There is design... and then there is design with a purpose. Most of us can agree that the Mona Lisa is an incredible piece of art, but that doesn't mean that it could have ever been used as a core marketing graphic for say, Nike. Every business has a unique audience. Not all design styles work for all brands. Just because something "looks cool" doesn't mean it's going to help a business appeal to their target market. It's my job as a designer is to visualize the conversion power of each design. I think critically about what designs work best for each company. Recycling the same styles / color schemes for every design only comouflages your brand, and prevents you from maximizing your businesses memorability.