Ugly as hell

Today I received a job brief to redesign and recreate a design guide for a bunch of MATRADE booklets. The client was cooperative to give us samples of pass designs for our reference and to show us their problem about the inconstancy of every booklet.

References of pass years booklets. Not very happening looking to me.

Notice the post-it note on the cover? Let me zoom in for you to get a better look.

Is writes:
• Samples of the Products & Services booklets. MATRADE
• There's no consistency
• Ugly as hell

"Ugly as hell". Simple. Straight to the point. Idiot proof.

I now wonder, who wrote that? The servicing or the client? If it's the servicing, then why did they bother writing such a long job brief? The post-it is direct enough to explain the job exercise. But if it's the client.... Thank you God and Hallelujah!!

Man, Ugly as hell.... that's a good one. Never thought I would see that sentence in Advertising.