The design is more than beauty; this is what I use when I describe good branding that is easier to understand and has everything I want to say in it.

Isn't it funny when you scroll to the end of the internet, go through all your old books, open a few old files, do walks around the city, around your favorite wood trail, and even go to the bookstore a few times to get that little inspiration that would help you do a project?

Sometimes I get involved in a branding project where I accidentally bump into people who think halfway there is a good start.

We desperately need them, but sometimes we must break them. 

Want to invite me for a pitch? Why don't you rather invite me for a coffee? See, it is supposed to be a love-love relationship, not love-hate to begin with.

We have had this signature for a long time. And it is still valid. Perhaps the only thing that changed is that we can change the client's term to friends. 

Love your process above all. Embrace the path you have to walk; listen to the craftspeople you meet along the way; and make the changes to improve the solution.

It is not okay to fail; it never was and never will be. As simple as that. I am not saying you should not try, but rethink twice before you do.