When I began my design career 25 years ago, working in person with clients was the norm, and remote work was something out of a futuristic novel. Fast forward to 2014, and the landscape had shifted; most of my work became remote.

In today’s digital world, remote work has become quite common. It’s efficient, convenient, and enables global collaboration. Yet, despite its advantages, face-to-face interactions remain irreplaceable.

Recently, a client invited me to visit their high-tech industrial facility in Philadelphia, and that experience reaffirmed a simple truth: nothing compares to a real conversation over a meal.

Throughout my career as a freelancer, 95% of my work has been conducted remotely. Video calls, emails, and collaborative platforms have made it possible to design and strategize from anywhere. While remote work offers flexibility and efficiency, one challenge remains; building deep, meaningful client relationships without ever meeting them in person.

So when my client extended the invitation, I was eager to accept. Not only was this our first in-person meeting in over a year, but I knew that immersing myself in their environment would provide great insights. Many seasoned professionals still value handshakes and discussions over shared meals, and I completely understand why. There’s an authenticity in being physically present; where nuances in tone, body language, and shared experiences enhance the interaction.

Walking through the facility, observing operations, and engaging with the team gave me a profound understanding of what the company truly represents. The internal culture, the way employees interacted, and the overall atmosphere shaped my perspective. I asked countless questions, and this firsthand immersion allowed me to conceptualize a brand strategy that would serve as the backbone of their updated corporate identity.

Beyond the strategic benefits, the visit was a reminder of the power of human connection. Meeting the founder, exchanging ideas in person, and sharing moments beyond work strengthened our collaboration. In branding, understanding a company’s personality is crucial, and nothing replaces the clarity that comes from direct interaction.

Remote work provides flexibility and efficiency, but in-person meetings foster trust and authenticity. The key is balance; leveraging digital tools for daily collaboration while recognizing when face-to-face interactions are necessary to improve working relationships.

Business is about people. My visit to Philadelphia reinforced this belief. While technology connects us, real relationships drive meaningful collaboration.

All clients are not created equal but the ones that really matter, deserve a real visit. Get on a flight and go see them.