Many designers find that they don’t have the luxury of a local community; yet, online, we can seek each other out, collaborate, and learn.
“We can’t afford to pay you, but a lot of people will see it…”, that, in my view, should set off alarm bells.
May 22, 2025 — Comments are off for this post.
AI is no longer just the sound of northern realisation.
It’s becoming increasingly common to see AI-generated design being used by brands over the past year or so, and while this might seem like a bad thing for designers, perhaps we should be thinking of it as an opportunity.
AI design vs the human experience
We tend to see AI as a new concept, but if you think about it, it’s been around for quite a while, in one form or another. Thinking back, many professional designers have used aspects of it for years to check our grammar when writing our own copy, for example.
What’s changed, though, is that AI is now accessible to many more people and has become very easy (and very cheap) to use. It’s possible to give AI a simple set of instructions and have it generate all sorts of designs and images in just a few seconds.
Let’s be honest – there are businesses out there (and some major players) who want to create as much visual content as they can, as fast as they can. The internet is a busy place, and they want to be consistently seen in as many places as they can. It doesn’t matter that what they’re producing is low-standard (quantity over quality) as long as they can get as many eyes on their content as possible over a short amount of time.
There’s one pretty major component that they’re missing, though.
Where’s the human experience? AI can give us quantity and speed but can never be human. It can’t portray a feeling, it can’t think emotionally, and it can’t understand a client’s vision. These are pretty major shortfalls that AI has in that it can never replicate what a real human designer can do, and I think that’s where businesses that choose to work with designers will vastly outshine the competition in the end.
Human-led collaboration
In my experience, clients still value working with people—particularly when refining ideas, asking questions, and evolving a brand. As experienced designers, our ability to communicate, guide, and co-create with our clients is a massive differentiator. AI isn’t able to brainstorm with clients over coffee…yet!
While AI-generated design is fast and inexpensive, most people can recognise it a mile off – and for businesses who have no experience in design, it’s often inconsistent with their branding (if indeed they have any). It doesn’t do any favours in either brand recognition or personality. AI-generated design tends to be very generic, created to appeal to the masses rather than the specific audience the brand is trying to attract. You know how the saying goes: if you try to appeal to everyone, you appeal to no one.
Design is a craft, not just a tool.
Anyone can use an AI tool for free (or for very little cost) to create graphics or images if they choose to. There will always be people who value saving time and money to create their branding, but as professional designers, we know that they are not our target clients.
In reality, most people know that design isn’t just a tool. That’s not what they’re paying us for. What they value is our expertise, our experience, our knowledge, and our ability to see their vision and be able to bring it to life.
That’s our selling point; it’s what we need to remain focused on when we’re getting to know a new client and demonstrating what we can do for them that AI simply can’t.
How can we stay ahead of the AI trend?
Sometimes, it does feel as though the online space is saturated with AI content. Is it a fad? Perhaps – but I think we have to accept that it’s going to be around for a while, and while it might have some impact on the design industry, those of us who plan to stay the course will, in the end, be far better off than those who rely on AI. I really believe that.
How can we do it? Here are some of my thoughts:
- Be human—people buy from people, so sharing stories about your work, your design process, and your experiences lets them see who you are.
- Collaborate and communicate—being a partner who can listen, advise and adapt means that you build a working relationship, something which AI will never do.
- Learn and evolve—refining your skills, being aware of new trends, and keeping your work fresh will let you stay ahead of the game.
Can you add anything (without ChatGPT)?
January 11, 2025 — Comments are off for this post.
Make A Shift To Find The Right Projects
Choose projects that offer quality over quantity and value over cost. Prioritise working with clients who understand the value of a well-thought-out process.
Going into 2024, I’d lost direction and knew I needed to do something about it. Things were leading me away from the kind of projects I truly enjoyed, and I knew a shift was needed to get me back on track.
Previously, I had gone through a significant change, completing a rebrand, renaming the business, and overhauling its image. But it didn’t seem like enough. The new branding was right, but there was a disconnection between how I presented myself and my work. That dissonance became a source of frustration.
