Life Was Never Meant to Be Bubble-Wrapped

Let’s be real—playing it safe is boring. If humans were wired to avoid risk at all costs, we’d still be sitting in caves, scared of fire, eating plain porridge, and calling it a day. But here we are, centuries later, setting things on fire—whether it’s businesses, ideas, or that one ill-advised decision involving tequila and a karaoke mic at 2 AM.

And yet, people still try to bubble-wrap their lives.

They overthink every move. They avoid hard conversations. They play it so safe they might as well be wrapped in caution tape. Because what if it goes wrong? But here’s the thing: nothing great was ever built on what ifs. The safest route is also the most unmemorable one. No risks? No breakthroughs. No stumbles? No lessons. No bold moves? No impact.

At Studio Huemann, we don’t do “safe.” Safe is forgettable. Safe is just another face in the crowd. The best brands—the ones people feel in their gut, the ones that become part of their lives—are the ones that take risks, own their quirks, and refuse to blend into the beige abyss of caution.

And the same goes for life.

You can’t tiptoe your way to greatness, terrified of making a mess. Spoiler: you will. Things will go sideways. You’ll have moments so cringe-worthy you’ll consider changing your name and moving to another country. But that’s where the good stuff happens. That’s how you build stories worth telling.

Because here’s the real plot twist: trying to avoid failure doesn’t stop it from happening. It just keeps you from ever feeling the highs, the rush, the damn, I actually went for it moments.

So take the risk. Make the move. Pitch the wild idea. Will it work? Maybe. Maybe not. But at least you’ll know you didsomething.

Because life was never meant to be bubble-wrapped. Pop the damn thing and get on with it.

Not Comparing Yourself to Others: The Unspoken Truth Every Designer Needs to Hear

Let’s be honest—comparison is the default setting in the design industry. Whether it's peeking at someone’s meticulously crafted Behance portfolio or questioning your entire career because another agency just snagged an award you were eyeing, comparison is the quiet, uninvited guest at the creative table. At Studio Huemann, we’re all too familiar with this. So, let’s talk about it.

Why Comparison is a Double-Edged Sword

We get it. A little bit of comparison can fuel ambition, push boundaries, and remind you of what's possible. But when does it go from healthy motivation to a full-blown anxiety spiral? The line is thinner than a hairline font.

Designers often fall into the trap of scrolling, sighing, and mentally downgrading their skills because someone else’s project looks like it could be featured in an art gallery. But here’s the hard truth: the highlight reels you see online are just that—reels. You don’t see the rough drafts, the late nights spent cursing at Illustrator, or the moments of self-doubt behind those polished images. And if you’re comparing your real, messy work process to someone else’s carefully curated showcase, you’re setting yourself up for disappointment.

The Creative Burnout Loop: Why Comparison Drains You

There’s a reason “comparison is the thief of joy” became a cliché—it’s true. Constantly comparing yourself leads to burnout quicker than a weekend bender. Why? Because instead of focusing on your unique skills, you’re too busy measuring them against someone else’s work that, let’s be honest, has zero relevance to your journey.

At Studio Huemann, we design for moments that matter. We don’t create for the sake of impressing other agencies or chasing trends that will be forgotten faster than last year’s Pantone Colour of the Year. When you compare yourself to others, you’re designing for approval, not purpose. And that’s a guaranteed path to “meh” work.

The Studio Huemann Approach: Tips to Stop the Spiral

We’re not just here to say “don’t compare yourself to others”—because we know that’s easier said than done. Instead, here are some ways we’ve tackled this mindset head-on:

1. Design for People, Not Applause: Our best work doesn’t come from thinking, “Will this win an award?” It comes from asking, “Will this mean something to the person experiencing it?” Shifting your focus from external praise to internal purpose can be a game-changer.

2. Celebrate Your Progress (Not Just the Final Piece): Remember that project you cringed at last year? The one that makes you want to delete your whole portfolio? Good. It’s a marker of how far you’ve come. Progress isn’t about perfection; it’s about improving over time. Every cringe-worthy project was a step toward where you are now.

3. Mute the Noise When You Need To: Sometimes, the best way to reset is to step back. Take a break from scrolling, snooze the accounts that trigger your self-doubt, and immerse yourself in the real world. Go people-watching at that café with the questionable décor or visit that local art gallery. Your creativity needs room to breathe, not constant comparison.

