70 identity concepts in 3 days

Several years ago, a large agency subcontracted Platoon to rebrand a multimillion-dollar tech company in one week for $15,000.

Being strapped for cash at the time, we quickly said yes before figuring out how to pull it off in such a short timespan.

We ended up sub-sub-contracting three other designers from around the world, paying them each their day rate to come up with as many concepts as possible over the course of three days.

We ended up with ~70 ideas to choose from.

Many of them were pretty bad, but it felt good to have a ton of options.

This "sprint" approach was not something we were used to at the time, but it actually worked quite well and kept everything within budget.

We ended up showing our top three options.

The funny thing is, the concept they ultimately picked was one that I typed out on myfonts.com and screenshot on my phone a few hours before the presentation meeting.

The point being:

With a little strategic planning, you can do a lot with a little.

We never found out how much the agency was charging the client, but I bet it was a bit more than $15k, lol.

– Charles

Song of the day

The Greatest Light Is The Greatest Shade by The Joy Formidable