A rebrand often feels like a big step: a new logo, a new website, maybe even a new name. But the biggest decision actually happens before the first design even hits the table: who are you going to have do this?
Look beyond the portfolio
A beautiful portfolio says something about taste, but little about how someone thinks. Ask about the “why” behind a project: why this colour, this typography, this tone? A good designer can justify every choice based on your brand and your audience, not just because “it looked nice”.
Speed is not a side issue
A slow process doesn’t just cost you time, it costs you momentum. The faster you get a strong first direction on the table, the faster you can adjust and keep building. Ask directly: how quickly can I expect a first proposal? The answer says a lot about how someone works.
One point of contact, no detours
At larger agencies you sometimes work with an account manager, who passes things to a designer, who in turn depends on a developer. Every link costs time and creates noise. Would you rather work directly with the person who actually designs? Just ask that explicitly.
Match on style, not just on price
The cheapest option is rarely the best choice for something that will define your face to the outside world for years. Look at previous work that fits the direction you have in mind, and dig deeper: how does this person approach a project that isn’t immediately “obvious”?
In the end it comes down to trust: do you feel that this person understands your brand, moves fast, and isn’t afraid to have an opinion? Then you’re usually in good hands.
