One of the most common pieces of advice you get when you start a business is to find a niche. The narrower the better. And while that works for some, it’s not the only way forward. Over the course of my career, both as an independent designer and the co-founder of a design studio, I’ve learned that my expertise has nothing to do with sticking to a narrow kind of work. That’s how I’ve ended up designing for clients ranging from Pfizer to the Bronx Museum of the Arts to Tribeca-based rooftop bar Happy Be.
