What I had learned from this talk is a good way to go about getting the best ideas and concepts when receiving a brief.
Fudge said that when they received a brief they did things in this order:
1) Project scope and evaluation
2) Research and analysis
3) Naming solution
4) Design concept
5) Design development
6) Design application and artwork
Being not the most organised person, using this order or work will probably make it easier when working on a brief.
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