4. Turn Envy into Insight: Let’s face it—there will always be that one project that makes you wish you’d thought of it first. Instead of stewing in envy, ask yourself why it hit home. Was it the colour scheme? The storytelling? The unexpected use of type? Find the lesson, not the doubt.

5. Remind Yourself That You’re Not Seeing the Whole Story: This one’s key. That flawless project you’re envying probably went through a dozen iterations, brutal feedback rounds, and a near-meltdown. Trust us; we’ve been there. If everyone posted their real design process—the late-night panic over misaligned grids and the too-many-coffee-fuelled revisions—you’d see that nobody’s creative path is a straight line.

A Final Word (Or a Reality Check)

At Studio Huemann, we’re all about embracing what’s real—even if that means acknowledging that comparison will sneak in sometimes. The trick isn’t eliminating it but recognising it for what it is: a distraction. The truth is, the only designer you should be comparing yourself to is who you were yesterday. If you’re better today, that’s the only win that matters.

So, the next time you’re tempted to measure your work against someone else’s, pause and ask yourself: Am I designing for the applause or the impact? And if you’re designing for the applause, it might be time to shift your perspective. Because the most lasting and impactful work? It comes from designing unapologetically for you.

Why “Perfect” Is the Biggest Lie in Design

In the design world, “perfect” is the word we love to hate. It’s the golden carrot we’re all reaching for, only to discover it doesn’t exist—just another mirage in the desert of feedback loops and revisions. Here at Studio Huemann, we’ve learned to embrace the messy, unpredictable, and, yes, sometimes downright ugly reality of the creative process. Because spoiler alert: the journey is rarely smooth, and it’s never perfect. And that’s the point.

Let’s Talk About the “Perfect” Illusion

“Perfection” sells in theory: flawless mock-ups, pristine presentations, the idea that every project runs like clockwork from the first sketch to final delivery. But we’re not here to sugarcoat it. The real process? It’s filled with doubts, awkward drafts, and those 3 a.m. moments where you stare at your screen and wonder if becoming a gardener might have been a better career choice.

At Studio Huemann, we’ve ditched the pursuit of “perfect” in favour of something more meaningful: real work that resonates, even if it’s a bit rough around the edges.

The Creative Process: Not a Straight Line

1. The Excited Kick-Off:

Ah, the honeymoon phase. You’re buzzing with energy, full of grand ideas, and convinced that this project will be the best thing since sliced bread. Your sketches look promising, your colour palettes sing, and your initial mood boards could win awards. It’s all sunshine and rainbows—until it isn’t.

2. The Mid-Project Crisis:

Here’s where the illusion shatters. Suddenly, that concept you were married to starts to look wrong. You question everything, from your choice of fonts to your career decisions. Is this idea any good? Is it trash? It’s hard to tell when your eyes are glued to the same pixels for 12 hours straight. Cue existential crisis and a strong urge to nap for a week.

3. Feedback Frenzy:

This is when your project goes through the meat grinder of opinions. Clients, stakeholders, and sometimes even your cat seem to have feedback. It’s in this phase that you either learn to accept constructive criticism or get really, really good at stress-snacking. It’s not pretty, but it’s necessary. At Studio Huemann, we like to call this phase “the humility builder.”

4. The Deadline Showdown:

With deadlines looming, you go into hyper-focus mode. The playlist is set to your favourite “get it done” tracks, the caffeine intake is bordering on unhealthy, and suddenly, you find yourself pulling it all together. The work starts to make sense again, and—miraculously—it’s better than what you started with. This is when the magic of resilience shines through.

Why We Embrace the Imperfections

Here’s the truth: the best designs don’t come from an obsession with “perfect.” They come from trial, error, and moments of “what if we try this?” The creative process at Studio Huemann is built on a foundation of embracing imperfection, taking risks, and accepting that sometimes, what you end up with is different from what you first imagined—and that’s okay.

We create brands that tell human stories, and human stories aren’t perfect. They’re messy, emotional, and full of surprises. The process of designing those brands should reflect that reality. If we’re not getting a little uncomfortable, we’re not pushing hard enough.

