These are the questions you need to answer in your proposal/contract.
Name: We need to know who you are.
Project Title: Giving a title helps give you a purpose. Though you can change the name anytime.
Concept: What are you making? This gives you a target or a focus to develop for.
Why: Is the reason this is important. If you can't figure this out you need a new concept. This also helps establish a hierarchy in your image (Your three bears.) This can also help develop a foreground, middle ground, and back ground.
Typography is usually carefully crafted and constructed. It is the architecture of the 2-Dimensional world. Usually when we think of architecture we think of buildings or houses. Typography or letter forms house ideas, they are the bridge of communication. Some ideas like some bridges are more fancy than others. A way of making things fancier or more "ornate" is to add ornamentation. This is done through lines or shapes.
Even organic creatures can be made ornate or decorative. Not all decorative art has ornamentation, but the elaborate line work of Si Scott seems to be his signature style.
You can even make whole letters or phrases decorative.
You should try drawing the Sea Horse for extra credit.