In my work, it often happens that a client says:
“Can you make me a logo?”
“I need a graphic.”
And almost every time, by digging a little deeper, I realise that the real need is far more complex.
Not because the client “doesn’t understand”, but because you can’t ask for something you don’t know exists.
And this is where, in my opinion, an important responsibility of the designer comes into play: education.
Too often, we designers take concepts like branding, identity and strategy for granted. Sometimes we fall into a kind of snobbery, assuming that the client is superficial just because they ask for a logo. In reality, it’s not a lack of intelligence, but a lack of tools.
Branding is not an object.
It’s a system.
It’s vision, values, consistency, strategy.
I strongly believe in working with the client.
But working together also means learning from each other:
• the client learns from the designer what lies behind a project and why it has value
• the designer learns from the client about the brand, its story and its core values
Because, let’s be clear: the client knows their own brand better than anyone else.
When this relationship becomes a true symbiosis, something interesting happens:
the process becomes smoother, the work faster and more flexible, and the final result is significantly better.
Branding truly works only when it stops being “a request” and becomes a shared journey.
What do you think?
Have you ever experienced a similar situation?
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