Everyone Wants a Hot Business. I Want to Work with the Boring Ones.

The more content I watch from “freelance graphic designers” creating brand identities and creative work for “cool, hot businesses” the more I’m convinced that their content, and the lifestyle they portray, is somewhat fabricated and exaggerated.

I don’t mean to be cynical – I’m sure a lot of it is true – but it gives off this unrealistic expectation to younger designers like myself that graphic design will always include designing cool, forward-thinking work for hotshot clients.

This simply is a lie, but now many designers my age have resorted to doing practice projects around redesigning coffee packaging, designing an email blast for a restaurant, or creating a brand identity for a cool t-shirt company. But in the real world, designers work with a variety of different businesses – not just innovative startups, high-end coffee chains and fashion brands, and music artists. 

Sometimes, we work for “boring” businesses. I don’t use the word “boring” as an insult, but because it describes an attitude towards these types of businesses. To be honest, I find that the more you learn about these “boring” businesses, you learn that they aren’t actually “boring” in the slightest. They do a lot of important work that generates a lot of money, and they slide under the radar because they aren’t shiny or sexy.

According to a blog article by the AI agency Passionate, “the term ‘boring’ might evoke thoughts of tedious work and lackluster profits, but that’s far from the truth. These businesses often have the potential for high-profit margins and steady growth, making them attractive to those looking to buy a business or start their own.” Unfortunately, many designers don’t see these businesses as attractive because they only see the tip of the iceberg.

If you asked a designer, “which would you rather design for: a coffee shop or an HVAC company,” they’d probably choose the coffee shop because of the more flexible sense of creative freedom. At the beginning of my career journey, I’d have been inclined to choose the coffee shop – what the heck do HVAC people do anyway? What the heck even is HVAC? Why should I care about heating, ventilation, and AC?

Well, you actually should care about HVAC – homes and businesses need it alike, and to put it bluntly, HVAC companies make a lot of money doing something good in the world. I have nothing against coffee chains – I love coffee and cafes myself – but just because they are “cool” does not necessarily mean you should aim to direct your design services solely towards them while neglecting other businesses with huge opportunities.

Factories need branding and web design just as much as fashion houses do. Plumbing companies need advertisements just as much as music labels do. Commercial cleaners need logos and websites just as much as tattoo studios do. Septic tank services need SEO for their website just as much as art galleries do. Pest control companies need truck wraps just as much as craft breweries do. Insurance agencies need social media campaigns just as much as tech startups do. Security companies need uniforms and branding just as much as streetwear brands do. Storage facilities need signage and digital ads just as much as fancy event venues do. And on and on and on and on and on and on…

So what can a designer do when they’re designing for one of these businesses, where they don’t necessarily have the same amount of creative flexibility? By adopting the same attitude when it comes to business that aren’t trying to break the status quo. According to a blog post by Jack McDade for his Radical Design Course, “your goal isn't to get them to like your personal design style, but rather just think about how to bring your design style into their existing brand.” Use your design skills to create effective work that gets the job dones and delivers results. Remember: you’re not here to be Picasso, but to be a business-minded professional that can execute effective work. You can explore your creativity in your own passion projects.

Graphic designers have a plethora of opportunities, but need to keep an open mind when it comes to clientele. “Boring” businesses are all around us, and they present a multitude of chances for creative work. As creatives, we must remain open-minded and aware of where we can lend a helping hand. I want to work with the boring businesses, because boring can be made beautiful.