The next step was to address that disconnect. The biggest change has been in how I choose my projects. Instead of accepting any job that comes my way, I’ve become more selective, focusing on the types of projects that excite me and push me creatively. I’ve shifted my attention toward larger branding projects that involve more than just designing a single element like a website or a logo.
This approach has made the work more enjoyable, stretched my skills, and allowed me to get out of my comfort zone, building my professional confidence.
I can already feel the difference. But I still think there’s a danger of falling back into old patterns, so going into 2025, I want to stay resilient (stubborn perhaps) and keep up with laying more foundations and building on them.
The main points of focus will become:
Quality over quantity
Rather than working on a high volume of projects, I want to prioritise working with fewer clients who understand and appreciate the value of a well-thought-out branding process. These are the clients who are willing to invest in a better creative partnership and allow me to oversee all parts of their brand development, from initial design concepts to final execution across various platforms. I’m particularly drawn to projects where I can help shape everything: visual identity and branding, digital design and build, print design and production, and even physical installations.
Value over cost
Rather than relying on offering lower rates to secure work, I’m working towards value-led projects where the client sees the worth of what I bring to the table. New projects I’m working on now are wider-ranging and longer-term, allowing me to act as a design consultant rather than just a designer.
By focusing on the kind of projects that inspire me, prioritising quality over quantity, and working with clients who value the process, I believe I’ll be able to continue to grow as a designer and ensure that I’m doing the work that I love.
April 5, 2024 — Comments are off for this post.
Career paths: how do you qualify?
There are so many ways to get a career in design, but it doesn’t necessarily follow that you just need the formal qualifications to be a good designer. It’s absolutely possible to be good at design without any qualifications at all. Like with everything, everyone learns differently, and I think it’s important to find the right path for you, whether that’s traditional or not.
With this in mind, I wanted to explore how graphic designers can start a career – whether they choose university or not.
Embrace Your Creativity and Passion
I’ve often tried to explain to people that the bottom line is that you just need to be a good designer. It doesn’t matter what official qualifications you have or what other jobs you’ve had—if you’ve got a passion and willingness to learn, great, and if you’ve got ‘that thing’ too, you’re already halfway there.
Many successful designers have started their careers simply because they love to create. It just starts with that spark and grows from there.
Take time to explore your creativity, experiment, put ideas on paper, and try something different. The more you immerse yourself in the creative process, the more you refine your skills and develop a unique style.
Build a Strong Portfolio
Let me share how often I’ve been asked for evidence of my formal qualifications. None. Most people don’t care about that—instead, they’re looking for something to show I can do the right job for them.
Your portfolio is your resume. It showcases your skills, style, and creativity to potential clients. The key is to showcase your best work, the kind of work you love, and give potential clients an idea of how you could do the same for them.
Like me, most designers nowadays have an online portfolio on their website, making it easy for people to see what they’re about. If your client projects are scant or you’re just starting out, I’ve seen plenty of designers use personal projects to great effect. I did something similar with my book TenYrsLater and am still doing it with a new set of projects underway.
Network and Collaborate
Something I always advocate is getting to know other designers. There’s often this belief that creative people must carefully guard their circle, for fear of their ideas and work being stolen. That rarely is the case, and in fact, I think it’s important to network and collaborate with other designers. Sharing ideas and supporting others has huge benefits and works wonders for your mental health during tough times.
If you work alone, as many creatives do, just having a few trusted peers to call on for guidance is always helpful. Don’t think of them as competitors but as a support network.
Embrace Continuous Learning
Graphic design is constantly evolving, with new trends, technologies, and techniques emerging all the time. To stay relevant, we must embrace lifelong learning. Whether mastering new software, checking out design trends, or honing our skills in specific areas, always seek knowledge and improvement.
If you find online resources, workshops, webinars, or even formal courses beneficial, take advantage of them. Stay curious, adaptable, and willing to step out of your comfort zone to grow as a designer.
Remember, your journey as a graphic designer should be unique; don’t be afraid to break the rules.
January 10, 2024 — Comments are off for this post.
