Andrew H.

The great thing i found was that you were offered many various options, many different and others very similar, whoever, if you dont have any idea in the first place you discard the ones you clearly dont connect with and then focus on what catches your eye. Providing a brief that reflects some idea of look, feel,, values etc does narrow the designers creativity however that is part of the reason for a brief so you dont get a lot of options that dont hit the mark. Creativiy is subjective and having been through a process with corporate branding where you can spend considerable time and money and not achieve outcomes, the outcome is in the eye of the beholder. This experience was a positive one for me.