I disagree with that.
I'd say the general theme is usually the most important thing as it influences pretty much everything about the champ(art,story,skills) and garentees that the champ brings something new to the game thematically.
If that comes first then they can strart looking for the place where such a character would work the best.
If the story comes first,then it might be possible that the story restricts already the art direction or abilities.
Take
for example.
When riot started working on him,they pretty much only thought about making a time-traveling assassin,which led to Ekko going through a lot of designs,some made him more of a mystical being,while others were closer to his current,technology using,self.
However if they started out with the idea of making a time-traveling scientist,then they would have never considered making him a mystical being(likewise if they thought about a mystical being that travels through time,then they would have lost the opportunity to make him technology based).
In both cases they would have been limited already when it comes to creativity.
I'm not saying the general theme should always come first,sometimes it is a good idea to start with the lore,especially if they want a champ who has a special effect on the world of runeterra(like
uniting shurima),however not everyone can have nation-changing effect.