Podcast Summary: The Creative Boom Podcast

Episode: Emily Penny on the Secrets Behind Standing Out as a Design Studio

Host: Katy Cowan
Guest: Emily Penny (Founder, Be Colourful)
Date: November 10, 2025

Episode Overview

In this episode, Katy Cowan welcomes Emily Penny, an acclaimed brand strategist, founder of Be Colourful, and co-author of the “Fully Saturated” report—a deep dive into how UK branding agencies position themselves and why so many seem to blend into the crowd. They explore the emotional barriers to distinctiveness in agency branding, the dangers of copycat culture, and actionable strategies for true differentiation. The conversation blends industry insight, candid reflection, and practical advice for creative studio founders and leaders.

Key Discussion Points & Insights

1. The Problem: Why Do Agencies All Look and Sound the Same?

Branding Agencies and Sameness:
Emily and collaborator Joel Stein audited 150 UK branding agencies as part of their "Fully Saturated" report, aiming to uncover what makes some studios truly stand out.
- Emily (03:50): “Everybody knows that design agencies, creative agencies, aren't the best at sorting out their own brand... We wanted to really find who's doing it well, who's standing out.”
Copycat Mentality:
Admiration of industry leaders often morphs into imitation, which leads to homogeneity.
- Emily (04:56): “When admiration then leads to a bit of a copycat mentality... what we're trying to do with this report more than anything else is say, you know, there is more than one way to skin a cat.”
Portfolio Mindset:
Many agency founders are designers accustomed to showcasing portfolios, but fail to articulate a broader brand ethos or positioning.
- Emily (06:31): “A lot of these design businesses... come out of design school where everything is about the portfolio... this portfolio mentality stays with people.”

2. Emotional Barriers and Industry Dynamics

Why Don’t Agencies Lean into Difference?
- Fear dominates: fear of alienating clients by niching, fear of peer judgement, and fear of being “too commercial.”
- “There’s something a little bit grubby about being too marketing and being too kind of commercial when you put your studio out there.” (Emily, 08:26)
- The industry’s close-knit nature heightens self-consciousness about how studios are perceived by fellow designers and potential hires.
- Emily (09:47): “It’s a very, very close-knit community... so they’re very aware of what that community thinks and about how it reflects on their personal brand.”

3. Who Are the Role Models?

Admired Agencies:
Agencies everyone wants to emulate—currently Dixon Baxi leads the field for its internal focus and transparent storytelling on LinkedIn.
- Emily (10:36): “The number one name was Dixon Baxie... consciously talking to the design community... building their brand from the inside out.”
- Katy (11:25): “Simon Dixon’s very clever at updating on LinkedIn and really makes you feel like he understands the pain... gets people talking... keeps Dixon Baxie in everybody’s minds.”
Lesser-Known Gems:
The report seeks to spotlight under-the-radar studios doing distinctive work, such as:
- Art is My Career (Selby): invests profits in social causes—living their values.
- Behaviours Agency (Manchester): leverages behavioral science in branding.
- Small World: embraces remote and distributed teams as a cultural strength.
- Lucky Dip: “A creative studio where building great brands is an undeniably good time.” (Emily, 13:56)

4. Positioning Strategies: Beyond the Cliché

Common Positioning Themes:
Most studios cluster around “effectiveness” and “empowerment”—safe, functional promises.
- Emily (15:00): “Effectiveness and... empowerment... show up a lot and for good reasons... But it’s not the only option.”
Alternative Positionings:
Consider angles like credibility, heritage, craft, or process enjoyment. Example:
- Crush (Brighton): Tagline “honor the craft”—they own the message with clarity and consistency.
- Dawn (Stockport): “Your brand is a sleeping giant. Let’s wake it up.” (Emily, 29:47)
Finding Your Unique Angle:
Start by identifying strengths that already exist within your team and reputation—not by inventing something new.
- Emily (16:33): “Positioning should always be something that already exists in the studio... it’s your genuine strength. But... we’re looking to amplify it. Sometimes it’s very hard to see... when you’re in it.”
Practical Steps:
- Survey clients to learn how they perceive your studio—often revealing unexpected differentiators.

