Creative Pioneers: Caroline Pay on how to have a (good) idea

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. Here, Grey London’s Caroline Pay explains her process

DESIGN ASSISTANT

Wandsworth, London

ACCOUNT EXECUTIVE

102 Petty France, London

ART DIRECTOR

Brighton, East Sussex