There’s a famous showbiz maxim, coined by William Goldman: “nobody knows anything.”

Nobody knows what’s going to be a hit; nobody even knows whether what they’re working on is any good. Books, movies, TV shows… they all exist in a quantum state of undefined quality until an audience actually receives them, at which point an opinion is formed.

This is true also of design, I’ve just finished working on a huge branding campaign for an undisclosed city in the UK. It has the full backing of all the council and even the local MP, but there’s little bit of me that’s scared. What if when it hits the streets the people turn on me, or worse, what if there’s no reaction at all.

Either way I’m screwed.