How to build a great graphic design portfolio that will get you noticed
The portfolio is one of the greatest tools in a graphic designer’s arsenal. It’s probably the most challenging piece of work you own – above your initial online branding, social media, and website content – and provides solid proof of your work to date, insight into your processes, and personal perspective.
Your design portfolio tells your prospects what value you can add to their brand and why they should work with you above your competitors.
Having said that, it can be easy for designers to overlook the importance of their portfolio and end up with a bland and generic document that falls flat and puts the hard work of prospecting back on us. If you spend the whole meeting explaining your portfolio, then it definitely needs work. Your portfolio should speak for itself and do the hard work for you.
So, what should be in your portfolio, and what should you do to make sure that it’s as functional and tailored as it needs to be? I’ve gathered some information from advice I’ve been given and personal insights I’ve learned over my career.
Treat your portfolio as a project.
How many of us have been guilty of this – completing a project and ‘bunging it in’ to our portfolio? We end up with a mash-up of past projects, not particularly in any order, shoehorned in, and with no proper narrative or context.
So many designers end up frustrated because their portfolio simply isn’t working for them. After all, they haven’t put the time and effort into making it good.
We should spend a decent amount of time curating a working portfolio that can be updated with our best work and easily tailored to each prospect. Our portfolio is (and should be) an ongoing, evolving project that needs time and effort to make it work hard for us.
As with all of our marketing efforts, our portfolio should be an actual project; treat your design business as you would a client and put care and time into it.
Present your best work – leave the rest.
A great piece of advice I was given recently is this: your portfolio is not a slideshow. It is a narrative.
I love that. Sure, you can absolutely show your story through your portfolio – but you don’t need to show every piece of work, and in my experience, you shouldn’t. Only showcase the projects that stand out to you and highlight the work you want to be known for. Many of us have the ‘bread and butter’ stuff that, while it is more than worthy of note, is rather generic. Some of that stuff can be left out to make space for the real show-stoppers, which will absolutely wow the prospects we are targeting.
Choose pieces with a reason to be there and show your perspective and what value you brought to the project. Let people see your thought process and what went into making it. If the piece is too hard to write about or doesn’t inspire you, then it won’t inspire your prospects, either, and it’s likely that it doesn’t belong in your portfolio.
If you haven’t done the work you love, create it.
How often do we actually assess our design careers and think seriously about how we want to progress? Often, we get swallowed up in the day-to-day busyness, and we become stagnant. That can be a hard place to be.
Sometimes, our portfolio no longer reflects our ambition, and we find that the projects we are doing no longer inspire. So, what happens if we discover that the path we are on isn’t making us happy? What if we want to work on different types of projects from those we are doing, but we can’t show that through our portfolio because we haven’t done those projects yet?
Here’s something you might not have considered. You can create pieces for your portfolio without them being client projects. Sometimes referred to as side projects or personal projects, providing you’re transparent about it, it’s possible to show how you’d create those dream projects to provide pieces to showcase in your portfolio.
But don’t just conjure up a logo and slap it on dozens of photo mock-ups; create something genuine and with a reason if you can. I did just that with my book, TenYrsLtr, which was very much a passion project of mine that I used to get things going when I opened the studio.
If you’re at the start of your career or are looking to move in a different direction, this could be the best way to do it.
What about you? Is your portfolio up to scratch? Does it work in bringing you new projects? Let me know.
November 14, 2023 — Comments are off for this post.
If nobody knows you’re there, they can’t hire you.
Practise what you preach as a design agency.
It’s common to feel a bit stuck in business sometimes – I’ve experienced it recently, and it can be difficult to see your way out of it. I often find that I get lost in the client work I’ve got on my desk, and when I look up from my screen, I realise that the pipeline has dried up because I’ve put off doing any form of our own marketing. I’m sure that sounds familiar…
On the wall of my studio, I have a list to help me focus. The first item on it is ‘nobody has heard of us’. We often overlook this point, don’t we? But it’s possibly the one thing we need to remember to get ourselves to focus again. By getting around the problem of visibility, other elements often fall into place from that.
