Make Yourself Clear: Casa de Iteration

Sometimes, and even after multiple iterations, good work needs to be left behind in order to serve the greater objective. The doodles and text below are versions of things that were liked but simply did not help enough.

"Asked directly about what he does when he needs a breakthrough, designer and typographer Stefan Sagmeister said, 'One trick I use a lot is to think about a problem from a totally different point of view. . . .  I used this technique for the identity we did for a music center in Portugal — Casa da Musica. [The approach and design] came out of the point of view of a car' (Glei, 2013). 
 
Sagmeister traces this thinking tool to the philosopher Edward de Bono, who suggested it as a way to override the brain’s penchant for repetition. Says Sagmeister, 'If you want to come up with a new idea, the first thing you can always do is think of something that you did before or something that you’ve seen before.  So starting with someone, or somewhere, else is just basically a trick to fool the brain out of thinking in repetition' (Glei, 2013)."