When you’re working with new solo business owners, brand design is rarely just about logos, colours, or typography, it’s about translating a vision into something tangible. That process only works when there’s a clear, trusting dialogue from the very beginning.

Many first-time business owners feel unsure about what they should bring to the table. Some think they need a fully formed brand concept before reaching out to a designer and others come armed with dozens of conflicting ideas gathered from social media. Often, a productive balance lies somewhere in the middle, and it’s your job to guide them there.

Opening up an honest conversation helps clients understand what they do need, in terms of clarity on their values, their audience, and their goals. Just as importantly, it reassures them about what they don’t need, perfect wording, visual expertise, or a rigid brief. That’s your role.

By asking thoughtful questions and encouraging openness, you uncover the real substance of their business. What problem are they solving? Who are they trying to reach? What makes them different from the competitor down the road or the one dominating Instagram? These insights are what shape a brand that actually works and not one that just looks good.

Without that dialogue, design becomes mostly guesswork, but with it, you’re able to build something strategic, a brand that speaks directly to the right people and stands apart in a crowded market.

In the end, trust isn’t just a “nice to have” in client relationships, it’s the foundation of meaningful, effective design. I like to start the ball rolling over coffee in one of Cambridge’s brilliant independent cafes (I’m thinking Relevant Records, Urban Larder, Hot Numbers, Thrive…) or via zoom if that is preferred, the most important thing is to feel comfortable.

I love working with individuals creating new business from their passions. I have worked with so many over the years, a mix of jewellers, ceramicists, accountants, book binders, property developers, artists, writers, musicians and so many more. It’s exciting to watch each journey as new branding brings so much more than a visually-appealing looks to a business, it often brings a whole new level of confidence to the business owner and can be the turning point in how they see and talk about their new business, in turn inspiring new connections and building their client base.