after presenting more brand directions than I can count, one thing I’ve learned: I never jump straight into showing the visuals.

first I want to establish what we're actually trying to solve.

what we heard from the client. what they want to be known for. where they sit in the market. what needs to feel different.

then the big idea, and how it translates into type, colour, imagery and graphic elements.

only then the designs.

context changes how you judge the work.

Your Product Isn’t the Problem. Your Message Might Be.”

Post idea: Talk about how a great product can still struggle to sell when the advertisement focuses too much on features instead of the customer’s problem, desire, or transformation.

Example:

❌ “Our lotion contains shea butter and vitamin E.”

✅ “Dry, tired-looking skin? Give your skin the deep moisture it deserves.”

Then explain that effective copy should make the customer think: “This is exactly what I need.”

good job, in the copywriting world focus on the pine point of audience