Years ago, I wished I could work on advertising projects for household names because I thought that above-the-line work would bring creative satisfaction. I’ve been lucky to work with many well-known businesses and charities, but looking back, my smaller projects were the most satisfying creatively. Often, big brands have already established guidelines which mean there’s less room for me to experiment and exercise my creative muscles. I’m not saying brand guidelines are unimportant, but I prefer to work on projects where I feel I add the most value and a little of myself.

https://www.smashingmagazine.com/2020/05/inspired-design-decisions-max-huber/