A larger budget will be required to cover an agency’s greater overhead, and in general, turn-around time will be longer. Tasks may be better coordinated than if you were to hire separate specialists yourself. In-depth market research, competitive analysis, strategy, copywriting, photography, web development, SEO, animation… all sorts of specialties might live under one roof. For branding projects that are large, complex, and require many different skill sets, consider hiring an agency. Agencies have more resources at their disposal than an independent designer does. Maybe a full-service agency is what you need. You might need bigger-picture thinking if you want your project to have a real impact on your business. If questions like these are important to you (and they should be), not just any freelance graphic designer is a good fit for your project. They fail to ask questions like “What are your goals? How is your company positioned among others in the marketplace? Who are your ideal customers? What appeals to those people? Why are you doing this business anyway, and how is that connected to your brand’s design? What about the other parts of your branding?” But sometimes designers get caught up in executing a design and can’t see the forest for the trees. Many freelance designers (and companies offering cheap logo designs) are glad to dive in and come up with logo concepts for you. How should you decide who to hire? One approach is to decide what kind of thinking your project requires. There are thousands of independent graphic designers out there.
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