Truthfully, good design isn't really a separate discipline. It's just the visual expression of a much bigger idea — something unique to every brand. Most individual designers have a "look", and as a result their clients end up all having that same "look". As advertising creatives, we approach design from a concept-first point of view, allowing the design to fall naturally from the bigger brand ideas. Of course there are some aspects of design that we consider cost-of-entry and should always be present. At Swizzle we try to keep everything we touch simple, smart and meaningful.