Identity work is some of my favorite to do. I get a kick out of producing clean, smart solutions that encapsulate someone's business or initiative within a graphic system.
I approach every logo and brand as something that should be appropriate, practical, and stand the test of time. And yes, every now and then, an identity should just be fun to look at.
From concept to production, every brand is treated with the same core principles: Is the concept clear? Is it conveying the philosophy and energy of the client? Does it reduce in size well? Does it read in black and white? How does it function across multiple applications? I believe these focal points help make every identity an identity to be proud of. I'd still think twice before tattooing it on yourself, though.