5. Should Agencies Pick a Niche?

The Niche Debate:
Specializing in a sector (e.g., Stranger & Stranger with alcoholic drinks, Edits with arts & culture, Boring Agency in B2B) is a straightforward route to being memorable, but not the only way.
- Emily (20:29): “Niching... is a super simple thing to be famous for... But it’s not a requirement at all. There are lots of other ways to position an agency that mean you don’t have to narrow... to one sector.”
Other Strategies:
Stand out through service model, process, culture, or simply making the experience enjoyable for clients.

6. Branding vs. Selling

Branding Makes Selling Easier:
Many agencies skip brand work and jump straight into selling—often due to competitive, procurement-led pressures.
- Emily (22:51): “Branding is not selling. Branding makes selling easier…”

7. The Value and Pitfalls of Awards

Awards can be good for team morale and industry discussion, but are expensive, competitive, and may not yield more clients.
- Emily (25:39): “Awards are complicated... I don’t know whether they’re particularly effective at getting more reach or attracting more clients... what I think is very sad about awards is that there are always many more losers than there are winners.”
Standout alternative:
- Robot Food (Leeds): Uses their awards budget to donate to charity—a unique, discussion-generating approach. (Katy, 27:48)

8. Standing Out Through Thought Leadership and Content

Agencies like Interbrand and Dixon Baxi become media brands by producing their own reports and thought leadership, broadening their recognition and authority.
- Katy (31:39): “…these agencies have been able to become their own publishers, their own media brands…”

9. The Role of Community

Strong creative communities, in-person events, and genuine connection combat isolation—especially as remote work becomes the norm.
- Emily (32:45): “You can own it individually... but that’s not the same as being part of a community and having a conversation.”
- Katy (34:21): “They always say community... that’s the kind of feel we want to give. We want to be warm and inclusive and like a big, non-patronising hug.”

Memorable Quotes & Notable Moments (with Timestamps)

On Copycat Culture:
“There is more than one way to skin a cat. Not everybody needs to talk about the same messages and the same promises.” – Emily Penny [04:56]
On Emotional Barriers:
“There’s something a little bit grubby about being too marketing and being too kind of commercial when you put your studio out there.” – Emily Penny [08:26]
On Self-Perception:
“It’s very hard to see the label when you’re in the jar...” – Emily Penny [16:33]
On Niche vs. Standout Promise:
“All that means is that we’re trying to get really clear on what we want to be famous for... We need a promise that’s unmissable that you can become famous for.” – Emily Penny [20:29]
On the Simplicity of Positioning:
“The mistake most people make is that they don’t make it simple enough, so they don’t make it unmissable.” – Emily Penny [20:44]
On Awards:
“There are always many more losers than there are winners... if you choose something that’s right for your personality, it’s going to be much easier to do, much more enjoyable and much more effective.” – Emily Penny [25:39]
Agency Example:
“Your brand is a sleeping giant. Let’s wake it up.” – Dawn agency tagline [29:47]
On Thought Leadership & Community:
“You can own it individually... but that’s not the same as being part of a community and having a conversation.” – Emily Penny [32:45]
On Founders & Focus:
“It’s about getting simpler, about focusing in on the one thing that you want to be famous for instead of a whole laundry list of selling points, and having the confidence to back yourself.” – Emily Penny [37:28]

Actionable Advice from Emily Penny

To Find Your Point of Difference:
- Survey clients or your audience: their fresh perspective often reveals your studio’s true strengths.
- Don’t invent a positioning—identify and amplify something genuine that already exists.
- Make your promise unmissable and easy to remember.
On Strategy:
- You don’t need to niche by sector—stand out in your service, process, or culture.
- Make strategy about choosing what not to do, as much as what to do—pick channels and approaches that suit your team.
For Agency Founders:
- “Get simpler, focus on the one thing to be famous for, and have the confidence to back it—that’s exactly what agencies say to clients. It’s time to take their own medicine.” [37:28]

