Brand Agency vs Freelancer: Which is the Right Choice for Your Business?

freelancer typing on her laptop

By Nine Blaess | 2:13 min

In this article
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    When it comes to designing your brand identity, you have two options: hiring a branding agency or a freelancer. The decision depends ultimately on your specific needs and budget.

    In this article, I would like to highlight the pros and cons of both options and go into what to consider when choosing a brand designer.

    What to expect from a brand agency

    A branding agency offers businesses a wide range of branding services. These include market research, strategy development, design and ongoing support. Thanks to an expert team of designers, strategists and marketing professionals, a branding agency can create customised brand identities that are aligned with each company’s individual goals and values.

    Outsourcing branding work to an agency can also give businesses a fresh perspective and industry insights. For smaller companies or start-ups in particular, cooperating with a branding agency can relieve the pressure on internal resources.

    What to expect from a freelance brand designer

    Working with a freelancer, on the other hand, offers a more cost-effective and flexible approach, as their rates are often lower and they can tailor their work to meet the specific needs of the business.

    However, freelancers may need more guidance as they do not have a team to consult with and often lack project management skills.

    Additionally, many freelancers specialise solely in visual identity design, leaving companies to handle elements like brand strategy, naming and tone of voice on their own. Nonetheless, finding freelancers with experience in these areas is possible, and others may have the necessary connections.

    What is a freelancer collective?

    There is a third option you can consider: a freelancer collective where all freelancers know each other and are already comfortable working together.

    This way you get the best of both worlds: the prices and flexibility of a freelancer, but also the interdisciplinary expertise of a branding agency.

    Criteria for selecting a brand designer

    Whether you choose a freelancer, a branding agency, or a freelance collective—there are several factors you should consider to make the right choice for your business:

    • the designer’s experience and expertise, 
    • their portfolio, 
    • communication and collaboration skills, 
    • their design process and timelines, 
    • your budget, 
    • and their personality.

    Experience and Expertise

    Make sure the designer has experience working with companies in your industry and can create high-quality designs for your brand.


    Take a look at the portfolio to get a feel for the designer’s design style and aesthetic. Make sure his work matches your vision for the company.


    Choose a designer who is a good communicator and willing to collaborate with you. 

    Process and timelines

    Inquire about the design process and timelines and make sure the designer is organised and meets deadlines.


    Finally, you should look for a designer with whom you get along well and who understands your company’s goals and values.

    A designer who aligns with your business goals and values and delivers quality branding work can help you create a cohesive brand identity. Which, in turn, will appeal to your target audience and contribute significantly to the success of your business.

    Whether you hire a branding agency, a freelancer or a collective of freelancers ultimately depends on your specific needs and budget.


    Title image by Kaboompics


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