“The secret of success is constancy of purpose” Benjamin Disraeli, 19th Century British Prime Minister

Every successful concept begins with the idea of affecting the audience in a particular way.  It might be inspiring them with the story of a national icon or seducing the tastebuds or challenging them to access support.  With this result in mind, creating a concept becomes a process of invention and discovery.

A concept is more than just an idea – it provides a focus to keep the project cohesive and an angle to keep each project fresh and unique.