ElectroServes founder had a challenging brief. He wanted a logo that could look both cheap and upmarket! It needed to appeal to both domestic and commerical at the same time!? He actually wanted his appeal to the cheaper domestic market, without looking like a national brand – but still looking good. So, I designed some good logos and signage, then gave it all to him and told him to do whatever he wants with it – hopefully achieving the perfect balance of cheap vs high value!!?