The job that I hired Ralston to perform was supposed to be simple. I had an idea for a brand for my business. I didn't have the technical know-how to create the mark fully, so I consulted Ralston to perform the task.
He was supposed to not only create the mark, but also define several of its brand attributes, such as colors, etc. So we sat and talked for a bit about my business before he got started. I shared many things - about the company, the product, the target market, the ideal user, what I wanted this tool to accomplish for them. We parted, and he was confident that he understood what I desired.
What he delivered is not what was expected. At all. Before we met, he warned me, "It's not what we talked about, but I feel that it was the right thing to do." Admittedly, that comment made me a little nervous. But I hoped for the best.
We met. He began his presentation, which was, in and of itself, a work of art. He carried me through the things that we'd spoken about - the traits, the characteristics that my brand should embody, as well as a few other details. Then there was the big reveal. I must say - he gave me so much more than I imagined!
His "understanding" of what I wanted is a serious understatement. What he delivered seemed like it was born of an examination of my subconscious mind. He incorporated things into that mark that I had no idea that I wanted. What I requested of him was shallow in comparison to all of the depth, full body, and meaning that he epitomized through my brand. It reflects elements that are core to my heart and soul, to who I am as a person. It was, in a word, perfection.
Every time I now look at the mark that he created, I am invigorated by it. It enlivens passion and excitement for the product that I'm creating and all the good that it will do for my clients. It is, in a sense, a beacon of inspiration for everything that I hope to accomplish. Isn't that what a brand is supposed to do?