01focus
Brief problem
A campaign or identity brief often points to a larger company question.
journal / creative direction
Creative direction and the brief
Creative direction starts with the decision behind the brief.
02proof
Application
The idea must work across identity, product, experience and market.
03next
Proof is what reaches people
I connect direction to what people encounter, use, remember, share and buy. That can mean brand architecture, naming, product strategy, experience design, retail thinking, an activation system or the operating logic around a new venture.
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