We’ve covered decision-making in agency project management before – in our first piece on the topic, two agency leaders shared how they navigate project pivots and high-stakes calls. The responses were pointed enough that we decided to keep asking. This time, we brought the same questions to two very different teams: Brut Marketing, a boutique strategy and marketing agency operating between Bali and LA, and Superbase, an independent brand design and strategy firm based in Boise, Idaho.

Same questions. Different contexts. Genuinely different answers.

When Rebuilding Is The Smarter Move

Not every project can be salvaged by iteration. Sometimes the most efficient path forward is back to zero – and recognizing that early is its own skill.

Have you ever had to rebuild or redo a project from scratch? What led to that situation?

Dian Andrusary, Partner at Brut Marketing:

Yes – more than once. Usually, it happens when a project moves into design or promotion too quickly, before the foundation is really defined. A brand may already have a logo, a website, or some market activity, but the positioning is still blurry, the audience is too broad, or the product story is not sharp enough. In those cases, trying to “fix” things layer by layer often wastes more time than starting over with strategy and building properly from there.

Changing Course Mid-Project – and Knowing When It’s Necessary

Stopping a project mid-process is a harder call than it sounds. The work is already underway, time and money are in, and changing direction means admitting the original path wasn’t right.

Have you ever stopped a project mid-process because you believed the direction was wrong?

Dian: Yes – especially in product or service launches where the first goal is not to scale immediately, but to test viability. In those cases, we often go to market with an MVP version, a focused offer, and a set of working hypotheses around audience, positioning, and value proposition. Sometimes the market response shows that the initial assumption is simply not strong enough. When that happens, we would rather pause, step back, and rethink the core proposition than keep pushing a direction that is not being validated. For us, that is not failure – it is part of a strategic process.

Kelly Williams, Founder and Creative Director of Superbase:

Mid-project pivots aren’t uncommon, and can happen in varying degrees and for various reasons. For example, we’ve had projects that required drastic changes in the direction due to client name changes, trademark issues, or leadership changes on the client side. Of course, those are all external factors. As far as changing directions during a project because of some sort of evolution with the creative internally – yes, this has happened too. If, throughout the course of the project, we notice that something isn’t working or we receive new information that impacts the direction, we must adapt to this. Although it’s very rare, this can certainly happen, and we’re not too stubborn to admit if something isn’t working. We want to be proud of the work. So, if it becomes clear that we would not be proud of the work, we pause, re-evaluate, and adjust.

The Decisions That Shape Everything Else

Every project involves dozens of small calls, but a few carry disproportionate consequences – the ones that set the direction everything else follows.

What type of decision in your work carries the most responsibility or risk?

Dian: The most high-stakes decisions are always the early strategic ones: positioning, audience prioritisation, offer logic, and go-to-market direction. A visual mistake can usually be corrected. But a wrong strategic decision affects everything that comes after it – website structure, messaging, content, campaign mechanics, media budget, and ultimately how the market understands the brand. That is why we treat early-stage thinking with the same seriousness as final execution.

Kelly: I believe that our branding work requires the most planning, research, and insight. It can be a risky endeavor to start a new brand or undergo a rebrand. There can be a lot of resources invested into it. So, we try to help our clients understand that it is worthwhile to take the time necessary to do it right. Much of the responsibility is in the form of expectation management, and being able to navigate subjective topics in order to keep the work moving forward.

Owning Mistakes: How Agencies Handle Accountability

Things go wrong in every long-term client relationship. What distinguishes good agencies isn’t a perfect track record – it’s how they respond when something breaks.

How do you handle responsibility when a decision made by your team causes problems for the client?

Dian: First, we take responsibility quickly and directly. No hiding behind the process, no trying to soften the issue. Then we break the situation down very clearly: what happened, what impact it created, what can be fixed immediately, and what needs to change internally so it does not happen again. In our experience, clients can forgive mistakes much faster than they can forgive defensiveness or a vague response.

