Sometimes designs require more than A1 drawing sheets to explain what’s going on in the designers mind, a booklet is a great format to explain the reasons behind the design. Useful in the early stages of the process, the DCS is a resource for clients to digest the how’s and why’s of our thinking. This post sets out what the purpose of a document is and how we use them in the design delivery phases of a project.

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What Is a Design Concept Statement?

Essentially, we see the DCS to be a document that is a manifesto for the design and typically set out to explain:

1. Design Roadmap. The statement guides decision-making throughout the project, explaining the core aesthetic and functional goals.
2. Client Connection. We use these statements to bridge the gap between our design vision and the client's aspirations.
3. Storytelling. It can be a tool for effective communication, the DCS unpacks the story behind the design—inspirations, purpose, and the goals it aims to achieve.
4. Problem-Solving: A DCS can be way of demonstrating where designs and statutory requirements policy meet. This helps our clients understand how or why certain elements of design are required to navigate statutory policies while staying true to the design intent.

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Stages 1  & 2 - Brief and Concept Design

When investing in any form of building project clarity on what the project is striving towards is key. The concept statement serves as a guideline for the project's aims and ambition. Typically, we like to tick of the following points for our first draft documents.

• Functionality and Purpose - outline how the design addresses functional requirements and user needs.
• Aesthetic Principles - outline the core aesthetic principles that guide the design.
• Spatial Relationships - describe how different spaces within the design relate to each other.
• Material and Colour Palette - specify the choice of materials and their role in conveying the intended outcome.
• Sustainability and Innovation - address any sustainable design practices or innovative technologies incorporated into the project.
• Cultural and Contextual Relevance - explain how the design responds to its cultural and contextual surroundings.

A well-crafted DCS provides a comprehensive understanding of the thought process and intentions behind the design. With the client on board, the design and the document can be developed towards a submission to the Planning Authority.

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Stage 3 - Planning

The document serves purpose when the project is submitted to Planning Authorities for consideration. In our experience, we have seen projects benefit where focusing on the design set within its context best articulates the key points and rationale behind the approach. Brief and Analysis contents sets the scene for the project and site / building context:

• Project Brief - explain the requirements for the project and explain why a design process is being undertaken.
• Site Context - unpacking the context that a building / site finds itself in, the advantages and disadvantages, opportunities and threats.
• Site Photos - set the scene with a photographic record of the site / building environment.
• Site Analysis - visualise and plot out the orientation, aspect & outlook, topography, density.

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As a practice, we have evolved our approach to the Design Concept Statement. Access to publishing softwares (i.e. Adobe InDesign or Affinity Publisher) give us the ability to creatively present the points listed above. In most cases, we see the benefit in ‘curating’ the document beyond the confines of a portrait A4 document as this approach results in a better experience for those who read them.

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