You need design work. Maybe it's a logo for your new business, a website that doesn't look like it was built in 2010, or marketing materials that make your competitors nervous. The question is: how do you find the right designer, and how do you work with them effectively?
This guide covers everything from where to find designers to how to evaluate their work, negotiate pricing, and set up a project for success.
Types of Designers
First, understand that "graphic designer" is an umbrella term covering several specialisations:
Brand/Identity Designers create logos, colour palettes, typography systems, and brand guidelines. They're thinking about how your visual identity works as a cohesive system.
Web Designers focus on websites and digital interfaces. Some design only (producing mockups for developers to build), while others handle both design and development.
Marketing Designers create ads, social media graphics, brochures, and promotional materials. They're skilled at visual communication that drives action.
Packaging Designers specialise in product packaging — considering physical constraints, shelf presence, and production requirements.
Motion Designers work with animation and video graphics. Think animated logos, explainer videos, and social media content that moves.
Some designers are generalists who handle multiple areas. Others specialise deeply in one. Neither is better — it depends on what you need.
Where to Find Designers
Freelance Platforms
Upwork and Fiverr offer the widest selection at the widest price range. Quality varies enormously. Budget designers work here, but so do experienced professionals who prefer the flexibility. Filtering takes time, but good designers exist at all price points.
Toptal and MarketerHire pre-vet their talent, so quality is more consistent but prices are higher. These work well when you need reliable results and have less time to evaluate candidates.
Dribbble and Behance are portfolio sites where designers showcase their best work. Many list themselves as available for hire. The portfolios make initial screening easier than on general freelance platforms.
Agencies
Design agencies offer teams rather than individuals. You typically get a project manager, multiple designers, and sometimes strategists or copywriters. Agencies cost more but provide more structure and can handle larger or more complex projects.
They're best for major initiatives: complete rebrands, large website builds, or ongoing retainer relationships. For smaller projects, the overhead isn't worth it.
Referrals
Ask colleagues, peers, or other businesses whose design you admire who they worked with. Referrals come with built-in validation and often lead to the smoothest working relationships.
Local Options
Local designers offer face-to-face meetings, which some clients prefer. They understand local market context and may have relevant industry connections. Find them through local business groups, coworking spaces, or industry events.
Evaluating Designers
Portfolio Review
Look for:
- Style alignment. Does their aesthetic match what you're looking for? If their portfolio is all bold and colourful but you want subtle and refined, there may be a mismatch.
- Problem-solving variety. Good designers solve different problems in different ways. A portfolio where everything looks the same suggests limited range.
- Industry relevance. Experience in your industry isn't essential, but it means less time explaining context.
- Quality of execution. Look closely at details: typography, spacing, colour choices. Sloppiness in portfolios predicts sloppiness in your project.
Case Studies
The best designers present work with context:
- What was the problem or challenge?
- What was the process?
- What was the outcome?
This reveals how they think, not just what they produce. Be wary of portfolios that are just pretty pictures without explanation.
Reviews and Testimonials
On freelance platforms, read reviews carefully. Look for:
- Comments about communication and responsiveness
- Whether projects finished on time and on budget
- How the designer handled challenges or revisions
- Repeat clients (a strong positive signal)
Initial Conversation
Before committing, have a call or meeting. Notice:
- Do they ask questions about your project, or just wait for instructions?
- Do they listen to understand, or talk to impress?
- Can they explain their process clearly?
- Do they raise potential issues proactively?
The best working relationships start with mutual curiosity and clear communication.
Understanding Pricing
Pricing Models
Hourly rates work well for ongoing work or projects with unclear scope. Expect anywhere from £25/hour for newer designers to £150+/hour for senior specialists.
Fixed project fees are better for defined projects. You know the cost upfront. Good designers pad fixed quotes to account for surprises; that's normal and fair.
Value-based pricing ties fees to the value of the outcome. A logo for a Fortune 500 company might cost 50x what the same designer would charge a local bakery, because the value delivered is vastly different.
Retainers secure ongoing access for a monthly fee. Common with agencies or for clients with regular design needs.
What Affects Price
- Experience and reputation
- Geographic location (though remote work is narrowing this gap)
- Complexity of the project
- Timeline (rush jobs cost more)
- Usage rights (see below)
- Revisions included
A Note on Usage Rights
Design ownership and licensing varies. Some designers include full rights in their fee. Others license work for specific uses or retain certain rights. Always clarify before starting:
- Will you own the final files outright?
- Are there restrictions on how you can use the work?
- Can you modify the designs later without permission?
This matters especially for logos and brand identity work.
What to Ask Before Hiring
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What's your experience with projects like this? Look for relevant experience but don't reject candidates who are new to your industry — fresh perspectives have value.
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What does your process look like? Good designers can articulate how they work, from initial research to final delivery.
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How do you handle revisions? Unlimited revisions sounds appealing but often signals unclear process. A specific revision policy shows professionalism.
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What do you need from me? Designers who ask about your input and timeline are thinking about the project's success, not just the work.
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What are your timelines? Make sure availability aligns with your needs. If they're booked for three months, that matters.
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Can you provide references? Willingness to share references suggests nothing to hide.
Setting Up for Success
Start with a Clear Brief
This is the single most important factor in getting good results. A clear brief:
- Explains what you need and why
- Describes your target audience
- Includes visual references for direction
- Lists practical requirements (file types, sizes, deadlines)
- States budget expectations
Without a good brief, even excellent designers struggle to deliver what you want. They're working from assumptions rather than understanding.
Establish Communication Expectations
Agree upfront on:
- Primary communication channel (email, Slack, etc.)
- Expected response times
- Regular check-in schedule
- Feedback format
Define the Review Process
How many people will provide feedback? Who has final approval? How will conflicting opinions be resolved? Clarity here prevents scope creep and revision chaos.
Be a Good Client
Good designers seek good clients. You'll get better work if you:
- Provide clear, consolidated feedback
- Respond promptly to questions
- Trust the designer's expertise
- Pay on time
- Communicate changes rather than just adding scope
Red Flags to Watch For
Prices that seem too low. If someone offers a complete brand identity for £100, question what you're getting.
No questions about your project. Designers who don't ask about your goals, audience, or preferences aren't thinking deeply about your needs.
No contract or written agreement. Professionals protect themselves and their clients with clear terms.
Poor communication before starting. If they're slow to respond during the courtship phase, expect the same during the project.
Resistance to process. Good designers have a process and can explain it. Those who say "just trust me" may struggle with accountability.
Start with a Brief
The absolute best thing you can do before reaching out to designers is create a clear brief. It shows designers you're serious, helps them quote accurately, and sets the project up for success.
You don't have to write it from scratch. Our free brief creator walks you through the essential questions and generates a professional brief you can send to any designer. It takes about 5 minutes and makes a dramatic difference in the proposals you'll receive.
Final Thoughts
Hiring a designer isn't just about finding talent — it's about creating a working relationship that produces great results. The best projects happen when clients provide clear direction and designers bring creative expertise.
Take time to find the right fit. Invest in a clear brief. Communicate openly throughout the process. And remember that good design isn't a commodity — it's a collaboration.
When you find a designer who understands your vision and delivers beyond expectations, hold onto them. That relationship is worth more than any individual project.