When the desk is too small, we use the floor

At some point in every project, the table runs out. There are too many sketches, too many routes, too many "but what about this one". So everything goes on the floor.

On a screen, you see one idea at a time. You flick between tabs and your memory does the comparing, badly. On the floor, you see everything at once. Patterns jump out. Two half-ideas sitting next to each other suddenly make one whole one.

The best part is how decisions happen. Nobody gives a speech. People walk around, crouch down, pick things up, move them closer together. And then, almost every time, everyone ends up pointing at the same sheet.

The floor's cousin is the whiteboard. Briefs, audiences, words the brand should and shouldn't feel like, all of it goes up and stays up. When a debate starts, someone points at the board and asks: does this answer that? It's the quickest way to end an argument nicely.

You don't need a big studio for this. You need a clear patch of floor, a roll of tape and the nerve to print your work out before it's perfect. Spread it out, step back, and let the good stuff find you.