Segment & Topic Timestamps

[03:50] – The Fully Saturated report: methodology & goals
[04:56] – Copycat culture and admiration vs. imitation
[06:31] – Why agencies struggle to brand themselves
[08:00–09:47] – Fear, peer pressure, and community dynamics
[10:36–11:52] – Agency heroes: Who everyone wants to be (Dixon Baxi, etc.)
[13:56] – Lesser-known case studies (Art is My Career, Lucky Dip, Behaviours Agency)
[15:00–16:33] – Common vs. alternative positioning strategies
[16:33] – Finding your unique angle: start inside your agency or ask clients
[20:29] – The niche question: niche vs. different kinds of distinctiveness
[22:51] – Branding vs. selling (and the tendering trap)
[25:39–28:03] – Do awards matter? Robot Food’s alternative approach
[28:45–31:39] – Inspirational examples from the top 25 agencies
[31:39–34:21] – Agencies as thought leaders & publishers; trade media’s changing role
[34:21–36:43] – The importance of community and real connection
[37:28] – Emily’s “therapy” advice for agency founders

Tone & Atmosphere

The exchange is warm, practical, honest, and peppered with playful humour and real empathy for agency challenges. Both Katy and Emily strive to offer actionable, psychologically insightful guidance—emphasizing authenticity, community, and courage in creative business.

Final Takeaways

The industry’s branding sameness is shaped by fear, peer influence, and old habits—not a lack of creativity.
True differentiation starts with self-reflection, honest client feedback, and clarity about what you want to be famous for.
Community and authenticity—not just clever taglines—make studios memorable and meaningful to both clients and peers.
Emily’s core message: Get simpler, get clearer, get braver—and practice the advice you give to your clients.

For more on Creative Boom, visit creativeboom.com, and stay tuned for Emily Penny’s follow-up mini-episode, "The Spark," later in the week.

Podcast Summary: The Creative Boom Podcast

Episode: Emily Penny on the Secrets Behind Standing Out as a Design Studio

Host: Katy Cowan
Guest: Emily Penny (Founder, Be Colourful)
Date: November 10, 2025

Episode Overview

Key Discussion Points & Insights

1. The Problem: Why Do Agencies All Look and Sound the Same?

Branding Agencies and Sameness:
Emily and collaborator Joel Stein audited 150 UK branding agencies as part of their "Fully Saturated" report, aiming to uncover what makes some studios truly stand out.
- Emily (03:50): “Everybody knows that design agencies, creative agencies, aren't the best at sorting out their own brand... We wanted to really find who's doing it well, who's standing out.”
Copycat Mentality:
Admiration of industry leaders often morphs into imitation, which leads to homogeneity.
- Emily (04:56): “When admiration then leads to a bit of a copycat mentality... what we're trying to do with this report more than anything else is say, you know, there is more than one way to skin a cat.”
Portfolio Mindset:
Many agency founders are designers accustomed to showcasing portfolios, but fail to articulate a broader brand ethos or positioning.
- Emily (06:31): “A lot of these design businesses... come out of design school where everything is about the portfolio... this portfolio mentality stays with people.”

2. Emotional Barriers and Industry Dynamics

Why Don’t Agencies Lean into Difference?
- Fear dominates: fear of alienating clients by niching, fear of peer judgement, and fear of being “too commercial.”
- “There’s something a little bit grubby about being too marketing and being too kind of commercial when you put your studio out there.” (Emily, 08:26)
- The industry’s close-knit nature heightens self-consciousness about how studios are perceived by fellow designers and potential hires.
- Emily (09:47): “It’s a very, very close-knit community... so they’re very aware of what that community thinks and about how it reflects on their personal brand.”

3. Who Are the Role Models?

Admired Agencies:
Agencies everyone wants to emulate—currently Dixon Baxi leads the field for its internal focus and transparent storytelling on LinkedIn.
- Emily (10:36): “The number one name was Dixon Baxie... consciously talking to the design community... building their brand from the inside out.”
- Katy (11:25): “Simon Dixon’s very clever at updating on LinkedIn and really makes you feel like he understands the pain... gets people talking... keeps Dixon Baxie in everybody’s minds.”
Lesser-Known Gems:
The report seeks to spotlight under-the-radar studios doing distinctive work, such as:
- Art is My Career (Selby): invests profits in social causes—living their values.
- Behaviours Agency (Manchester): leverages behavioral science in branding.
- Small World: embraces remote and distributed teams as a cultural strength.
- Lucky Dip: “A creative studio where building great brands is an undeniably good time.” (Emily, 13:56)

