Journal
Process
Fourteen Bad Ideas
The studio keeps a graveyard of rejected concepts. Four of them came back from the dead and won awards.
Pio Ferraro
The studio keeps a folder called GRAVEYARD. Nothing is ever deleted from it. Four things have walked back out.
The inflatable wordmark
Rejected in 2023 for being illegible at small sizes. Resurrected in 2026 for Hyperchew, where it is never used at small sizes.
The volume-knob scroll
Rejected twice as a gimmick. Correct, both times, for the brands it was proposed to. For the Museum of Noise it was the whole concept.
Why we keep them
A bad idea is usually a good idea pointed at the wrong brief. The expensive part is having the idea; the cheap part is waiting.