Don't miss the concept

I love to concept. It is one of my favorite things to do professionally. You know, taking an idea and making it big, telling a story, and connecting it to the people who want it.

It isn’t uncommon for us to spend hours during the creative phase thinking of  how we want to communicate a brand’s story. We’ll cover every inch of branding and marketing from the logo to the “Four P‘s”.

Once you figure out the goal then you create the concept. It is your creative guidepost. It is an important piece to get right, but easy to miss if you are too attached to the details. Clients do this all the time and get so hung up on the trees that they can’t see the forest.

If this has been you, don’t worry you are not alone. Last week I was working on an outside secret project where I was wearing the client hat and I completely missed the concept  because I was focused on a design detail.

My agency partner totally called me out on it. We had a great laugh but I could have missed out on executing an awesome idea.

Here is a great concept from Jung von Matt for Mercedes: