I wrote this a few years ago and still rather like it!

Johnny Lyle's new brand thinking

One of the things that has always amazed me when working with brilliant designers is where they get their ideas from. How do they rock up every day and create brilliant work that meets and exceeds the brief we set before them?

So I asked some of those in our team, and the answer seems to be everywhere and anywhere. Which is obvious I guess, but it is the main reason that we only look at designers who have a life outside of work and have done (and continue to do) interesting things when they are not at work.

If you stare at a computer all day, great ideas won’t come rolling out, but safe ones will. Ones that you are pretty sure will be good enough to get through, not those that are brilliant enough to really stand out.

So I started thinking about how we know whether it…

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