The Creative Boom Podcast Emily Penny on the Secrets Behind Standing Out as a Design Studio
Nov 10, 2025
Emily Penny, a brand strategist with over 25 years of experience and founder of Be Colourful, dives into the issue of design studios blending into the crowd. She discusses her findings from the Fully Saturated report, highlighting how fear and sameness hinder creativity. Emily introduces her Brand Strand framework, offering 18 strategies for studios to embrace their uniqueness. She emphasizes the importance of authenticity, the value of community, and positioning as key to success in a competitive industry.
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Copycat Culture In Branding Studios
- Emily Penny found many agencies copy admired studios, causing sector-wide sameness.
- Her Brand Strand framework maps 18 positioning strategies to help studios choose authentic options.
Fear And Portfolio Mentality
- Fear and procurement pressure keep agencies playing safe and blending in.
- Emily links this fear to a portfolio-first culture from design education and early careers.
Peer Pressure Shapes Studio Choices
- Creative communities tightly judge peers, which pressures agencies to conform.
- Concern for reputation and hiring talent makes studios wary of overtly commercial positioning.