Clients will often ask us to use a specific design aesthetic or style (vintage/retro comes up fairly often) before a project has begun. We work to avoid arbitrarily choosing a style simply because we, or the client, like the way it looks. Although true objectivity is theoretically impossible, when approaching client work we always aim to be as objective and purposeful as possible. We determine a design strategy based on the client’s goals, values, audience, and competitive landscape. Sometimes we chose to incorporate a specific style in order to strengthen expected connotations, other times we may make style choices that help the design to stand out from the crowd. The style later becomes one piece of the puzzle that ultimately works with all the other brand attributes to effectively achieve the goals outlined in the design strategy.