menulog

Big Idea

Tip the balance.

The Creative Process

I started by mind mapping using the SMP as a starting point and branching out into anything that felt like a treat for a working single. This pointed me toward the idea of work-life balance for the people working long hours with no time for themselves, which led me to to the big idea. The first thing that came to mind was scales, but I wanted to push past the obvious and find a more creative way to execute balance to the audience.