How to stand out as a stationery designer. Finding your voice

I know when I first started my stationery business back in 2010, I felt like this little fish in this huge sea and I didn’t know up from down when it came to what I was doing. I was taking any order that came in the door and allowing the clients to dictate how I designed. Slowly, as I found my feet, I also started to find my groove. I learned what types of designs I enjoyed doing and most importantly which ones I didn’t enjoy. 

I started to realize that as my business grew, I started booking the same types of clients again and I started to develop a signature style, my voice as a stationer.

So, what does that even mean? 

Think of it kind of as, what are you known for? What style or ideal client do you attract? Usually, after a while, you should start seeing a repeat pattern. Your branding and social media posts tend to have some sort of cohesive blend to them. 

Can you guess what that common denominator is for all of those pieces? You. More precisely, your voice as a stationer. 

That could be something as obvious as stationers who are amazing watercolor artists and specialize in vibrant and fun watercolors on all of their suites. Or even something as subtle as the papers and materials that you specialize in and use over and over again in your suites.

These items become your trademark or your signature for not only your business but you as a stationer. 

Creating this voice for yourself may sometimes seem like a blessing and a curse, even though I promise, it’s more a blessing. I work with several wedding planners over and over again, but guess what – they don’t send ALL their clients to me, and I wouldn’t expect it. 

At first, I would get a little hurt or offended when I would see them post stationery work from someone else they worked with, how dare they! What did I do wrong? Alllll the self-doubt questions that run through your head. 

But then I learned something. 

I learned that I had very strongly developed my voice as a stationer and that I am just not a good fit for some couples and vice versa. And that is ok.

Those wedding planners know that as well. If they have a client that could care less about invitations or the details that go into it and would rather spend the minimal cost on them, they know they’re better off with going elsewhere or online for their invitations. 

And more specifically, if they are looking for a style that is so far fetched from my design aesthetics, they know we may not be a great fit. And you know what – I appreciate that. I would rather serve my ideal client and know that I can put my best foot and designs forward for them.

So if you think you haven’t found your voice yet as a stationer, I would challenge you to look back at some of your most favorite projects or clients you have worked with. What did they have in common? 

I guarantee you there is something there that you can start molding and using to find your voice as a stationer.