046. Why Designing For “10 Years From Now” Is Holding You Back

“Why are designers so obsessed with timelessness?”

This was the question Sarah Kleist asked on her newsletter, which sparked this whole episode in the first place (yes, episode 017 Sarah Kleist).

Did I feel slightly called out? Yes.

Was I deeply intrigued? Also yes.

‘Cause listen: I’m the first to preach consistency. Recognition matters. Repetition matters. A brand only works if you actually use it.

But I can also acknowledge that “timelessness” is the branding equivalent of being someone’s “good girl”… And you know how I feel about advice that’s served on a silver platter with a side of superiority.

Besides, “timelessness” might’ve been how my Communication Design degree described a strong & durable visual identity. But they also based that analysis on case studies of big corporations and household name brands.

YOU (and the clients I work with) are a creative service provider. A personal brand. An online business owner. A living, evolving human whose thinking sharpens, positioning shifts, prices rise & opinions get bolder over time.

Which is a completely different design problem.

I already knew the world of personal brand building was paradoxical at best (and mildly unhinged at worst), but I invite you to listen in & find out how both of these views can be true at the same time!

SPOTLIGHT MOMENTS

✦ How “timeless” branding became the morally superior choice

✦ Rebranding too frequently vs. never rebranding at all

✦ Why corporate case studies are solving the wrong problem for personal brands

✦ How to build a brand system that flexes without boxing you in

TAKE THE STAGE

Instead of wondering if rebranding’s worth it when you’re changing & growing all the time (it is) OR if you’ll ever outgrow your brand (you will), think about it this way:

✦ Is my brand flexible enough to grow with me & help me achieve my goals?

‘Cause the only job your brand’s required to do is grow with you. It’s a living, evolving thing just like the human behind it.

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Mentioned in this episode:

✦ Listen to Ep. 017 “Rebranding The Word ‘Performance’, with Sarah Kleist”

✦ Subscribe to Sarah’s “Act Break” newsletter

✦ THE COLOUR CIRCLE: Bring the Canva design you’ve been (over)fiddling with for hours

Follow & Connect with Eva:

✦ Say hey on Instagram

✦ Check out my Website

✦ Get my Uncaged emails

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TIMESTAMPS

00:00 Welcome to The Freak Show

01:12 Why Are Designers So Obsessed With Timelessness?

03:56 The Corporate Branding Case Study Trap

06:10 Two Paradoxical Truths: Recognition vs. Evolution

08:38 Building The Sandbox to Anchor Your Brand