Dear First name / creative,

 

Much of the business sphere is preoccupied with what they think their target market needs—and how they can fill that gap better than the competition.

 

I entered the web design industry with this impression in mind. Back when I was new to design and development, I thought all I had to do was to cater to anything the clients demanded. White-label work for agencies led me towards the design trends of the time, may it be the soft pastels and handwritten calligraphy of mom-owned shops or the stripped-down corporate minimalism of Southeast Asian brands.

 

If I were to be honest, none of these projects felt distinctly mine. I stretched and contorted my artistic skills to fit in—to create more of the same. Isn't this what my clients wanted?

 

Unfortunately this also meant that my work didn't particularly stand out. I had to market myself harder, even price my services lower to convince prospects to sign.

 

These days I know better than to give in to merely replicating trends. I've since taken the time to understand myself and what inspires me to create. This is why I advocate for you to know yourself before anyone else. Hone your own distinct aesthetic and attract clients who resonate with that, not the other way around.

 

 

Moodboard for Squarestylist lovingly curated by my talented friend, Edinah of Wildlogic

Think of it as shaping your editorial lens—the unique perspective with which you view the world. To stand out, you need to allow yourself to see things from a different angle. Show others the possibilities on the horizon, and they might just approach you with, "I saw what you did on your template. Can you do that for my brand?"

 

No matter what form your creativity takes, I'm sure you'll find success so long as it embodies your personal taste. Only then could you craft something inimitable: a signature style that others can only aspire to.

 

Amid the constantly shifting digital landscape, email remains a reliable form of communication safe from the strange, erratic demands of social media algorithms. It's a space where I show up in a more personal capacity with stories reserved for subscribers like you. Here's how I utilize the design-driven platform Flodesk in my design and education business to deliver tailored messages straight to your inbox. Read the Blog Post →

Are you currently a designer within a larger business or agency, wondering if going solo would provide you more creative and financial freedom? This piece explores the design fundamentals, business strategy, and expert guidance you'll need to cultivate a more self-sustaining practice. Read the Blog Post. →

You don't need permission to set up your own template shop even without a design degree or a large audience. In fact, I created my first website template as an exploration of my own artistry—and that turned into a practical demonstration of what I could offer my ideal clients. I have full confidence that you too can make this possible for your own design studio.

 

From my studio to yours,

 

P.S. You may access our Archive of Craft and Code letters via this link →