"Find good references. Then beat them."
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Iz Mady, the Head of Design at Lucideas said this once to the art director and designer I work with. Although this was meant for design at the time, it does work for practically anything.
I guess it’s the reason a lot of us go trawling through the award annuals for inspiration. Which is all well and good, as long as you remember to do one better than those references.
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