The Real Reward? The Journey

People often think the end product is the goal. But the most growth, the most insight, and the most creativity come from the process itself. From those sketches you crumple up in frustration to the late-night idea that seems wild but turns out to be genius, it’s all part of the journey. And at Studio Huemann, we’re proud to take that journey—imperfections and all—because that’s where the best stories are made.

So, Is “Perfect” a Myth? Absolutely.

And we’re fine with that. Because when we stop chasing perfect and start embracing the reality of the creative process, we make room for designs that resonate on a human level. Work that feels real, authentic, and worthy of being part of someone’s story.

Designing for People, Not Just Clients: The Honest Truth About Emotional Branding

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At Studio Huemann, we believe design is about more than logos, typefaces, or aesthetics—it’s about creating an emotional bridge between a brand and its audience. In a world flooded with visual content, the challenge isn’t just to stand out, but to resonate. For us, branding isn’t successful unless it touches people’s lives and becomes part of their stories.

Why Emotional Branding Actually Matters (and Why Many Miss the Point)

Most branding agencies design for the pitch, the client presentation, and the portfolio snapshot. But what happens after that? Who’s thinking about the person walking into a space after a long day—the one who pauses because something about the brand, whether it’s the look, the feel, or even the faint scent in the air, makes them feel welcome and understood?

At Huemann, we design for those people. We design for the couple who’ll pick a restaurant for their first date, the traveller who’ll remember a lobby because it felt like a warm hug after a chaotic day, or the new homeowner who feels they’ve finally found their space, not just a building. It’s about sparking connections that make someone think, “This brand just gets me.”

We’re not here to create brands that people just look at; we’re here to make brands that people feel—whether that feeling is “Wow, I love it here,” or “I’m coming back because that wall art cracked me up.” The point is, it sticks.

Designing for Stories, Not Just Sales (Because ‘Sales’ Are Boring)

When was the last time you bought something just because the logo was perfect? Exactly. People connect with brands that feel like an extension of their lives: the restaurant where you laughed until you cried on a first date, the hotel that was part of your surprise engagement, or the bar where you danced terribly to your favourite 90s hit.

Brands that resonate don’t just rely on aesthetics; they tap into real moments. When we say we design for stories, we mean the real, sometimes messy, moments. The kind where you’re laughing so hard your drink comes out of your nose or crying happy tears in that café where you heard life-changing news.

At Huemann, we want to be part of those stories. We design for the moment someone’s getting a life-changing phone call in a hotel lobby, or when old friends catch up in a café that feels like home. And yes, we design for those awkward moments too, like tripping over that one step you didn’t see, because even that can become part of a ‘remember when…?’ story.

The Huemann Difference: Connecting Beyond the Expected

In an industry chasing trends and “the next big thing,” we stay anchored to one question: “How does this make someone feel?” We’re not here for work that’s admired from a distance but forgotten as soon as the next scroll happens. We’re here for work that becomes part of someone’s life, even without them realising it.

We prioritise:

• Understanding the Person, Not Just the Demographic: We don’t design for a faceless “target market” sipping matcha while skimming through marketing materials. We design for the person whose day is made because the café they stumbled into smells like cinnamon (and not just because they’re charging £5 for oat milk).

• Embracing Real Moments: Life isn’t perfect, so why should brands pretend it is? We design for the good, the awkward, and everything in between.

• Highlighting Awkwardness: Real life is messy, and the brands that acknowledge this are the ones that stick. We don’t avoid the cringe moments; we embrace them.

• Rejecting Throwaway Culture: We don’t create brands that are the design equivalent of that trendy jacket you wore once and now ignore. If it doesn’t have longevity, we haven’t done our job.

A Challenge to the Industry (Yes, We’re Talking to You)

The design industry needs a reality check. Everyone talks about creating “meaningful” brands, but what does that mean if it doesn’t last beyond the initial hype? We challenge agencies to go beyond the buzzwords and get real. Is your brand part of stories people will tell for years, or just another ‘meh’ in the sea of mediocrity? At Huemann, if it’s not memorable, it doesn’t make the cut. Period.

Final Thoughts (A.k.a. The Point)

Studio Huemann isn’t here to sell feel-good lines. We’re here to build brands that are unapologetically human. Brands that aren’t just a moment in someone’s scroll but a story they’ll share again and again.

