A few years back, a realization hit me that I could not ignore: I wasn’t one thing or another. I was both. I was fluid. And in that fluidity, there was freedom. It was around two years ago that I came to embrace my gender fluidity, coming to acknowledge that I approach myself and my life in a very non-binary way. While this realization profoundly shifted how I saw myself, it also transformed the way I approached creativity, business, and life.

I first came out to my partner. Well, I actually attempted to come out many times but wasn’t yet fully ready to admit that not only am I a gender-fluid person, but It’s also important for me to express this aspect of myself and for other people to respect it. On one of the many nights that my partner and I were in a deep conversation around what felt like my identity crisis, he turned to me and asked simply: “Do you want me to start using they/them pronouns when referring to you?” At that moment, I felt liberated.

Not only did my partner see me, but he wanted to respect me. I quickly said Yes, and after that moment, I began to slowly but confidently tell more people about my non-binary identity. My partner has been my biggest cheerleader throughout my journey of coming into myself. Always the first to correct someone who misgenders me, and always encouraging me to express myself authentically.

I’m extremely lucky to have someone in my corner like this, especially considering how so many do not. What many folks don’t realize about being gender fluid is that there are still so many boxes that people will try to place you in. You don’t look non-binary. I don’t see you that way. I don’t get it. It’s just a trend. You’ll change your mind. You need to dress differently if you want people to see you as gender fluid. You’re female, so just own it. I won’t be using they/them pronouns for you.

These are just some of the things I’ve heard since coming out, some said by family members and others by strangers on the internet. I don’t fit the image folks have of what a non-binary person should look like, which causes me to often be referred to as the incorrect pronouns or lumped into the box of being a woman regardless of how many times I reaffirm my gender fluidness. There becomes a whole set of weird rules and expectations placed on you as a non-binary identifying person, just as there are if you identify as a man or a woman.

I’ve been learning how to navigate and dispel them, realizing that these expectations are just another way of upholding binary thinking. And, to me, all binary thinking does is limit us from fully connecting to ourselves and each other in truthful, respectful and authentic ways.

For the larger portion of my life, I’ve felt like I had to choose masculine or feminine, professional or creative, serious or playful. This either/or way of thinking was ingrained in everything—from how we market ourselves to how we design our lives. And yet, none of us truly fit inside neat little boxes. Nature doesn’t. Creativity doesn’t. So why do we keep trying to force ourselves and our work into binaries that limit expression and freedom?

This is an article about breaking those boundaries and how embracing non-binary thinking can unlock our creativity, reshape our marketing, and lead to more expansive, human-centered business strategies.

The Trap of Binary Thinking

Binary thinking is everywhere—either you’re successful, or you’re not. Either you’re an artist or a businessperson. Either you fit society’s mold, or you risk being labeled as “other.” It’s a framework that simplifies the world into black and white, but the reality is far more nuanced. Life isn’t linear, and neither are we.

When I started my creative business, I wrestled with this duality. Part of me wanted to lean fully into my creative, unconventional side—experimenting with raw, authentic ideas and designs that truly reflected who I was. But at the same time, I felt the weight of "professionalism" pressing down on me—the expectation to conform to industry norms, to present myself as a “real” business owner who fits neatly into a box.

The outcome? My creativity felt stifled. My business sometimes felt out of sync with who I was. And living in alignment with my truth felt like an uphill battle. It was frustrating because deep down, I’ve always held the belief that we all deserve to let our freak flags fly. I’ve always been drawn to the outliers, the weirdos, and the wonderfully quirky creatives who unapologetically bring their uniqueness to the world.

I admire people who dare to show up as their fullest selves, no matter how daunting that may feel. And yet, embracing those same qualities within myself has been a challenge. It’s something I’m still working on—an ongoing process of unlearning, accepting, and expanding. Writing pieces like this feels like part of that journey. It’s my way of moving closer to fully embracing who I am and how I see the world—and maybe helping others do the same.

Is binary thinking limiting your creative expression?

