ART DIRECTION / GRAPHIC DESIGN The value of a top creative team is its ability to develop good ideas. Begin by thinking about the central idea of your communication. It must have focus, both in terms of content and context. Find the one or two things that really distinguishes your program from everyone else, the one compelling reason people should care, and try to get that idea across. Ask the questions: Why should I care? What is it that you're doing that is interesting? Often it’s not the product or service itself, but the end result that is most meaningful. There should be no confusion about the message; it is a clear idea of what needs to be communicated. Never lose sight of the idea. Great design should spotlight a great idea in its execution, rather than smother it.