1. Come up with a great simple idea.*
2. Execute in one color (or green + black).
I thought the similarity between the work for the Urban Forest Project from three of the New York Pentagram partners and one senior designer was interesting. It is a good reminder that a great idea is the most important part of design. Of course the execution is impeccable, but it all started with good concepts.
*Coming up with a great simple idea, is not easy.