Hey Reader!

I was scrolling through Instagram last week and played a little game: Read designer bios and guess what they actually do.

After 20 profiles, I couldn't tell you a single specific thing any of them offered.

"Surface pattern designer creating beautiful art for brands."
"Helping businesses with custom patterns."
"Bringing joy through colorful designs."

They were all saying everything... which meant they were saying nothing.

And I know at least three of those designers personally.

• They're incredibly talented.
• They have expertise.
• They solve real problems.

But you'd never know it from how they talk about their work.

Meanwhile, I watched a designer with a smaller following and (honestly) less polished portfolio land a dream licensing deal last month.

Why?

Because when the brand was looking for "someone who creates maximalist florals for bold lifestyle products," she was the ONLY designer they could remember who said exactly that.

Specificity wins.

Today, I'm breaking down the framework that can help you go from "just another pattern designer" to someone clients actively seek out. We're talking about defining your offer so clearly that your ideal clients stumble upon you once, they will remember you forever.

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Most pattern designers I talk to can't answer three simple questions about their business:

1. What exactly do you create?
2. Who specifically needs it?
3. What happens when they use it?

These three things define the pillars of any business. So naturally, it demands that you put in the thoughts and efforts to figure this out. It doesn’t happen instinctively, and that’s okay.

But with the two tips today, let’s make sure you start.

Tip #1: The "What, Who, So That" Framework

For years, when someone asked what I do, I'd launch into this rambling explanation:

"Well, I'm a surface pattern designer, so I create patterns for different products, you know, like fabric and wallpaper and things like that. I do florals mostly but also some geometrics, and I work with brands who need designs for their products..."

I could see them go:

The problem wasn't that I was unclear about my work. The problem was I was trying to include EVERYTHING instead of leading with what matters most.

Then I discovered this stupidly simple framework that changed everything:

The Three-Part Offer Definition

WHAT you create + WHO needs it + SO THAT (the transformation)

Let me show you how this works:

Before: "I'm a surface pattern designer who creates botanical patterns."

After: "I create scientifically-accurate botanical patterns for eco-conscious brands so their customers feel connected to nature through thoughtfully designed products."

See the difference?

The first version tells you WHAT I do. The second version tells you WHAT I do, WHO needs it, and WHY it matters.

Let's break down each component:

The WHAT (Be Stupidly Specific)

Don't just say "patterns" or "florals." Get precise about your creative signature.

Vague:

• "I create floral patterns"
• "I design for home decor"
• "I make geometric designs"

Specific:

• "I create watercolor-style florals"
• "I design maximalist patterns"
• "I make minimal geometrics"

Yes, it’s more-or-less adding adjectives. And yes, that makes all the difference.

The more specific you get, the easier it is for the right clients to picture exactly what you offer.

The WHO (Get Uncomfortable With Narrow)

This is where most designers panic. "But if I say I work with wellness brands, won't that exclude everyone else?"

Yes. And that's the point.

When you try to serve everyone, you become memorable to no one.

Here’s what specific looks like:

• "Small-batch home goods brands creating products for conscious consumers"
• "Children's book publishers who want whimsical but not overstimulating illustrations"
• "Wellness product companies targeting anxious millennials"

Notice how the specific examples immediately paint a picture? You probably already thought of 2-3 companies that fit those descriptions.

The SO THAT (The Transformation)

This is the secret sauce most designers skip entirely.

Your patterns don't just "look pretty." They help the brand's customers feel or do something specific.

• "So that busy parents feel less overwhelmed by chaotic kid spaces"
• "So that eco-conscious consumers can express their values through their purchases"
• "So that wellness seekers feel instantly calmer when they see the product"

The transformation is what makes someone willing to pay for your work instead of just admiring it on Instagram.

Your Assignment:

Fill in these blanks RIGHT NOW (seriously, grab a piece of paper):

I create ____________ (be specific about your style/approach) for ____________ (describe your ideal client's business) so that ____________ (what transformation happens for the end customer)

Don't overthink it. Your first draft doesn't have to be perfect. Just get something down that's more specific than "I create patterns for brands."

You can always refine once you have something, but you can't refine a blank page.

Tip #2: The Specificity Test

Okay, so you've defined your offer using the "What, Who, So That" framework.

Now comes the hard part: actually USING that specificity everywhere instead of falling back into vague, safe language.

