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Just finished a logo session where we tried refining an existing concept, sharpening the scripted “W” while keeping the printed lettering feel. After several iterations, we both agreed: it still wasn’t quite right.
So we decided to start fresh and build from scratch.
It wasn’t wasted time, it was discovery. Testing what didn’t work gave us the clarity to create something better, cleaner, and more on-brand.
Key takeaway:
Iteration reveals truth, not just polish.
Letting go of “almost there” often leads to the strongest result.
Honest collaboration saves time in the end.
Grateful for clients who trust the pivot.
Has a “scrap it and restart” moment ever turned into your best work? Share below! 👇
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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@Ismel Figueroa and I just dropped a new episode with @Monserrat Vazquez and it's one of the most honest conversations we've had on the pod.
Monserrat's work spans brand identity, packaging systems, and cultural branding across orgs and startups. None of that started with the perfect opportunity. It started with whoever was in front of her.
If you're building solo, growing an agency, or just trying to figure out what kind of designer you want to be, you should see this and also give her a follow.
Full conversation: https://youtu.be/USrWTu7KRD0
Great content as always Daniel! Huge fan 🔥
With every branding project, I design and present 2–3 different options for my clients, sometimes even one is enough when the vision is crystal clear.
The reason I show more? I like to push myself more creatively to explore beyond what's safe and normal.
A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
At the end of the day, we're here to serve our clients, but sometimes working with them means showing something they didn't know they needed.
I completely relate to this. There’s something really rewarding about pushing things beyond the brief.
A good designer can stay within the brief, but a strong creative director should be able to see what the brand could become and take the client along that journey.
I do the same...
A speakeasy born from a single phrase.
One brief.
One rabbit.
A complete brand world built in a sprint.
Love the concept. Turning a simple brief into a full brand world like this is really impressive.
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