The hardest thing to do for many designers — or maybe just me — is to design for themselves. Trained to be chameleons, we adjust our styles to an audience, environment, or moment in time. Choosing just one can feel restrictive or limiting. Any simple visual concept seems inadequate at capturing the depth of a human personality. Yet, we feel guilt and shame because we know the value that branding can provide. We're like the cobbler's children who have no shoes.