Creativity takes many roads. In some cases, numerous designers work on the same idea, whereas in other offices each designer might develop a different idea or positioning strategy. Routinely numerous sketches are put up on the wall for a group discussion. Each preliminary approach can be a catalyst to a new approach. It is difficult to create a simple form that is bold, memorable, and appropriate because of the oversaturated visual environment we live in making it critical to ensure that the solution is unique and differentiated. In addition, quite often a design will need to be a workhorse across various media and applications. In projects that involve redesign the designer must also carefully examine the equity of the existing form and understand what it has meant to a company’s culture.