The design direction should express a strategic idea rather than collect fashionable references. We translate the brand's position and personality into visual and verbal principles that give the work a reason to look and behave the way it does. Creative territories show different interpretations of that idea across more than one asset, making comparison more meaningful. Evaluation is based on relevance, distinction, recognition and practical use, so the chosen route can be defended beyond the taste of the people in the review room.
