Creative Process - JNCKHR

INTUITION With a clear understanding of the design objectives, the process starts with research before diving into concept generation. Brainstorming, mind-mapping, sketching and visual observation usually yield one or two promising directions. EXPLORATION The intuitive concepts are then further explored. What do they mean? How could they be visually interpreted? Are other meanings attached to them? This part of the process goes beyond the typical sketching and leans on making: casting a mold of a form and photographing it, making three-dimensional letters and arranging them randomly, or using a light table to reveal connotations. At this point, the intuition is either simplified and validated as as a strong concept, or scratched. PERSISTENCE At every stage, from inception to final composition, persistence is the foundation of the design process. This systemic approach to finding a visual solution to a design challenge is cemented with an intent of excellence in typography, image-making and format. Capturing all steps in a process book speaks to the design experience.