Coming up with that perfect punch or string of words is often a chase. You start with a dozen ideas and keep chasing them until you find just the right fit.
For a number of years, I was the writer/editor/proofer of an in-house creative team. I absolutely loved the process of brainstorming with an entire group of designers. Their take on where the visuals could go for a project were just as much a part of the world building as any words I could conjure.
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