The Designer’s Dilemma: Individualism vs. Collaboration

Subjective thoughts on isolationist designers, achievements, challenges, and lessons from failure

Design is often perceived as a solitary pursuit—a designer at their desk, crafting something extraordinary. But is isolation the best approach? Let me share my thoughts on the hurdles we face as designers, the power of collaboration, and how two unexpected failures changed my perspective on human interaction.

Backstory: purposeful interaction

One day, by chance, I found myself at a tea ceremony. It was an impromptu experience, set on a terrace where the host—a tea master—introduced not just tea, but a lesson in interaction.

The space filled quickly, forming concentric rows of people, just like Wi-Fi waves. The tea master announced, “Today, besides tasting tea, we’ll focus on interaction and care. Since I can’t reach the back rows, you’ll need to pass the cups to one another.” The first round of tea was timid. People whispered and avoided touching. But by the third round, something changed—faces relaxed, voices grew louder, and a rhythm emerged. Each person was different, yet the purpose united us.

It wasn’t about spiritual or physical closeness. It was about the shared task. We weren’t there to impress or reshape each other but to pass the tea. And in that, I saw the strength of collaboration—purposeful, unforced, and organic.

The isolationist designer

Design, especially graphic design, is inherently individualistic. Success often feels tied to personal accolades: a portfolio to showcase, a masterpiece to earn admiration. But this individualism can spiral into isolation, a self-imposed bubble fueled by the highs and lows of creative work.

I’ve been there. Picture this: a dry spell of no projects turns into self-doubt. A new project brings hope, only to crash into the fear of mediocrity. Feedback loops—internal and external—play havoc. You scroll through others’ portfolios, swinging between envy of others' greatness (and relief at encountering mediocrity). Then, a completed project wins approval, momentarily restoring confidence. But soon, the cycle begins again.

This “isolationist designer,” as I call it, lives within many of us. It’s a mix of fear, over-analysis, and self-imposed limitations. On the surface, it protects us from judgment. Beneath, it starves us of feedback, connection, and growth.

Breaking through isolation: a lesson in collaboration

At MacPaw Creative Lab, I’ve had the privilege of working with a team that thrives on collaboration—helping produce designs that resonate with millions worldwide.

One project stands out: MacPaw’s 15th-anniversary campaign. It started simply—a ribbon metaphor to symbolize the company’s journey. But with multiple stakeholders, including PR, events, and design teams, the project morphed into a complex dance of coordination.

Each phase brought new challenges: animations, website launches, social media materials, and even last-minute logo updates. It was a whirlwind of feedback, iterations, and teamwork.

The highlight? Solving problems together.

The low point? Instagram Threads launching with a ribbon-themed visual identity strikingly similar to ours, triggering internal panic and external questions about originality.

The visual similarity between the ribbons was purely coincidental, as both identities were developed independently. Given the vast number of pre-existing visual solutions available today, it is nearly impossible to create something entirely new.

The key objective that we have achieved was to tie the visuals to a unique message, highlighting the importance of context and purpose in situational design.

Another low point? A near-crisis when a still frame from an animation accidentally included a rather provocative message.

Within hours, Twitter was ablaze, memes were everywhere, and the story had gone viral. While it initially felt like a career-ending disaster, the response was unexpectedly positive—people found it hilarious, some praised the boldness, and even communities embraced it in creative ways. What started as a mistake turned into a moment of laughter, camaraderie, and surprising brand exposure that we’re still joking about to this day.

This project reinforced what I learned at the tea ceremony: purposeful interaction matters. Collaboration isn’t about liking everyone or agreeing on everything. It’s about shared goals and mutual respect.

Why community matters

The design industry faces shared challenges: inconsistent pay rates, gaps in design education, and a lack of systematic understanding of what design entails. These aren’t problems one designer—or even one team—can solve alone. They require collective action.

Professional unions or associations can address such issues. They aren’t about mutual admiration but about solving real problems together. As designers, we don’t have to compete destructively. A healthy competitive spirit can inspire us without fostering hostility.

Conclusion: relax, collaborate, grow

If you feel tension when working with others, take a deep breath. Collaboration doesn’t mean sacrificing your individuality. It means recognizing shared goals and aligning efforts to achieve them.

As I learned from the tea ceremony, the anniversary project and its two black swans: design isn’t just about the final product. It’s about the journey—one enriched by connection, feedback, and the willingness to embrace adventure with others.

So, relax and enjoy the ride. You’re not alone. And that’s a good thing.