A conversation with Lance Corrigan: How Bespoke Brands approaches branding differently

Lance Corrigan, Creative Director at Bespoke Brands, was recently asked a series of questions about how the studio approaches branding and why its process tends to feel slightly different from many creative agencies.

It was a good opportunity to reflect on the way Bespoke Brands works and what matters most when helping clients develop their brand.

Below are a few of those questions and Lance’s answers.

What makes Bespoke Brands different from a typical creative agency?

Many branding projects begin with a brief and end with a creative solution.

There’s nothing inherently wrong with that, but in our experience the most successful branding projects start a little earlier, with a proper understanding of the business itself.

At Bespoke Brands we take the time to understand the people behind the business, what they are trying to achieve, and where they want the organisation to go.

The design work is obviously important, but it’s only one part of the process. The real value comes from making sure the brand genuinely supports the ambitions of the business behind it.

Our role isn’t just to produce something that looks good; it’s to help ensure the brand reflects the expertise and professionalism already present within the organisation.

Why do you focus on professional service firms?

Professional service businesses often build their reputation over many years through expertise, relationships and consistent delivery.

However, their brand doesn’t always reflect that level of professionalism.

We’ve seen many firms that are incredibly capable, but their brand and communication don’t quite convey the quality of the work they actually deliver.

Helping those businesses present themselves with the clarity, confidence and credibility their expertise deserves is something we find genuinely rewarding.

It’s also a sector where trust matters enormously, so thoughtful branding can have a real impact on how a firm is perceived.

Why do you use the tailoring metaphor when describing your process?

The tailoring metaphor emerged quite naturally over time because it reflects how we approach branding.

A good tailor doesn’t start by choosing fabric or stitching techniques. They begin by understanding the person wearing the suit: how they live, where they’ll wear it, and what they want it to say about them.

Branding should work in a similar way.

Before we start designing anything, we want to understand the business properly; its strengths, its ambitions, and the role the brand needs to play in helping it move forward.

Only then does the creative work begin.

The end result should feel considered, appropriate and well-fitted to the organisation it represents.

How closely do you work with clients during a project?

Very closely.

One of the things that sometimes happens in larger agencies is that the client relationship is managed primarily through account managers, with designers working at a distance from the business itself.

We prefer a more direct approach.

By working closely with clients throughout the process, we’re able to understand their thinking, their challenges and their ambitions far more clearly.

That collaboration almost always leads to better outcomes, because the creative work is rooted in a genuine understanding of the organisation rather than simply responding to a written brief.

What do you think businesses often misunderstand about branding?

Branding is sometimes seen purely as a visual exercise; a logo, a colour palette, a website.

Those things matter, of course, but they are ultimately expressions of something deeper.

A strong brand helps a business communicate its strengths clearly, build trust with its audience, and position itself confidently in the market.

When done well, branding doesn’t just change how a business looks. It improves how it presents itself, how it communicates and, ultimately, how it grows.

What motivates you personally in the work you do?

Many of the businesses we work with have been built through years of dedication, expertise and hard work.

Yet their brand doesn’t always reflect the quality of the organisation behind it.

Helping bring that expertise to the surface, so the business can present itself with greater confidence and clarity, is something I find very satisfying.

If the work we do helps a client move closer to the goals they’ve set for their business, then we’ve done our job well.

And if we build a sustainable business ourselves along the way, then everyone benefits.

What advice would you give to a business considering investing in its brand?

Start by thinking about what you want the brand to achieve.

A brand should support the direction of the business, not simply decorate it.

If the branding work is aligned with the organisation’s goals and ambitions, the investment will almost always prove worthwhile.

The most effective brands are not necessarily the loudest or most fashionable; they are the ones that present the business clearly, confidently and consistently over time.