Have you ever had that killer idea? below we will discuss what we believe are the ingredients of a killer idea:
01. The killer idea must be contagious
When a huge idea hits, “it’s just like ghost chilli pepper: it hits you and then 20 minutes later you can’t think of anything else and it explodes throughout the studio, there’s a buzz that goes around, everybody cottons on and feels the same thing.” As it develops, lots of people will start chipping in with ideas.
02. It could come from anywhere
Another in our list of ingredients of a killer idea is it could come from anywhere. ” We once had a designer who started with us and in the first week, her strategy was spread rapidly throughout the whole office within hours.
We’d a week to accomplish the whole venture. Some studios would take it away and present it to a more senior designer, but she got to work on it all the way through it was just a killer idea and everyone bounced off it.”
03. It must be flexible
For me, a big idea needs to translate effortlessly across different points. “A brand world is a kit of parts; a toolbox; an operating system, It’s the stuff that flexes around the main idea, and can be completely different in each type of media.
Smaller ideas are limited: that’s where you end up not with a brand world, but just a logo, a typeface, and a colour.”
A big idea is something that both answers a question, but then answers another question. You can answer the brief, but then, what else can it do?….. It’s something that is provocative and then pushes further.
04. Can the killer idea survive rigorous testing
To determine an idea’s flexibility, you need to try it out in many contexts. Having experience in lots of different sectors is great, Some may also say ‘Great, it works on the website, or in a brochure, or an app, but what would you do for PR?
How does that work in retail?’ We cross-pollinate all the different things that a brand world has to do to exist and enforce the killer idea.
05. It’s prepared for the worst
Best-case scenarios are great, but for me, it’s just as important to anticipate the worst. “What happens in the brand world if something disastrous happens? Does it fall apart? Can it cope? it’s not always about telling the story you want to tell.
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