When browsing my brand design portfolio or scrolling my Instagram feed, you may notice that my work seems a little chaotic. While yes, part of that is due to the wide range of industries and clients I work with (copywriters! jewellers! fashion brands! skincare! coaches!), it’s the variety of design styles that really becomes apparent. Everything from neutral minimalism to rainbow-drenched gradients are featured in my brand design work and it can mean sometimes clients are unsure of what design aesthetic I actually work in.
In truth- I don’t have a design style. While there are definitely some aesthetic through-lines (I’ve had my work described as bold, layered and illustrative before), I truly believe that my design superpower is being able to create the perfect brand aesthetic around the individual needs of a client.
So, what do you do?
My approach isn’t just about design results- it’s about the collaborative process. I work closely with my clients to understand their vision, goals, and unique brand personality. This partnership ensures that the final design isn’t just beautiful but also is strategically aligned with the business objectives. My work isn't about my own aesthetic preferences- it’s about crafting every part of brand visuals to be strategically working towards achieving the brand’s goals.
But Laura, I know exactly what I want!
Great, I’d love to hear your thoughts! But know I may push back and ask ‘why’ if (aesthetically) your vision doesn’t match up to the strategy we define.
I always want my clients to be obsessed with their branding, but it’s my job to ensure that the brand identity will connect with the target market (so that they too can be obsessed).
So, is working with a designer with a specific style wrong?
No. In most design studios, you’ll find that a particular aesthetic (some examples include boho, ultra-modern or Y2K) is applied to every client. Businesses obviously approach these designers because they want a certain look for their brand. However, my issue is when the design style selected doesn’t suit the strategic needs of the business.
If you’re looking to work with a designer who has a specific style, some important questions to consider are-
- Is the business owner's personal style the same as the brand’s?
- Will this aesthetic connect with and excite the target market?
- Can the design style stand out amongst competitors?
- Does the brand identity help convey the uniqueness of the business?
- Will this design aesthetic convey the brand messaging?
If the answer to any of these questions is no (or you’re not sure), I’d recommend working with a more adaptive brand designer who can strategically shape the visuals around your needs.
So, how do I decide what kind of designer to work with?
You need to think about what the priority is for your brand. If you ‘just need a logo’ (or need to check off branding on your to-do list), opting to work with a style-based designer may mean you have a closer idea of the end result. There’s a little less ‘surprise’ factor because in all likelihood your brand will resemble other work in the designer’s portfolio.
If you’re looking for a brand identity that encapsulates exactly what your business is about (and is constructed in a way to strategically achieve your goals), I’d recommend finding someone more strategy-focused and adaptable. Someone like me.
