Hiring a graphic designer can feel overwhelming, even with a strong referral. While recommendations from others are valuable, every designer has their own unique style, workflow, and approach to client relationships. Whether you’re looking to refresh your brand identity or start from scratch, finding the right fit requires not only assessing their portfolio, but also ensuring their working style aligns with your needs. This guide will help you navigate the process with confidence and find the perfect creative partner for your business.
the Discovery Call
The initial consultation goes by many names, for me, it is called the Discovery Call! This call is your first meaningful interaction with a potential designer, and it can set the tone for your entire working relationship. Professional designers should be more than happy to have a 30-minute consultation to discuss your needs, vision, and project scope. This meeting is as much about assessing technical capabilities as it is about establishing personal rapport.
Video calls are particularly valuable for this meeting, as they allow you to gauge personality fit and communication style more effectively than voice-only conversations. You’ll be working closely with your designer, so it’s crucial to feel comfortable with their approach and demeanor.
I highly recommend speaking with at least 2-3 different designers before making your final decision. This allows you to compare not just pricing, but also their unique approaches, communication styles, and how well they understand your vision.
Evaluating Designer Fit
During your consultation, the right questions can uncover valuable insights about a designer’s process and professionalism. Here’s a deeper look at what you should ask and why it matters:
First, inquire about their process for understanding your business. A skilled designer should have a structured approach to learning about your company, target audience, and industry positioning. They should be able to explain how they’ll translate this understanding into visual elements that represent your brand effectively.
Experience in your specific industry can be invaluable. While it’s not always necessary, designers with relevant experience will better understand your market’s visual language and customer expectations. Ask to see examples of similar projects they’ve completed.
The practical aspects of the project are equally important. Discuss the number of concept options and revisions included in their package. Professional designers should provide multiple variations of your final logo (such as stacked, horizontal, and social media formats) and include some kind of brand board or brand guide that ensures consistency in your brand’s visual presentation.
Questions to ask during your Discovery Call:
- How do you get to know me and my business?
- Do you have experience in my specific industry or with similar businesses?
- How many options & revisions are included?
- Do you provide multiple variations/layouts of my final logo (stacked, horizontal, social, etc)?
- Do you provide a brand board or brand guide to help me understand and sustain my brand identity?
- What is the average timeline to complete the project once started?
- What forms of payment do you accept and what is your payment structure?
Signs of a Great Designer
When evaluating potential designers, certain positive indicators stand out. Look for genuine enthusiasm and proactive effort to understand your project before any commitments are made. The best designers will actively engage in understanding your vision and goals so that they can give you an accurate estimate.
A well-defined branding process with clear timelines demonstrates professionalism and experience. This should include specific phases for research, concept development, refinement, and finalization. Their portfolio should showcase multiple successful branding projects, backed by client testimonials that speak to both their design skills and professional conduct.
Perhaps most importantly, pay attention to how you feel after the Discovery Call. The right designer will leave you feeling seen, understood, and excited about the collaboration ahead. They should be able to articulate their value proposition clearly and make you confident in their ability to bring your vision to life.
5 Graphic Designer Green Flags:
- Show effort and excitement to get to know you and your project prior to any commitments
- Have a well-defined branding process with a clear timeline
- Have a portfolio of multiple branding projects and client testimonials
- Provide a way to help you sustain your brand identity
- You leave the Discovery Call with them feeling seen, safe and excited
When to Walk Away
Being aware of warning signs can save you time, money, and frustration. Be wary of designers who demand full payment upfront without any milestone structure – this can leave you vulnerable if issues arise during the project. Similarly, for large branding projects, hourly pricing can lead to unexpected costs; a fixed price with clear deliverables and revision limits is usually a safer option.
A limited portfolio or one that only shows logos rather than complete branding projects may indicate a lack of comprehensive experience. Extremely low prices, while tempting, often signal inexperience or cut corners that could compromise quality.
Trust your instincts – if you leave the discovery call feeling insecure, judged, or confused, these are strong indicators that the designer may not be the right fit for your project.
5 Graphic Designer Red Flags:
- Demanding full payment upfront without any milestone structure OR their prices are too good to be true
- Their estimate is hourly vs all-inclusive (for a branding project you will be better off with a fixed price that has clear limits on number of revisions).
- Their portfolio is lacking branding examples or only shows logos
- Poor communication from the beginning
- You leave the Discovery Call with them feeling insecure, judged or confused
Portfolio Analysis
A designer’s portfolio requires careful evaluation. Look for comprehensive branding examples that demonstrate their ability to create cohesive visual identities across multiple applications. Consider whether they can handle additional assets you might need, such as website design, packaging, or custom illustrations.
Some designers showcase versatility with various styles, while others have a distinctive signature look. Both approaches can be valid – what matters is consistency in quality and alignment with your vision. If a designer has a very specific style, make sure it matches what you’re looking for, as they may not be able to deviate significantly from their established aesthetic.
Ready to find the perfect designer for your brand?
Let us help you create a logo design and brand identity that is as creative and unique as you are! Book a free Discovery Call to discuss your project in detail and receive a comprehensive quote.
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