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.

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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.

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Decision-making in digital agency project management is rarely straightforward. Sometimes the right choice is to pause, change direction, or even rebuild part of the work entirely. In other cases, the biggest challenge is simply recognizing early that a project is drifting off course.

In this installment of our series, we take a closer look at how agencies approach those moments in practice – with insights from Growth Hackers, a digital marketing agency focused on data-driven growth strategies, and Betelguise Web Design, a UK-based web design studio specializing in tailored website solutions for businesses.

When a Project Needs a Fresh Start

Even in well-structured digital agency project management, there are times when continuing forward no longer makes sense.

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

Paul Griffiths, Web Designer and Proprietor at Betelguise Web Design:

Luckily, no. We place a strong emphasis on getting a full and detailed brief from the client before starting any work, along with maintaining consistent communication throughout the project. This helps avoid major misalignment, so a complete rebuild has never been necessary.

Jonathan Aufray, CEO at Growth Hackers:

Yes, a few times. It usually happens when we realize halfway through that the initial strategy isn’t going to deliver the results we promised. It’s not an easy decision, but rather than pushing forward with something that falls short, we choose to rebuild. In the end, it allows us to deliver work that actually performs, instead of just ticking boxes.

Knowing When to Change Direction

Sometimes the clearest signal that something is wrong appears before the project is finished.

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

Paul: Yes. In one case, despite having a full brief, it became clear that a key service of the client’s business had been overlooked – something that was essential for strong SEO performance. We guided the client through the issue and adjusted the direction accordingly, and the project was ultimately completed to their satisfaction.

Jonathan: Absolutely. Continuing would have meant wasting time and resources for both us and the client. It’s always better to pause, reassess, and pivot than to finish something that doesn’t create real impact. For instance, we were developing a content strategy for a wellness brand that relied heavily on long-form articles. Early engagement data showed that their audience preferred short, interactive content. We paused the project, shifted to video and social posts, and engagement doubled within weeks.

The Decisions That Carry the Most Weight

Some choices naturally come with higher stakes – especially those that directly affect performance, visibility, and growth.

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

Paul: Creating a client’s online presence carries a significant level of responsibility, as it directly impacts how their business is perceived and found. That’s why clear and ongoing communication is key, ensuring that all content and decisions stay aligned with the agreed brief and overall goals.

Jonathan: Decisions that impact a client’s budget or overall growth strategy carry the most weight. A single misstep can affect not just performance, but also trust. That’s why we take a careful, data-informed approach and consider all angles before moving forward with major decisions.

Handling Mistakes in Digital Agency Project Management

When something goes wrong, the response matters just as much as the problem itself.

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

Jonathan: We take ownership immediately and communicate openly about what happened. That includes outlining a clear plan to fix the issue and taking extra steps to make sure it doesn’t happen again. Ultimately, our reputation depends not on avoiding every mistake, but on how we respond when something goes wrong.

Unusual Challenges in Agency Projects – and How to Tackle Them

At times, projects come with unexpected constraints that challenge teams to think differently.

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

Paul: One of the more unusual projects involved a site selling adult products, which required a completely different approach to SEO compared to typical B2B or B2C work. It meant carefully adapting strategies to reach the right audience while navigating platform restrictions and sensitivities, making it a unique and interesting challenge.

Jonathan: We once worked with a client who needed an ad campaign that completely avoided using any of their brand colors because they were doing a very niche market test. It was an unusual constraint, but also a creative challenge. Finding a way to make the campaign effective within those limits ended up being a really fun and rewarding exercise for the team.

Final Thoughts

Project work rarely follows a perfectly linear path. From deciding when to start over to adapting strategies mid-process, the ability to make informed decisions is what keeps projects on track.

While every agency approaches workflow and decision-making differently, the common thread is clear: strong communication, flexibility, and a willingness to adjust course when needed are essential for long-term success. In an environment where priorities can shift quickly, these principles help agencies maintain both project quality and client trust.

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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!