Declaring a niche for yourself as a designer or an agency is a scary move. In many ways, it can feel like you’re saying “no” to prospective clients before you even meet them. After all, once you label yourself as a beauty packaging designer or a luxury design agency, you’re committing to certain projects and clientele. You’re not only turning down projects that fall outside of those constraints, but you might also wonder if you’re limiting your room for growth and opportunities to learn from other assignments.
Of course, selecting a specialty can also encourage clients to hire you. For example, Stranger & Stranger does branding and packaging for wines, beers, spirits, and other alcoholic beverages. A distillery may be instantly more inclined to hire them, considering their extensive work in the field and obvious knowledge of packaging for spirits and liquor. Snask does a wide variety of projects, but the agency has a distinct personality in their work making “kick ass branding, design & film.” For brands looking to make a splash and boldly stand out, they have a proven track record.
