Refining the concept is all about nailing the subtleties of visual storytelling to send the right message to your target market.
These Dr. Seuss-esque illustrations are a prime example of the impact a visual makes on the message. The creative’s concept was a fun, lighthearted approach to the more serious problem of incontinence and it’s limiting effects on people’s mobility.
I had so much fun designing a Dr. Seuss inspired “potty-scooter” and matching environment, but it wasn’t until I sat the realistically drawn woman on the scooter that I realized the first illustration sent the wrong message.
Rather than a sense of freedom from her affliction, she looked more inhibited by it, as if she was literally “on the go” at all times and could not be parted from her toilet - not good!
After a rehash of the visual concept, the creative and I arrived at the second illustration. Thus, the old lady that lived in the toilet was free to live her life unfettered by her incontinence - the right message!
And we all lived happily ever after.