This is a basket of coffee cherries. About a third of them are no good and you can't tell which yet. Anyway 🌝 Most people who hire me for brand identity can't describe what they really want. They'll say clean. or timeless. or premium. then they'll send a bunch of references that argues with all three. That's fine. That's nearly everyone. 'Clean' usually means the last graphic designer got carried away. 'Timeless' probably means please don't embarrass me in two years 😅 'Premium' might mean expensive, but nobody wants to say expensive out loud to the person quoting them. So the strategy call is an hour of me asking questions until something falls out sideways. Usually that memorable golden nugget & usually it's one sentence, said fast, in the middle of a story about something else. Come with a mess. I'd rather have the mess. The useful sentence is almost always the one you apologise for saying. 'sorry, that's probably stupid, but -' yeah. that one. that's the whole brand identity. #branding #brandidentity #design