Good creative propositions might come to mind in a flash but it takes time to craft really good work. At Wish we’re very, very particular about things like beautiful typography and it is these things that separate good work from great work. ‘Kerning’ or ‘x-heights’ may mean very little to you and sadly they mean very little to many of the people in our industry too, but we live and breathe these things in the pursuit of good looking, memorable and responsive marketing. At Wish we’re huge fans of the Apple-Mac and cutting edge graphics software but we understand that what creating great work really requires is a fundamental understanding and appreciation of the basics of good design – and that’s rare these days. | 
