Why choosing a non-specialist could be your best creative move

It’s easy to fall into this mindset - trusting in their experience within your market to deliver something catering to your typical needs. What if this “safe” option is actually holding you back though?

At Root Studio, we've seen firsthand how working with specialists often leads to somewhat predictable outcomes. These solutions may tick all the boxes but too often, those boxes are filled with generic ideas that lack creativity and individuality. If you're looking for fresh bold designs that genuinely set you apart, it might be time to rethink the specialist route.

The comfort of working in “safe mode"

Specialist agencies can feel like the path of least resistance, particularly when trying to convince internal stakeholders to give you the green light on a project. Their portfolio is full of work for clients just like you - whether that’s law firms, schools, museums or another specific sector. But here's the thing: that often means you're seeing the same solution repeated over and over. A “tried and tested” formula that rarely pushes the boundaries or delivers anything truly innovative.

It’s comforting to think you’ll get exactly what others in your sector have received but is that what you really want? In a crowded market, being just like everyone else doesn't make you stand out. In reality it makes you invisible.

The narrow focus of specialists

When you work with a niche agency, their deep focus on one industry can actually become a disadvantage. Their perspective is narrowed and this often results in designs that feel obvious or expected. A specialist might know what worked for the last client in your industry but that doesn’t mean it will work for your business too, likewise what didn't work for one client could actually be the perfect solution when reimagined for another. For specialists, the creative process becomes more about following rigid and repeatable processes and templates than challenging the norm. Just rinse and repeat.

This is where working with a generalist flips the script. A generalist draws from a much wider pool of knowledge. Instead of sticking to what’s been done before in your sector they bring fresh insights from different industries, combining ideas that make your brand or project stand out in ways you might not expect.

The case for generalists: Creativity unleashed

One of the biggest benefits of working with a non-specialist is the diversity of ideas and experience they bring to the table. Take our own studio as an example, we've worked across multiple sectors - from education to sports, tech to tourism - and every single project teaches us something new. This cross-industry knowledge allows us to think outside the box and draw from lessons learned in one area to inspire innovation in another.

Think of a musician for instance, the best artists draw inspiration from a wide net of sources across multiple genres and eras of music to produce a truly unique sound all of their own.

Imagine bringing cutting-edge digital strategies developed for e-commerce clients into your charity’s website design. Or taking inspiration from a bold visual identity from the hospitality industry to reinvigorate your corporate branding. By crossing boundaries, generalists offer solutions that break the so called laws of your industry.

Niche design = Generic design

It’s a bold statement but in our experience, it’s true: niche design often leads to generic results. Why? Because specialists rely on what they know. They stick to familiar territory, recycling ideas that may have worked in the past but lack the spark of originality. It’s a classic case of playing it safe and when it comes to branding or web design, “safe” rarely grabs attention.

When you work with a sector-agnostic studio on the other hand, you’re not just getting a creative partner - you’re getting a team that thrives on pushing boundaries, passionate about helping brands disrupt their markets. The last thing we want is for you to look like everyone else. Instead, we’ll work with you to create something bold, memorable and built on strategic insight. That means learning from the best practices in many industries - not just your own.

Risk vs. reward: The creative payoff

We get it - working with a specialist feels like it reduces risk but in reality, what’s riskier: stepping outside of your comfort zone or blending into the background? The truth is, if you want to make a lasting impact in your market it takes a bit of bravery. You need a partner willing to push past the obvious and explore the unexpected.

At Root Studio, our approach is all about balance. We don’t throw caution to the wind but we do push for creativity that turns heads and gets results.

Conclusion: What do you really want?

If you're looking for something safe and predictable then by all means, stick with specialist agencies but if you're ready to break free from the cookie-cutter solutions and create something that truly sets you apart, don't underestimate the power of a fresh perspective.

Working with a non-specialist means embracing creativity, diversity of thought and the chance to make a real impact within your market.

If you’re ready to make your mark, let’s have a chat. We’re here to help you take that leap!