Strip the Waffle isn’t a rebrand. It’s a reveal.
I’ve been in graphic design for nearly 25 years building brands, illustrating campaigns, launching websites, writing the words, finishing the artwork. All of it.
And since 2019, I’ve done it under the name Adam Farley Design.
Why the name? Simple. I needed to get started, fast and people already knew who I was. It worked. The work came in, clients were very happy, and the results spoke for themselves.
But over time, I started noticing a pattern. A huge number of designers and branding agencies were taking a drawn-out, process-heavy approach, months spent on discovery sessions, brand values, and strategy decks — and the final result often felt completely disconnected from all that effort.
It still works for some, no judgement. But if that kind of design process doesn’t feel like a fit for you, you’re exactly the kind of client I want to work with.
What I’ve always done and still do is deliver smart, bold, effective branding and design. Without the waffle.
If you want creative work that’s fun, forward-thinking, and doesn’t take forever, you’re in the right place. If you love a five-stage sign-off process and a follow-up workshop to discuss the workshop, then I’ll politely step aside. I’m not here to be micro-managed.
I work best with busy business owners who just want shit done, no daily check-ins, no brand therapy, and definitely no colour requests based on the curtains in someone’s spare bedroom.
You bring me in, we have a focused meeting, then you get back to running your business — while I get on with designing it right.
The best design comes from trust. And the best clients? They know when to step back and let their designer do what they do best.
It’s branding and design for people who have a business to run and don’t want to spend half their life on Zoom figuring out what “authentic” means.
What the Waffle!
Waffle is what happens when designers fall in love with their own branding process you’ve seen it, you’ve heard it: brand values, storytelling workshops, discovery, finding your why, deep dives, brand essence, wash-ups, mind maps, more Teams on Teams, more Zooms than a marketing team circle-jerk, more flat whites than a co-working space in Shoreditch, hours lost, energy drained!
“Did you go to your daughter’s sports day?”
“No, I was with my designer deciding if my brand should feel ‘bold yet nurturing’.”
Fancy words, wasted time — and the punchline? A brand that looks like everyone else’s. That’s waffle. It might work for some but I don’t work that way.
Let’s strip the waffle and get shit done.
What do I do.
Everything you need. None of what you don’t.
Branding? Obviously.
Brand activation? Yep.
Illustration, websites, copy, business development, artworking? All in-house. Need something else — animation, film, socials, print, signage, merch? I’ve got a tight network of senior-level pros I know and trust. No juniors. No interns. No strangers off Fiverr. Just people who know exactly what they’re doing. You don’t pay top whack for someone learning on the job. You get experienced talent, handpicked and managed by me.
It’s the output of a big agency without the overhead, the layers, or the “let me check with the team”waffle.
One point of contact. One invoice. One person making sure shit gets done properly.
Ready to strip the waffle?
If you’re done with deep dives and decks, and just want to get shit done let’s talk.
Honest questions for honest answers.
No calendar links that make you book three weeks out. Just a real conversation, with a real human, about getting shit done.