As you all know, we love to show at least 2 concepts to the client; to help navigate the direction the brand should take. Many designers go hard on the single concept approach; but we (for now, we refers to me!) prefer to work on many, and pull the strongest together for discussion.
This allows for more creative freedom and gives us the chance to explore new ideas that may be more challenging, rather than taking the easy route. It means we can dial up certain aspects, or dial down others. My illustrator files often contain WAY more than 3 ‘ideas’ too. And sometimes it’s just better to have less restrictions, you know.