So far, you have been working on techniques--learning how to manipulate InDesign to apply attributes and achieve a layout. With your Why London brochure, you are tasked with coming up with a concept--who is your brochure talking to (audience), what pieces of information need to be highlighted, what pieces play a subordinate role (hierarchy), and what is the overall aesthetic trying to convey (look, feel, personality). So how do you make those determinations?
This article (actually it's a chapter from this book) talks about how to come up with ideas and how to take them from the sketchbook to the screen. Read it now.
After you've read David Airey's article, take a look at this infographic detailing the creative process. How does this relate to the current project? How can it help you develop a concept?
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