**Binary thinking** often oversimplifies complex realities and creates artificial divisions. By questioning these binaries and embracing nuance, fluidity, and spectrum-based approaches, we can **unlock more creative and imaginative ways of thinking, working, and connecting.**
One of the greatest ironies about non-binary identities is how society often tries to fit them into yet another box. The whole point of being non-binary or gender fluid is to exist outside—or entirely beyond—the limitations of binary frameworks.
Yet, misconceptions and expectations about how non-binary individuals *should* look, act, or even express themselves persist, reinforcing the very binary thinking non-binary identities challenge.
What I’ve found is that to fully grasp non-binary approaches to work and life, we must take a non-binary approach to how we see the world. And this takes practice - and a lot of unlearning.

Misconceptions around what it means to practice non-binary thinking and being reveal just how deeply ingrained binary thinking is in our culture. Even when trying to embrace the concept of non-binary identity, as I mentioned above, society often reinforces the very binaries it seeks to break by creating rigid expectations for how non-binary people “should” exist. It’s a binary disguised as inclusivity: masculine vs. feminine, androgynous vs. non-androgynous, gender fluid vs. static.

To truly understand non-binary thinking, we have to let go of the need to fit people—or anything—into neat, predetermined boxes. Non-binary thinking isn’t just about rejecting gender categories; it’s about stepping outside of all dualistic frameworks and learning to see the world in a more expansive, nuanced way.

Thinking Non-Binary to Understand Non-Binary

The essence of non-binary thinking lies in embracing complexity and resisting the urge to simplify everything into opposites or extremes. It requires us to let go of "either/or" and instead lean into "both/and" or "neither/nor." Non-binary thinking encourages us to hold space for ambiguity, for the unknown, and for the infinite spectrum of ways people can express themselves.

By challenging these misconceptions, we not only create space for non-binary and gender-fluid individuals to exist authentically but also expand our collective understanding of creativity, relationships, business, and identity. It’s not about “figuring it out” or finding the “right way.” It’s about being open to the infinite ways we can be. And that kind of liberation benefits everyone.

What Nature Teaches Us About Fluidity

If you ever need a reminder that binaries are man-made constructs, just step outside.

Nature thrives in fluidity and diversity, and it’s precisely this diversity that creates resilience, beauty, and innovation. This lesson from the natural world has deeply influenced how I think about creativity and business.

Take the ocean, for example. It’s not simply calm or chaotic—it’s both, often within the same hour. The tides ebb and flow, adapting to the moon’s pull and shifting seamlessly between extremes. The ocean is constantly in motion, never static, and its ability to embrace change makes it a source of endless life and renewal.

Or consider the seasons. They don’t flip from winter to summer overnight; they transition gradually, with spring and fall acting as fluid bridges between opposites. These in-between moments are some of the most dynamic and beautiful times of the year, filled with vibrant change and creative energy.

Nature doesn’t just teach us about fluidity through its rhythms and landscapes—it also shows us through the incredible diversity of life forms that challenge binary thinking.

For example, clownfish practice gender fluidity in a way that’s essential to their survival. In a school of clownfish, the dominant fish is female, and if she dies, the largest male in the group transitions to female, taking her place. It’s a natural process that reflects how life in nature adapts to meet changing needs.

Another example is the banana slug, which is a hermaphrodite, meaning it has both male and female reproductive organs. This allows it to play any role during reproduction depending on the circumstances. This flexibility ensures survival in environments where finding a mate might be challenging.

In the plant world, species like the jack-in-the-pulpit can switch between being male and female depending on environmental conditions, such as nutrient availability or age. This adaptability maximizes the plant’s reproductive success in fluctuating conditions. Similarly, certain fig trees depend on fig wasps that exhibit gender diversity and complex relationships to ensure pollination—a remarkable partnership that blurs the lines between roles and functions.

These examples remind us that fluidity isn’t just natural; it’s vital for thriving in diverse and unpredictable environments.

Why should your brand stick to one rigid aesthetic when it could evolve like everything else does? Why limit your marketing to a single type of content or platform when you can explore multiple forms of connection? Fluidity, not rigidity, allows for growth, adaptation, and connection.

