On thinking twice.


Good design can be a few things. Sometimes it’s simply polishing up something so it looks good and simply looks professional. That’s totally fine and I’m glad that’s part of my craft. But the real fun begins when you start thinking in terms of ideas. Ideas are fun, vibrant, and they stick with people. So if you choose me to provide design for you, I’ll do what you ask for, because there’s nothing worse than a designer who doesn’t listen to the brief and doesn’t do what the client asks for… BUT! If you’re lucky, I might ring you up or come to a meeting with a glint in my eye and I’ll say I’ve had a little idea.

This means I have something fun I’d like to show you to consider in terms of your brief. This service doesn’t cost you much extra apart from an open mind – in fact sometimes these sorts of ideas cost less than the original brief! So, when I say I like to surprise my clients with little extras, I don’t mean on the bill (I pride myself on estimating as close to the mark as possible and don’t like nasty surprises much either), I mean by finding a way to really make your product or concept shine. If this sounds like you, it sounds like you might like to work with me. I’d like to work with you! Let’s chat!


Okay then. I will. Here’s an example of this kind of thinking: I was asked to design up a simple A-Frame sign for a personal trainer. I designed it. And it was fine – and it answered the brief.

But I looked at it again and I thought, well, that’s what’s been asked for, and I’ll definitely give it to the client. BUT! Is there something else that can be done? The client’s business is based around the idea of balance and symmetry. I had a simple idea. Instead of just having a standard A-Frame sign, I designed a top piece which looked like a see-saw. A simple, point of difference that would be easy enough to manufacture and something that would genuinely stand out in the crowd.


This post about two separate things – one is ideas and how important the right simple idea can be, and secondly the value of thinking twice about things and the huge difference it can make to the end product.

Full disclosure: As it happens, the client did not go with this idea, but you can’t win ‘em all!