From idea to execution. The digital industry is moving fast. Creative people need to be more productive as competition is growing up everyday. While many tasks can be more and more automated, conceptualization remains a powerful, efficient and truly human tool to create strong, memorable and engaging experiences. A keynote by Florian Cordier, Lead Creative @Backelite. Because a good concept is nothing if it's not share with the teams, you can check this presentation about Design Systems by Audrey Hacq, Lead Designer @Backelite: http://bit.ly/2MNo1qW

1. 1Digital Service Design by Capgemini

2. 2
Florian Cordier
Lead Creative @ Backelite
Main past experiences
Motion and graphic design @ Business Interactif (2 y)
Freelance Motion and Art Direction (2 y)
Art director @ Digitas Paris (2 y)
Creative Lead @ DigitasLbi New York (5 y)
Types of projects
360° campaigns
B2B and B2C Websites
Apps and smartwatches
Passions
Music (composer and bad singer)
Swimming and sailing
Nature
Comics
Clients
Luxury (Lancôme, Dior, Loreal, Chanel)
Automotive (Nissan, Renault)
Banking and Insurance (American Express, CA, Generali)
Retail (Panasonic, Fnac

3. 3
Start with a Concept
And stop designing like a robot

4. 4
Why talking about the concept
1

5. 5
Finding a concept is
more and more challenging

6. Productivity vs Creativity
« Productive people make effective and efficient use of their time. …
Creativity doesn’t »
https://hbr.org/2015/11/to-get-more-creative-become-less-productive
Art Markman
Professor of Psychology and Marketing at the University of Texas at Austin

7. The « Designization* » area
It’s harder to see the possibilities before the boundaries
*Design + industrialization

8. Inspirational overload
It’s easy to get lazy
Behance, Dribbble, Pinterest, Unsplash, Pexels, Google pictures…

9. 9
As a consequence,
we’re just piling up
various assets and
functionalities
without a clear
direction

10. 10

11. 11
These are beautiful executions,
but there’s no concept

12. 12
What is a concept
2

13. 13
Concepts are abstract ideas that
designers use to capture the
complexity of a system in a simple
and engaging way.

14. 14
They are everywhere
to inspire us

15. ARCHITECTURE CONCEPT
The Nest / Ai WeiWei

16. PRODUCT CONCEPT
Ford Safe Cap

17. CAMPAIGN CONCEPT
#LikeAGirl / Always

18. DIGITAL SERVICE CONCEPT
Play God / Google Earth

19. PLATFORM CONCEPT
INTERLAND / Google

20. DESIGN SYSTEM CONCEPT
Living Language / IBM

21. 21
Why do you need a concept
3

22. 22
It’s guiding, inspiring, memorable.
A concept acts as a North Star

23. 23
The benefits of starting
with a concept
Simplify the complex
Concepts are very useful to capture
the complexity of a digital product
in a simple way. Imagine that you’re
tying to explain it to a 4 yo kid.
Inspire the team
A good concept should be exciting
for everyone internally. Think of it
as a flag or a banner that you will
carry on the field
Promote your design
A concept is a way to explain your
idea/solution to anyone in a very
simple and convincing way. It’s a
great promotion tool.
1 2 3

24. Spotify
From a data and tech driven product
to the leading music app for millennials.

25. « When all you have is white, black, and
green, the logo, and Proxima Nova, there’s not
a lot to create with. »
Leland Maschmeyer
Creative Director @ Collins
Redesigning Spotify in 2015

26. This baby girl was
crying during a car
drive until Katy Perry’s
song started playing
on the radio
She had a blast.

27. The Burst
“It all came down to the idea that
people emotionally “burst” when they
connect with a song.”

29. Spotify uses colors to convey
emotions related to music

31. A design system
that lives with the
music you love

32. « Ok great, but it’s easy to be creative
when you work for cool projects! »
Overheard in open spaces

33. Don’t give up too easily

34. Design an engaging
experience to promote
Ogury expertise about the
GDPR and help them
capture new clients.
Challenge!

35. https://mashvp.com/work/the-grandmaster-challenge

36. « We don’t really need a concept or identity,
we just want to be first on the market »
Overheard at clients

37. Be patient

39. “Our early branding was functional, designed to educate people about
carpooling…Today, with a community of over 60 million, we have fully
updated our branding to capture what using BlaBlaCar is really about:
bringing people closer to each other, and to the places they love”
Frédéric Mazzella, blablacar founder

42. 42
How to find a concept
4

43. 43
There’s no right way to
generate an idea or a concept.
It’s not rocket science.
Everyone is different. Still, there are some useful tools
and technics you can use to think conceptually.

44. MINDSET
I’m a pirate looking for a treasure
Obsessional, lighthearted, focused

45. TIMING
Define
the problem Research Conceptualize!
You can’t solve a problem without
knowing what the problem is.
Your client won’t be able to tell you
everything you want to know.

46. PEOPLE

47. VerbalVisual
TOOLS

48. METHODS

50. 50
Finding a concept is
about connecting
emotionally with what
you’re working on.
3 things to remember
Concepts are like fish,
you don’t make them,
you catch them*
Good concepts are
always simple, simple
and simple
*David Lynch on where great ideas come from: https://vimeo.com/182093266
1 2 3

51. 51
Have fun catching
your next concept!
Thank you

52. The information contained in this presentation is proprietary.
© 2018 Backelite. All rights reserved.
https://www.youtube.com/watch?v=GyQV5RJG784
https://www.youtube.com/watch?v=ylG_B2VIRuk
https://vimeo.com/223635321
https://qz.com/1260943/the-ceo-of-ideo-explains-how-your-creative-capacity-is-the-key-to-surviving-automation/
https://vanseodesign.com/web-design/design-concept-thoughts/
https://uxdesign.cc/start-your-designs-with-a-concept-7270e6b00fcc
https://hbr.org/2015/11/to-get-more-creative-become-less-productive
https://www.fastcodesign.com/3043547/spotifys-new-look-signals-its-identity-shift
https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_blablacar_by_koto.php
References
Comments, ideas? Please, drop us a line!
florian.cordier@backelite.com
myriam.lephu@backelite.com
Myriam LePhu, UX @ Backelite
Florian Cordier, Creative Lead @ Backelite
Audrey Hacq, Lead designer @ Backelite
Gaelle Lavallard, Creative Lead @ Backelite
Marque Kabbaz, Creative director
Contributors