Why?
Because without asking "Why?" we're just
making pretty pictures.

Why holds more power than any other word in the creative process. Whether brainstorming campaign direction with a client, or wading through thumbnails in my sketchpad, "Why?" is the question that reveals the motivation behind the work. It strips away the aesthetic and forces the concept to stand on its intelligence and relevance.

Certainly, each part should strike a dramatic pose, but truly great marketing tools are engineered, not created. They are first and foremost built to serve a purpose.

Colors, words, and strategy must all work together to produce a positive outcome. If the magic recipe behind a concept approach doesn't come back to your product, your consumer, or your goals – it doesn't make the cut.

It's that simple.