The Power of One – A Designer’s Leap from Comfort to Clarity

South African designer and creative director Daniel Ting Chong will speak at The Design Conference (18–20 June 2025 at Brisbane Powerhouse), joining a bold lineup of global creative leaders for the event’s 15th year. Known for his clean, concept-driven work, Ting Chong will explore the power of single-minded branding in a crowded creative landscape. Ahead of his talk and workshop, he shares reflections on clarity, empathy and the value of choosing one confident direction.

Change is intense. But it is also necessary.

Moving my family of three and relocating my independent creative studio from South Africa to Australia meant juggling logistics, emotions and professional reinvention all at once. Leaving behind family, friends and the familiarity of my home culture was brutal.

Australia’s design industry has its own rhythms, communication styles and ways of working that require patience and humility to navigate. I am still adjusting and that discomfort has become a catalyst for growth, reminding me what it feels like to start afresh, almost as if I were an independent designer all over again.

I believe in distilling complexity into clarity, prizing a clean visual and a concept-driven approach. This move forced me to rethink how I run my practice and, more importantly, how I communicate with clients.

The traditional ‘three options’ approach can muddle conversations and waste valuable time.

Instead, presenting one well-researched, strategic concept borne from robust discovery sessions with clients creates clarity and efficiency. It builds trust and fosters confidence from the very start, saving time and reducing confusion.

Offering a single, confident direction means every design decision is intentional and closely aligned with a client’s goals. Testing concepts across web, packaging and social platforms becomes more focused and meaningful. Likewise, feedback becomes easier to manage because it is anchored in early alignment, making revisions more constructive and less chaotic.

Yes, this approach felt risky at first and I worried about failing, but it was a leap of faith that paid huge dividends. I’ve seen the benefits first-hand: more powerful work, clearer conversations, positive results and outcomes backed by data and happier clients.

At the heart of this philosophy is empathy. Being slow to speak and quick to listen allows me to understand what really matters. Technical skill alone does not make a great designer. It is about problem-solving, clear communication and being approachable. Clients want authentic teamwork, not ego.

Australia’s design community is vibrant and supportive, grounded in strong infrastructure and big ideas. Platforms like The Design Conference in Brisbane are vital for nurturing sustainable creative futures and fostering openness, humility and genuine connection. These spaces allow designers to support one another beyond the work.

For me, clarity, focus and empathy are more than design principles; they are a mindset. In a world flooded with choice and noise, committing to one authentic direction brings meaning and trust. A strategic, single-minded identity approach is a way to bring intentionality and purpose to branding, especially for clients craving genuine human connection.

The Design Conference is not just a showcase of work. It is a space for honest conversations about the realities and challenges of design practice. It breaks down ego and welcomes everyone, from students to founders, to share, learn and grow together.

I look forward to joining the conversation in Brisbane and invite others passionate about design to be part of this timely event. See you there!

To answer the question clearly: the practice of presenting multiple design concepts can often dilute  focus and complicates decision-making. In today’s fast-paced and crowded creative landscape, embracing a single, confident design direction, thoughtfully crafted and deeply aligned with client goals, is the way forward. It creates clarity, builds trust, and ultimately leads to work that resonates with meaning and purpose.

Daniel will present a keynote titled Flight Path, unpacking the challenges and rewards of relocating his independent studio from South Africa to Australia. He’ll reflect on the intersection of creative reinvention and life balance, the limits of technical skill alone, and why he champions a one-direction approach to branding. In his workshop, Turbulence, he’ll host an open conversation on the realities of running a small studio—addressing fears, sharing strategies, and offering practical tools to help creatives strengthen client relationships and streamline project approvals.

Tickets for The Design Conference 2025 are on sale now with single-day, three-day and global streaming passes available.

To view the full program – including speaker details, workshops, and masterclasses – and to secure your ticket, visit thedesignconference.com.au.

The Design Conference
When: 18 – 20 June 2025
Where: Brisbane Powerhouse
Tickets & Info: thedesignconference.com.au