When I first heard the advice to “niche down,” I resisted. The logic was sound: get known for one thing, get booked for that thing, build your reputation, scale from there. It’s a great strategy – for some.
But if you’re anything like me (and many of my clients), niching didn’t mean picking one small, tight corner of the market. It meant claiming the full width of what I was already doing and realizing that breadth can be a niche of its own.
The Problem with Traditional Niching
Most designers are told that success starts with a razor-sharp niche. Interior styling for short-term rentals. Boutique branding for wellness coaches. Scandinavian-inspired home goods for mid-century homes. And that can work beautifully, if you’re built that way.
But what if you’re the kind of creative who works across mediums, touches different markets, and moves fast between ideas? What if your clients aren’t a demographic, but a psychographic? What if your magic comes from connections between things, not just within one domain?
When I tried to “narrow down,” my business got blurry. I said no to projects I genuinely wanted. I tried to fit myself into a box that didn’t exist when I started my firm. It felt like wearing shoes two sizes too small – polished on the outside, but deeply uncomfortable.
Mostly because, as a systems thinker (and trained Systems Engineer), I see the world through connections – how things that are traditionally run in silos are actually deeply interconnected, and therefore deserve a holistic strategy and action plan.
In corporate environments, my connected view often gets me in trouble – because even though everyone knows things are interconnected, the system isn’t built to support that thinking. “Not on my table”… “We do this, they do that.” Classic left arm–right arm disconnection. (You know what I mean, corporate warrior.)
The Wide-Niche Framework
So I flipped the script. Instead of thinking of my wide range as a liability, I treated it as my niche.
In business strategy terms, I stopped focusing on the category and started positioning around the value. My niche wasn’t “marketing for designers” – it was “holistic growth systems for the design and build industry.” Clients didn’t come to me for one specific service. They came because I could shape their abstract ideas into strategic outcomes, whether that meant launching a DTC product line, building a licensing-ready brand, structuring a sales system that didn’t rely on the founder, or architecting a Signature Offer that could scale.
Thing is, most creatives don’t want to do just one thing – and they shouldn’t have to. It’s common to want multiple arms to the business: a service studio, a product line, a digital course, maybe even a content platform. And yes, it can get messy. But with the right systems and strategic thinking, it’s entirely doable.
This approach works especially well for multi-hyphenates. If you’re a designer who’s also a trend forecaster, who also consults with product teams, who also has a line of your own – niching wide might be exactly the right move.
Here’s the key: you still need positioning. But instead of focusing it on one deliverable, focus it on one big idea or one type of client need that cuts across services.
Real Examples of Wide Niching
One of my clients is an artist-turned-creative director-turned-interior designer. For years, she struggled to “pick a lane.” Then she stopped trying. Instead, we defined her niche as “visual identity systems for lifestyle brands”, and that includes art direction, design, spatial work, and even photo styling. Her projects went from piecemeal to powerfully aligned.
Another example: a design firm I worked with that couldn’t decide whether they wanted to focus on hospitality or residential interiors. Their real niche wasn’t either… it was experiential storytelling. Now their site leads with, “We design spaces that feel like stories you get to live inside.” Whether it’s a boutique hotel or a client’s forever home, the process and positioning is consistent – and unmistakably them.
The Systems Behind a Wide Niche
If you’re going to niche wide, you need strong systems. Without them, everything feels custom, chaotic, and confusing to clients.
That means:
- A brand identity that unifies all your offerings under one clear voice and visual style.
- A website that filters and frames your work around your core philosophy, not just categories.
- Clear client pathways – whether someone comes for product strategy or interior design, the intake should feel consistent.
This also means having confidence in your messaging. When someone asks what you do, you don’t rattle off a list of 12 services. You say, “I help lifestyle brands create physical and digital design experiences that feel cohesive, beautiful, and human.” Done.
The Branding Advantage of Niching Wide
Here’s the funny thing: when you commit to the right wide niche, you actually become more recognizable, not less. Instead of blending in with all the “interior designers” or “branding experts,” you’re the one who connects the dots. You become the bridge.
Designers with wide niches often have stronger personal brands because their positioning is built around a distinct perspective, not just a category. You’re not a kitchen designer. You’re the one who believes home should feel like a sanctuary for creative living. Not a digital strategist. A believer in design-led storytelling that moves people to act.
Your clients will remember that – and they’ll book you for all the things because of it.
My Personal Take on Niching Wide
Honestly, I tried the narrow niche approach. I niched into product development for home goods. Then only DTC. Then only high-end collaborations. Then only interior designers. Then only… been lost, I know. That’s one of the problems with being a business owner. We can do whatever we feel like, and making decisions and sticking to those is hard. Personally, each time I niched tighter, I felt a little smaller. And the work didn’t necessarily get better.
What worked? Owning that my actual niche was brand-forward design strategy across product, marketing, and environments. The people I attract don’t want just marketing system or just a website. They want holistic thinking. That’s what I do best – and that’s what they pay for.
The moment I stopped narrowing and started owning my range, my brand clicked into place. It felt true. And it made sales easier, not harder.
If You’re Struggling with Niching
Here’s what I tell clients: Instead of asking “What’s my niche?” ask “What’s the big idea I stand for?” Then shape your services, pricing, and brand around that. Use your range as evidence of your expertise – not a distraction from it.
Test with different offers until you find what works. Test different angles around your topic. Become an authority in your topic long before you launch your service. Study it, and how it connects with different areas. Study your idea outside of your market, category, or industry. Draw conclusions and find holes in other’s reasonings – not to be nasty about it, but to form your own point-of-view.
I believe wide doesn’t mean messy. Wide can be beautifully focused. Your width could be your niche. And in a world where so many designers are following the same formulas, your unique mix might be the boldest niche of all.
Good luck!
