Not all donuts come out with a hole 🍩
It's an Italian saying: "Non tutte le ciambelle escono con il buco."
It means not everything turns out as planned.
And sometimes that's exactly what needs to happen.
I presented this new identity.
Every detail intentional.
I so was proud.
Then silence.
"We love it. BUT..."
That BUT was the turning point.
They realized something I hadn't seen. It looked polished. It felt modern. But it didn't feel like them.
And, they were right.
I had given them what they asked for, not what they needed.
So we restarted.
Still, I loved this brand identity so much that it felt wrong not to share it.
Key lesson: great branding is being willing to let go of what you like and finding what actually works.
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Not every project needs a full brand identity.
Sometimes founders just need something simple to get started.
This is Drommer, a business lab where founders test and build sustainable ideas together.
They are still in the early stages. But now they can talk to customers and investors with confidence. A clear and professional identity does that.
I personally love how it turned out. What do you think?
Gold geometric earrings under warm directional studio light. Profile, three-quarter, wind-blown hair, macro down to every wire. Grey backdrop, pore-level skin. Every frame generated through prompt engineering and creative direction.