I tend to do expanded research about the topic I will be designing before I put hands on anything. I like to be informed about it. I can take a structured project as well as openly creative and deliver great work. Based on the research information and the capability to be able to read and relate, the ideas and creativity usually come as a secondary part of the cycle. Every client has different taste so I expand my creativity to deliver the best results to be able to mesh clients expectations.
AIGA