I work in a publishing company. We make, edit and print magazines and different products for medical marketing.
A client (a big, multinational pharma monster) send us they design guideline. We design a fertility magazine, based on that guideline to the letter.
Client: Please, redo the cover. It doesn't have to look like we did it.
Me: We followed exactly what you told us to do in the design guidelines.
Client: Well, you should have deviated from those guidelines to deliver something more "us."