What the idea should look like

Something visible you can judge: several design routes as drafts, plus visual language, colour mood, typography and layout principle and – depending on the task – a key visual. A draft settles in five minutes what a concept paper needs three meetings for. We then develop the chosen direction so it can be carried over to many formats and does not only work on the presentation image.

No. A creative concept in design carries a product launch, a trade fair appearance, a pitch, an annual report or a digital presence just as well. Whenever several activities are meant to visibly belong together, they need a visual thread. Without one, every activity looks as if it came from a different company.

With the brief, the audience, the message and the question of what should happen after the contact. That often shows that the real task is a different one from the first line of the brief. After that we deliberately put several directions on the table, so a real decision is possible – and not just a nod to the only proposal. The discussion follows the objectives, not personal taste.

Yes, that is the aim. The chosen direction becomes a kit: templates, layout rules, colour and typeface specifications and examples for the most important formats. Your team or a production partner can keep designing with it without the look falling apart. For new occasions we extend the kit instead of starting from scratch each time.