LISTEN: Understand the needs of the client and collect all available data, opinions and research EXPLORE: Throw the creative net widely to gather the full range of factors and influences which may contribute to the project INVOLVE: Include the client team in an open-minded and stimulating brainstorming process which challenges preconceptions DISTILL: Refine all the ideas to date and extract the essence for the most appropriate solution EXPRESS: Clearly communicate the vision for the project through design EXECUTE Implement and deliver the project on time and to budget