How I saved a LION from certain death.
A few years ago, I pitched new visual identity concepts to a SaaS work management company. They wanted bold. Fresh. Disruptive. A logo and brand identity that would make their competitors shake in their boots a bit.
One concept stood out: a lion. Strong, energetic, confident. A symbol of leadership and empowerment. Everything their brand needed.
I went into the pitch feeling unstoppable, until the feedback came…
“Nah. Too different.”
“Too risky.”
“We’re a software company.”
“We don’t want a mascot.”
The lion was dead. My designer heart sank. I felt like crawling out of the room, defeated.
But I didn’t. I re-pitched. I walked them through why this logo could take their brand from ordinary to category-defining. Why a leap of faith sometimes beats safe. Why norms and rules exist to be challenged.
Eventually, they embraced it—fully.
I went on to create a full brand identity and awareness campaign centered around the lion. Customers loved it. Employees rallied around it. The lion came to life in print and digital campaigns, outdoor advertising, collateral, tradeshow signage and more.
Sometimes the “no” isn’t the end—it’s the start of something that truly transforms.