I have often found that SME business owners are typically most invested in whether or not they subjectively like a design, and not whether or not it appeals to their target audience (though to be fair if I can't work out how to balance the two aspects I'd be fairly shit at my job). This was one of those projects where actually having a conversation with the client made me realise that we could do both pretty easily. 

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It was a pretty simple brief in the end;

 

1. Blue and orange colour scheme

2. Make it feel old school (the mood board included Cinelli & Draplin Design Co's work)

3. include some sort of reference to a path or journey.

 

I think we got there in the end.