Brilliant ideas do not come from thin air... or Pinterest...,” writer and lecturer Angharad Lewis reminds us in her foreword, but once these ideas are plucked from the ether, it takes imagination, skill and experience to transform tentative briefs into elegant brand identities and campaigns. And while strategies, techniques and theories of creative evolution vary wildly between studios, all interviewees offer equally informative insights that lift the veil from seemingly effortless solutions to reveal the powerful engines beneath.