A FEW QUICK WORK SAMPLES
USE BRAND AS LENS
I view the concept of "brand" holistically: every touchpoint that a user has with your brand is part of the brand experience. That means everything from your written content to the interaction design behind your app or software has an impact on the brand — because in the end, your product is your brand.
CREATE A SOLID FOUNDATION
The first idea is almost never the best — but it can really help generate some awesome third, fifth, or twelfth ideas. I'm a fan of a creative process that's welcoming, collaborative, and fed by facts (let's leave the "thinkin' with your gut" to Stephen Colbert). Out of the resulting dozen ideas, at least three are worth exploring more.
THINK BEYOND DESIGN
There are always deeper reasons behind great design. Whipping up a hot new Spacely's Sprocket won’t mean a thing if it's not connecting with the right audience, and achieving the right strategic goals for the company. (Plus, did anyone ever figure out what a Spacely's Sprocket does? That's a problem in itself.)