Creative, out of the box, easy to visualize. At the same time keeping the brief in mind. Am focused about the fact that whatever form of writing , it has to interest the reader at large enough to motivate him/ her. something like a fresh water fish tasting better than a fish from the cold storage! The expression , the idea, the originality is extremely important if the write up has to touch someone enough to make him stop and look again. That's what my writing feels like... original and fresh- never stale.