While with R&D/Leverage, I developed an iterative concept evolution process. This process focused on getting the brand owner involved to help guide the design language for their brand. We began with category audits and user insights to develope a range of design directions from 'mild to wild'. From the initial designs, the brand owner chose three to four, for further exploration. From these concept explorations, the brand owner would then choose a final set of concepts for prototyping and user testing/focus groups.
Our clients really enjoyed this process and it was very successful in bring new designs to life.