Trends are fun but here’s why you’ll never catch me following them.

Trends are fun, absolutely! They bring fresh ideas, inspire creativity and sometimes they're impossible not to love (I'm looking at you, chocolate brown and polka dots I don’t think I’ll ever get sick of that trend) But when it comes to branding I don’t follow the trends.

The truth is, trends come in hot, look great for a moment and then quietly disappear onto the next. What's popular today might feel outdated in a year's time and your business deserves more than something that's simply having its moment. That's why I switch off the trend noise when I'm designing a brand.

I'm not choosing colours because they're "in" right now or selecting fonts because they're everywhere on Instagram. Instead, I'm asking different questions. What feels like you? What story are we trying to tell? How do we create something that feels aligned with your business? Good branding isn't about keeping up with everyone else. It's about standing out because it feels authentic to who you are and your business.

Of course, trends can still inspire us. They can influence details and bring fresh perspectives to a design. But they really shouldn't be making the big decisions for your brand. Your branding needs something far more valuable than what's trending right now. It needs personality.

Because whilst trends come and go, a brand that feels like you will always last longer than a moment.