Everyone's app should have its own design look and feel – and its own strong branding. Unique design is a standard part of our development process.
You can even bring in your own designer to contribute overall design and colour guidance. (Quite a few aspects of app design are set by the platform, so a mobile screen is not a blank canvas like a page, it's more an assembly area for defined components.)
Under the hood however, where data is data regardless of what it's about, it's surprising how much commonality there is.
H-DAM's pre-made modules are all customisable to your needs, but they play to the underlying similarity of all data functions and so help keep costs down.