tell us what you have in mind.

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More journeys

Three projects where the idea came before the delivery.

MÜNSTERMANN project

MÜNSTERMANN

The strategic repositioning produced the core idea that later held corporate design and website together.

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Blum Vending project

Blum Vending

An idea developed in a workshop for a vending machine supplier, carried through consistently into brand presence and website.

View journey
Stadt Düsseldorf project

Stadt Düsseldorf

A concept for the cultural institutions that brings many individual venues together under one shared thought.

View journey

Related services

A concept needs a foundation and a form. The strategy provides the direction, the design makes the idea visible, the channel concepts take it into the market.

Frequently asked questions

Plenty of good ideas still do not make a concept. We condense them into a core idea that text, image and channel can work with.

How does a creative concept differ from plain brainstorming?

Plenty of good ideas still do not make a concept. We condense them into a core idea everything can be traced back to, and we set out what is said, in which order and with what evidence. On top of that comes which channels take on which job. Without that bracket you get many separate activities that do not reinforce each other and every campaign starts from scratch again.

What kinds of projects do you create concepts for?

For campaigns and brand appearances, product and market launches, trade fairs, recruiting, pitches and tenders, and for digital experiences. What they have in common is that a message has to carry across several channels and over a longer period. For individual pieces of advertising without a wider context, a concept of this kind would be oversized – and we will say so.

Can our team take part?

Yes, and we recommend it. We develop the idea in workshops together with your team, because a concept needs someone inside the organisation to stand behind it. On top of that, nobody knows the customers, the objections and the examples as well as the people in sales and support. Working it out and sharpening it is then down to us.

What do we get at the end?

The core idea written down, the messages and arguments per audience, a communication concept setting out the job of each channel, and an activity plan with formats, order, effort and timing. Names and claims on request. That makes the concept ready to commission: design and production do not start in a vacuum.

Plenty of ideas, no common thread?

Tell us what you have in mind. We will tell you whether the idea holds up or whether the strategy is missing first.

Let's connect 🚀