the con•cept published by Daylon Hicks
Founded by Sarah LoMedico and Michelle Silva, the con.cept is a female-led creative raising emphasis on the belief that storytelling is the key factor in what makes their work special. Operating across creative direction, content creation, styling, events, and beyond, they approach every project with an intentionality that goes far deeper than aesthetics. For them, they don’t just like provide the final results, but they also document the process behind it, showcasing different creative decisions, behind the scenes moments, and intentional details that go into every project they take on. The work is the story, and they make sure their audience sees all of it.
What also sets apart is how they tie in creativity alongside expression, not just for the brands they work with, but for the culture around them. Their creative direction for the Crocs EXP Hydra Boot shoot brought an experimental component while appealing to a wide audience. Their work with New Balance on the 471 campaign alongside Olympic sprinter Gabby Thomas pushed that same ethos further, merging sport, identity, and style in a way that felt genuinely culturally aware, not just commercially polished.
There’s also the aspect of the layers with each project. Their aesthetic doesn't speak to one audience, it pulls from fashion, culture, sport, and identity in a way that feels cohesive without being exclusive. Each project carries a visual and conceptual depth that wants you to gain a closer look, connecting with people who appreciate craft just as much as those drawn in by the surface.
In a space where creative direction often is focused solely on aesthetics, they represent something more intentional. Their work is a reminder that the best creative projects don't just capture attention, but hold meaning. By centering storytelling, process, and cultural awareness in everything they touch, they are setting a standard for what it looks like to build a creative practice with real purpose.
When you look at how they progressing working with the top brands in the world, the reason behind it is that their work is genuine and as a creative agency, you want that aspect to be showcased in your work because that’s how you’re able to grow your brand. thecon.cept isn't just creating work worth checking out, they're creating work that will last long-term.