1. Familiar Foundations, Custom Stories
New narratives built on recognizable web patterns - allowing speed and confidence while exploring deeper meaning
2. "Editorial, clean, sleek, minimal, grid-like, brutalist when needed"
Core aesthetic vocabulary that communicates sophisticated, magazine-quality digital experiences
3. Push 80%, Pull Back 20% Approach
Aim big with every idea on the board, then edit with intention to achieve focused, achievable excellence
4. Story-Validated Synthesis
When torn between compelling directions, merge first, validate against the client's narrative, then let external feedback guide the final decision
