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.