4. Positioning Strategies: Beyond the Cliché

Common Positioning Themes:
Most studios cluster around “effectiveness” and “empowerment”—safe, functional promises.
- Emily (15:00): “Effectiveness and... empowerment... show up a lot and for good reasons... But it’s not the only option.”
Alternative Positionings:
Consider angles like credibility, heritage, craft, or process enjoyment. Example:
- Crush (Brighton): Tagline “honor the craft”—they own the message with clarity and consistency.
- Dawn (Stockport): “Your brand is a sleeping giant. Let’s wake it up.” (Emily, 29:47)
Finding Your Unique Angle:
Start by identifying strengths that already exist within your team and reputation—not by inventing something new.
- Emily (16:33): “Positioning should always be something that already exists in the studio... it’s your genuine strength. But... we’re looking to amplify it. Sometimes it’s very hard to see... when you’re in it.”
Practical Steps:
- Survey clients to learn how they perceive your studio—often revealing unexpected differentiators.

5. Should Agencies Pick a Niche?

The Niche Debate:
Specializing in a sector (e.g., Stranger & Stranger with alcoholic drinks, Edits with arts & culture, Boring Agency in B2B) is a straightforward route to being memorable, but not the only way.
- Emily (20:29): “Niching... is a super simple thing to be famous for... But it’s not a requirement at all. There are lots of other ways to position an agency that mean you don’t have to narrow... to one sector.”
Other Strategies:
Stand out through service model, process, culture, or simply making the experience enjoyable for clients.

6. Branding vs. Selling

Branding Makes Selling Easier:
Many agencies skip brand work and jump straight into selling—often due to competitive, procurement-led pressures.
- Emily (22:51): “Branding is not selling. Branding makes selling easier…”

7. The Value and Pitfalls of Awards

Awards can be good for team morale and industry discussion, but are expensive, competitive, and may not yield more clients.
- Emily (25:39): “Awards are complicated... I don’t know whether they’re particularly effective at getting more reach or attracting more clients... what I think is very sad about awards is that there are always many more losers than there are winners.”
Standout alternative:
- Robot Food (Leeds): Uses their awards budget to donate to charity—a unique, discussion-generating approach. (Katy, 27:48)

8. Standing Out Through Thought Leadership and Content

Agencies like Interbrand and Dixon Baxi become media brands by producing their own reports and thought leadership, broadening their recognition and authority.
- Katy (31:39): “…these agencies have been able to become their own publishers, their own media brands…”

9. The Role of Community

Strong creative communities, in-person events, and genuine connection combat isolation—especially as remote work becomes the norm.
- Emily (32:45): “You can own it individually... but that’s not the same as being part of a community and having a conversation.”
- Katy (34:21): “They always say community... that’s the kind of feel we want to give. We want to be warm and inclusive and like a big, non-patronising hug.”

Memorable Quotes & Notable Moments (with Timestamps)

On Copycat Culture:
“There is more than one way to skin a cat. Not everybody needs to talk about the same messages and the same promises.” – Emily Penny [04:56]
On Emotional Barriers:
“There’s something a little bit grubby about being too marketing and being too kind of commercial when you put your studio out there.” – Emily Penny [08:26]
On Self-Perception:
“It’s very hard to see the label when you’re in the jar...” – Emily Penny [16:33]
On Niche vs. Standout Promise:
“All that means is that we’re trying to get really clear on what we want to be famous for... We need a promise that’s unmissable that you can become famous for.” – Emily Penny [20:29]
On the Simplicity of Positioning:
“The mistake most people make is that they don’t make it simple enough, so they don’t make it unmissable.” – Emily Penny [20:44]
On Awards:
“There are always many more losers than there are winners... if you choose something that’s right for your personality, it’s going to be much easier to do, much more enjoyable and much more effective.” – Emily Penny [25:39]
Agency Example:
“Your brand is a sleeping giant. Let’s wake it up.” – Dawn agency tagline [29:47]
On Thought Leadership & Community:
“You can own it individually... but that’s not the same as being part of a community and having a conversation.” – Emily Penny [32:45]
On Founders & Focus:
“It’s about getting simpler, about focusing in on the one thing that you want to be famous for instead of a whole laundry list of selling points, and having the confidence to back yourself.” – Emily Penny [37:28]

