It’s time we told you about our boyfriend. We haven’t mentioned him before, which is kind of incredible, given how much we think about him. But it’s true: our company has a boyfriend. And he is awesome!

Our boyfriend is the Dosa Man. The Dosa Man runs a dosa cart on the southern edge of Washington Square Park, a few blocks from our office. When the weather is warm, he sets up shop and starts selling his dosas—a delicious South Indian pancake made from rice batter and lentils and filled with wonderful vegetables and spices.

We aren’t the only people who love the Dosa Man. He has many admirers, and the line to buy lunch from him is always long.

But even so, the Dosa Man wants to grow his business and spread the word online through new branding. When he mentioned this to us, we jumped into action. After all, this is what we do for a living.

So we took some time and designed him a logo. We thought it was pretty cool, and we sent it to him.

He didn’t end up using it. Dosa Man is his own man, and he marches to his own drum. He settled on a different logo. The one we made is above, the one he settled on is below. We’re sad, but we still love him, and will never stop going to him for lunch.

As we think more about it, we realize that Dosa Man has taught us an important lesson about being a marketing agency. Sometimes, your aesthetic doesn’t match that of your client. Sometimes they see things differently from you. And that’s ok. In the end, having a good product is the most important thing, no matter how you package it.

Thank you, Dosa Man. We will never forget our time together.