Brain storming... also called variations on a theme
It's not slapping mud on a wall but it is making sure you have thought about all the design options. It is putting out ideas that your client will love, understanding your target audience and capturing their attention. Concept work is an area of LOVE. Whether it is coming up with ideas for a new pasta sauce, a new new board game or a campaign for McDonald's, I adore the brainstorming process. I find it is best done not in a vacuum, but with a collaborative team of creatives so their can be a synergy of ideas. I have been blessed enough to have been apart of some great teams at Frankel, Leo Burnett, Marketing Store and Robinson Maites just to name a few. I would relish the opportunity to be part of your next brainstorming session.