The fear of visibility
If nobody knows you’re there, they can’t hire you. But the thought of showing ourselves online (or offline) can make us feel vulnerable. We’re told all our lives, aren’t we, not to show off, to blend in, to conform…but in business, you can’t afford to hide behind that. As hard as it is, getting in front of new people is essential. By hiding, we are simply trying to run a shop with the lights off. And people will pass us by.
To remind ourselves that ‘nobody has heard of us’, our minds can start to think of ways out of it. How can we make sure that people do get to know about us? How can we be visible…today…right now?
As designers, it’s strange that we spend our working days creating stuff that makes other people more visible – yet many of us are terrible at doing it for ourselves!
Research other designers
I first wrote ‘research competitors’ on the list, but that’s wrong. Thinking of other designers as our competitors can be a huge mistake – I’d like to think of them as ‘peers’ (though ‘collaborators’ would be better). Other designers are important to our success, whether we realise it or not. We’re all in the same boat.
Even if you are not in the position to speak to industry peers (I can strongly recommend you do), a really useful exercise is to have a good look at how they’re making themselves visible. What social channels do they use? Do they post every day? How often do they comment on other posts? How often do they blog? Do they have a mailing list? All of these can serve as inspiration and get the ideas flowing.
To take that a step further, reach out to them and ask! I can guarantee many of them will happily tell you what’s worked for them and give you some pointers.
Let your work speak for you.
I used to feel nervous about this – but a lot of my clients are happy for me to share some of the work I’ve done for them online. Sure, you can put it in your portfolio, but people might not get to see it unless you’re asked for it. Sharing it on social media or via a newsletter can really push it so that people can see firsthand what you do.
Some designers like to share images or stories of works-in-progress, another good way to share the value you give to your current clients. Something different like this can also make you stand out and get great feedback.
‘Consistency’ is a bit of a buzzword at the moment, but I think it’s essential to keep some momentum going. If you allow yourself to get too busy and stop being visible, people forget about you.
If the subject of visibility has been something you’ve struggled with as a designer, let me know. How did you get out of it?
October 3, 2023 — Comments are off for this post.
A future for the design industry?
Whether you’re already in the design industry or are a design student, you must have come across the news about government cuts within the arts sector. It’s been rumoured for a couple of years, although right now, as we’re in the midst of it, there’s more and more concern over what this will mean for us and the future of design.
In short, courses for the arts will be subject to a massive 50% cut in funding. That will mean that the variety of courses will be diminished, and resources will be harder to come by – and many colleges and universities will be forced to remove classes from their curriculum altogether.
While the future of design may be uncertain, all this did get me thinking about how things have already changed – design is constantly evolving, and perhaps this is just another change we will need to adapt to? I wanted to share some of my views – and experience - about where my design journey began and where things might be heading.
How designers used to work
‘Online’ wasn’t really such a big deal when I started in design. It existed in some alternative, far-off way, but not many businesses were up to speed with it. People used to fax each other, which was about as technical as things got. Back then, we spoke on the phone.
Running a design studio before the internet was a different animal. If you wanted people to see your work, you had to have a physical portfolio, which you took to meetings. It took a lot of time and effort but also made building a rapport with clients much more straightforward. In that respect, we’ve both gained and lost something.
The truth is marketing and the design process, in general, have been made much more efficient since those days. Still, the changes in technology have also made the industry much more saturated, easier to access to most people, and made it seem ‘easy’. But this also means that design has been somewhat lost as a professional skill and appears to be more of a hobby, something that everyone can learn to do. And I think that’s a dangerous thing.
The internet years
Undoubtedly, the introduction of the internet has changed a lot for our industry over the last couple of decades. Before the ’90s, when I was in university, most design was print-based. Most marketing was done via printed advertising, flyers, posters, etc. And that’s a very different skill to designing for online media.
A large proportion of a designer’s time now is spent on websites and digital media – and that’s reflected in the types of higher education courses available. Perhaps that’s why more students are opting for the arts and less in the sciences now – is it perceived as the attractive, easier option? Everyone has access to the online world, making design seem so much more accessible to people. There are plenty of new programs and apps to aid design – and marketing – it might seem like easy money.
