How to Talk to a Graphic Designer
2025 is the year of the launch
Everyone is a brand, whether it’s personal or business, this new world judges by the cover and the font type. We are far away from the life where everyone started sentences with www dot. This new frontier justifies cravings for a $25 Erewhon smoothie, part of that is due to the cup design and the color of the straw (and sure the ingredients, but let’s be real). Would that croissant taste just as delicious on its own if it wasn’t packaged in a soft girl aesthetic box? And now we have journals for everything.
For the first time, there are more graphic designers than there are baristas in the world. And this is your sign to launch that thing you’ve been wanting to, or to relaunch a newer, fresh version. This the year where your outlined strategies and ambitious mantras become reality. You’re obviously going to need to outsource a skilled creative to make your dreams come to life. Someone who speaks brand vision, someone who can problem solve without you even knowing there was a problem. We asked 3 graphic designers whose work we’re familiar with for some sage advice on the questions you should ask and tips on how to prepared. If you’ve never worked with a graphic designer before, then let this be a mini guideline on what to expect.
HALEY HELMOLD is a Chicago-based freelance brand designer working with small businesses to gain clarity through intentional branding and design. She runs balncd design and works with clients worldwide.
3 important questions a brand owner should ask the designer on a discovery call
On a discovery call, a client should always ask about the creative process! Designers have a flow & usually follow a certain routine, it's good to get on the same page before working together. It's also good to ask about why they're in business, get a good idea of their values & personality to really see if it's a good fit.
What’s 1 thing the client should avoid saying during the design process (pre-launch) and why.
Something the client should avoid saying during the design process is they need to start over. I use an in-depth creative direction plan to avoid this issue, but sometimes things happen!
Is there anything (ie: assets, marketing) the client should have readily available before the start of project?
Requirements, outlines & briefs are great to have before starting any project project. Requirements could look like print sizes, dielines, etc. Outlines & briefs are helpful for us to understand your vision & goals.
“Clients should avoid saying “I want my brand to look like Apple””
- Morgan Garleff
JESS NOLAN runs Electric Haze Design Studio offering brand and web design to queer affirming, BIPOC inclusive business-owned brands.
3 important questions a brand owner should ask the designer on a discovery call
What do your services include?
Not all designers work in the same way or provide the same deliverables. The discovery call is the best time to tell your designer what you are hoping to walk away with. This way we can tailor your proposal to your needs or provide the best package offer provided by their studio. Typically you will get a proposal after your discovery call that lays out a summary of all the key details of your project. It’s important to agree upon deliverables before signing any contracts or starting any work (for both designer & client!)
What expectations does the designer have for their clients?
To create something truly unique that hits all the right marks (like, your target audience, tone of voice and overall vibes), designers need to know your business. We can do this by hosting a ‘workshop’, providing questionnaires or other documents to for our clients to fill out. Sometimes this can be seen as “homework” but it is a crucial step to building out your perfect brand. Personally, being able to ask clients my questions on a call is more beneficial. I find more organic conversations often lead into the core of their needs.
Does their designer use a.i. for any part of their creative process? (mockups, copy, images etc)
We are at a point in history where we need to be aware of the impacts of working with ai. The impacts to the environment and to artists & creators worldwide are unavoidable. Using ai within their business or studio is one thing, but relying on it for creative work is another.
What’s 1 thing the client should avoid saying during the design process (pre-launch) and why.
“I want you to copy this other brand’s logo” If your designer agrees to do this, they are not someone you should be working with. There are so many reasons why this is problematic, but for starters: it’s stealing. Next on the list? Just because you like that logo doesn’t mean it is a good fit for your business or the rest of your brand identity. You want a designer who will create a custom project for you that will speak to your audience and hit your business goals.
Is there anything (ie: assets, marketing) the client should have readily available before the start of project?
Once the contract has been signed and your designer has you booked into their schedule, you should start putting together your content. If your designer sent over documents or requests for Pinterest boards (for inspo), do that. If this is a “refresh” project then collect samples and files of your existing assets because your designer will likely need them during their process.
MORGAN GARLEFF is a freelance multi-disciplinary graphic designer with a focus on branding & identity systems.
3 important questions a brand owner should ask the designer on a discovery call
What is your process / how do you prefer to work with clients?
Do you have experience in branding / designing in our brands space? Can I see samples of your work?
This might feel like an obvious one, but your rate and how you like to be compensated. Some designers work for an hourly rate and some like to quote out a project flat rate (one time fee for everything). Ask them to send you over a project quote and estimated timeline after your call!
What’s 1 thing the client should avoid saying during the design process (pre-launch) and why.
Clients should avoid saying “I want my brand to look like Apple” or looking exactly like an existing brand. It’s great to dissect and analyze other brands and see what is working and what isn’t and take inspiration, but we don’t need more brand duplicates. Create something new and unique, have your own unique brand voice.
Is there anything (ie: assets, marketing) the client should have readily available before the start of project?
Clients overall should have a couple things figured out. They should have an idea of a budget, competitors or brands they think that are successful in their space and why, an idea of a visual direction they want to explore and how they want their customers to perceive them.
I always tell my clients to bring inspiration, collection images, screenshots, etc. anything as a starting point we can build off of. As the graphic designer, I’m there to educate my clients on visual language and get the to the bottom of why they like something or why things may or may not be appropriate for their brand.
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