Design and branding can be a difficult thing... because you're balancing many things, especially expectations - now there's a difficult word. Who's expectations as a creative... do you focus on?
Do you focus on your clients expectations?
Do you focus on your clients customers expectations?
Do you focus on the markets expectations?
It's very fine line to be honest, and can cause a lively debate sometimes between ourselves and some of our clients, but the thing is it's all three - and if we didn't consider all three... our clients would get what their last agency delivered - pretty pictures mostly.
