Designing for Outliers: How Otherness Wins Category-Resistant Clients

In this episode, Joel Derksen, founder of the agency Otherness, joins the Authority Builder Podcast to share his journey from freelancer to agency owner, operating between the Netherlands and the US. Joel discusses the evolution of Otherness, its focus on brand design, and why the agency thrives at the intersection of categories—where brands defy traditional industry boundaries.Key topics include:- The importance of strategy and creative partnership in brand building- How Otherness helps clients embrace their authentic identity, often challenging category norms- Case studies, including a semi-private jet service and a family-owned pie brand, illustrating how deep discovery and client self-awareness lead to standout branding- The value of working with open-minded clients who trust the creative process- Practical advice for freelancers transitioning to agency ownership, with an emphasis on financial discipline and automationJoel’s insights offer a compelling look at how agencies can unlock client potential and create brands that truly stand apart.

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