It always starts with a solid service or product. Anything that consistently fulfills a group of people. I can then coordinate & create the parts which unify it all into an energizing, mystical, self-perpetuating, branded community. Creating community is vital because that's when customers become loyal friends rather thank fleeting consumers. And that's when solid progress happens. The parts that I create often look like a website, app, email, article, video, package or poster but it could be anything. Whatever animates the brand.