Kelly: As the founder and director of the studio, the responsibility always ultimately falls on my shoulders. So even if my team or a member of my team makes a call that causes a problem for the client, the client doesn’t view that as a one-on-one issue. It’s something that affects the entire business. I try to always stand by my teams’ decisions and support them, but if there is clearly a bad judgement call, Superbase owns up to it, and we adjust internally. If there is good chemistry with the client, we all understand that we are working together toward a common goal. Problems aren’t usually the result of only one decision. There is almost always a pattern or some underlying issues that can be discovered and resolved in order to avoid an impasse.

The Strangest Brief They’ve Ever Worked Around

Agency project management rarely stays within the lines of the original brief. Occasionally it goes somewhere nobody planned for.

What was the strangest or most unusual requirement you had to design or build around?

Dian: One of the more unusual challenges was working on a tennis platform that had to serve very different needs inside one ecosystem. It was not just about making a nice interface – the product had to combine booking, CRM functionality, web and app experiences, and features for both players and tennis businesses. The real challenge was making something quite complex feel intuitive and coherent for very different users. Projects like that force you to think beyond pages or screens and design around an entire system.

Kelly: This isn’t necessarily a design requirement, but as far as strange moments in my career – one that comes to mind was self-inflicted, actually. Working as the Creative Director for a footwear company at the time, I had this idea for a product photoshoot that would require some snakes slithering around the product. A reptile rental business in Southern California turned out to be the solution. The budget didn’t stretch to the optional snake handler, so I signed a waiver and opted to handle them myself. Snakes aren’t really my thing – but people in Hollywood do this kind of stuff all the time, so how hard could it be? Picking up a bunch of snakes and trying to bring out the supermodel in them was a pretty new experience, to say the least. They crawled all over me, but the project got done with no bites. Honestly, I’m convinced the snakes shared my sense of humor about the whole thing.

Final Thoughts

What stands out across both conversations is that strong agency leadership is rarely about always getting it right the first time. It’s about knowing when to pause, when to rebuild, when to defend a direction, and when to admit it no longer works. Whether it’s a boutique strategy team or an independent design studio, the common thread is a willingness to stay flexible without losing conviction. The best decisions in agency project management often happen long before launch day – in the uncomfortable moments where teams choose clarity over momentum, honesty over ego, and long-term outcomes over short-term convenience.

Explore More Agencies

If you’re an agency, designer, or startup looking to boost your visibility, you can join Norobots and become part of our curated network of trusted businesses. If you’re a brand or client searching for the right partner, our platform helps you discover agencies, designers, and startups you can rely on. Browse the listings and find the right fit for your next project!

Good brand identity design often looks effortless from the outside. But when you talk to someone like Wells Collins, you’re reminded how much work actually sits beneath the surface. Wells is a Denver-based award-winning brand designer known for his typographic work and custom wordmarks. Over the years, he’s carved out a space working with startups, helping them build brand identities that feel clear, flexible, and actually usable from day one.

What stands out isn’t just the style of his work – it’s how he gets there. Every project starts the same way: away from the screen. Sketching, testing, exploring, and then refining. Because for Collins, strong brand identity design isn’t about landing on a good idea quickly – it’s about earning the right one through volume, exploration, and restraint.

We spoke to Wells about how his thinking has evolved, how he approaches positioning, and why staying a little uncomfortable is part of the process.

What do you want your brand to be known for – and what do you actively avoid being known for?

Quality, first and foremost. Design has been a passion for a long time, never just a job. While many senior designers eventually migrate into director roles, I’ve refused to give up the tactile process. I’m still obsessed with the craft. Clients often find me because of the hand-drawn quality of the work. Every project starts with a pencil and paper, and I believe deeply that quantity leads to quality when it comes to ideation. The more ideas you throw at the wall, the more informed the final solution will be.

As for what I’m actively against: I don’t want to be a generalist who does everything for everyone, a production artist pushing out templated work, or the cheapest option in the room. If you’re shopping on price alone, I’m probably not your guy.

How has your positioning changed since you started?