How Embracing Non-Binary Thinking Changed My Approach To Business

Once I let go of the idea that my business had to fit into a box, everything shifted. I began approaching marketing and design as a spectrum instead of a set of rules. I stopped asking, “What’s the right way to do this?” and started asking, “What feels expansive and true for me right now?” Letting go of the “rules” didn’t just make my work more enjoyable—it made it more me. And that’s when things started to click.

Letting My Business Grow Beyond the Binary

**Content Creation Became Playful**
I stopped overthinking every piece of content and let myself experiment. I played with different formats, mixing visuals and text in ways that felt artistic and uniquely me. It wasn’t about following trends or replicating what I’d seen elsewhere—it became about creating something that felt alive and true to my style.
**My Designs Embraced My Fluidity**
I let go of the pressure to stick to one “perfect” aesthetic. Instead, my branding became a reflection of my evolving self—layered, dynamic, and unapologetically fluid. It’s no longer about consistency for the sake of it but about authenticity. I’ve stopped fearing updates or changes to my business because I’ve embraced the idea that both I and my business are ever-evolving.
**Marketing Became Relational**
Instead of chasing perfection, I started creating content that felt personal, honest, and human-like a genuine conversation rather than a polished performance. I stopped trying to guess what others wanted to see and started creating from the heart. I leaned into the topics, ideas, and inspirations that truly resonated with me. The result? Content that not only feels fulfilling to create but also attracts the kind of connections and community I value most.

Applying Non-Binary Thinking to Your Creative Work

So how can you begin to incorporate non-binary thinking into your marketing and business strategies? It begins with letting go of the rigid "either/or" mindset. Instead of asking yourself questions like, “Should I focus on blogs or social media?” try reframing them into, “How can these platforms work together to tell a bigger, more cohesive story?” It’s about embracing the "and," not the "or."

Think about experimenting with formats—breaking out of the mold. Who says branding has to follow strict guidelines? Play with textures, colors, and mediums that feel authentic to you. Let your marketing be messy, raw, and beautifully human. Some of the most exciting creations come from allowing yourself to try something that might not “work” by traditional standards. It’s not about perfection; it’s about enjoying the process and seeing where it takes you.

And speaking of diversity, remember that your audience is layered and multifaceted, just like you. Craft marketing messages and visuals that honor that complexity—design for a range of experiences, not a single, cookie-cutter ideal. Finally, align with platforms that feel good to you. If social media drains you or doesn’t match your values, permit yourself to invest your energy elsewhere. Whether it’s a newsletter, a podcast, or even hosting intimate in-person events, choose what feels expansive and true for you.

A Guide to Non-Binary Marketing and Business Practices:

**Let Go of Either/Or Mentality:** Instead of asking, “Should I focus on blogs or social media?” ask, “How can I blend these platforms to tell a cohesive story?”
**Experiment with Formats:** Break the rules of traditional branding by mixing textures, colors, and mediums in your designs. Allow your marketing to be messy, raw, and beautifully human.
**Create for the Process, Not Just the Outcome:** Shift your focus from chasing perfection to embracing experimentation. Some of the most innovative ideas come from allowing yourself to “fail.”
**Design for Diversity:** Remember that your audience is as complex and layered as you are. Craft marketing messages and visuals that reflect the richness of human experience rather than aiming for a single archetype.
**Align with Platforms You Love:** If social media doesn’t feel aligned with your energy or values, it’s okay to step away. Invest in platforms like newsletters, podcasts, or in-person events where you can show up authentically.

Examples of Non-Binary Marketing

When I first started experimenting with non-binary approaches to design and marketing, it felt like opening a door to infinite possibilities. I began mixing hand-drawn illustrations with digital designs, layering textures and mediums in ways that felt tactile and deeply personal—like the visuals were coming alive with my own energy.

My brand palette also started to evolve naturally, shifting with the seasons or mirroring my creative growth. It no longer felt like I had to stick to one set of colors or styles forever; instead, my brand became an extension of my fluidity, constantly growing and transforming.

