Having done some identity work, some stuff is done on purpose and some stuff is justified post-hoc to make the pitch better. “It looks nice” doesn’t play all t

Having done some identity work, some stuff is done on purpose and some stuff is justified post-hoc to make the pitch better. “It looks nice” doesn’t play all that well, and doesn’t give you much protection from a decision maker who (incorrectly) says “I think my idea looks nicer”. This is not representative of all design experiences though, I’m sure.