TLC
Top Level Conceptu[ai]l
AI enhanced, not led.
Without understanding, there is no magic. Only mediocrity.
“Before we prompt, we must understand”
The rise of AI in the creative industry has opened doors to boundless possibilities, but there’s a fundamental truth we can’t ignore: without understanding, there is no magic. Only mediocrity.
AI is a powerful tool, capable of generating stunning visuals, compelling copy, and innovative solutions. But if the foundation of a project isn’t grounded in a deep understanding of the purpose, audience, and context, the outputs will feel hollow. Creativity demands intention. AI can amplify our ideas, but it cannot decipher our unspoken vision.
At Dunthorne Design we created our AI mantra': “Before we prompt, we must understand.” This reminds us that successful creative work, even when augmented by AI, begins with discovery. It’s about asking the right questions, defining clear goals, and immersing ourselves in the project’s purpose. Only then can we guide AI to produce meaningful results that resonate.
Diving headfirst into production without clarity is like tossing paint at a canvas and hoping for a masterpiece. With AI, the risk isn’t just a mess, it’s a flood of generic output that dilute the originality we strive for. The originality that makes us… human.
Understanding isn’t optional; it’s foundational.
It’s what turns AI from a tool of convenience into a partner in excellence.
AI is a tool…
…If deprived of human guidance and strategy, the tool is blunt and meaningless.
Top Level Conceptual
AI-Enhanced Concept Generation
Our Top Level Conceptual service blends cutting-edge AI tools with genuine human creativity to deliver strategically driven ideas.
We begin by working with you to fully understand your brief, goals, and desired outcomes. Then, using AI to support our process, we create initial concepts. These concepts are then selected and further refined, with a human touch, to ensure alignment.
Once results meet objectives, we create a comprehensive document outlining the core concept and the strategic thinking behind it. From there, we can either assist with further development or hand it over to your team or trusted partners for production.
This service isn’t about delivering fully developed, production-ready work… It’s about providing thoughtful, strategic ideation.
While our process often accelerates concept creation, its true value lies in allowing more time to be dedicated to exploring the why rather than focusing solely on the how.
Ultimately, this AI augmented process allows us to ensure deep rooted purpose and strategy, providing a solid foundation for development that truly aligns with your vision and objectives.
AI integration affords us more time on why we’re doing it, with less wasted on how to do it.
Process Stages:
Understanding:
We begin with an in-depth consultation to fully explore your goals, challenges, and desired outcomes. This collaborative step ensures we capture your needs and set a clear direction for the creative process.
Ideation:
Using a blend of traditional and cutting edge AI tools , we generate a range of initial concepts. These ideas serve as the foundation for strategic exploration, providing a variety of possibilities to refine and build upon.
Refinement:
This is where the human touch truly shines. Our team refines the concepts, ensuring they align with the brief. We want to provide a thoughtful, purposeful, and strategically sound concept, not generic filler.
Presentation:
We deliver a comprehensive document that not only showcases the final concept but also explains the strategic thinking and rationale behind it, giving you a clear foundational understanding of the idea.
Handoff:
Once the concept is complete, we can seamlessly transition it to your team or trusted partners for further development. To ensure the vision and strategy are carried through to the next stages, we can be involved as much or as little as you require.
Pricing
This is a bespoke service, we create a custom plan to fit your unique needs.
Contact us to discuss rates and find the right solution for project.
Above and beyond.
Learn more about how we work and our
H.U.E. philosophy
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FAQ
What is Top-Level Conceptual?
Top-Level Conceptual is our AI-enhanced concept generation service. It blends cutting edge AI tools with genuine human creativity to deliver thoughtful, strategically driven ideas tailored to your goals.
How does AI fit into the creative process?
AI is a tool, not a leader. It helps us generate initial ideas, but the real magic happens when human insight and creativity refine those ideas. By understanding the project’s purpose, audience, and context first, we ensure AI amplifies meaningful results, not generic outputs.
Why is understanding so important?
Without understanding, creativity lacks depth. That’s why our mantra is: “Before we prompt, we must understand.” A solid foundation of purpose, goals, and audience ensures that every idea, even when supported by AI, is intentional and resonates deeply.
What are the stages of the Top-Level Conceptual process?
Understanding: We collaborate with you to fully explore your needs and goals.
Ideation: AI supports the generation of diverse initial concepts.
Refinement: Our team enhances and aligns the concepts to meet your brief.
Presentation: We deliver a comprehensive document with the final concept and strategic rationale.
Handoff: We transition the concept to your team or partners for further development, staying involved as much or as little as you need.
Can we create production ready work using this service?
No. This service focuses on ideation and strategic exploration, not fully developed, production-ready work. Our goal is to provide a solid foundation of thoughtful, purposeful concepts for further development.
If you need production quality work then please see our Creative Services.
Does this process save time?
While the process often accelerates concept creation, the true value lies in reallocating time toward exploring the why behind the ideas, rather than simply focusing on the how.
What makes this service unique?
Our approach balances the efficiency of AI with the depth of human creativity. By focusing on understanding and intention, we ensure that every concept is strategically sound and rooted in purpose, giving you ideas that resonate and inspire.
Lets go!
Let’s discuss how we can bring your vision to life.
Pssst…
We’ve worked behind the scenes with the biggest agencies, and most recognisable brands on the planet.
Take a look at our white label service if you need some studio support.