We can showcase our work online with a ‘set it and forget it’ web page and manipulate it to serve our needs.
What technology isn’t able to do, though, is come up with real, human ideas. We still need our brains to do that – and that’s the skill formal education is vital for. And that brings us nicely back to our original point, right? Those pending government cuts and what they could actually mean for us.
How could the cuts affect us as designers?
According to government statistics, our country needs more people to do jobs like nursing, science, teaching, and other skills to keep the economy (and humankind) running to its best. To address this problem, they need to put more resources into attracting new students to study for those jobs, taking resources away from more oversaturated courses, arguably the arts. That includes music, classical arts, photography and film, and, of course, design.
I’ve visited a couple of universities over the past couple of years, and I was astonished at the number of design students that will be released into the industry. I saw the sheer oversaturation for myself, so I can appreciate the issue the government are facing. Still, while the cuts will solve that in the short term, over time, it will mean that we will have a massive shortage of people who can do those jobs well.
Will AI triumph in that case? I certainly hope not! Perhaps we will see an influx of ‘imported’ design, done fast and cheap. What a grim thought…
Of course, these are just my ramblings. Your view may be different. But things are set to change, and I don’t see it being for the better. Feel free to share your thoughts on the subject – let’s hear your views.
August 9, 2023 — Comments are off for this post.
Stop Comparing Yourself To Other Designers
Since rebranding the studio, I have to admit that we’ve fallen into a bit of a rabbit hole…
When you decide to make changes like I have (new brand, new direction etc.), it’s a little bit like starting again. I talked a bit about it in a previous article, and I’ve been keen to grab advice on handling the rebranding process and how I should go about marketing myself now.
There’s no shortage of advice – online and off. First, Let me share some of the gems I get into my inbox and social feed daily.
‘How to pick up 10 clients in 10 minutes.’
‘Funnel your social media.’
‘How you should be engaging on LinkedIn.’
‘Daily posts for your social media.’
It’s so easy to get sucked in – and I’ve been in the design game for years. I can only imagine how overwhelming it can be for someone just coming into this industry.
The trouble is, though, with so much conflicting advice, which elements should we believe? Is there even a correct path when it comes to marketing a design agency? I’m not so sure.
Why all advice isn’t good advice
There are a lot of ‘experts’ online who are more than willing to share their opinions with you. And across social media – particularly on LinkedIn – people know that most people on the network are there to try and get more business. It’s a natural hunting ground for those who have established themselves as experts in business growth, and those people will quite happily churn out post after post giving advice on how you should market your business and why you should hire them to help you do it.
Yes, everyone’s got an opinion, but although some might be really good (or at least well-intentioned), it might not necessarily be the right advice for you.
We’re all different – a quick search will show you the sheer diversity of designers online. We have completely different styles, skill sets, client types, design ideas, software preferences, and levels of introversion… so none of us can fit into a ‘one-size-fits-all’ approach to our marketing.
Some designers thrive in face-to-face networking events, and some hate them. Some designers do social media beautifully, while others don’t really ‘get it’. The trick is to find a marketing style that works for you – and excel at it.
How to find your own path
Comparing yourself to other designers is a natural thing to want to do, but it’s not really helpful. Their path isn’t the same as your path. Your goals are probably way different to theirs. I’m not saying that you shouldn’t ask advice from other designers – collaborations can be great – but take only what’s useful to you.
Instead of comparing yourself to others, focus on your own strengths, achievements and goals. Only you know what you’re good at – that might be creating great stuff online, or it might be networking in person. If you’re uncomfortable in networking, no matter how much you force it, you’re never going to get clients from doing that. But if you’re naturally good at persuading people that you’re the best designer in your niche, then that’s what you should focus on.
