my approach to brand development is similar to a mason's work while building a house. first you need to do the blueprints - it's impossible to develop an effective solution without an in-depth understanding of what the brand is, what the clients want; and what they really need.

then comes the time of research, that would become the basement of our house - not seen from outside, but holding all the weight on its back. 

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discovering insights, big idea & solutions will create a skeleton of our campaign, on which we will be able to attach walls of creative solutions. last but not the least - covering the house with the roof of thoughtfully monitored KPIs, and voila - the house is ready!