David Airey

Our cofounder, Daniel Freytag, was once told by his first creative director that the greatest skill a designer can have is to know when to stop designing.

The most successful projects are those where the client feels a sense of mutual ownership.

Bad design takes a lot of time because inexperienced designers are indecisive.

Limitations are often a good thing because if the deadline is too far away, it can be difficult to maintain focus.

When the designer has something to present, we look at it together and, if it is understandable and visually appealing, we can move forward.

Photography has a much nicer quality than digital mock-ups and provides a more accurate representation.

If clients are engaged and involved, then they have cocreated. If they have cocreated, then they co-own. If they co-own, they don’t reject the end result.

We’re never satisfied, and we always want an extra day, hour, or minute.

It all goes back to building and maintaining a good relationship—the more comfortable the client feels with the process, the more confidence they have in you as an agency.

This is not to say that you should work for free, but it is usually better to work for little money than not to work at all.