Hello!
I have a question. In November, I took over the brand of an agricultural cooperative. I presented 5 proposals. Now, I have taken on a new agricultural cooperative with exactly the same briefing. Is it ethical and correct to present some of the proposals that were rejected to the new client? Since they were rejected and not used by the first client, do I still hold the intellectual property rights for them? Thank you!
Did you sell them or did they buy them?
If not, then they are yours to do what you like with.
If you feel it suits it, then go for it. Who’s to know?
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I forgot to mention, that the agricultural cooparatives are located in the same region, and they know each other. They are not friends, but the know each other.
I sold only the choice they made. The rest of the proposals belong to me, right?
It’s up to you.
You should be ok to use the rejected proposals - but since they are likely to see each others collateral, I would advise that you either come up with new proposals or adjust the old ones so that they are not the same as those rejected by the first co-op.
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If they were rejected by the first co-op, what makes them good enough for the second?
I’d re-examine the second brief and find out what sets them apart from their competition in the same region.
I’d also consider whether or not you have a conflict of interest going on here.
Is the first one still your client with other projects?
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This was my first thought.
The implication here is that @Stefanos1984 presented one good logo and several sub-par logos and that the first co-op chose the only good logo. @Stefanos1984 has posted enough work on the forum that I would suspect all of the logos presented were strong enough to stand on their own.
The implication here is that @Stefanos1984 presented one good logo and several sub-par logos and that the first co-op chose the only good logo.
At first glance, yeah, it comes across that way. But I guess more what I meant was, If the best of the bunch was selected, then why should the second company end up with runners-up?
I’m still of the opinion that a whole new option ought to be explored and presented, if a conflict of interest does not exist. Like Joe asked, is the first client a continuing client?
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Thank you all for your responses!
First of all, the fact that they chose one proposal does not mean that it was the best. A client’s taste is not always the right one.
Secondly, for me, all the proposals I made had the same value. If a proposal doesn’t satisfy me, I don’t even show it. I prefer to show only 2 proposals rather than 5-6 that I don’t believe in.
So there are no runner-ups.
Regarding the question about continuing the collaboration: The truth is, the first client is a good friend of mine. I don’t know if I’ll be required to do anything more as a graphic designer, though.
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I don’t know the exact details of your situation, but if Client 1 and Client 2 are competitors, I would ask Client 1 if it’s OK for me to take the job from Client 2 while I’m still working for Client 1.
Usually, there is quite a lot of information flowing from client to agency/designer. Some clients don’t want this information to reach competitors.
Worst case scenario - they change their mind and want to use the other proposal - then you’re snookered.
Personally, I never use the same idea twice. Each company is different, even if in the same sector and each deserves the same research and investigation to communicate their unique approach.
All that said, if the first client rejected the best idea and went for the one you would necessarily have preferred and one of the rejected ones is such a perfect fit for client 2, then you could adapt it for. That would not my preferred path, but nothing wrong with it, as long as you genuinely believe it is right for that client and you aren’t just taking the easy way out.
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I tend to agree with Sprout’s perspective. I’ve never taken an old proposal, slapped on a new logo and typeface, and called it a day that’s not how I, or it, work(s).
That said, there’s value in revisiting previous concepts that had strong bones but maybe didn’t land the first time for whatever reason. It’s not about recycling; it’s about re-examining. Sometimes with fresh eyes and a new brief, an idea can evolve into something even more effective.
So yes if something from a past proposal genuinely fits the new client’s goals and identity, I think it’s fair to use it as a starting point. But it needs to go through the same level of scrutiny, tailoring, and creative effort as any new idea. Not just a copy-paste job. Tone, language, imagery, colours, typefaces - those all need to align with the new brand.
Meeting the brief is key, and that brief includes much more than just visual aesthetics. For example, in agriculture, the structure of the brand might already need to meet some expected norms, but there are still many factors to consider.
The competitive landscape, including colors, typefaces, and tone used by others in the same space
The client’s background, history, evolution, and what makes them unique
Industry standards or expectations
Current customer base
Future or target customer demographics
What existed before and why the new direction improves upon it
Reusing ideas is fine if you’re not being lazy about it. Do the work, make it fit, and make sure it’s right for this client, this time.
I’ve often digged through an archive of old proposals for a new client and seen something I’ve done in the past that would fit this client well - but it’s about shaping the idea to the client - not the other way around.
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