An insane amount of work goes into these projects. While the concept-design is the driving creative force behind them, there are many small details which can make or break the project.
There is a saying "the devil is in the details", which refers to problems or difficulties that result from the unforeseen nature of unexamined details. Having seen this devil arise a few times in the past, when I have rushed things or cut corners, I allow myself ample time to pore over minor details, double check measurements, text and colors, and tweak designs when they don't feel right yet.
While words can communicate meaning, color, line, shape and composition are equally communicative forces. These elements must come together in such a way that they support and enhance each other. It is a challenge, and a grace, to find the appropriate balance to simply/cleanly introduce a concept. The end result should always be more than a sum of its parts.
For me, it is more important to create something that feels right, than it is to produce something that is aesthetically pleasing yet energetically hollow.
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