As designers you should always strive to put the visual face on a business, don’t try to invent the face but instead express what already exists. Find the heart and soul, the uniqueness of a brand. Capture it. Express it, and you’ve expressed the brand.
So much poor design has been made in the pursuit of “originality,” “creativity,” “self indulgence” and “grabbing the viewer” and not articulating that communication is the key goal; and art is the tool.
“Don’t try to be original, just try to be good.”