So, when’s the last time a brand made you laugh, cry, or feel genuinely connected? If it’s been a while, maybe it’s time for a fresh approach—one that’s a bit more Huemann.

We’d love to hear your experiences with brands that made a lasting impact (or even those awkward stories). Share them in the comments. Let’s keep it real.

#Branding #EmotionalBranding #DesignAgency #Storytelling #CustomerExperience #MemorableDesign #HuemannDesign #RealConnections #HumanCentricDesign #AuthenticBrands #CreativeAgency #DesignWithPurpose #AwkwardMoments #MeaningfulBrands #BrandStrategy #DesignThinking #CommunityDesign #LifeMoments #RelatableDesign

A Journey Defined by Stubbornness,Sacrifice, and Authenticity.

From Stubborn Teenager to Creative Entrepreneur

Entrepreneurship runs in my veins. My parents launched one of the first internet-based, work-from-home estate agencies in the 2000s. My mum was a fashion designer, while Dad, the pragmatic one, insisted there was “no money in fashion” and that “computers are the future.” Naturally, I lovingly told him to “EEF OFF!” Creativity is in my blood, and I was destined for fashion.

Before I knew it, The Devil Wears Prada (2006) a hit our screens, I dreamed of being the next “Miranda Priestly” (boss bitch vibes, minus the bitch, hopefully.) 👑 I was serious about my fashion career and found a way of incorporating computers and IT to keep dad happy! I worked behind the scenes on photoshoots for Rihanna and Little Mix—even rocking the same shoes as RiRi! Those experiences fuelled my passion and shared my career in editorial and print design.

In school, my stubbornness kicked into high gear. I tailored my GCSEs and 6th form subjects—business, IT, graphic design, and fashion—to my future. When they told me I had to drop one, let’s just say they didn’t know who they were dealing with. 😏 I kept all four and snagged A* across the board. Sure, I sacrificed my social life, but that high standard was worth it (cue imposter syndrome later, but that’s a story for another day).

The Rebel Move: Skipping the Foundation Year

After 6th form, everyone insisted I needed a foundation course to get into university. But why waste time when I knew what I wanted? So, I created a magazine (named Verstappen, after my mum’s maiden name) working with fashion stylists and photographers connections to build a portfolio. Which got me into Nottingham Trent University. Spoiler: I was one of just two out of 150 applicants accepted without a foundation degree. 🏆

Where the Journey Took Me

After uni, print industry was slowly dying, so I pivoted to graphic design. My dreams of being the next Anna Wintour shifted, and I became obsessed with perfect layouts and typography. I even dressed up as “Indesign Girl” for a superhero-themed night out, always saving my classmates from last-minute software panic!

The Journey of Stubbornness and Sacrifice

My stubbornness and determination paved the way for my journey into freelancing and ultimately becoming the owner of Huemann. Yes, I lost friends because I was that geek in art class, absorbed in projects instead of chasing cute boys on the playground. At university, I balanced four jobs—one in a bar, one in retail, and two unpaid gigs: designing packaging and POS for a sweet shop and creating layouts for a newspaper company. My love for graphic design eclipsed everything else. Meaning my social life was scarified once again effecting me both in secondary school and university. My best friends were the types who joined me in the design studio or who took on the same amount of shifts as me. That way I was trying to maintain friendships in a workplace as that was my life.

Even now, running my business, I sometimes forget to lift my head and look around. My dating life and family connections often take a backseat to work, but I’m actively working on finding balance. And I still can say I haven’t figured it out completely yet! My mind is always racing with ideas, and I can’t enjoy a meal without mentally tweaking the menus—it's just who I am!

Ultimately, everything I've experienced has contributed to my growth. Yes, I’ve faced challenges, including imposter syndrome and navigating agency life, but they pushed me to become my own boss.

Life is a journey, and we can’t look back with “what ifs” and regrets. Instead, we embrace and appreciate the experiences that have shaped us. We take those life lessons and learn from them, using them as gentle reminders to be our authentic selves. Don’t compare yourself to others; everyone is on their own path with their own stories.

