“All designers have a pretty unique and personal theme — the things they like to lean into. If you keep using the same designer what you find is you get in this trap of incremental improvements where you're changing 5% or 10% of a thing. Sometimes it's actually better to bring in a new designer and say go wild with it.”

Rotate creative designers across products — the same designer produces incremental variations, not breakthroughs

Falzon identifies a structural problem in paid UA creative teams: designer style becomes a fixed constraint, and iterations within that style produce only marginal performance gains. Mosaic's solution was rotating designers across apps every two months, forcing wholesale creative exploration rather than incremental polish. For smaller teams without that option, the lesson is equivalent: periodically commission a completely fresh creative approach from someone with no history on the brand.