For Energy Central, I also took a much bolder approach for one of the ideas. For every project, I always push one idea that sits at the bolder end of the scale. It probably won't make the final cut, but elements of it usually do. The reason I do it? Presenting only "safe" ideas is underwhelming. I want clients to feel a buzz when they first see our work. The same excitement you get when you buy a new car or unwrap a present for the first time. That's the feeling I'm chasing every time I design.

I'm obsessed with this direction. I tend to do the same in my process—I feel like sticking to the safe options dulls my own senses as well as my clients. If I do that too much, I feel like my skills start to atrophy. Even if the client won't choose the riskier option, it's more...