We’ve all been there! Wanting to impress our clients with great design, out of the box ideas etc. Well the truth is that sometimes creative people want to impress… themselves and they just go beyond what is truly necessary. And sometimes this is not the right thing for the brand. We should always be aware of what our client’s consumers need to see in order to buy the brand. That’s our business. To sell products. In the best, yet suitable, for the brand creative way.