2024 Design Company Growth Strategy: The Secret of Growing from $30 Designs to $40,000 Designs

— by Kevin Lu

Ten years ago, I was completely ignorant about the business world. I vividly remember that $30 business card design project, which I thought was a small job, but it turned out to be a major turning point in my career.

This seemingly simple business card design consumed a precious three months of my time. Each revision, each communication, felt like groping through a fog. This experience was a wake-up call, making me deeply realize that design is not just about aesthetics, but an art of understanding, communication, and problem-solving.

This setback became a turning point in my career path. I began to wonder why a simple business card design became so complicated. The answer was simple yet profound—I didn't know how to communicate effectively, nor how to discern the client's true needs.

So, I started to study the art of asking questions. Each question became a key to unlock the client's inner treasure trove. I learned to listen and to put myself in others' shoes. Gradually, I found that clients' needs became clearer, and the direction of design more precise. This process made me realize that excellent designers need not only creativity but also keen insight and deep empathy.

The real breakthrough came from my understanding of the essence of communication. I began to realize that communication with clients actually starts before the project begins. In the initial meeting, every question you ask determines your position in the client's mind. I started to dig deep into the "why" and "how" behind each of the client's decisions. This method not only helped clients reveal more internal knowledge but also made them appreciate my professional attitude more.

I clearly remember one meeting where the client talked for nearly an hour out of an hour and a half, while I was an attentive listener and guide. This interaction not only gave me valuable information but also won the client's trust and respect.

As experience accumulated, I started to engage with larger corporate clients. I still remember the mix of excitement and nervousness when I received the $40K project from CHIEF. This was no longer a simple business card design, but a brand planning project that required comprehensive thinking.

Facing the complex decision-making chain of large enterprises, I was like a captain steering through stormy seas. Each meeting, each proposal was a challenge and an opportunity for growth. I learned to navigate different levels smoothly, translating complex design concepts into language that each decision-maker could understand. This process made me deeply realize that design is not just visual presentation, but an art of communication.

In the process of collaborating with large enterprises, I found that the in-depth questioning skills I had cultivated earlier became particularly important. Every time I communicated with heads of different departments, I strived to uncover their core needs and concerns. This method not only helped me understand the project requirements more comprehensively but also made each decision-maker feel valued and understood.

I clearly remember a crucial meeting where the differences between the marketing and technical departments seemed irreconcilable. However, through in-depth dialogue and patient communication, I successfully found a solution that could meet the needs of both parties. This experience further convinced me that excellent designers are not just providers of creativity, but problem solvers.

Looking back now, I deeply appreciate the multifaceted nature of the design profession. From the small designer struggling for $30 projects to now being able to handle million-dollar projects as a design director, this is not just an upgrade of skills, but an evolution of mindset.

I gradually realized that excellent designers not only need to know how to draw but also how to manage. We need to learn project management, time control, and how to balance creativity with practical needs. We need to become strategic partners for our clients, not just executors. Most importantly, we must always maintain a passion for learning, because the world of design is ever-changing, and we must constantly evolve.

This journey has taught me that success is not accidental but achieved step by step. Every setback is an opportunity for growth, and every problem a chance for a breakthrough. To future designers, I want to say: maintain passion, but also learn to think; pursue creativity, but also know how to communicate; focus on design, but also learn to manage.

Finally, I want to emphasize that the true value of design is not just reflected in the final visual results, but in how we understand and meet the deep-seated needs of clients. Through in-depth dialogue and communication, we can not only create more valuable designs but also establish long-term relationships of trust. This relationship is the key driving force that propels us from a small studio to a company.