Problem: You can’t buy a book about problem-solving. Solved: You can now. Problem-solving remains the central tenet of most creative professionals’ lives, but very few books have been devoted to the process. Until now. This book examines the role of problem-solving in design and communication, exploring the ways creatives interpret their clients’ brief, propose new ideas to familiar problems, rework established brands and reinvent existing products. It identifies the eighteen generic problems common to all areas of communication then refers to a huge cross-section of different solutions, with over 1,000 images of over 600 separate projects. It takes international examples of design and advertising, branding and identity, writing an art direction, from throughout the twentieth century to today, illustrating success, as well as failure, every chapter concludes with a case study that looks at one individual or agency’s particular solutions in greater detail.
