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

CREATIVE DESIGN MANAGER

Leeds, West Yorkshire

GRAPHIC DESIGNER

Farnham, Surrey

PRODUCT DESIGNER

United Kingdom