I started my career as a web designer but pivoted to brand design early on because I loved designing logos, building visual systems, and working on packaging. Over the past eight-plus years working primarily with startups, I’ve learned what it actually takes to get a brand up and running. Smart, scrappy, and built to last. Very rarely does a small business need a 500-page “brand bible.” I pride myself on building modular systems that are scalable and flexible without the bloat.

These days, I typically include a homepage design as part of my brand offerings to help clients hit the ground running. So in a way, I’ve come full circle back to where I started. Just with a much sharper point of view.

What type of work best represents your brand today?

My work tends to skew typographic. I started hand-lettering as a way to step away from the screen, and it became a passion that bleeds into almost everything I do now. I try to inject hand-drawn elements wherever they make sense. Custom wordmarks have become a real staple, both creatively and as a core part of my business. If there’s one thing that feels most me, it’s a carefully crafted, hand-drawn wordmark with a distinct personality.

Have you ever niched down – or deliberately stayed broad? Why?

Deliberately broad. A few historical figures I keep coming back to are two iconic design duos: Massimo and Lella Vignelli, and Charles and Ray Eames. What always struck me about them wasn’t just the quality of their work, it was the range. Airline brands, subway signage, furniture, clothing, architecture. They moved fluidly across disciplines because they treated every project as a problem worth solving strategically.

These days the common advice is to niche down, find your lane, specialize. And while becoming an expert matters, wearing blinders is a fast track to creative stagnation. I’d rather keep taking on new challenges, working with new people, and staying slightly uncomfortable. If you’re not uncomfortable, you’re not growing.

What differentiates you that clients don’t immediately see?

Most people get a feel for the aesthetic from the portfolio, but what they don’t always see is the depth of process behind it. After a kickoff call and a thorough creative brief, I put the screen away and go analog. I’ll sketch logo and identity concepts literally hundreds of times before narrowing down to my top directions. It’s not just a warm-up. It’s how I make sure I’ve truly exhausted the concept before committing to a solution. That thoroughness is what lets me deliver quality work consistently, and it’s something clients tend to feel in the final result even if they can’t always name why.

Final Thoughts

Talking to Wells, one thing comes through clearly: good work takes time. Not in a slow-for-the-sake-of-it way, but in a considered, intentional way. The kind that gives ideas room to develop and avoids jumping to the first solution.

His approach to brand identity design is grounded in a few simple ideas: start with exploration, keep things flexible and practical for real-world use, focus on clarity over complexity, and stay close to the craft, even as you grow. It’s a perspective that feels especially relevant right now. With so many tools promising faster outputs, it’s easy to forget that the strength of a brand often comes from the thinking behind it.

And sometimes, that thinking starts with something as simple as pencil and paper.

Explore More Brand Identity Design Professionals

If you’re an agency, designer, or startup looking to boost your visibility, you can join Norobots and become part of our curated network of trusted businesses. If you’re a brand or client searching for the right partner, our platform helps you discover agencies, designers, and startups you can rely on. Browse the listings and find the right fit for your next project!

The graphic and web design space is entering a new phase – one defined less by rapid change alone and more by how agencies respond to it. As tools evolve and client expectations become more sophisticated, the challenge is no longer just keeping up, but making more intentional decisions about process, creativity, and value. This time we explore how the graphic and web design industry is shifting through the lens of two agencies: Big Orange Planet, a Denver-based digital agency specializing in web design and development, and Hanscom Park Studio, a creative graphic design shop focused on thoughtful branding solutions for growing businesses.

The Trends That Are Starting to Lose Their Impact

Not every trend delivers real value. Some gain traction quickly but fail to produce meaningful results in the long run.

What industry trend do you think is overhyped right now?

Ally Lennon, CEO at Big Orange Planet:

Inbound link acquisition from external sites for SEO feels somewhat overhyped at the moment, especially when it comes at the expense of internal linking. Many overlook how important it is to properly structure and reinforce links within their own site, which can have a significant impact on on-site performance and overall SEO effectiveness.

