It’s interesting how many times over the past 30 years I have had prospective new client ask if I have experience with a particular industry. Obviously, the answer is simple: yes or no.
But the way I have always approached my work, it doesn’t really matter. Each client is different—doesn’t matter if they are in the same industry as another, their business is different. They have a different way of doing what they do, they have a different culture, unique vibe, different people, services, etc. I’m interested in finding my clients’ truths, so this stuff is more important.
For example, I’ve designed dozens of logos for independent financial advisors. Never have I used a lighthouse or compass in my concepts. Not once. That solution is obvious and not unique, therefore not memorable or timeless. The best approach, from my standpoint is to treat each client as individual as they are. The right way is to do what fits the client.
It’s up to me, as a professional, to ask the right questions and sink myself into their business appropriately to come up with relevant creative that really speaks to my clients’ ideal customer.
So, yeah, experience matters. But knowing the problem and learning about the client far outweighs specific industry experience. Clients should hire the team or person who they feel gets them. And certainly experience should be considered but the creative approach is more significant. A fit is most important.