Why concept is the key to success


The term “concept”, in the common imagination, is associated with futuristic car models launched in showrooms as more or less wild projections of the future of cars. It is often not taken into account that the “concept” represents one of the fundamental element of every design project, irrespective of its degree of innovation.

To say that a design phase is more important than others is risky. A well-designed project must be well done in all of its phases. But it is in the concept phase that we have the maximum expression from the designer’s profession; the ability to generate “concepts” that have a value and that synthesize and interpret the information gathered on the market.

We can say that there are two lines of thoughts when dealing with the concept phase. There are those who approach it with free rein, without setting too many limits and generating macro, loosely outlined concepts to be further explored. The dreamer mind of designers brings in ideas and inspiration through their sketches.

And then, there are those who, instead, consider the “concept” almost as the ending point of a project. They develop very detailed concepts, studied in depth with little room for imagination, but already are they “brought back to earth”.


The importance of concept in product design


Why is the concept very quintessential in creating a product that works? The first answer is that the first steps are crucial for the direction a project will take. We understand then that taking the right path immediately save a waste of energy, maximizing investments of time and money.

The second reason is that this is a topical moment to reflect on the strategy and the premises. Concepts explore a wide spectrum of creative and design possibilities: a critical and in-depth analysis can generate an output in alignment with the company’s “beliefs”, or it can challenge them and start again with a newly-found momentum. Basically, business opportunities will thus be created.


Whynot concept: concreteness & creativity


It is often believed that designers are “a group of loose dogs”: free from rules, dreamers to an excess, hardly lowered into the reality of the market and industry. Let us be clear, it is a false myth, at least when it comes to Whynot. Here in Whynot, we are convinced that the concept design is the most important phase of the whole project. For this reason we devote all the time, the reasonings, and the creativity that it calls for.

With more than 10 years of experience in different industrial sectors, we have perfected a critical approach to the world of production and industry: a solution that comes out of our minds is already strongly market-oriented and preventively analysed in all its main design issues. Any idea that we would like to propose must be achievable without major changes.




The 90% of the concept characteristics is identical to the product that will enter the market: in all the following phases, it is possible to focus on the details to achieve perfection without risking falling in love with something that will prove to be not feasible.

Whoever relies on Whynot knows that the ideas proposed have all the credentials to succeed in production. The customer considers realistic projects: a nice perk!


How to develop a concept for all needs


Concreteness VS Creativity: delivering an already developed concept to the customer does not mean floating in one’s own comfort zone without daring and breaking the mold. On the contrary! Offering reasoned solutions means proposing to the customer design challenges that do not seem unattainable and utopian, at times difficult but doable nonetheless.

We always offer a range of “versatile” concepts. We believe it is our duty to ensure various degree of innovation since all of our clients are different. There are customers who struggle to push themselves out of the “known”, others instead always choose the most stimulating ideas, rich in design challenges. Understanding the needs of the customer means making more effective projects.


The designer as a selector


We do not overwhelm the client with concepts, it is pointless for us. We believe that the role of designer is also that of the first selector of the most promising ideas, it is for the purpose as not to waste the customer’s time and offer the best of their work .

Quantitative exploration remains within Whynot. Instead, we prefer to involve the customer in the selection of three to five complete and detailed concepts. The advantages? Fidelity to the final result and less effort in interpreting for the customer. Quicker choices and less subjective interpretation.



In addition to the in-depth work on macro aesthetics, our client can already evaluate the details as well, it is exactly the latter that makes the product special. The client has a fairly simpler job: they do not have to read between the lines, but only choose from a few quality proposals; the one that best suits them.

If you would like to find out more, here you will find a selection of our case studies.

If you would like to talk with us, you can always contact us.