After strategy comes stuff people actually see.
ONCE A THOUGHTFUL STRATEGY IS IN PLACE, good creative work can — and should — follow.
As we pursue the goal of creating work that is effective, good strategy will inform and guide us. But even as we pursue great creative, we will want you to evaluate it: (a) in terms of how well it is likely to work to help you achieve your business goals and (b) how well it is likely to connect with your defined target audiences.
I started my career solving communication design problems
professionally in 1988 and have never lost my passion for creating great (i.e. effective) design solutions.