• is the client asking for what he really needs?

  • how can we make a very distinctive project?

  • why?

  • have we found a strong concept to communicate?

  • when should we stop to search?

  • can we make it simpler?

  • does it make sense to live without curiosity?

  • is the message understandable?

  • what response are we expecting to our message?

  • do unnecessary questions exist?

  • who should we communicate it to?

  • have we created a coherent identity?

  • how can we use what we have to get what we want?

  • does a problem that needs to be solved only have one solution?

  • what is the context?

  • is everything ok?

  • have we created a clear hierarchy between the different parts of the project?

  • how can we make the least effort?

  • where to find inspiration?

  • does the project have the right rhythm?

  • have we reached the right balance between shape and function?

  • where can we find the answers?

  • what’s the client aiming for?

  • how to improve the project?

  • do good and bad graphics exist?

  • how to create new languages?

  • how many compromises can we make?

  • what is the most obvious way to communicate it?

  • what is the most absurd way to communicate it?

  • how did others solve similar issues?

  • what did we learn today?

  • was the brainstorming long enough?

  • if it's good is it also right?

  • if it's right is it also good?

  • how will the final user interact with our project?

  • what is brand personality?

  • how long until the deadline?

  • how to communicate it through the process?

  • what is the wavelength of yellow?

  • what will I eat tonight?

  • where do ideas come from?

  • is censorship a real limitation?

  • what values do we have to communicate?

  • who is jekyll and who is hyde?

  • can we communicate it in a synesthetic way?

  • what language does our target audience speak?

  • can the solution lie beyond the problem’s boundaries?

  • can we express it in a fun way?

  • can we define the concept without using words?

  • when was the last time we watered the flowers?

  • which is the right tone of voice?

  • is it time for a break?

  • what if we start from scratch?

  • what approach should we use this time?

  • can we use less notes in the project?

  • can we go deeper than the surface?

  • aren't we taking ourselves too seriously?

  • how can we find new connections between already given elements?

  • can we see the problem from a different point of view?

  • how can we be more radical?

  • are all details consistent?

  • what is a device?

  • what is the sense of what we have to communicate?

  • where do we start from?

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jekyll & hyde is a design and communication studio founded in 1996 by Marco Molteni and Margherita Monguzzi.

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