What To Look For When Hiring a Designer
If you’re reading this, it probably means you’re taking a step into the wonderful world of branding.
First of all, I commend you for beginning the process. Maybe you already have a designer in mind (hi, it’s me, your designer in mind) or you’re weighing your options with a few different studios. Either way, if I were hiring a designer for a branding or rebranding project, here’s what I would look for.
Strategy-based design
First and foremost, if you’re making a significant investment into your business, your designs should be grounded in solid strategy. This might look something like consumer insights or brand principles outside of design. Everyone does it a little bit differently but there should be an explanation, based in authenticity, for their design choices. Your business may need a really high level of strategy or it might need just basic strategy. This is up to you to decide.
How to ask the question:
“What kind of branding strategy do you use?”
“How do you decide which designs will be right for each client?”
The right file types and ownership of them
Okay, this is an absolute basic. Any designer worth their salt is going to give you vector files. Do you need to know exactly what you’re going to do with them? Not right now! But I promise, you need them.
You also need to own them. Read your contract carefully to make sure that you have full ownership, including the opportunity to modify down the road. If you’re unclear on this, ask! Your designer (myself included) will likely hang onto right themselves as well, but I wouldn’t stress about that. Personally, I do that so I can use them to market my services as I see fit, which sometimes requires minor changes.
How to ask the question:
“What file types do you include?”
“Does that include vector files?”
“What deliverables will I be sent at the end of the project?”
“Will I own my branding at the end of the project?”
Someone who you trust
Some people mistake someone who they can trust with their brand with someone who they want to be friends with. There are lots of charismatic, wonderful people who work with companies. But a personal connection doesn’t necessarily mean that they’re the right fit for business. Don’t get swept up in a flashy sales process and ask questions!
A portfolio without a very defined (and possibly trendy) style
Someone could probably debate me on this one but it’s how I feel personally and let me tell you why: when I see a designer who works specifically in one style, I can’t imagine they’re serving each business in the best way possible. There’s no way all those businesses call for the same trendy colors, shapes, and typefaces. Do I have a personal design aesthetic? Sure! But do I design outside of that to give a great result that serves a specific business? Ab-so-lutely.
Now, about trends. Maybe you feel like you love a certain look that you’ve seen on Instagram or Pinterest. Let me tell you a little story. I had a client text me the other day that she was SO bummed because Target was carrying a product with an illustration really similar to what we created for her years ago. At the time, it was a very new trend. But as all trends do, they go mainstream and then die. We talked through her branding at the beginning and knew we were riding the line of trendy with some supporting brand illustrations. For that reason, I kept her core brand away from trends. It’s a far better move to let your brand graphics evolve and keep your logo consistent.
How to ask the question:
“How do you feel about designing around trends?”
“How do you incorporate trendy elements into design?”
“Where does your visual inspiration come from?”
Experience with your type of business or industry
Okay, read the fine print on this one. This doesn’t mean that someone who doesn’t have any photographers in their past portfolio is inept to design for your photography business. It just means that it would be wise to look at their past projects and see what they have experience in. If they primarily work with large corporations, they may lack valuable insights into the small business world.
How to ask the question:
“Have you ever worked with anyone in my industry?”
“What’s your experience with X-size businesses?”
Transparency & honesty
This is huge for me and should be for any business owner. If the person you’re talking to claims that they can do everything, and they’re a one-person shop, they’re probably exaggerating a bit. I like to be very clear with my clients about what I do well and where I’m not the right fit. If anyone claims to do something that they haven’t shown in their portfolio, I would ask for samples of that specific service. If I’m trying something for the first time, I typically will be upfront and say it’s my first time (and typically offer a discount). There’s nothing wrong with being the first person to use a service; the issue is if that person is lying – red flags, guys!
How to ask the question:
“Is there anything you see I need that you can’t help me with?”
Mockups
I was on the fence about including this but then I remembered this is what I would look for. I wouldn’t want to see gorgeous but meaningless brand applications. You’ve seen it on Instagram, I’m sure! I can be guilty of it, too. And as a designer it is a great way to showcase a project. But for a brand, it’s not how you’ll actually use your brand. Mockups, in my opinion, are key to showing a brand in action; whether that’s a business card, storefront, letterhead, on Instagram - it’s important!
How to ask the question:
“What mockups do you provide?”
“Do you show practical brand applications?”
