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Monday's shot from the TradeMark "Wall of Inspiration" serves to remind us that sometimes our job as professional designers and advertisers is to NOT do what the customer asks.

In case you can't read it, it's a shot of the "Most Interesting Man in the World". It says, "HE REFUSES to MAKE the LOGO BIGGER."

The ad comes from an advertising industry magazine and serves to remind us that the customer is not ALWAYS right.

While I personally hate the idea of agencies that REFUSE to listen to their clients or give any concessions on execution of vision, it does warrant asking this question: Did you hire a professional firm to take your order and fulfill it, or to help your campaign be as effective as it possibly can be?

If the answer is the latter, perhaps you should make sure the agency you're working with is asking the tough questions. Questions like, "Are you sure that's the name you want to go with?"...

Let me share just a couple of examples with you from the last two weeks:

Branding and Design Case Study A:

Client A contracted with us to do a full branding package including a logo for his new business, along with business card designs, signs, and social media banners and icons. The goal was to achieve a sleek, comprehensive look that show them to be professionals and would reinforce their brand across every channel of their marketing.

The logo design went well enough, then the sign was created as the most prominent piece to be used with the logo, allowing a full design theme to be created beyond just the logo; one with appropriate fonts, color palette, and other design elements that would set the tone throughout the rest of the marketing pieces.

When it came to the business card design however, the theme got lost after a lot of back and forth design comments and revision requests from the client.  Nearing the end of the process, a final design was ready, the client was happy with it - then it suddenly it hit us; the piece now looked absolutely nothing like the sign!

With the exception of the logo and one or two neutral colors from the palette, there was nothing in this card that strongly resembled the look of the sign. Now, when you're working hard and spending money to get your company in front of prospective customers, you want as much synergy as possible - not conflicting looks or message watering down or confusing your message with each new piece your customer sees.

We scrapped the whole thing and started over from step 1 with the original goal in mind.  We owned the mistake - we had let the client drive us, and now we had been led to the edge of ineffectiveness. After the a complete redesign, the client now has a cohesive look that continues to translate and echo the same message no matter where their customers see them!

Branding and Design Case Study B:

Client B came to us to create a brand for a new offering for their existing consulting business that required it's own look and a logo that would help convey the excitement and potential growth to be had from participating in this unique program.  

Because the marketing plan (and the success) of this program revolved around both on and offline buzz and word of mouth, the concept had to speak loudly and clearly from day one. Where we come from, that means a strong name, a strong logo, and a strong tagline that when put together clearly explain the concept while inspiring confidence, wonder and desire!

We started with our usual kick-off meeting with the client at our office, along with their account rep and our lead designer. It was an inspired session with a lot of great input.  But once we sat down to do the work, it quickly became clear that the concept was not working.  The client talked about deep personal growth and a strong visual image of a tiny acorn growing into a strong oak.  But the name of the program had nothing to do with growth; it sounded like an engineering method for problem solving more than an inspiring and miraculous organic process.

What to do?  The clock was ticking and the pressure was there to get started and get the job done.  We decided to make the kind of tough call that defines you and your company in moments of truth.  We called the client, explained the issue, and expressed our concerns that their conflicting name and imagery was mixing metaphors and was more likely to cause confusion and disconnect than it was to inform and inspire.

A few more emails and phone calls later and we were back on track. The client was happy we had taken the time to bring up the issue, rather than simply plow through.  As an experienced consultant and business owner himself, he was all-too-aware how easy it can be to bend to the will of "get the job done" and simply do things as ordered.  

He appreciated the fact that we acted as professionals - with his best interest in mind, and that our primary concern was that our efforts to support the work he was doing were focused on the goal, rather than just pandering to his first impressions of what made sense to him.

What's important to you when you work with a design firm?

Is it taking good directions? Is it fighting you tooth and nail to get the best end result?

Wimpy, pleasing designers make bad designs. It's like having a friend who always has to say yes to you to keep you happy; ultimately, it's no friendship at all.  Relationships are made better through healthy conflict - just like good designs and good brands.