It's fun to play God...
All of my projects begin as if they are a small universe about to be created, they have their own flavor and atmosphere. Thematic consistency, distinct feel and a strong core idea is a key to successful and internally consistent visual style.
I also love to use clashing inspirations for these worlds. If the source concepts are polarizing enough, their combination will feel truly new and uncharted - that is my philosophy.
I try to approach all of my work with this philosophy - be it illustrations, art direction or visual branding.