Sometimes the first idea makes perfect sense. That doesn’t make it the right one. The Markhor had relevance, cultural connection and landed instantly with the client. But when a symbol is already familiar across the landscape, relevance alone isn’t enough to make a brand distinctive. So we shifted the focus from where Ru’asā comes from to who Ru’asā is for. That shift led us to the Sphynx. Unconventional, expressive and much closer to the personality of the people the brand wanted to attract. A good reminder from this project: Relevant doesn’t always mean distinctive. Really Curious, which would you have chosen for Ru’asā? Markhor or Sphynx?