Mining gems from creative briefs
My process story
I share this not because I have it all figured out, but because I believe we grow stronger by reflecting, refining and sharing what we have learned along the way.
Becoming a prospector
Before the digging begins, great prospectors study the land. The same applies to creative work, instincts matter, but they’re strongest when backed by knowledge.
And the sharper the tools (from insights to instincts), the more confidently-flexible I am to dig deeper, uncovering ideas that aren’t just creative, but more meaningful, timely and better aligned with business goals.
With the right inputs and the right mindset, even the roughest brief can lead to gold.
Identifying the mining grounds
Great concepts starts with knowing where to dig and why. So I look for areas that carry the most potential for strategic and emotional impact.
Points of curiosity – Threads worth following
Idea mapping – A full download
Themes – Deeper shared values
AI assist – Occasionally I pass parts of this through ChatGPT to test alternative framings or generate lateral connections I might not have seen yet.
Every idea should be rooted in relevance.
Exploring and digging deep
Armed with raw ideas and early themes, I compare them against real-world factors to shape direction and strengthen differentiation.
This is where good ideas are refined into right ideas. And I sketch, not because I love it, but because it sharpens instinct, surfaces the unexpected and protects early thinking from over-polishing too soon.
Sometimes the most valuable insight is the one that feels too raw, too bold, or too different. And that’s where the real digging begins.
Polishing a few rocks
Ideas are stretched and shaped, not just for the aesthetics, but to pressure-test concepts against the strategy.
Iterations aren’t just visual options, they’re a way to challenge assumptions and disrupt safe choices. It’s how me and the team can stay accountable to the idea.
This also allows me to identify emotional cues, cultural nuances or subconscious signals that trigger connection.
Picking & pitching the perfect setting
Even the most beautiful gem needs the right context to shine. Just like a concept is only as powerful as the confidence it inspires. That’s why it’s about framing the work so clients don’t just see it, they believe in it.
My approach blends clarity with intention, ensuring that every decision traces back to shared objectives.
I don’t just show the work, I walk clients through the why behind it so they leave with a reason to believe, AND the language to carry that belief forward across their teams.
A note to fellow prospectors
To me, mining for gems is both mindset and method. And while no two projects are the same, the opportunity to uncover something meaningful always exists… if we stay curious enough to look :)
This process isn’t about always striking it rich, but showing up with the right mindset. Sharpening my tools. Trusting my gut. And digging with purpose.
So keep digging! The gold’s in the grit.