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As an art director/designer myself, I can attest to the fact that often the best design ideas hit like a bolt of lightning and are completed rather quickly. You know it's good work when it just sort of flows out of you like breathing. What clients don't see in that equation is the constant mental work every designer puts in so they're ready when pen meets paper. The final execution is only the tip of the iceberg in terms of work that goes into great design.
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