This week’s Concept Development Interviews feature insights from various design professionals on how innovative thinking and fresh insights can lead to surprising and successful project outcomes.

Torsten Posselt, FELD: Shares a project with Reebok, where the initial concept of a kinetic Reebok logo was rejected by the CEO for 'destroying' the logo. This led to a complete redesign, resulting in a dynamic LED installation that changed the mood without altering structures. This case illustrates the importance of adaptability and client feedback in design projects.

Matthew Jones, Accept and Proceed: Discusses a project with Rapha, a cycling brand. They used Peter Kenyon's Tour de France data to create a unique garment pattern, which subtly incorporated the data into the design. This approach allowed consumers to discover the story behind the design themselves, enhancing engagement and attachment to the brand.

Wouter Dirks, Studio Dumbar: Explains their work for the University of Twente, where instead of focusing on a strong logo, they created a universe of elements symbolizing the university's unique aspects. This approach shifted the focus from a traditional logo to a more comprehensive representation of the university's identity.

Stijn van de Ven, Eden Spiekermann: Offers two examples. The first involved rethinking an online platform for a contact lens manufacturer, focusing on user needs and hesitations rather than just the product. The second example dealt with infusing brand values into a client's services, like imagining empathetic parking services, leading to innovative ideas.

Luke Veerman, Eden Spiekermann: Describes a project for the Dutch railway to address the issue of crowded trains. Instead of developing an app as initially requested, they installed LED screens showing crowded areas and accessibility features on trains. This solution was more effective and user-friendly than the originally proposed app.

These cases emphasize the importance of understanding client needs, being adaptable to feedback, focusing on user experience, and thinking outside the box to find innovative solutions to design challenges.