I Dreamed My Logo

The night before a very important meeting, I had a dream that decided the direction of my brand...

It all happened when, just a few days in advance, I was confirmed for a meeting where I would connect my business to a very important reseller. However, when I got the news, I felt extremely stressed, because I didn't have proper material prepared to present the brand the way it deserved. As you can imagine, this was still early in my business.

An artist's mind works in very unpredictable ways, and in my many years in architecture I proved this to myself over and over: when an idea hasn't yet been put down on paper, my brain works away in the subconscious, connecting the building blocks until it can finally materialize a first sketch of the project underway. I'm not sure if that makes sense, but let me explain it the way my Art and Architecture History professor used to: whenever he assigned us a free-topic essay, he always advised us to browse the internet and look at as many images as possible. That way, the brain becomes so saturated that it eventually starts sorting on its own — separating what genuinely interests us from what leaves us indifferent — and that's how we were finally able to write passionately about the topic we'd been assigned.

I believe that's what helped me the night before my meeting. After that dream, I woke up very early to sketch out the idea — not just the logo, but a concept that would become the through-line for the story behind my brand as a whole. By this point, I've arrived at a synthesis of that concept, which you can read at: https://www.priscillasayegh.com/preguntas

To spare you more words: in that meeting, they didn't just accept the concept — they also understood where it came from and how it applied to both the brand and the product. That same concept is now reflected in how the merchandise is displayed at these points of sale, where, thanks to my dream, I was able to close the deal.