How we create a creative design concept in two weeks

We begin working on the design concept immediately after closing the deal. Before meeting the client, we assemble the core team, which includes a designer, a project manager, and an art director. We call our initial client meeting a workshop—this is where we gather all the details and ask clarifying questions. At this stage, the foundation of the future design concept starts taking shape.

Adjusting Goals During the Workshop

Primary and secondary goals often get fine-tuned in the workshop process. We discuss the target audience (TA), conduct a benchmark of competitors (including related industries), and note any adjacent niches. Sometimes there might be no direct competition in the client’s exact niche, so broader research helps us gather useful references and insights.

In the past, if we saw high potential in a lead, we might create a free mockup or short motion clip during pre-sale—like a few screens featuring a key idea or site animation. However, this approach was time-consuming, and the results didn’t always justify the effort. Over time, we switched to showcasing ideas via moodboards, which leaves more room for creativity and helps the client visualize concepts without limiting the designer.

As a result, we now spend fewer hours on preliminary designs but invest more in the conceptual idea itself, sharing top practices we believe resonate with the specific client. This approach has increased both sales and the average check, and it also speeds up the implementation of the final concept.

In our studio, the designer also fulfills the analyst role. However, before they dive into analytics, the project manager requests all missing information to understand the project’s main audience. If a client doesn’t send content for the concept on time, we pick it ourselves or generate it using AI.

Real-Life Example

Once we worked on a website selling flower pots. The client promised to send photos but never did. We needed at least a sense of scale—are these pots handmade in a small workshop, or is it a large factory? In the end, we used our own images that matched the client’s product description and vision. Luckily, the client loved them, and everything aligned perfectly with their actual production setup.

Such cases are rare, but they do happen. Whenever content is lacking, we strive to find images that capture the right look and feel, matching the client’s vision. If provided content doesn’t meet our needs, we’ll carefully curate visuals to maintain brand consistency.

The Power of Visual Metaphors

We also love to use visual metaphors in our designs. Since the designer leads the project from day one, they leverage various artistic techniques to evoke the desired emotional response from the target audience. Whether it’s a figurative comparison or transplanting a concept onto a familiar visual image, such metaphors help convey a brand’s deeper message and clarify which content elements are truly essential.

We develop the main website structure during the initial analytics stage. Our first step is to ask the client for their vision, as they know their business best. We also study publicly available metrics and compare them with the client’s data. Sometimes, actual metrics show one target audience, while the client believes in a completely different one.

Only then does the designer proceed with further analysis. If the project is complex, a separate analyst may join, diving deeper into the client’s processes and business needs. Based on these findings, we form a clear picture of what the product or site should be.

Then we sync with the client—confirm our understanding, support ideas with moodboards, and check if everything resonates with them. We also detail what goes into each section or block of the site.

For a typical project, the analysis phase takes about one week. If it’s a large-scale project, we work iteratively. The designer maps out the entire site flow, relying on their experience with user psychology and visual design best practices.

After the analysis phase, we move on to creating the visual concept. During the second week, we focus on refining and enlivening the content. We visualize ideas in AfterEffects and Figma because verbal explanations often aren’t enough—everyone’s imagination is different.

Designing the “Wow” Effect

We also showcase what the site might look like at later stages—animations, interactions, and the key visual concept. The goal is to create that wow factor that first captivates the client and, ultimately, the end user.

Usually, the same designer handles the project from start to finish, while the project manager and art director supervise to ensure alignment. Completing a finished mockup generally takes about a week.

If the client wants multiple concepts, one or more designers may be involved, depending on bandwidth and project deadlines. Sometimes we even rotate designers: one crafts the conceptual framework and the main page, sets up the first adaptives, and another picks up where the first left off to design the simpler pages.

Throughout development, we maintain continuous dialogue with the client. If feedback raises valid points, we weigh the pros and cons. Minor changes are usually fine as long as they don’t undermine the concept. Our upfront analytics and moodboards help us stay aligned with the client from day one.

If the client’s contact person changes mid-project, we revert to the previous step and revisit the analytics. For instance, if the client’s goals have changed, we’ll revisit them in detail and revamp the concept as needed.

The lead designer typically presents the final concept and also plays the role of “negotiator.” However, an art director is always on hand to step in if deeper explanation is needed. In our studio, these roles are quite close, ensuring both creative and strategic input.

Designing creative websites can be risky due to complex, interactive visuals. At our studio, the designer’s mission when building a design concept is to strike a balance between solving business objectives, generating a wow effect, and managing technical feasibility.

Of course, sometimes it’s hard to gauge the complexity of a concept right away. Projects may be simplified to meet budgets, or deadlines may shift. We’ll share more about these project management challenges on our social media channels, so make sure to follow us and feel free to ask any questions. That helps us prepare content on topics you find most relevant.