Good design is built. Great design is crafted — with research, expertise and care. 
Through research it can be determined where the market stands and where it may be moving. Trends are broad and sweeping but it pays to pay attention. Keeping an eye on current and evolving design trends can inform and help to shape any design endeavor. 
We can't all be experts in every field but we can do our best to learn from and engage with our surroundings and utilize the tools and information at our disposal. Reaching out, asking questions, funneling and refining information to create a clear understanding of how best to approach and tackle any project.
From a simple logo to a full end-to-end brand development, crafting with care and understanding of the brand's audience and tone is important to ensure that final product is connecting — not only with the client, but more importantly, with the client's audience.