Getting the basics right

Lately, several new clients have approached me with the same issue: they’ve paid for design work—logos, branding, copywriting—only to end up with something that doesn’t quite hit the mark. In some cases, they’ve been left with incomplete work; in others, they’ve been left with visuals that don’t align with their business.

It seems there’s a growing trend of designers overpromising and underdelivering. Logos lack structure or versatility, copy that reads like filler, and websites that don’t work how they should. These aren’t minor oversights; they’re fundamental mistakes. And the result? Clients left frustrated, having to pay again to get things done correctly.

The basics shouldn’t be an afterthought

Good design isn’t just about making something look nice—it’s about creating something that works.

- A logo isn’t just an image; it must be flexible, scalable, and recognisable.

- A brand identity isn’t just a colour palette; it should communicate who you are and resonate with your audience.

- Copywriting isn’t just words on a page; it must engage, inform, and drive action.

Yet, time and again, I’m seeing clients come to me because the work they received lacked these fundamentals. This isn’t about tearing down other work. I know how challenging this Industry can be. Time and budget pressures are real, and not every project allows endless refinements. But pride in your work should be an absolute prerequisite, no matter the constraints.

Clients shouldn’t have to compromise on the basics. A logo should be fit for purpose. A website should function properly. The copy should be written with care. These aren’t luxuries; they’re the foundation of good branding.

How I can help

I don’t just ‘fix’ designs. I make sure they’re built to last. When I take on a branding project, I consider every angle: how it will be used, evolve, and fit into the bigger picture. I ensure that:

- Logos work across all platforms—print, digital, and everything else.

- Copy is clear, engaging, and written with the brand’s audience in mind.

- Design choices are intentional, with strategy behind them.

I don’t promise things I can’t deliver. I set clear expectations, and when I say I’ll take care of something, I actually do. That’s the difference between offering a service and simply selling a design.

Why cutting corners costs more in the long run

For businesses, the cost of redoing work—whether it’s a logo, website, or marketing materials—is far higher than getting it right the first time. A poorly designed brand confuses customers, a weak logo looks unprofessional, and lousy writing fails to connect.

Unfortunately, some designers are focused more on getting a job done quickly rather than doing it well. That’s why clients find themselves in a cycle of redesigns, tweaks, and patch jobs.

The right design partner makes all the difference

If you’re investing in your brand, invest wisely. Look for a designer who doesn’t just say the right things but delivers real value. Someone who thinks beyond the immediate job and considers how your brand will grow and adapt over time.

Because good design isn’t just about aesthetics—it’s about effectiveness. And that’s what I focus on.