Even the way I wrote my messaging changed. I moved away from rigid, one-size-fits-all language and started crafting copy that made room for individuality and nuance, speaking to people as the beautifully complex beings they are. It wasn’t about fitting into a mold—it was about breaking free of it.

Here are some examples of non-binary approaches to marketing that you may be interested in exploring:

Fluid Branding

Dynamic Color Palettes: Let your brand colors evolve with the seasons, cultural moments, or your own creative growth instead of sticking to a rigid, permanent palette.
Flexible Logos: Create logo variations that adapt to different contexts, moods, or audiences while maintaining core recognizability.
Multi-Faceted Visuals: Incorporate textures, mixed media, and overlapping styles that reflect layers of meaning rather than a single, polished aesthetic.

Inclusive Messaging

Storytelling Across Perspectives: Craft messaging that celebrates the diversity of human experiences, avoiding oversimplified archetypes or rigid stereotypes.
Open-Ended Calls to Action: Instead of "Buy Now" or "Sign Up," invite your audience into a journey, such as "Explore More," "Discover What Resonates," or "Join the Conversation."
Celebration of Fluidity: Use language that embraces change, growth, and evolution, framing your brand as a living, breathing entity.

Content That Breaks the Mold

Mixing Mediums: Combine traditional methods (handwritten notes, sketches) with digital tools to create unique, layered content that feels human and imperfect.
Interactive Storytelling: Use choose-your-own-adventure formats, polls, or interactive videos to engage audiences and give them agency in how they connect with your brand.
Expansive Campaigns: Launch marketing efforts that don’t conform to a single format. For example, a campaign could combine video storytelling, community events, physical zines, and digital infographics.

Flexible Marketing Strategies

Platform Liberation: Focus your marketing energy on platforms you genuinely enjoy and feel aligned with, such as newsletters, podcasts, or in-person events, rather than forcing yourself to conform to every new social media trend.
Repurposing with Intuition: Remix and reframe your content in ways that feel aligned with each platform, allowing room for creativity instead of rigid replication.
Non-Traditional Audiences: Design messaging that speaks to a wide spectrum of people, recognizing that your audience is likely diverse in their needs, experiences, and identities.

Collaborative and Community-Driven Efforts

Crowdsourced Storytelling: Highlight user-generated content or invite your audience to contribute their stories, art, or ideas to co-create campaigns.
Shared Spotlight: Partner with other brands, creators, or movements to amplify diverse voices and offer multiple layers of meaning within your message.
Relationship-Centered Marketing: Shift the focus from sales-driven goals to fostering meaningful relationships with your audience through authentic, two-way communication.

Human-Centered Design

Non-Linear Journeys: Design marketing funnels that allow for exploration and curiosity rather than rigid step-by-step progression. Let people engage with your content in the way that feels natural to them.
Messy Authenticity: Share behind-the-scenes content that embraces imperfection and process, showing the humanity behind your brand.
Radical Transparency: Be open about your brand’s growth, values, and even mistakes, inviting trust and relatability.

By adopting non-binary approaches to marketing, you create a brand presence that feels alive, expansive, and inclusive—one that invites connection and resonates deeply with your audience.

Create A Business That Feels Expansive, Not Confined

The beauty of embracing non-binary thinking in your business is that it allows you to reclaim your creativity and redefine success on your own terms. It’s about rejecting rigidity and creating space for imagination, authenticity, and connection.

For me, realizing I was gender fluid was the start of a much bigger journey—not just of personal self-discovery but of rethinking how I show up in every area of my life. And while the process has been messy and nonlinear (as all growth is), it’s also been one of the most liberating things I’ve ever done.

So here’s my invitation to you: What boxes are you ready to step out of? What would your business look like if you permitted yourself to be as expansive and fluid as you truly are?

Let’s build something that honors the full spectrum of who we are—something bold, messy, and beautifully human.

Until next time,
Natalie Brite
DoGoodBiz Studio