How can I give away an industry secret like that? Right up top in large, bold letters, no less? Well, it's not much of a secret: you probably knew it already. It's so essential, in fact, that we tend to look right past it.
Not me, though. I don't look past anything. (Except for, at times, sunglasses, or if you were to accidentally spill something on yourself and feel embarrassed, in which case I didn't see a thing and still find you very poised and professional, don't worry.)
The first step of my creative process is always strategy: I observe, analyze, and research. The last step is to use what I learned to creatively solve the problem. Depending on who you ask, this combination of science and art is either marvelous or terrible. Every idea is bespoke and backed by rationale, so they're marvelously effective—which is terrible if you're not ready to stand out.
Which brings me to the question: "What's with the jackalope logo?"
You mean the hybrid that can't help but be unlike anything else?