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.