I received a comment recently from a prospective client in a LinkedIn message:
“Hmm, your portfolio looks pretty broad."
. . . . .
Single style vs. multiple styles?
Great question - several schools of thought and opinions at work here:
Some profess concentrating on a unique, consistent style and I cannot disagree… BUT… only to a degree.
Advantages: easily recognized and identifiable to ADs that want to base their campaign on a specific look&feel.
- This desirable style can be hot and trendy for a period of time and either fall out of favor or be copied ad nauseum to the point of stale insignificance [I guarantee you can think of trendy styles that are routinely copied – when I had a rep I can’t tell you how many times an agency AD would call and request that I copy a specific "in" style - and did I do it?... copy the style? - let's see: mortgage, food, utilities, kids... aaah... yup.]
- The danger of the style becoming downright boring and limiting for you - finding yourself pigeon-holed, churning out same-o/same-o stuff
Advantages: multiple styles/multiple ADs - simple maths, folks - the more art buyer tastes you can fulfill, the more looks/styles and diversity in your skill set, the more projects.
Disadvantages: None. Zilch. Nada.
. . . . .
My response to the first comment?
Broad indeed, thank you. Many companies... many CDs and ADs... many Marketing and Communications directors to please.
~ Peter Beach ;-)
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