#WeAreOnlyHuemann #CreativityMatters #DesignJourney #NoFilter #EmbraceYourJourney #BeYourself #Authenticity #EntrepreneurLife #GraphicDesign #CreativeEntrepreneur #LifeLessons #RealTalk #PrintDesign #WomenInDesign #PassionForDesign

Let’s Talk About Imposter Syndrome in Design (Spoiler: We All Have It)

Let’s be honest—every designer has had that moment where they stare at their work and think, “How did I even get here?” If that’s you, welcome to the Imposter Syndrome Club! Membership is automatic, and, spoiler alert: everyone feels it. Yes, even those ‘I-have-it-all-together’ creatives you follow on Instagram.

At Huemann, we embrace the imposter vibes. Why? Because feeling like an imposter often means you care a lot about what you’re doing. And if you care, you’re already a step ahead. Plus, it keeps things interesting, doesn’t it? Keeps us humble. Keeps us asking, “Wait, am I actually good at this?” (Answer: Yes, you are.)

I remember this one time I was working on a massive pitch, the kind where you think, “If this goes wrong, I’m living off toast for the next month.” On the outside, I looked as cool as a cucumber. On the inside? I was a mental puddle. I kept thinking, “What if it’s not good enough? What if they see right through me?” It’s funny how everyone else in the room seems like they’ve got their act together, while you’re just trying to avoid eye contact with your own insecurities. Here’s the thing: they didn’t have it figured out. We were all just winging it!

Being part of the design scene here in Leeds, where there are so many insanely talented creatives, it’s easy to get caught up in the comparison game. I’d look at other agencies, their polished brands, their clever names, and think, “How can I possibly compete with that?” It’s like scrolling through Instagram and wondering why your life doesn’t look like a curated feed. That feeling of “Am I good enough?” creeps in fast.

Now, let’s talk about naming my studio because, WOW, that was a rollercoaster of self-doubt. I mean, I’ve gone through a few name ideas—okay, more than a few—only to second-guess every single one. I’d see other agencies with these perfect, clever names and think, “What genius came up with that?” Meanwhile, I was stuck thinking, “Is ‘Huemann’ even cool? Is it too weird? Is it just weird enough?”

But here’s what I’ve learned (after many sleepless nights): It’s not about the name. It’s about the work you put out there and the relationships you build. The name is just a vehicle. It’s the projects and the moments where clients go, “Wow, you actually get it” that matter. Trust your gut, trust your process, and you’ll be taken seriously—regardless of whether your studio name is pure genius or something you came up with at 2 AM.

Now, back to imposter syndrome. It’s not just a solo act—it’s a full-blown production in our heads. Even working alongside super talented designers can turn into a comparison nightmare. I’ve always surrounded myself with amazing creatives—people who are driven, passionate, and, frankly, intimidatingly good. And while it’s inspiring, it also feeds that nagging voice that says, “Why aren’t you as good as them? Should you have a backup plan, just in case?”

Comparing yourself to others doesn’t help. It’s like bringing a ruler to measure creativity—it just doesn’t work. Everyone’s journey is different. Some take the scenic route, some hop on the express, and some (like me) seem to make a few U-turns before they figure out where they’re going. The point is, your path is yours. Don’t get distracted by someone else’s map.

At Huemann, we’re all about keeping it real. We don’t chase perfection for the sake of it—because honestly, perfection can be boring. Instead, we focus on doing great work that lasts. We ask the tough questions and challenge clients to think beyond “looking good for now.” A brand isn’t just about looking pretty—it’s about creating something with depth, something that stands the test of time. It doesn’t mean we cut corners or don’t aim for the best—we just believe the best is more than a flawless surface. It’s the thought, the meaning, and the longevity behind the work that counts.

So, if you’re sitting there questioning whether you belong, let me tell you something: You do. Your passion and care for what you do make you belong. And remember, no one has it all figured out (if they say they do, they’re lying). Imposter syndrome is part of the ride, but it doesn’t have to drive the car. You’re here for a reason, and the design world needs your voice—your quirky, real, human voice.

We’re only Huemann, after all. And being Huemann means embracing those doubts, learning from them, and, most importantly, laughing at them along the way.

#ImposterSyndrome #DesignStruggles #WeAreOnlyHuemann #BeReal #DesignJourney #MentalHealthMatters #Authenticity #NoMoreComparison