Design is subjective. It’s visceral. It’s not black and white. There are many opinions and shareholders along the way that affect the final output. Whether at a large agency, small studio or working independently, there are always multiple, and oftentimes conflicting, viewpoints and interests. Learning how to navigate those while articulating design intent can be tricky, and can easily impact profitability if work goes off the rails and requires additional rounds of creative. Charging appropriately is challenging if guardrails aren’t clearly defined and lines get blurred.

Creating structure, asking the right questions and listening carefully have been the most crucial in establishing myself as a profitable creative service. The nature of this work can be unpredictable so having a process in place established from the start helps all parties involved align and provides a roadmap to completion. Estimating hours per project is something that has taken me years to master, but one thing usually remains true… it typically takes longer than we think it will. It’s a delicate dance but if I ever come in under estimated hours (rare!), then I’ll throw in something extra for the client, which is always appreciated and makes a lasting impression.