Welcome to another episode of the Authority Builder Podcast, where we dive into the stories behind standout agencies and the people who run them. In this episode, Designing for Outliers: How Otherness Wins Category-Resistant Clients, I’m joined by Joel Derksen, founder of Otherness, a brand design agency operating out of the Netherlands and the US.

From Freelancer to Agency Founder

Joel’s journey to agency ownership is anything but linear. Having started as a freelancer—even while working full-time in studios across Toronto, Munich, and London—Joel realised early on that he wanted to be hired for his perspective, not just his time. This shift in mindset was the catalyst for founding Otherness, an agency focused on brand design and building out brand worlds for clients, rather than simply executing campaigns.

Why Move from Freelancer to Agency?

Many creatives and agencies struggle to get a “seat at the table” when it comes to strategy. Joel’s experience echoes this industry-wide challenge. He believes that strategy is a mindset, and that creatives are uniquely positioned to inform both the ideas and the execution. However, he’s quick to point out the value of pairing with a strong strategist—someone who can elevate a project from average to exceptional.

What Makes Otherness Different?

Otherness is all about brand design, with a particular focus on brands that sit at the intersection of categories—what Joel calls “where categories grind together.” These are the brands that don’t fit neatly into one box, and that’s where the most interesting work happens. Joel credits curator Hans Ulrich Obrist for inspiring this approach, likening it to the intersection of sculpture and painting in the art world.

Designing for the Collision Point

Joel seeks out projects that require both the client and the creative team to be more open-minded and attuned to the nuances of category cues and semiotics. It’s not about lazy, templated design; it’s about thinking differently and pushing beyond the expected. This approach allows Otherness to create brands that are truly category-defying.

Case Study: Arrow – Blurring Hospitality and Travel

One standout project is Arrow, a semi-private jet service that sits between private aviation and first-class commercial travel. The challenge was to create a brand that resonated with a Silicon Valley audience, avoiding traditional luxury cues in favour of something more contemporary and culturally relevant. The result was a brand that mixed elements of American mid-century design with the demands of a modern, discerning clientele.

Unlocking Client Potential

Joel emphasises the importance of helping clients see their own potential. He shares the story of a family-owned frozen pie brand in Canada that had been pigeonholed into a “wholesome, matriarchal” brand identity for years. By digging deeper into the family’s true character—playful, mischievous, and full of tall tales—Otherness was able to create a brand that felt authentic and unlocked new growth opportunities for the business.

The Role of Partnership and Trust

The best client relationships, Joel says, are built on mutual understanding and trust. Clients who have done the hard work to understand themselves, or who are open to strategic exploration, are the ones who benefit most from a creative partnership. Joel invests significant time upfront in research and competitor analysis to build trust and set the stage for innovative work that goes beyond what’s already out there.

Category-Defying Work Across Industries

Otherness’s portfolio includes everything from progressive law firms to direct-to-consumer brands on Amazon. What unites these clients is a willingness to do things differently and a “polite disinterest” in following industry norms. Whether it’s a law firm with a progressive mindset and an artistic sensibility, or a D2C brand that understands the power of design, the common thread is self-awareness and a readiness to trust the creative process.

Advice for Aspiring Agency Owners

Joel’s advice for those looking to make the leap from freelancer to agency owner is refreshingly practical: get your finances in order, watch your profit margins, and automate as much as possible. Financial freedom, he says, is what gives you the ability to choose the right projects and say no to the wrong ones.

Listen to the Full Episode

For more insights on building a category-defying agency, the importance of authentic brand design, and how to win over clients who want to do things differently, listen to the full episode of Designing for Outliers: How Otherness Wins Category-Resistant Clients