How to choose the right designer
If you’ve decided to rebrand your existing business or you’re a start-up with big plans, choosing the right designer to create all your brand assets is a big decision. It’s important you find a graphic designer or creative agency that understands you and what you’re trying to achieve.
So, how do you go about choosing the correct designer for your project?
If you’re not sure where to start, here’s a rundown of everything you should think about before employing someone to create your brand’s visual identity. You never know, they may even become an extended member of your marketing team, so choose wisely, because having a good relationship with your chosen designer from the outset is worth its weight in gold.
Set clear intentions
Before contacting anyone about creating your new or updated visual identity, consider seriously what you need your brand identity to do.
Do you want to attract a more wealthy clientele? Get your brand more visibility online or in a particular retail outlet?
This will steer the direction for your brand identity and set your designer a clear goal.
Understand your brand
Any good designer will run through all of this in great depth with you once you employ them, but it’s always good to have a brief for your designer to work to before your project begins.
Think about the following:
Can you explain succinctly how your business operates, what is it you do, how do you make money?
Where would you like your brand to be positioned in the market?
What are your core values and tone of voice?
Who are your ideal customers?
Who are your competitors?
What will need to be created to engage with your audiences?
And, what would success look like for your project?
It’s easy to get lost in the process, so having a solid brief ensures you and your designer both stay on track when it comes to achieving the best outcome for your visual identity design.
All of this and more is covered in our free brand briefing download.
Set your budget
It’s important for you to determine your budget before looking for a designer. Once you clearly define how much you have allocated to this area of your business, it will be much easier for you to narrow down your options. The truth is there’s such a vast spectrum of designers out there charging varying rates, it’s easy to get bamboozled about how much you should be paying for this service.
That said, every business is different and will have differing requirements for their project, so it’s very difficult to specify a ‘set’ cost. And if any designer is quoting less than four figures to design your identity, you should be asking them what you’ll be getting for their service!
The important thing is to invest properly in this core area of your business from the outset rather than trying to cut costs and ultimately end up spending more time and money correcting it in future.
Inspiration for your project
A good designer will undertake a lot of research and development for your visual identity before it is launched, however it’s certainly worth looking yourself for inspiration that will influence your project to show your chosen designer.
Collect inspiration for fonts, logos, colours, and photography from Pinterest, Behance, Dribble and Instagram. Ensure you’re not influenced by the styles you like, but things you feel will really resonate with your audience.
Finding a designer
When looking for a designer it’s essential you look at their portfolio, their work should resonate with you and suit the style inspiration you’ve collected. There’s not much point in appointing a designer who specialises in designing pretty branding for the wedding industry if your business manufactures car parts!!
Where does your search start?
Speak to friends, family and importantly, your network and ask if they can recommend someone.
Look on Google, however, consider if you need them to be local, do they need lots of local knowledge? Most agencies work remotely now, so location is not always important, but something to consider.
Now what?
Now, it’s time to reach out and contact your shortlist of chosen designers. An email with specific details for your project requirements and details of your brief is the best way to start your conversation. Make sure you also ask lots of questions about their process and the results they’ve achieved for their other clients and ask for testimonials too!
And then?
Once you’ve reached out, the ball’s in their court. Wait to see how they reply, remember, their response is the first impression they’re going to make with a potential new client, so ask yourself, did they reply in a timely manner, did they seem engaged and respond to all your questions appropriately?
Ultimately, most people will go with their gut instinct when it comes to employing a designer. Did I like them? Do I like their work and what they stand for? And, that’s fine, but don’t forget, choosing a designer to work on your visual identity design is a big investment and it’s worth spending some time looking for the right person or agency.