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How do you find your commercial design niche?

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Finding your commercial design niche can be a rewarding and fulfilling way to stand out from the competition, showcase your unique skills and style, and attract your ideal clients. But how do you discover what niche suits you best, and how do you market yourself as a specialist in that area? In this article, we'll share some tips and steps to help you find your commercial design niche and grow your career.

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Amanda DeVries, RGD

1 Identify your strengths and passions

The first step to finding your niche is to assess your own strengths and passions as a commercial designer. What are the projects that you enjoy the most, and that you excel at? What are the skills and techniques that you are confident and proficient in? What are the topics and themes that interest you and inspire you? By answering these questions, you can narrow down your focus and identify the aspects of commercial design that you want to pursue and highlight.

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Amanda DeVries, RGD
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This is the area most creatives actively avoid. The thinking is that the more you define yourself, the more $$ you are walking away from. This couldn't be further from the truth. The more experience you build in a narrow field, the more you are considered an expert by potential clients. This worked extremely well for me when I made the departure from "general" graphic design to food & beverage brands only. It also has provided with me with projects that I truly have a passion for.

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2 Research the market and the competition

The next step is to research the market and the competition in your chosen niche. You want to find out what the demand and opportunities are for your niche, and what the gaps and challenges are. You also want to study the work and strategies of other commercial designers who are successful in your niche, and see what you can learn from them. How do they position themselves, communicate their value, and showcase their portfolio? What are their unique selling points, and how do they differentiate themselves from others?

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Amanda DeVries, RGD
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I certainly have a handful of agencies who I admire and follow their trajectory closely, both near and far from home. I am particularly attracted to agencies led by women or people of color, as there are not many examples and their success is a true source of inspiration to me.

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3 Define your target audience and value proposition

The third step is to define your target audience and value proposition for your niche. You want to have a clear idea of who your ideal clients are, what their needs and goals are, and how you can help them achieve them. You also want to articulate what makes you different and better than other commercial designers in your niche, and how you can solve their problems and deliver results. By doing this, you can craft a compelling and relevant message that attracts and engages your target audience.

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4 Build your portfolio and brand identity

The fourth step is to build your portfolio and brand identity that showcase your niche expertise and style. You want to have a portfolio that demonstrates your skills and experience in your niche, and that highlights your best work and achievements. You also want to have a brand identity that reflects your personality, values, and vision, and that conveys your professionalism and credibility. By doing this, you can establish your reputation and authority as a commercial designer in your niche, and create a memorable impression on your potential clients.

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5 Network and promote yourself

The fifth step is to network and promote yourself as a commercial designer in your niche. You want to connect with other professionals, influencers, and potential clients in your niche, and build relationships and trust with them. You also want to market yourself and your services through various channels, such as social media, blogs, podcasts, newsletters, or events. By doing this, you can increase your visibility and exposure in your niche, and generate leads and referrals for your business.

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Amanda DeVries, RGD
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Certainly what has worked well in this area for me is connecting with professionals who have complementary services to mine, i.e. copywriters, photographers, translators, etc. Not only do they help round out my team for providing full value to my clients, they are a resource for new projects. I try to connect with a new person via LinkedIn at least every two weeks.

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6 Keep learning and improving

The final step is to keep learning and improving as a commercial designer in your niche. You want to stay updated and informed about the latest trends, developments, and best practices in your niche, and adapt and innovate accordingly. You also want to seek feedback and reviews from your clients and peers, and identify your strengths and weaknesses. By doing this, you can enhance your skills and knowledge, and deliver high-quality work and value to your clients.

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Amanda DeVries, RGD
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This is so important! The industry is constantly changing and so to resist this and only rely on your current skillset is folly. Although it may seem like picking an niche will cause you career to go stale, the opposite is true. The more you dive into a specific vertical, the more you realize what you don't know!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you find your commercial design niche?

1

2

3

4

5

6

7

1 Identify your strengths and passions

2 Research the market and the competition

3 Define your target audience and value proposition

4 Build your portfolio and brand identity

5 Network and promote yourself

6 Keep learning and improving

7 Here’s what else to consider

Commercial Design

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How do you find your commercial design niche?

1

2

3

4

5

6

7

1 Identify your strengths and passions

2 Research the market and the competition

3 Define your target audience and value proposition

4 Build your portfolio and brand identity

5 Network and promote yourself

6 Keep learning and improving

7 Here’s what else to consider

Commercial Design

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