Good design is good design

Creative design is not a cosmetic or a 'sales-help', but a definition of the client's character and identity. Creative design requires a competent decision-maker, otherwise the task is only an order for decorations. To be effective, the creative artist must give expression to the client's corporate identity. This means close cooperation, communication and understanding between designer and client.

Good design does not always gain overall acceptance, and even more seldom democratic acceptance. In design as in cooking, too many cooks can spoil the soup. A successful cooperation will have to be built up. This requires patience and persuasive power. The best place to start is with the client's overall vision of its product or service. Starting to work at a level that is too specific or detailed can be shortsighted.

A good visual concept cannot spoil soon after its introduction and may even be continually developed in-house with the help of a visual tool kit.

Think in concepts ic@inconcepts.ca