As a creative person during the years of work I’ve developed several key principles that guide my creative process.
Freedom of choice.
That means to develop and offer to the client multiple and different creative concepts. (and some of them can often go way beyond the frame of the client brief). The creative ideas aren’t carved in stone — greatest things happen after a creative discussion with the client. But in order to have such a discussion there must be something to discuss and the multiple design variations fuel a successful creative communication.
The best way to produce great designs for the client is to know them, their history, philosophy, aims, likes and dislikes, goals and needs. To know the client is a must when doing any creative job. This way the product become unique and carries the client spirit in it. This is also the best way of work thats permits me to avoid any clichés.
As great an idea is the time always comes when it becomes obsolete. One of my key principles is to be prepared to refresh designs by keeping the mood and spirit of the previous design in the same time.
Check the links below for examples of these key principles.