Three ways to work towards creating a creative concept are: 

• Metaphors
• Twisting known concepts and changing words to match your offering 
• Word games

Here is an example of how you can work with metaphors.

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Step 1

Brainstorm around different things that you can compare your company/product/ situation/ solution or effect. The idea is to get as many different examples as possible. 

Can some of these concepts be combined together?

Step 2

Pick out the 3 most interesting ones from the list. Ideate around the following questions:

• How would you solve a creative campaign using this idea to target your audience?
• If you had an event, how would it be? What would you do, what activities would there be? Which famous person would you invite?
• How would you change your current website towards this concept?

Step 3

Look through the above answers and discuss them with your team. Which one do you feel has the most potential to attract your customers and work over a longer period of time?

This is a process and wont land 100% the first time. Don’t worry about that. The creative process is all about taking what you learnt and reaplying it in the beginning of the process. Every time, your concept will get stronger and stronger concepts.