Have you ever gotten an idea or concept outside of work, when you weren’t focused on a design problem? It’s not unusual since most initial ideas can occur when you get out of your head and are not thinking about it. This is the creative flow or what some refer to as inspiration. It’s often fleeting and if you don’t pay attention, it’s gone. Until the next one shows up.
Design students often ask me what makes a good brand and I say, “Does it achieve that sweet spot – a balance between heart and mind?"