Powerful Branding Starts With Bold Ideas (Even If They Don’t Get Picked)

 Not every idea makes it to the finish line, but the ones that don’t still play a powerful role in the brand design journey.

When you see me sharing a finished brand identity online or on social media, it’s easy to imagine that it landed fully formed, one perfect concept, instantly loved and signed off (the dream).

But in reality, this isn’t always the case. More often than not, brand design is a process. It’s thoughtful, collaborative, and sometimes surprising. It often involves exploring multiple directions before arriving at the final version that feels right for my client.

And sometimes, the concept that doesn’t get chosen still deserves to be seen.

This post is a little behind-the-scenes look at one of those moments, a concept that didn’t make it to launch, but one I’m really proud of and want to share.

Not because it should have been picked (the final version was absolutely the right choice for the client), but because it captures something I love to create: bold, powerful branding with loads of character.

The design Brief

I was working with a female entrepreneur who’s starting a thoughtful new business supporting second-time parents. They’d be offering antenatal classes, creative workshops, and a chance to connect with others going through that unique experience of welcoming another child into their family.

The brief was clear, warm, and full of passion. The brand needed to feel supportive and welcoming, while still having enough personality to stand out from the typical “soft and pastel” baby brand approach. The client also wanted to show off the creative and arty part of the business.

I was immediately excited, this felt like a brilliant fit for my design style: colourful, bold, and community-driven. A dream brief when it comes to expressive, confident brand design.

The First Concept

The first concept I presented was one of those ideas that felt right from the start.

It brought together bold typography, a powerful colour palette, and a playful visual identity that felt fresh but still grounded in warmth and trust.

The first concept was creative, confident, and most importantly rooted in the brand’s values.

And, at first, the client loved it too.

But as we moved through feedback and the vision started to evolve, we took a different turn.

When the Direction Changes

This is completely normal in the design process, and honestly, one of the most interesting parts of the job. A first concept often sparks new ideas. It can help a client discover what they don’t want, or clarify what they thought they did. It’s part of the process to try things on, to refine and shift and rethink.

In this case, the final design ended up being more pared-back, more traditional, something that felt familiar and calm, which is exactly what this client wanted their audience to feel. The final version aligns beautifully with their goals and vision, and I’m proud of how we got there.

But the first concept? It still has a special place in my creative heart.

Why I’m Sharing This powerful branding

I don’t always share unchosen designs, but this one felt worth showing.

Not because I think the client picked the wrong version (they didn’t), but because this concept represents the kind of work I love to do more of: bold, vibrant, and full of personality. It reflects my style and creative instincts and that’s something I want to show more of here on the blog.

Powerful branding doesn’t always mean loud or dramatic, but for me, it always means intentional, expressive, and aligned with the heart of the business. That’s what I aim to bring to every female entrepreneur I work with.

Design is collaborative. It’s never about pushing my vision at the expense of my client’s. My goal is always to create something they love, something that feels right to them, for their business, and for the people they’re here to serve. But sometimes, it’s nice to honour the concepts that helped us get there, even if they don’t end up in the spotlight.

So here it is: a bold concept that wasn’t chosen, but still worth sharing.

Final Thoughts

Design is rarely a straight line. It's a back-and-forth conversation, a bit of trial and error, and a lot of trust.

This project was a great reminder that just because something doesn’t make it to the final reveal doesn’t mean it wasn’t successful. Sometimes, the unchosen ideas are the ones that help shape the direction or spark something entirely new.

And from a designer’s perspective? They’re often the ones we quietly love the most.

Let’s Create Something Bold (Even If It Changes Along the Way)

If you’re a female entrepreneur looking for thoughtful, collaborative brand design that captures your personality and connects with your audience, I’d love to work with you.

My design process is flexible, honest, and rooted in co-creation, no ego, no pressure, just the goal of building powerful branding that feels completely yours.

Whether you're starting fresh or evolving something existing, get in touch and let’s explore where your next bold idea could take us.

Get a powerful brand look