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I got a brief the other day that is basically aimed at promoting; saving the earth. My first thoughts about it was, great, this should be pretty straight forward to research and generate ideas from.
So, I got right onto having a little mind-mapping session on my, freshly bought, layout pad. It went pretty well the mind-mapping as I got a fairly strong idea to start off with, not that it mattered at this stage, since I now needed to go and do some research to fill the empty gaps of knowledge I was missing out on. The research proved useful, as always. I now had some more ideas, some good, or so I think, and some bad, pretty standard at this point.