What to Know Before Hiring a Brand Designer (From a Studio That’s Been There)
Hiring a brand designer can feel unexpectedly overwhelming. Between scrolling through portfolios, browsing Instagram profiles, and deciphering the difference between visual identity and brand strategy, it’s easy to feel unsure of what you actually need. Do you go for a full rebrand or just refresh your logo? And with so much at stake, this is your brand, after all..the pressure to get it right can be intense.
If you’re currently in that “should I just wing it or hire someone?” phase, we’re here to help.
We’re Fred & Co. a brand and packaging design studio that partners with creatives, founders, and product-based businesses to bring clarity to their brand story and help them show up with confidence. In this post, we’re sharing a few things we wish more people knew before hiring a designer. Just honest advice from a studio that understands the process from both sides.
1. Don’t just hire for the vibe, hire for the vision
It’s easy to gravitate toward a designer with an aesthetic that feels trendy or cool (we love a moody serif moment too). But great branding isn’t just about looks. The right designer helps shape your entire brand world, one that aligns with your business goals and resonates with your audience.
Look for a studio that:
Asks thoughtful questions about your goals and long-term vision
Takes the time to understand your market and audience
Sees you as a creative partner, not just a client
When we worked with Small Hours, it wasn’t just about creating something beautiful. Together, we built a brand that felt timeless, elevated, and deeply personal, drawing inspiration from family-owned bakeries, vintage photographs, specialty grocers, and the founder’s love of collecting colorful objects.
2. Ask about their process and make sure it feels like a fit
This step is key. You’ll be working closely with your designer, so it’s important that their process feels clear, collaborative, and tailored not just “send a moodboard and wait three weeks.”
At Fred & Co., we keep things transparent and (dare we say) fun. Our Brand Intensives, for example, are designed to help you build a strong, strategic identity on a faster timeline, perfect if you want clarity without committing to a months-long process.
3. Review their work and look beyond the visuals
Yes, aesthetics matter. But effective branding goes deeper. Pay attention to how a designer’s work supports the function of the business. Can you see the connection between the design and the brand’s message or mission?
Take our project with Snoozy, for example. The goal wasn’t just to look good, it was to help people feel safe, seen, and supported. That meant crafting an identity that felt soft yet elevated, with intentional design choices that reflected their values and audience.
4. Make sure your designer understands your audience
This is often overlooked, but it’s critical. Your brand isn’t just for you, it’s for the people you’re trying to reach. A strong designer will dig deep to understand your audience and what speaks to them.
In our discovery phase, we spend time learning about your ideal clients: what they care about, what they’re drawn to, and what turns them away. That insight informs everything from tone of voice to visual direction.
5. Be clear on what you want to walk away with
Not every business needs the same thing, and not every designer offers the same deliverables. Before you start your search, think about what you truly need. Do you want:
A full brand identity built from the ground up?
A refined refresh of your current brand?
Strategy and design support?
A focused, timeline-friendly process?
If you're somewhere in the middle looking for something strategic, thoughtful, and fast, our Brand Intensive might be the perfect fit. It’s designed for creatives, founders, and small business owners who want to show up clearly and confidently, without the overwhelm. You’ll walk away with a brand identity that feels like you only elevated. If you’re curious, we’d love to chat.
Final Thoughts (From a Studio That’s Worked With Lots of Dream Clients)
Hiring a brand designer is equal parts strategy and chemistry. You want someone who gets you, understands your goals, and can turn your ideas into something real and really effective.
Ask questions. Get clear on what you’re looking for. And don’t settle for something generic that could belong to any brand.
We’d love to help, if it feels like the right fit. You can browse our recent client work here.
Here’s to finding a designer who gets you and building a brand that feels like home.
