How ‘zero-waste’ champions Studio Chong convert their creative graveyard into a portfolio powerhouse

“Every creative has been there,” Ade Chong reflects, “that moment where your proudest concept gets unceremoniously binned. We mourn the loss and say, “It could’ve been so great” to each other and then quietly send it to the grave.” While the sting of rejection will always be felt to some extent, Chong – Founder & Creative Director of their fully remote practice, Studio Chong – has found a way to navigate creative failure. The studio has mastered the art of repurposing discarded concepts into exciting new projects. This strategy not only conserves the energy and effort poured into the original design, but also attracts clients who love their style, leading to more harmonious partnerships.

Along with some helpful tips and advice, Studio Chong reveals the perks of morphing a declined direction into an ownable outcome worth celebrating. First of all, they suggest that “a failed concept doesn’t mean it’s bad work, it just means it didn’t work for the existing parameters. Neither does it mean that this work isn’t destined for success in another universe.”

Originally intended for a self-storage company, their self-inspired project Whooza is one such example of transforming a loss into a win. “We’d been sailing through the project,” Chong explains, “and the client was excited about everything up till the point of us presenting it. So we were a little blindsided by the feedback.” After experiencing the initial shock of a client dismissing their passionately-crafted concept – which featured big, bold typography – they ultimately chose to view the situation as a part of the nature of branding work. Rather than focusing on notions of right or wrong and discarding their original idea, they saw this as an opportunity for growth and change, repurposing the work into a fresh, conceptual brand for the pet industry.

Aimed at the modern pet parent, Whooza delivers nutritious, quality meals and treats for dogs, sometimes bundled up with an additional surprise toy, straight to the customer’s door. The brand breaks away from traditional pet food aesthetics, targeting fun-loving dog owners with its vibrant and playful packaging. Studio Chong opted to ‘soft launch’ Whooza at the Design Leaders Conference in Dublin, which received an overwhelmingly positive response. The subsequent digital launch also made a significant impact in its first week.

When talking about the team’s ability to turn nixed ideas into self-initiated projects, Studio Chong playfully describe themselves as a ‘zero waste agency’, whereby the act of repurposing ‘dead’ concepts into new projects also reduces wasted energy and hours. It’s a multifaceted solution, as concept brands like these not only reflect the ethos and flair of the studio, but also successfully help to cultivate a like-minded and enthusiastic client roster.

This approach works because, according to Chong, it’s a form of “showing, not telling.” “I could talk a client’s ear off about our skills, but showing them what we can do is way more compelling,” they say. Clients express admiration for specific projects and feel encouraged to envision the possibilities for their own brands.

Likewise, Studio Chong put out the kind of work they like to create. “Whooza’s very much a picture of where we see the studio going,” Chong tells us. “Obviously, we’d love to collaborate with a dog brand, but more than that, it reflects who we like to work for – bold consumer brands with bags of personality that demand attention. We think about what kind of clients we’d like to win, but we also think about whether there are certain skills we want to play up (animation, in Whooza’s instance) or visual and verbal identity directions we’d like to do more of.”

Other instances where repurposed work won them new clients include hard seltzer brand ‘Shook’ – a dead route for vodka kombucha cocktail, Miixt. ‘Lola’ was one of two routes the team developed for low alcohol botanical blend Mary that failed at consumer testing. “Both of these projects have been pointed out by recent clients we’re currently working with in the spirits and RTD drinks space,” says Chong.

When it comes to deciding whether or not a failed direction should be reused, there isn’t a formula to it. Rather, “it’s a gut feel,” Chong says. “Once in a while, there’ll be a tiny voice in the back of your head that knows you’re right, that it is good work and deserves to see the light of day.” This approach, as Chong highlights, is underpinned by a self-belief in the work the studio creates. And that, in turn, speaks to the importance of believing in the quality of your work and having the courage to repurpose it.

Aside from demonstrating creative prowess to clients, the process as a whole provides a space to ‘heal’ somewhat from the initial rejection. “I’ve been in agencies before where concepts after concepts get killed, it can be soul-crushing,” Chong notes, admitting that “you sort of harden yourself to it.” That’s not to say it never hurts. “So of course, it is healing,” they add. “It’s nice to think that when a good route dies, the work is really just splitting off into two universes; and in one, this idea gets to live.”

At the heart of it all, the studio ensures that clients are comfortable with the repurposing of their rejected work. “We actually bake it into our client contracts that we retain ownership of any unused concepts and work,” Chong reveals. “But that being said, we have great relationships with our clients.” With no love lost, clients often agree that the work was good, but not right for them at that time. “And we’re always respectful of the original brand in ensuring there’s no relation or ties to each other.”

Chong’s advice to other creatives grappling with rejection is to turn it into a strength – “Manifest the f*ck out of your dreams,” they say. “Our industry is a hustle. Don’t expect your dream brands to just waltz through your door; you have to go out and get what you want.”

As a mentor with Who’s Your Momma, a London-based free mentoring program for women working in the UK creative industry, Chong meets many junior designers still carving out their portfolios. Their advice? Imagine your dream brief. Then make it. After all, the proof is in the pudding, and the studio’s own repurposing strategy has not only reshaped their creative process but also firmly positioned them on the design map. “I’m a firm believer that if you put the work you want to do out in the world, you will get hired for it.”

Studio Chong