We create parts in branding, in brand design, in graphic design, we constantly are creating something to represent the whole. It could be something as straight forward as a logo that represents a whole, or the brand, a statement, a personality that represents the whole. It has to be done with wit and with poetry to be something that’s potent.
In advertising and design it’s called the concept.

Early in your career, you generally don’t have enough reference points to understand and realize when you have a valid ‘Aha!’ moment. The trick is 95% thinking, 5% comping it up; maybe 2% comping it up. Think, think, think and imagine, then sketch that sucker up as fast as you can before you fall in love with your ‘Aha!’ and start photo shopping it to death.

Creativity is an expansive force. When you’re creative you tend to extrapolate. You dream and think and add ideas and expound and expand your thinking. So it grows. In many ways logic is the opposite of that. You’re then chopping and buring it down in to some sort of order. This is often the way the creative mind works.

(In advertising & branding) A co-nexus is a connection point between two things where both points that are making a connection have an equal validity or equal stength so that they are in balance with each other.

As you work on a connection, it’s not just about the point in-between two points but the mutual respect of the two objects you’re connecting