The client approached me with a clear case: he needed a modern, transparent website. The conversation was straightforward — we defined what he needed and agreed on the terms of cooperation. Nothing indicated any surprises.
When we started gathering materials, as always, I asked for the basics: logo, brand colors, typography. For me, it’s obvious — a website doesn’t come into existence in a vacuum. It is a communication tool for the brand. And if it’s to be effective, it must be based on established elements of the company’s visual identity.
That’s when it turned out that the client didn’t have these elements in a consistent form.
- Logo — yes, it existed.
- Colors — some could be found, but they varied: different on the cars, different in advertisements, different on the office doors.
- Fonts — random, changing in every material.
The client admitted that he would like the new website to look fresh and modern. And that’s when we faced an important choice.
I presented him with two options.
First — we build the website based on what already exists. A modern layout, better technical solutions, but still rooted in those old, inconsistent materials.
The result? The website would work better, but somewhere in the background, the “old soul” of the company would still be felt.
Second — we carry out a complete brand modernization: a new logo, new color scheme, new fonts. We organize everything, building a cohesive brand from scratch.
The client, fully understanding the situation, chose the first option. It simply had to be that way — at that time, there was no budgetary space for bigger changes. I respected that. I always respect my clients’ decisions, even if I can see that, over time, they themselves will realize what was truly needed.
Project execution
The website was created. Modern, responsive, tailored to the needs. But despite all the improvements — something was missing. And the client eventually sensed it.
Two years passed. The company grew, the client was active online, and the website — although technically flawless — increasingly contrasted with modern customer expectations.
“Now I see what you were talking about. I want us to do it properly. The entire brand. From the beginning.”
And so, we began work on a new project. This time comprehensive: cohesive color scheme, new logo, well-thought-out typography. Order in printed materials, company vehicles, the website, and marketing communications.
Today, his company looks exactly as it should in the market: cohesive, professional, modern. No mixed signals, no random elements.
Summary
I’m writing about this because this experience reminds me that working with clients is not just about design but also about patiently helping them reach important decisions.
I know that without a cohesive brand, it’s hard to create a truly good website. I’ve known that for a long time.
But every day, I learn something else from my clients: how differently people mature to change, how important real constraints are — budgetary, time-related, organizational — and how much satisfaction comes from a client returning after some time saying:
“Thanks, now I understand.”
And that is the true side of my work. Not just the technical execution of a project, but accompanying clients on their journey toward a better brand image.