Something else to consider is where are your perfect clients? This is particularly important if you’re marketing online – you might be chucking everything at posting every day on Twitter (or whatever it’s called these days!) when your clients are all over on LinkedIn, or they might not be on social at all, but be favouring local networking events in your town or city. Maybe they are looking for designers via an online directory for your industry, or they might be sitting there waiting for you to email them so they can hire you for their new website design or rebrand. Find common ground between your preferred marketing techniques and where your perfect clients will most likely be searching for you, and you’re onto a winner.
Show, don’t tell.
Here’s a little bit of advice that really is useful, though. Remember to let your design speak for itself, whatever approach to marketing you choose. You can tell people what a great designer you are until you’re blue in the face, but they won’t believe you unless you can show them your work. So don’t be afraid to do that.
How do you stay calm when thinking about your own marketing?
July 31, 2023 — Comments are off for this post.
Freelancer vs Studio
Marketing yourself as a freelancer vs a studio/agency
Here’s a question: how did you decide whether to run things as a freelancer or a design studio?
This is something I’ve often pondered, and the subject was raised again recently by a friend of mine, where we discussed the pros and cons of both options. Perhaps you’re reading this because you are trying to make the decision yourself or thinking about changing your growing business. For what it’s worth, here are some of the thoughts and ideas that emerged from that conversation.
How building a studio is different to freelancing
&Something Studio, and its previous incarnation as Severn Agency, were born due to a breakdown in partnership of an earlier business I owned with a friend. When we went our separate ways, I decided that I wanted to protect my ‘agency’ status – partly because it felt safer and more familiar, but also because I believe that it gives me more freedom in many ways.
But I’m skipping ahead – let me explain what the differences I see are between the two.
As a freelancer, you’re pitching yourself as an independent consultant. This means that when people hire you, they hire an individual designer and know they are getting a bespoke and personal service from one person who can get under the skin of their brand. If a designer operates as a freelancer, generally, they can have more freedom to pick and choose the kind of work they take on, be a specialist in a niche role or that safe pair of hands who can deliver, handle clients, understand how things work and help relieve the pressure in someone else’s busy studio.
However, while the studio set-up can be operated (like in my own case) by an individual designer, it also allows you the freedom to create an entity. I suppose it’s more a case of consumer perception, but marketing yourself as a studio, or an agency, gets more kudos from some people. When I introduce myself as &Something Studio, the initial perception is that I’m part of a bigger team, which gives the impression that I’m a ‘proper’ business and not just one person who designs websites and stuff.
Is a studio better than working as a freelancer?
I don’t mean to downplay the freelance option by any means – and I’ll openly admit that I have pitched myself as a freelancer, even under my current guise on occasion, if the brand I’m pitching to determines it. I never pretend to my clients that I’m anything more than an individual designer. My decision to brand as a studio is more about how I wish to market my business, work directly with the type of client I seek, and the opportunity to grow and bring in additional help when the need – or the scope of my business – arises.
If I’d chosen to work as a freelancer, my feeling is that my growth would be (perhaps) a little more stunted, as if in my future I wish to expand and bring in more people, then having a studio name makes that process much more straightforward. They’d become employees of &Something – and I wouldn’t have to completely reinvent myself or start from scratch under a different name.
I’m also an introvert by nature, so the ability to shelter myself behind the wall of my studio feels much safer.
All that being said, though, I enjoy the flexibility of the protection from my studio name while connecting with my clients on such an individual and personal level. Despite my brand status, in the day-to-day, I often think of myself as a freelancer, and I like the additional opportunities my situation affords me.
How does marketing as a studio differ from freelancing?
It’s all about perception. A studio or agency can operate under a protective umbrella, using ‘we’ in its branding. ‘We’ sounds like you’re part of a bigger team, giving clients the impression of an established, bricks-and-mortar business.
Like it or not, freelancers are sometimes seen as less knowledgeable, less professional, or jack-of-all-trades and often work much harder to establish themselves and build trust. The confidence and ability to build a solid personal brand is essential; they must be the face of the business and be able to show themselves as an individual personality.
What are your thoughts on the freelance vs studio debate?
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©1973– Tony Clarkson
&Something Studio is a design studio based in Shrewsbury. Shrewsbury has trains and roads which lead both in and out allowing us to 'fit' in the outside world.