Speaking of insane, I also want us to be edgy. Edgy is different from cool. Cool is lame now. Edgy is intriguing. You know what I mean. Be controversial, but in a commercial way, like cold brew.
Emails From A CEO Who Just Had A Great Branding Idea
Amanda Rosenberg
87250

Beautifully done! People are laughing, but you still got better creative direction than I’ve gotten in real life. For example (exact wording changed to protect the guilty):

Client: For font style I do not want the _______. The photo speaks for itself for _________. Please be creative with the fonts, need something more than plain ________ but don’t want to be too over the top that it takes focus away from photo shot. Also needs to be simple for a quick read.

Me: Need more direction here. Is there any tone you do want? If not ________ or __________, is it fun, elegant, modern, traditional, romantic, etc?

Client: For font style I do not want the _______. The photo speaks for itself for ________. Please be creative with the fonts, need something more than plain ___________ but don’t want to be too over the top that it takes focus away from photo shot. Also needs to be simple for a quick read.

In other words, something fairly unique, not too fancy and easy to read.

P.S.: At least he didn’t ask for Helvetica.