It’s really important we enjoy the projects we choose to take on in life.
Why? As a creative you are then entirely focused on the design solution and the challenges that the creative process brings. It’s like a test of wits until you make it happen.
This was one where you knew that somewhere within the letters the solution lay. It needed finding and designed to connect with the chosen audience and grow the brand.
I work from a starting point that all creativity starts with ‘what’s the context & what’s the concept’. Without, it’s just a question of luck if it will work.