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Explore several concept directions quickly

Generate distinct concept routes with names, rationale and visual cues to discuss with your team.

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Best for

  • Designers facing a blank page
  • Creative leads preparing a concept meeting
  • Content creators planning a series

What you need

  • An AI assistant
  • A confirmed creative brief
  • Two or three references the client likes

Starter prompt

Copy it, fill in the parts in square brackets, and paste it into the AI assistant your organisation allows.

Using the creative brief below, suggest [number] concept directions that are clearly different from each other. For each, give: a working name, the core idea in one sentence, why it fits the audience, the mood, colour and type cues, one example headline, and the risk of this route. At least one route should draw on [Indian cultural context, festival or regional reference] without clichés. Avoid ideas that copy the references directly. Brief: [paste brief]. References: [describe references].

How to use it

  1. 1.Start from the brief

  2. 2.Generate routes

  3. 3.Choose with judgement

  4. 4.Present the thinking

  1. 1

    Start from the brief

    Use a brief the client has already confirmed. Ideas from a vague brief waste everyone's time.

  2. 2

    Generate routes

    Run the prompt, then ask for more routes that break a rule of the first set, such as a different tone.

  3. 3

    Choose with judgement

    Pick two or three routes yourself and sketch them. The assistant gives words; the craft stays yours.

  4. 4

    Present the thinking

    Use the rationale and risk notes to explain your choices to the client.

Watch out. Ideas can echo existing campaigns or other people's work. Search before presenting, and do not pass off generated text as final copy without editing.

What you end up with

A shortlist of distinct concept routes with clear reasoning for the client meeting.

Read why AI matters in design & creative

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