Concepting is fun work. Whether acting solo or embedded with a creative team, I like to make sure that the words play well with the graphics.
It's also important that the client's message is delivered with clarity, follows graphic standards and supports branding.
I love the process of creating a campaign that is intelligent, inspiring and informative, in the simplest and most direct way possible.
It's a great day when what initially seems a creative liability can be turned on its head and become the solution.