Quentin Lueninghoener, founder of Hanscom Park Studio:

There’s a trend toward low-budget, man-on-the-street-style interviews about products – like subscription cancelation services or online gambling platforms – that are so transparently scripted they do more harm than good. Audiences are becoming more aware of these tactics, and when authenticity is lacking, it tends to erode trust rather than build it.

A Shift in What Clients Expect from Agencies

Clients today are more involved and often more demanding than before. This is changing how agencies approach collaboration and delivery.

What shift in client expectations have you noticed recently?

Ally: Clients seem noticeably more informed when searching for agency partners. Many are doing their own research beforehand – often using AI tools – to evaluate potential fits, which means conversations start at a more advanced level and expectations are higher from the outset.

Quentin: Our client base is mostly small – and medium-sized businesses, and increasingly they want deliverables in Canva so their internal teams can build on what we’ve created. It adds a layer of accessibility and flexibility for them, but also requires us to think differently about how we structure files and systems. Navigating both the efficiencies and limitations of that approach is something we’re still working on.

How AI Is Shaping Graphic and Web Design Workflows

AI and automation are rapidly transforming how creative teams operate, from development processes to internal workflows.

How has AI or automation changed the way you work (if at all)?

Ally: AI has had a massive impact on how we work. Coding is now deeply intertwined with AI agents, which has significantly increased development speed and efficiency. It’s also opened up new possibilities in areas like SEO, allowing us to rethink and overhaul traditional tactics in a much more dynamic way.

Quentin: While we don’t directly use it in any of our deliverables, AI tools have helped with housekeeping efficiencies. For 15 years, I’ve hand-written notes from client meetings and drawn sketches in notebooks that I later digitize. Now, with tools like Google’s NotebookLM, those thousands of pages have been indexed and are easily searchable. It’s brought a lot more utility to those notebooks.

The Skills Design Creatives Need Today

As the industry evolves, so do the skills required to stay competitive. Technical ability alone is no longer enough.

What skill is becoming more important for agencies right now?

Ally: Adaptability, especially when it comes to AI, is becoming critical. As tools become more powerful, the barrier to entry lowers, and we expect the number of agencies to decrease over time. It’s very much becoming a case of survival of the fittest, where only those who evolve quickly will remain competitive.

Quentin: Copywriting and copyediting are becoming more important than ever. Being able to write clear, engaging, and concise stories will set agencies apart from the growing volume of low-quality, AI-generated content. Strong editorial judgment and a distinct voice are becoming real differentiators.

What the Next Few Years Will Demand from Agencies

Going forward, agencies are facing a new set of challenges that go beyond day-to-day execution. As competition intensifies, long-term success will depend on how well teams adapt their processes, positioning, and creative approach.

What do you think agencies will need to adapt to in the next 2–3 years?

Ally: In the coming years, agencies will need to become leaner and more efficient to stay ahead. Streamlining processes, embracing automation, and focusing on delivering real value will be key to not just surviving, but continuing to grow and thrive in an increasingly competitive landscape.

Quentin: Developing a unique and personalized voice will become increasingly important – both for agencies themselves and for their clients. As more of the content people see becomes AI-generated, what will stand out is work that has a clear perspective and authenticity. Distinct visuals and thoughtful writing will be key to cutting through the noise.

Final Thoughts

What stands out across these perspectives is not just how fast graphic and web design is evolving, but how the definition of value is shifting.

Efficiency alone is no longer a differentiator – especially as AI continues to streamline production. Instead, agencies are being pushed to think more critically about how they work, what they deliver, and how they communicate their ideas. From clearer internal linking strategies to more authentic creative execution, the focus is moving toward depth rather than volume.

Looking ahead, the advantage will likely belong to teams that can balance speed with intention: using automation where it helps, but doubling down on originality, strong thinking, and a distinct point of view where it matters most.

Explore More Agencies

If you’re an agency, designer, or startup looking to boost your visibility, you can join Norobots and become part of our curated network of trusted businesses. If you’re a brand or client searching for the right partner, our platform helps you discover agencies, designers, and startups you can rely on. Browse the listings and find the right fit for your next project!