Design always has a purpose.
When I don't know all the rules I'm just wild.
Art has no purpose. It exists for its own sake.
Marketing is a necessary part of the creative process.
Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?
My fear is that when you become an expert in anything then the expectation somehow makes you ordinary, in a way, because you become the firm that does that, or you become the person that does that. You really need to change the form to make the discovery.