Concept Development

Write the idea down before designing it.

The central idea of a site, campaign or installation, decided before design starts.

Concept development is where our Story and Experience work usually begins. We decide what an audience should understand and feel, in what order, and where they’ll meet it, then write that down as a short concept every other discipline answers to.

A concept is the first stage of making something, so it leads straight into design.

How a concept gets tested

Developed far enough to judge

We share the concept while it’s still a paragraph, when changing it costs almost nothing, then rough it out in screens, a walkthrough or a small 3D test to see whether the order and pacing hold.

Written for specific people

The audiences who’ll meet it, and the context they’ll be in at the time.

Prototyped before production

Refined on what we learn, before full design and production begins.

Built to extend

For campaigns, an idea that holds up in a small social format as well as at hero size.

Where AI fits

A clear concept gives AI’s speed a direction

AI tools take direction literally and work fast. With a clear concept, that speed goes into the right thing. With a vague one, you get plenty of polished work that doesn’t add up to anything.

Experience Concept & Narrative covers this work in depth.