Process and iterations are a big part of my work.
Behind every project there are countless hours of brainstorming, sketching, word diagrams, typographic studies, color systems and concept development before putting finger to keyboard.
In this initial phase, I believe no idea is ever stupid, ridiculous or bad; in sketching nothing is wrong. Not being afraid of failure is what enables me to learn and grow.
Nonetheless, in my crazy mind, they are perfectly understandable.