Why I don't have a signature design style (and why that's intentional).

Different businesses. Different personalities. Different stories. So why should they all look the same?

I've been asked quite a few times over the years what my design style is.

And my answer is always the same.

I don't really have one.

If you look through my portfolio, you'll see brands that are bold and playful, others that are understated and refined, some filled with bespoke illustrations and others where simplicity does all the talking.

And I love that.

In fact, I think I'd get incredibly bored if I had to design in the same style every single day!

One of my favourite things about what I do is the variety. The opportunity to explore different ideas, experiment with new creative directions and work with businesses that couldn't be more different from one another.

It's what keeps my creativity flowing, even after more than a decade in the industry.

But there's another reason I don't have a signature style.

Because I don't think my personal design preferences should determine what your brand looks like.

Your brand design style should reflect you. Not me.

When it comes to brand design style, I don't believe in a one-size-fits-all approach. Every creative decision should be shaped by the business behind it.

Every business has its own personality, values, audience and ambitions.

So it makes sense that every brand should look and feel different too.

When I begin a branding project, I'm not thinking about how I can make it fit a particular aesthetic.

I'm thinking about the person behind the business.

What matters to them? What makes their approach different? Who are they trying to connect with? And how do they want people to feel when they come across their brand?

Those conversations shape everything that follows.

Colour choices are intentional because colours communicate emotion. Typography helps establish personality. Illustrations, imagery and supporting details can tell stories and create connections.

Every element has a purpose.

And the creative direction comes from understanding the business, rather than simply choosing what I personally like.

My job isn't to make your business look like mine. It's to create something that feels genuinely yours.

But what if I've never worked in your industry before?

A client once approached me after looking through my portfolio and noticing that I hadn't previously worked with a business in their particular sector.

But rather than being put off, they'd noticed the variety of businesses I'd worked with.

We arranged an initial call, talked through their business and what they were hoping to achieve.

And afterwards, they knew I was the designer they wanted to work with.

That conversation has always stuck with me...

Because while industry experience can absolutely be valuable, I don't think it's the only thing that matters when choosing a designer.

Sometimes, approaching a business without preconceived ideas about what its branding should look like can be a real advantage.

It means asking questions, getting curious and looking for opportunities to create something different.

After all, if every business within an industry follows the same visual conventions, how does anyone stand out?

Variety is what keeps me creative.

There's also a very personal reason this approach suits me.

I genuinely love getting to explore different creative styles.

One week I might be developing a beautifully minimal identity with carefully considered typography.

The next, I could be getting comfortable with my iPad, sketching bespoke illustrations or exploring something completely bold and expressive.

And being able to move between those creative worlds is one of my favourite parts of the job.

I love those extra opportunities to draw, experiment and introduce little creative details that give a brand its own personality.

But I equally love the challenge of creating something beautifully simple.

Neither approach is better than the other.

They just serve different purposes.

And I think having that freedom to explore makes me a better designer.

So, if I don't have a signature style, what do I have?

I'd like to think I have a pretty consistent approach.

One that's built around listening, understanding, collaboration and genuinely caring about the businesses I work with.

I want my clients to feel comfortable sharing their ideas. I want them to understand the thinking behind my creative decisions. And I want them to feel confident that what we're creating is right for their business.

That doesn't change from one project to the next.

The colours might change. The typography will change. The illustrations and overall feel of the brand might be completely different.

But the thought and care behind those decisions remain the same.

Maybe that's my signature after all. Not a particular visual style, but a particular way of approaching the work.

Different by design.

When I look through my portfolio, I don't want every project to look as though it belongs to the same business.

I want to see the different personalities, stories and ambitions of the people I've worked with.

I want every identity to feel like it has its own reason for looking the way it does.

And most importantly, I want the people behind those businesses to feel genuinely proud of what we've created together.

So no, I don't have a signature design style.

And I don't think I'll be developing one anytime soon.

There are far too many interesting businesses, creative possibilities and ideas still to explore.

And that's exactly how I like it.