True story. In 2023, while working at a branding agency, I developed a structural, conceptually r...True story. In 2023, while working at a branding agency, I developed a structural, conceptually r...
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Yan Kravec
• 10h
True story.
In 2023, while working at a branding agency, I developed a structural, conceptually rich identity for a client. You can view the entire project at the link. The system was fully ready. However, the agency made a different call.
Instead of the final architecture, they decided to ship a flat, clunky silhouette, just a warm-up draft I’d thrown together from basic shapes at the very beginning while testing first-level metaphors (see the second slide).
I defended the original system, but management was adamant, insisting the draft was "exactly what was needed."
At first, I couldn't understand the logic: why would an agency push a blatantly raw version to release? But over time, I had a guess.
My hypothesis: the client simply came in with a low budget, which is why the agency didn't want to hand over a strong, architectural project.
Personally, though, it's a strange decision to me. A good concept is already on hand, the work is done. What difference does it make how much was paid for it, if the result is already finished, and the agency's reputation reacts to every public case?
What do you think?
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