A part of my creative process is to make a badge, type lockup or logo that reflects the idea. I try to do this as early on in the connecting stage as possible. When myself and my copywriting team member show up to that first internal review, we have something to put on the wall. Most likely, it won’t be the spot-on idea or expression just because there needs to be multiple rounds of discovery. But, by having something down on paper/screen, it opens the door for other people to respond to it. Do they understand it? Do they think the idea is strong and the image is off, or vice versa? What ways can this be taken further?
For me, if I can get some thing down that I can use as a device later, it starts to unlock some thinking.
