Choosing the right graphic design agency can make or break your brand’s visual identity. From portfolio quality to expertise, work ethic, and industry trends, this guide will walk you through everything you need to know to find the perfect fit.
Graphic design agencies are teams that specialise in creating branding and marketing materials. They know how to communicate visually in the form of the following:
- Brand identities, through creating logos, colour palettes, typography, and brand guidelines
- Marketing collateral, including brochures, business cards, flyers, and posters
- Digital and print advertising, with social media ads, banners, billboards, and magazine ads
- Web and UI/UX design, including web design, mobile apps, and user experience design
- Motion graphics and video, referring to animated content and video ads
Getting a graphic design agency on board helps to develop a brand identity that feels right: there’s consistency across all visual language, alignment with the company’s purpose, vision, values, and consideration for their target audience. This is because graphic design agencies provide solutions that are tailor-made and scaled (e.g., from small business branding to bigger corporate campaigns) using industry-standard software (typically Adobe Creative Suite, Figma, and Sketch). On the whole, these skills target the long-term goal of achieving recognition and credibility.
So, you’re on the hunt for a graphic design agency…but what do you need to look out for? Here’s a handy checklist with some key commentary that you can refer to along the way:
Their work
- The agency has a high-quality portfolio that displays diverse work and spans a handful of industries and design styles
- They have experience with both print and digital media
- Their case studies highlight relevant project outcomes and business impact
- Bonus point – they’ve worked with similar businesses, or their past work aligns with your brand’s aesthetic and industry
- They showcase brand-first thinking and conversion-driven design
Considerations around an agency’s portfolio are important as it serves as a visual resume. It gives insight into their capabilities, creativity, and expertise, and helps potential clients to assess their style of work and versatility. For example, if an agency has only one style, they might struggle to deliver an identity that’s truly unique to your brand. If an agency holds back on presenting this work it could also raise a red flag surrounding their credibility.
See that a design agency can craft a full brand identity (logo, typography, colour palette) that works well across all platforms. Does all of their work have distinctive brand voices that align with the target audiences of their clients? And is there consistency across web, social media, packaging, and print? Another key advantage to look out for is that the agency’s design can increase social media engagement, boost conversions through high-impact ads and landing pages, and enhance brand recall. Evidence that an agency can create emotional connections with audiences through presences that are recognisable and memorable are sure to differentiate you from competitors. An agency that knows their marketing is also a plus – if they can adapt branding for multi-channel marketing and know how to use data and audience insights to refine visuals, you can guarantee they’re designing with scalability and long-term growth in mind!
Their processes
- They can clearly outline a strategic approach to design with clear phases (e.g., discovery, concept, revisions, and finalisation)
- If they’re a team, they have offerings outside of graphic and UX/UI design including User Research, workshops, and competitor analysis which shows consideration toward users, customers, and clients
- They demonstrate a commitment to listen to client needs, provide creative recommendations, and adapt based on feedback
- They demonstrate a structured and thoughtful project management process
It’s important to review a design agency’s processes because they are the blueprint for how they work: approaching problems, collaborating with clients and their team, and delivering results. Aesthetics is just one part of the design process – strategy and execution are massively overlooked but crucial stages. An agency without a structured design process, for instance, might result in work that’s disconnected to a brand. A lack of transparent strategy shows that the findings that inform design decisions are unreliable and weak. Having solid structures in place is confidence-building – without a process, consultancy and design will be vague rather than actionable, intentional, and meaningful.
For this reason, there are many benefits of working with a professional graphic design agency over a freelancer. Successful team collaboration means a group of professionals who have varying skill sets that have a shared goal in mind. While a talented freelancer might wear many hats, it might be difficult for them to balance multiple deliverables to a high standard – especially if they are juggling multiple client projects. Design agencies with diverse skills can offer broader and deeper expertise and are more likely to roll work out faster than freelancers. Plus, with more creatives on board, it allows for the exploration of ideas, particularly at the conceptualisation stage. It’s like the concept of ‘looking over something with a fresh pair of eyes’ – approaching an idea with multiple perspectives involved is likely to produce an outcome that is more thoughtful and intentional.
Their technical skills
- There’s evidence of strong technical skills – all work looks high-quality and print-ready
- There’s a high level of precision in their typography, colour theory, and hierarchy
- They have expertise in Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects, etc.)
Proof that an agency’s work is not just conceptual and has actually been implemented successfully is key and also shows that the team understands industry standards. Strong technical skills are reassuring as it proves the agency is hiring experts that know best practices, their final products will be functional and optimised, and importantly, there’s no cutting corners when it comes to handling complex projects.
