Skip to content
Blog
Which design agency is the best fit for your brand?
Choosing a design agency
A design agency plays a pivotal role in developing a new brand name or (visual) identity. These agencies translate a brand’s identity, strategy, and/or positioning into a refreshed or entirely new logo and visual style. Choosing a design agency often marks the beginning of a long-term, intensive partnership. Therefore, finding the right match is crucial. Here are some key considerations to help you select the best design agency for your brand.
A choice based on instinct
Developing a (new) brand identity is often a very intensive project involving many stakeholders. The process is time-consuming and runs over a longer period of time. Therefore, it is important to think carefully about the competencies the agency should bring to the table – knowledge and experience are the foundation for success. However, the true success of the collaboration and outcome hinges on the right connection with the agency’s team. Choosing a design agency that aligns with your company culture and gives you confidence is essential. Look for partners who genuinely think alongside you. The match between the design agency and your organisation should be rooted not only in the project’s content but also in mutual expectations. Avoid rushing into a decision; instead, create a structured selection process to ensure the best fit.
Look for a design agency that also considers your strategy
Not every design agency offers strategic insight to achieve your brand objectives. Beyond design, your agency should consider elements such as brand architecture, positioning, and eventual implementation. A detailed briefing document outlining the project’s key points is critical to ensure clarity for all stakeholders. Include considerations such as legal aspects, internal communications, and the reasons for the collaboration. A strong, clear briefing lays the foundation for achieving maximum results right from the start. Choose an agency that supports you at every stage, from concept to execution.
Create a longlist > shortlist
Which expertise you need depends on your reason for hiring a design agency. In niche areas, identifying the right specialists might be straightforward. However, in broader fields, the challenge becomes narrowing down numerous market players to find the best fit. Start by compiling a longlist of potential agencies and refining this into a shortlist based on your selection criteria. This approach ensures you find a suitable agency that aligns with your needs and expectations. Don’t forget to prioritise the all-important “click” between your organisation and the agency.
Not every design agency considers implementation
Successfully implementing a new brand identity depends on several factors. Generally, three components are decisive; the design of the brand, the organisation and the available finances and time. During the design phase of the corporate identity, not every design agency takes this into account. After all, a new corporate identity has quite an impact, as it involves more than just the basic brand assets (like ads or letterheads). The signing, vehicle fleet, wayfinding, IT environment, and templates also have to be changed. The more corporate identity carriers, the more complex the final implementation will be.
RGN collaborates with dozens of design agencies, each with its own unique expertise and core business. During the design phase, RGN is your partner in thinking along with you about the final application of the basic design of your new corporate identity on all branded assets and the material choices in collaboration with the design agency. Our specialists are happy to provide guidance from the earliest stages – whether advising on the right agency or helping to draft a detailed briefing. That’s how RGN builds strong and recognisable brands together with you and the design agency, right from the start.
Looking for advice on selecting the right design agency for your brand? Get in touch with us. Our specialists are happy to help!