I see this all the time. A designer does the work to define their offer clearly, then when it comes time to update their Instagram bio or portfolio intro, they chicken out and water it down.

Why? Because being specific feels scary.

• "What if I'm too narrow?"
• "What if I turn people away?"
• "What if I pick the wrong thing?"

But here's what actually happens when you stay vague: you turn EVERYONE away because nobody knows if you're the right fit for them.

Vague language makes everyone scroll past.
​Specific language makes the right people stop.

Let me prove this to you with real examples:

Portfolio Bio Example:

Vague: "I'm a passionate surface pattern designer creating beautiful designs for various industries. I love florals, nature, and bringing joy through art. Available for custom work and licensing."

First, how many bios have you already seen saying something like this?

What will make anyone care?

Specific: "I create watercolor floral patterns for sustainable lifestyle brands. My work helps eco-conscious home-decor companies tell their environmental story through thoughtfully designed textiles."

Which one would you reach out to if you ran an eco-friendly home goods company?

Instagram Bio Example:

Vague: "Pattern Designer 🌸 | Creating art for brands | DM for collabs"

Specific: "Whimsical patterns for children's brands | Helping parents find products kids actually want | Currently booking Spring 2026"

The second one tells you exactly who this designer serves, what problem they solve, and whether they have availability.

Pitch Email Example:

Vague: "Hi, I'm a surface pattern designer with a passion for creating beautiful designs. I'd love to work with your brand. Please check out my portfolio."

Specific: "Hi [Name], I noticed your recent spring collection featured soft geometrics with organic shapes. I specialize in creating minimal geometric patterns specifically for modern textile companies, and I have a collection I think would complement your existing line beautifully."

Which email would you respond to if you were an art director?

Once you have clear, specific language, use it EVERYWHERE:

• Your Website Homepage: First sentence should be your "What, Who, So That" statement. Visitors know within 3 seconds if they're in the right place.
• Your Instagram/Social Bios: You have limited characters. Use them to say exactly what you do and who you serve. No room for "passionate creative" or "lover of coffee."
• Your Email Signature: Add a tagline under your name that states your specific focus.
• Your Portfolio Introduction: Lead with who you serve before showing any work.
• Your Pitch Emails: Reference specific things about their brand and explain why your specific expertise is a fit.
• Your LinkedIn Headline: Replace "Surface Pattern Designer" with your specific niche and the transformation you create.

Your Specificity Challenge:

Look at your current bio, website, or portfolio intro. Run it through this test:

Could you replace your name with another pattern designer's name and the description would still make sense?

If yes, you're too vague.

Rewrite it using specific language about your unique "What, Who, So That."

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Today's hack is all about making sure your colors play nice together, because sometimes what looks amazing on your iPad at 2 AM might not look so hot in the real world!

The Magic Black Layer Trick 🎭

Here's how to do a super quick contrast check in Procreate:

1. Add Your Test Layer
   • Create a new layer right at the top of your stack
   • Fill it with solid black (just drag that color straight over)
2. The Magic Move
   • Tap that layer
   • In the blend mode options, choose "Saturation"
   • Watch as your design reveals its true colors (literally!)

If your elements start playing hide and seek with each other, it's time for a color intervention!

See how those dots practically vanish in the above example? That's your design screaming "Help, I can't breathe!" 😅

Wanna see how to do this in action? Click here.

Pro Tip: Avoid combinations that make your eyes do the cha-cha (like intense reds and blues together). Trust me, nobody wants their art to come with a headache!

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That's all! Time to get specific!

Your offer clarity isn't about limiting yourself. It's about making it stupid easy for your ideal clients to recognize that you're exactly what they need.

When you can articulate your "What, Who, So That" in one clear sentence, and then use that specificity everywhere you show up, you stop being just another pattern designer. You become the pattern designer someone is actively looking for.

Before you go refine your "What, Who, So That" statement, I'd love to know:

Which part are you working on first? The "What, Who, So That" framework - I need to define my offer clearly The Specificity Test - I need to stop using vague language everywhere The Black Layer Trick - I think my patterns need more contrast

Hit reply and share your "What, Who, So That" statement draft!

That way, you’d know you’ve done the work. And I’ll reply to the first 10 people who share their draft!

Until next Thursday, keep creating!

Aaaand whenever you're ready, here's how I can help you ⬇

Ready to make $$$ with your patterns? Get started →

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