Their attitude
- They show that they’re on top of changing design trends, technologies, and market shifts, and have a true passion for learning more about the industry
- They’re easy to reach and responsive to emails, calls, and updates
- They ask insightful questions and understand your brand goals
An agency’s work ethic and attitude are also huge contributors when it comes to project success – in fact, it can be make-or-break! Demonstrating that they’re on top of trends, tools, and techniques suggests that the visual identities they deliver are modern and competitive. It makes it easier for them to incorporate AI and AR, too. Generally, an agency that actively learns about the industry translates to long-term value for your brand as it shows they’re excited to experiment and go that extra mile to improve. As a plus, look for evidence of accessibility standards and knowledge of best practices. In terms of communication, if an agency takes days to respond to emails, it’s indicative of poor organisation and reliability issues. If an agency asks you thoughtful questions, it shows that they’re invested in your success and that a tailored solution is their end goal.
Their reputation
- They have positive client reviews, testimonials, and word-of-mouth referrals
- They’ve won awards, received recognitions, or have been featured in design publications
- They’re well-established in the design industry with repeat clients and long-term partnerships
- They’ve worked with well-known brands
When a design agency has a strong reputation it proves that they’ve consistently met or exceeded client expectations and earned trust in the industry. It’s also evidence that past clients have had positive experiences and successful outcomes. It’s even better if an agency has had repeat clients with whom they collaborate regularly – one-off projects could hint that they struggle with long-term relationships due to inconsistencies in quality or professionalism.
Their standards
- They can ensure that all of their designs are original, legally compliant, and free of copyright issues
- They offer clear contracts with fair pricing and ethical business practices
- They maintain confidentiality and respect intellectual property rights
- Their pricing structure is transparent and clearly outlined
The standards that an agency holds reflects its integrity and commitment to ethical and transparent work. Strong standards in originality, legal compliance, pricing, and confidentiality ensures a smooth and risk-free collaboration.
Common pricing models for graphic design agencies include hourly rate (by the number of hours spent on a project). This is best for projects on the smaller side, revisions, or ongoing design support. Fixed project-based pricing is another option – a flat fee based on the scope, timeline, and complexity – and usually offered for branding and website design. Retainer pricing refers to a fixed monthly fee and is typically offered to businesses that need consistent branding, marketing assets, or social media content. Understanding the pricing structure that an agency offers helps clients select the right pricing model based on their budget and specific needs. It’s important to establish early on the complexity and scope of the project as these factors often define the cost of the work.
Spotlight: Success stories from leading graphic design agencies
InnovateNow agency
InnovateNow is a design and strategic branding agency that evolved from a boutique studio into an internationally recognised agency. A tech startup brand overhaul that they worked on resulted in a 70% increase in customer engagement through a refreshed visual identity and user experience, and an e-commerce redesign led to a 40% boost in online sales after a UI/UX revamp that improved the user flow and overall aesthetics. But what’s their recipe for success? Their client testimonials refer to their “strong communication” and “post-project support”, which highlights the importance of solid rapport between design team and client. Good design skills are a must-have when it comes to being a top graphic design agency, but positive client relationships is the winning factor.
DesignTech agency
DesignTech was founded in 2010 in Brooklyn by a small group of creatives and has now grown into a diverse team of developers, strategists, and designers. A stand-out project of theirs that gained attention from the industry was an interactive installation for an art museum that involved the combination of physical space with digital interaction. This is one of the reasons that put them at the top of graphic design agencies – they seem to embrace technology and design for the future. They also incorporate AI learning and voice control into the user experience to create innovative and modern design solutions.
Trends in graphic design and how top agencies stay ahead
As we know, design is constantly evolving – the ability to keep up with new styles and tools can be tough but is important if you want to stay competitive. At the moment, many design agencies are making use of bold and maximalist aesthetics – think bright colours, intricate typography, and layered compositions. Creatives are thinking out of the box and practicing a more experimental approach to visual communications, focusing on how to capture and ‘wow’ audiences. Another style that’s growing in popularity is retro influences with futuristic elements, which particularly appeal to millennial and Gen-Z consumers – it’s the perfect mix of throwback energy with the limitless possibilities of technology. This funnels nicely into AI-powered tools which are revolutionising the design world. You might think that AI is replacing designers, but the best design agencies are actually using AI to their advantage, not only as a tool that sparks inspiration, but one that makes workflows more efficient.
We’ll leave you with this final note – how exactly are the top graphic design agencies constantly levelling up their technology game? The main method is continuous learning – training on the latest design software and emerging tech such as AR/VR and blockchain-based design tools is up there, alongside experimentation and innovation. With new products appearing every day it’s not expected to have figured it out immediately, so openness to trial-and-error is the key. Being selective with how you apply it is also important – for instance, you wouldn’t explore AR/VR experiences with a client who’s looking for a more traditional take on their brand identity and audience preferences. In essence, it’s best to avoid blindly following trends and rather ensure that solutions are truly tailor-made. If you want to read more about how industry leaders are designing immersive experiences for users, check out our blog here.
