10 years of freelance design

What ten years of freelancing as graphic designer has taught me:

This year marks ten years of freelancing. I still can’t believe it’s been that long but here I am. To say it’s been a rollercoaster ride is an understatement. The days are long but the years now feel short. To celebrate this milestone, here are ten takeaways—advice, lessons, unsolicited thoughts—to do with what you will, in no particular order.

1. Networking will always outshine your portfolio.

This is something I didn’t fully appreciate until recently. When I started, having a solid portfolio and a strong email went a long way, especially in the music merch industry. Oh, how times have changed. Between AI and services spamming art directors with "Hire me! Hire me!" messages, a well-presented portfolio is no longer enough. Roughly ninety percent of the studio’s current clients came from networking.

Despite living in an online-centric world, genuine face-to-face connections take priority. This extends to new designers who are up and coming, not just established creatives. You never know who you’ll meet. That kid asking for advice today might become an art director tomorrow—and they’ll remember the person who gave them time, not the one who ignored them. Which brings me to my next point…

2. Be nice. 

You don’t know who your next client will be. It’s possible it could be the art director you gave advice to so many years ago. Support your fellow designers. When someone I know releases a new product or tries something new, I make an effort to buy it or promote it -even if I don’t need it. I will do what I can to help them succeed. While we’re all technically competition, we’re also in this together. At some point, you’re going to need help and throw out that bat signal. That’s when your network will come in handy.

Being nice applies to clients, too. Those last minute revision requests or total change of directions out of the blue can be extremely frustrating.  How you react and respond to your client’s requests can make or break your relationship. Write those feelings out of your system. Then delete it, respond professionally, and show them you’re cool under pressure. You’ll be surprised by how many clients continue service because they like YOU. Your talent is an added bonus. Which brings us to point three.

3. Reliability  > Talent

Talent opens doors, but reliability keeps them open. I know plenty of designers who are more skilled than I am but miss deadlines, ghost clients, or can be difficult to work with. You can’t build a career on talent alone if clients can’t count on you. I’ve built my reputation on always hitting deadlines—and when I can’t, I keep communication open and deliver something close. Done is better than perfect, and consistency will get you further than perfectionism ever will.

4. Don’t depend on templates for everything.

Templates and actions can save time but you shouldn’t rely on them for everything. Consistent template work can result in noticeable repeated asset packs and actions used. As design tools become more accessible, this trend will only grow. Use templates methodically. Stand out by pushing yourself to try new things.  Open Illustrator (it’s the superior program, sorry Photoshop nerds) and experiment! Use templates for efficiency instead of a crutch.

5. Learn to work fast and efficiently.

I could write an entire book on this, but here’s the gist: By the time a project reaches you, there’s often little time left for your part. Learn to move fast. More than a week of time for a project feels like a luxury.  Realistically, I’m looking at a day or two turn-around  for initial designs. 

Developing tricks to speed up your workflow, like automated folder setups and ready-to-go templates (files not necessarily designs), will save you time on setup, allowing you to focus on the actual work. Using actions and graphic styles also help with repetitive tasks like drop shadows or textures.

6. Get an accountant—taxes suck!

This was one of my biggest fears when I started. Before I had an accountant, I overpaid—a lot. I didn’t know what I was doing or how to set up my finances properly. A good accountant has saved me more times than I can count. Consider becoming an S-corp (I’ve found the benefits to be larger than an LLC) and find an accountant who specializes in small businesses. Getting your finances sorted early will save you a considerable amount of time and stress.

7. Pick a niche but stay flexible.

When I started, I focused almost entirely on music merch. It was great…until COVID shut down live entertainment, drying up and coming projects practically overnight. I had no backup plan. Lesson learned. Diversifying my skills and clients, and learning After Effects and InDesign allowed me to offer more services. While merch is still my main focus, I’ve branched out into various industries and have expanded services to include motion graphics, style guides, and more. Flexibility within your niche can be a lifesaver.

8. Maximize your income potential.

Clients are my main source of income, but I’ve learned not to depend on just one stream. This year, I’m launching digital and physical products and exploring new opportunities like selling digital assets and creating educational content. It’s something I’ve put off for too long, but diversifying income streams is crucial. Maximizing your income potential is so important but…

9. Burnout will happen.

Burnout is inevitable when you’re designing 20 variations of the same thing every day. Staying inspired can be tough, but I have found that collaborating with others helps me push through it. Bringing ideas to life with my team has reinvigorated my passion. If you don’t work with a team, I would recommend joining creative groups or networking with other creatives. Personal projects also keep me excited about the work. Find what keeps you motivated and lean into it!

10. Find a work-life balance.

Freelancing isn’t a 9-to-5 job—it’s 24/7. Setting boundaries is essential. Find the routine that works best for you and stick to it. For example, I work a split day: I work a few hours mid morning to the afternoon, take a break for family, and then pick things back up after they go to sleep. It’s not always easy, but prioritizing family and health has made all the difference. I’m also working on putting my phone down when I’m with my family. It’s a work in progress.

Bonus Tip: Keep Learning

There’s always something new to learn—a faster workflow, a better tool, or a more effective way to communicate with clients. I’ve been exploring Procreate and Adobe Fresco lately to sketch on my iPad instead of my Wacom, which takes up too much space on my desk. Even after nearly 20 years of designing, I’m still refining my setup.

So that’s it. Ten years of freelancing, and I’m still here. I’m excited to share more about what’s coming up for our studio, our clients, and new projects.  See you next month!