Uniqueness as a starting point.
The first speaker was Sara Mertens. Sara creates distinctive and original illustrations, but in order to do so entirely on her own terms, she has set aside all other jobs and activities. Her way of working and thinking ensures that her illustrations combine techniques and include details that make her work recognizable and unique.
Next up was Rabbit Hole. They specialize in 2D and 3D character design. Their talk focused on how character and movement create recognizability. A well-designed character should be recognizable even from a silhouette alone. They view these character traits as the soul of their animations, and they form the niche they occupy.
Freedom as the driving force behind personal style.
After the break, Broos spoke not only about his commercial practice—where branding, motion, and illustration go hand in hand—but also about his artistic work, particularly Aubergine Press, which he founded together with Tim Colmant. The two practices influence each other in such a way that Broos’s work takes on a distinct character—a personal perspective that makes it instantly recognizable.
A niche is more than just a style.
Daisy Chain closed the evening. I was already familiar with the studio through their work for SanDisk: sleek animations and shapes that depict a world that instantly makes the brand feel futuristic again. Their talk also focused on finding your niche. They delved even deeper into this: it doesn’t necessarily have to be a recognizable style; it can also be a way of working or a specific approach to projects.
Your influences are unique to your life. They contribute to your personality and, by extension, to the style of your work. For Daisy Chain, this resulted in a distinctive style that gave them the opportunity to work for larger clients.
Personality without an ego.
Afterward, I spoke in a group with Sam and Philippe from Uncanny, among others, about the difference between incorporating your personal style and allowing others the same freedom. And about how egos can sometimes crush that way of working.
It’s clear that more than one creative professional today is looking for their own niche and wants to bring character back into the world. It feels like a movement that’s on many people’s minds. And I’m curious to see what changes that will bring.