The work of an art director is to choose the right creative direction proposed by the designer and skillfully develop it. We tasked our designers with offering their own vision of what the identity for the ADCR Awards 2018 could look like. During the process of selecting the best idea, it turned out that the selection process itself could become the identity. We carefully showcased all the excellent and not-so-good options that were rejected in the course of the work, in order to eventually arrive at simple and boring Helvetica typeface inscriptions.