Design, in my opinion, is like sculpting something out of a large block. First you make the big awkward block out of all the practical, impractical, crazy and logical ideas. Pile on everything the audience wants and everything the client needs. Then you thrash away at it trying to slim it down into something beautiful. Sometimes a big piece flies off that needs to be put back, sometimes you’re standing with 95% of block at your feet in rubble. The idea is to get at the CORE – the soul of the brand message. You can’t thrash away at it near the end, and you can’t dab at it with cotton swabs at the start. Much like other disciplines… you start with broad strokes and work your way down to the details.
Next time you’re problem solving – get all the stake holders together at the start and build your giant block. All the directions and concepts need to be in before you start to dissect. If someone comes in at the end and sticks a big heavy rock to the top of your sculpture – well, it just won’t stand up.