Here’s a question for some of the more experience designers here.
Have you ever run into problems with being typecast? What I mean by that is work done in the past leading to similar work, which, ultimately, leads potential clients to believe this is your niche.
For example, I was recently in contact with a publisher planning a men’s style magazine. They wanted a design that was minimal, svelte, urban and stylish. I was interested because it would enable me to explore a look that I’ve been wanting to tackle. Unfortunately, this client prematurely decided against me since the look he wanted was dissimilar to my past work — much of which was designed to appeal to the outdoor adventure, hunting and fishing crowd.
This sort of thing has happened before when previous work has worked against me in landing new jobs requiring a different approach. It’s as though clients can only see what’s in front of them and assume work done in the past represents what my work for them will look like.
On the other hand, I’m right in the middle of designing a publication for another client. This publication is aimed squarely at young girls ages 9 through 13, which is just about the polar opposite of the hunting, fishing and outdoor adventure crowd. Go figure.