I began by having a quick brain storm into the context of the brief. From my research my ideas were to create a flat image using illustration/craft/photography, but also something that was interactive and moving. .

I then looked deeper into the 'personality' of MOO. I felt this would help in directing my decisions in terms of the tone of voice of my response -

From here I explored a word association of the strap line, breaking it up into 'Design' and 'Works Wonders' - the purpose of this was to help me think visually about each -