Design has always come pretty naturally to me, other than a few basic design principles I was able to just feel my way through to make some reasonably successful designs. The dark side to this was that I often felt frustrated in designing, and redesigning and not really understanding why something does or doesn’t work, or is or isn’t successful and found. While my clients were happy with what I produced, I still felt some unease about the final product. Could it have been better somehow? More importantly, why did it take me so long and need so many revisions? I started hunting for a process of design, I researched about brand strategy, creative strategy, and it helped, but it felt so brand focused, because it was, but me, and my design process didn’t quite fit.