A photographer friend of mine had just won a big project with an automotive client. The client was worried with this new team of photographers and kept saying to them, ‘don’t f*ck this up.’
At the end of every meeting and phone call they’d always finish with, ‘guys, this is a big job… don’t f*ck this up.’
My friend was unfazed and did a brilliant job. Toward the end of the job he asked me what could we do as a thank you to the client.
So I told him to embrace their mantra and I proceeded to design a t-shirt (and baseball cap) with a crest logo with the acronym of DFTU (don’t f*ck this up).
We produced a range of t-shirts which my friend and his team still use and give to their clients at the end of every successful job.