There’s a type of sameness spreading through commercial interiors like it’s being handed out at trade shows. The wall finish? Limewash. The mirror? Arched. The chair? Bouclé, obviously. The vibe? “Modern, minimal, maybe sells natural wine.” Except it doesn’t say anything about the brand itself.

It just says the designer really likes neutrals.

But when differentiation is so fundamental to driving revenue, that kind of aesthetic rinse-and-repeat is a strategic liability. So if you’re a business owner hiring a designer, here’s what to watch for—and what you should actually be getting for your money

Your Interior Is Part of Your Brand—Not Just a Vibe

Your space isn’t just there to look good in photos. It’s a mood-setter, a sales-driver, a trust-builder. Done right, it sells what you’re about before you even have to speak. Done wrong, it sells… well, limewash.

Great commercial design makes sure your space feels like you, not a Pinterest composite. That means knowing who your audience is, what your brand personality and voice are like, and how to translate that into style, mood, and flow—not just finishes.

Their Portfolio Isn’t Your Identity

A lot of designers have a look. And while consistency might get them followers, it doesn’t mean that look is right for you. Your brand doesn’t need to be another page in someone’s very cohesive portfolio—it needs to be recognisable as itself.

Consistency across *your* brand touchpoints is essential—your logo, packaging, tone, and space should all be speaking the same language. But if every project in a designer’s feed is doing that? Alarm bells.

Your Business Demands Design Flexibility

Good commercial designers can flex. They know how to design for a wine bar and a dog groomer without reaching for the same 5 materials. It’s not about a signature “look.” It’s about a signature process—one that digs into what makes your brand tick and builds from there.

People don’t choose a café because it has a bouclé bench. They choose it because it feels right. Because it fits their idea of what they want from a space. Because it promises an experience that's distinct enough to pique their interest, while hitting enough notes of familiarity to feel like a confident choice.

You Need Strategy, Not Just Style

Your designer should ask hard questions: Who are you trying to attract? What makes your business different? What keeps your customers coming back? If those aren’t the foundation of the design, you’re not getting a commercial interior. You’re getting a pretty room. And pretty doesn’t equal profitable. Especially when it looks like every other space within a ten-minute walk.

Trends Aren’t Evil—But They Do Need Justifying

Limewash, arches, bouclé—in themselves, they’re not crimes. And when called for and used with intent, they can help cement a really distinct identity. But when they appear in every project, regardless of the client’s actual brand? They’re not so much a part of the clients identity, more a mirror of the designers idea of ‘good taste,’

Design decisions need context. Is that neutral palette grounded in your product or ethos? Are those fluted panels reinforcing something about the brand? If not, they’re just a trend pieces trying to pass for intention.

The Takeaway

If your designer only ever suggests to you what they’ve already done? You’re not just overpaying—you’re under-serving your brand. Commercial interiors should reflect you. They should differentiate your brand, not dilute it.

So next time you’re shopping for a designer, don’t just scroll their feed. Ask how they plan to make your space look like yours—and no one else’s. Because if you wanted to copy someone else’s brand, you could’ve just saved the money and opened a franchise.

Final takeaway? You’re not hiring a designer for their personal tastes. You’re hiring them for their translation skills. A good commercial designer will disappear into your brand so well you forget they were ever there.