Design Concepts on the Cutting Room Floor

Behind the scenes of rejected designs, sardine cans, and creative heartbreak

I once saw a meme that said, “Why does crossing the street feel so embarrassing?” I don’t know why, it just does, and I can relate. The same goes for looking at old design concepts. I have found that when you think you’ve really nailed it, more often than not, we did not, in fact, nail it on the first try. But then, sometimes, magic strikes, and that first concept is the best, showing the full range of your abilities.

While working on the cover design for The Italian Way, I was chatting with the art director, Gemma Doyle, about concepts that never see the light of day, particularly the ones you're actually proud of. She told me about an art show called Salon des Refusés 2024 , where artists showcased their rejected work. It’s such a brilliant concept and something I think anyone can relate to.

Now, math problems aren’t my forte, but if we think about a design project, most designers probably create at least 10 concepts per project and end up using only one. That means nearly 90% of our work ends up on the cutting room floor.* How bonkers is that?

Which brings me to today’s post. I thought I’d walk through some of the projects I’ve worked on over the past two years and show you some of the concepts that didn’t make the final cut!