Step 1: The first step is to get a firm understanding of a given problem. This usually begins with a meeting or phone call with the client. Occassionally, the client provides a Creative Brief or Creative Deck.
Step 2: I review my notes, do some research and let it marinate (if there’s time!). I think about a solution then think some more! Thinking is never ending throughout the process.
Step 3: I begin with broad strokes and loose explorations. This is my favorotie step!!! It’s
a combination of curiosity, possibilites and a messy canvas! Deep into this stage, the plan diverts and intuition kicks in. I believe this is the most crucial part of the process! Yes, ‘design’ is planning but I’m always relying on diverting and pivoting from the plan and seeing where it takes me. Somewhere in this mixture an unexpected solution reveals itself.
The hunt for a reveal is where the process is invigorating! After all these years, it never gets old! It’s the journey not the destination!
Occassionally, the initial excitment of the reveal dulls down and the joy is lost. usually because the solution veered too far from the concept or the solution isn’t as exciting as i thought! It’s a let down. I rinse and repeat step 3.