Creativity is meaningless unless it stems from intelligent, efficient thought processes.
The three stages of design are

research
in collaboration with client group to develop the brief

analysis and translation
combining all the information, identifying new opportunities, prioritising, making recommendations. Ultimately identifying the MISSION

creativity and transformation
identifying the most unique and creative expression- the VISION
editorial and spatial planning
concept design and development
production documentation and inspection

creative ideas brilliantly expressed are the essence of our profession