How to Stand Out in a Canva World – Why Real Brand Agencies Still Matter

Nicholas Kuhne
Nov 20
3 min read

The Designer Who Started in a Burger King Bathroom

In this episode, Nicholas chats with the ever-creative T. Christian Helms, the founder of Austin-based Helms Workshop. Known for crafting brands with soul, wit, and sharp strategic thinking, Christian’s journey includes everything from designing in fast food bathrooms to leading branding for global giants and startups alike.

But the real focus? Why thinking still matters in design — and why, in an era dominated by AI and Canva templates, real brand agencies are more vital than ever.

Thinking Is the New Design

Christian makes it clear: if your design doesn’t have thinking behind it, you’re not designing — you’re decorating.

"Branding is not the things we make. It's the things we make possible."

A brand isn’t a logo. It’s a vision for the future of a business. And that vision needs strategy, structure, storytelling, and a whole lot of bravery. Designers today must straddle the line between strategy and creativity. Without both, you’re either a strategist or an artist — but you’re not a brand builder.

Why Clients Always Pick the Worst Option

Yes, that meme is true: give them three logo options, and they’ll pick the one you hated. But why?

Christian reveals that it’s often familiarity that guides decisions. Clients feel safe with what looks like the rest of the market. That’s why beef jerky brands all look the same — red, brown, horns, and cowboy type.

The job of a good agency? Educate the client. Empower them. Push them to be brave — but do it with empathy and evidence.

Brand Agencies vs AI: What Still Matters

AI can spit out a decent visual. Canva can help a startup get started. But can they create emotional connection? Can they weave strategy, tone, typography, and purpose into a seamless experience?

Not even close.

Christian believes agencies are still relevant — but not all of them. The bloated, slow, big-name firms that charge a premium for legacy? They’re falling behind. Smaller, nimble teams who bring personal connection, sharp thinking, and deep craft are the ones winning today.

"You’re paying for the idea of Landor more than the actual work you get."

The Rise of the Brave Brand

Branding used to be about safe bets. Now, it’s about bold vision. That’s where the Big Hairy Audacious Goal comes in.

Christian urges founders to chase goals with a 50% chance of failure. Why? Because that’s where growth lives. That’s where standout brands are born. Safe is saturated. Different is memorable.

Building a Culture-First Creative Team

So how does Helms Workshop stay great?

Christian says it’s all about hiring great humans first, great designers second. The team protects the culture like a fortress. No egos. No a-holes. Just hungry, smart, kind people.

They pay well, offer unlimited PTO, and build a workplace where creativity can thrive. The result? Tenure. Loyalty. And work that actually moves the needle.

Why Helms Workshop Still Says No to Trends

While others rush to slap "AI branding" on their homepages, Helms Workshop focuses on one thing: building human brands with heart. Whether it’s Southern Comfort or a local startup, the approach is always the same:

Dig deep. Find the truth. Make it sing.

Final Thoughts: Canva Raised the Floor, Not the Ceiling

This episode is a reminder that tools are just tools. Canva might make design more accessible — but it also makes real thinking even more valuable. Brand agencies that can connect strategy with creativity, and craft with clarity, will always have a place.

Because while anyone can make a logo, very few can build a brand.

🎧 Listen to the full episode on Spotify, YouTube, or wherever you get your podcasts.

🎥 Bonus Link:

Check out Christian's talk for Creative Mornings