Polishing Ego: When Personal Style Becomes a Design Crutch

Brody Associates Iconic work for Christian Dior

Having a house style as a designer might sound like a win, but it can often backfire. If you’re choosing fonts and visuals before even glancing at the brief, you’re not being creative—you’re just repeating yourself. Design should always revolve around the client: their identity, positioning, and audience. A house style often misses the mark and ends up prioritising your taste over solving the client’s problems.

The real magic happens when you connect with your audience, and that starts with understanding them. Walk in with fixed ideas, and you lose the chance to create something that resonates. Sure, having a signature style might get your agency noticed, but if it’s all about promoting yourself rather than helping your client succeed, you’re missing the point. Design should tell their story, not showcase your favourite tricks.

Take Neville Brody, for example. He’s a perfect illustration of how a designer can evolve. Early in his career, he was known for his groundbreaking, recognisable house style. But now? His clients include industry giants like Coca-Cola, Christian Dior, and Dom Pérignon. He’s shifted towards what I’d call thoughtful minimalism – an adaptable approach rather than a specific style. Brody brings something fresh and tailored to each brand, which is why he’s so sought after. His innovative spirit keeps his work relevant and impactful, proving that true design can evolve without being boxed into one aesthetic. I think it’s very interested that he makes a comparison between Jazz and graphic design when refering to the spirit of experimentation and improvisation.

Peter Saville and Vaughan Oliver are other fantastic examples, especially in the music industry, where clients actively seek them out for their distinctive looks. It’s like a Renaissance artist being commissioned for their unique vision. However, outside these artistic fields, sticking to a house style just doesn’t cut it anymore. Most clients need solutions that resonate with their audience—not just a showcase of the designer’s personal preferences.

Bottom line: Great design is about adapting to the client’s needs, not promoting your personal style. It’s about delivering something fresh, just like Neville Brody has done. His groundbreaking innovation shows that true design is fluid, evolving to meet the ever-changing needs of clients and audiences alike. So let go of the ego, embrace adaptability, and let your design work speak for the client.