Actionable Advice from Emily Penny

To Find Your Point of Difference:
- Survey clients or your audience: their fresh perspective often reveals your studio’s true strengths.
- Don’t invent a positioning—identify and amplify something genuine that already exists.
- Make your promise unmissable and easy to remember.
On Strategy:
- You don’t need to niche by sector—stand out in your service, process, or culture.
- Make strategy about choosing what not to do, as much as what to do—pick channels and approaches that suit your team.
For Agency Founders:
- “Get simpler, focus on the one thing to be famous for, and have the confidence to back it—that’s exactly what agencies say to clients. It’s time to take their own medicine.” [37:28]

Segment & Topic Timestamps

[03:50] – The Fully Saturated report: methodology & goals
[04:56] – Copycat culture and admiration vs. imitation
[06:31] – Why agencies struggle to brand themselves
[08:00–09:47] – Fear, peer pressure, and community dynamics
[10:36–11:52] – Agency heroes: Who everyone wants to be (Dixon Baxi, etc.)
[13:56] – Lesser-known case studies (Art is My Career, Lucky Dip, Behaviours Agency)
[15:00–16:33] – Common vs. alternative positioning strategies
[16:33] – Finding your unique angle: start inside your agency or ask clients
[20:29] – The niche question: niche vs. different kinds of distinctiveness
[22:51] – Branding vs. selling (and the tendering trap)
[25:39–28:03] – Do awards matter? Robot Food’s alternative approach
[28:45–31:39] – Inspirational examples from the top 25 agencies
[31:39–34:21] – Agencies as thought leaders & publishers; trade media’s changing role
[34:21–36:43] – The importance of community and real connection
[37:28] – Emily’s “therapy” advice for agency founders

Tone & Atmosphere

Final Takeaways

The industry’s branding sameness is shaped by fear, peer influence, and old habits—not a lack of creativity.
True differentiation starts with self-reflection, honest client feedback, and clarity about what you want to be famous for.
Community and authenticity—not just clever taglines—make studios memorable and meaningful to both clients and peers.
Emily’s core message: Get simpler, get clearer, get braver—and practice the advice you give to your clients.

For more on Creative Boom, visit creativeboom.com, and stay tuned for Emily Penny’s follow-up mini-episode, "The Spark," later in the week.

Emily Penny on the Secrets Behind Standing Out as a Design Studio

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Summary

Podcast Summary: The Creative Boom Podcast

Episode: Emily Penny on the Secrets Behind Standing Out as a Design Studio

Episode Overview

Key Discussion Points & Insights

1. The Problem: Why Do Agencies All Look and Sound the Same?

2. Emotional Barriers and Industry Dynamics

3. Who Are the Role Models?

4. Positioning Strategies: Beyond the Cliché

5. Should Agencies Pick a Niche?

6. Branding vs. Selling

7. The Value and Pitfalls of Awards

8. Standing Out Through Thought Leadership and Content

9. The Role of Community

Memorable Quotes & Notable Moments (with Timestamps)

Actionable Advice from Emily Penny

Segment & Topic Timestamps

Tone & Atmosphere

Final Takeaways

Summary

Podcast Summary: The Creative Boom Podcast

Episode: Emily Penny on the Secrets Behind Standing Out as a Design Studio

Episode Overview

Key Discussion Points & Insights

1. The Problem: Why Do Agencies All Look and Sound the Same?

2. Emotional Barriers and Industry Dynamics

3. Who Are the Role Models?

4. Positioning Strategies: Beyond the Cliché

5. Should Agencies Pick a Niche?

6. Branding vs. Selling

7. The Value and Pitfalls of Awards

8. Standing Out Through Thought Leadership and Content

9. The Role of Community

Memorable Quotes & Notable Moments (with Timestamps)

Actionable Advice from Emily Penny

Segment & Topic Timestamps

Tone & Atmosphere

Final Takeaways