Спрашивайте и учитесь у фрилансеров-экспертов
Understand what the business of your client. Make connection with them. Read the brief thoroughly and from that starting point, google relevant ideas. Draw your ideas from different perspective. Let there be someone to judge your design and that will of course start from you.
For more deeper answer, my advice is try googling the thread name. You can find hundreds of articles that answers your question in different views.