Questions to ask before commissioning marketing material

You're sitting across a designer—or in a video call, or swapping emails—and they've just shown you their portfolio. The work looks polished. They've mentioned deadlines and deliverables. Now comes the conversation that actually matters: the questions that separate a designer who'll understand what you need from one who'll produce something you'll fight over.

The best marketing material doesn't just look expensive; it works. It attracts the right people, speaks in your voice, and gives buyers or clients enough reason to pick up the phone or fill out a form. But a designer can't deliver that without clarity. And clarity doesn't come from a brief alone—it comes from a real dialogue.

Understanding what they'll actually do

Start by asking: "Can you walk me through your design process from the moment I hand you a brief?" A vague answer—"I'll sketch some ideas and send them over"—is a warning sign. You want to hear about discovery. Do they ask questions about your business? Do they look at competitors? Do they want to understand your audience?

Next, dig into revisions. "How many rounds of changes are included, and how do you handle requests beyond that?" Designers often bundle a set number of revision rounds into their fee. If you ask for the fifth major redesign, there's usually a cost. Knowing the boundary upfront prevents frustration. A good answer will be specific: "Two rounds included; anything beyond that is charged separately at an hourly rate."

Then ask about their approach to your brand. "If I come back in six months needing more collateral, how will you ensure it matches what we've already created?" Some designers document their decisions—font choices, colour values, sizing rules—and hand you a guide. Others wing it and hope they remember. The first group is what you want. Listen for answers about brand guidelines, style sheets, or design systems.

Also ask: "What format will I receive the final files in?" You need to know whether you're getting editable source files (like Adobe InDesign files) or locked PDFs. If you ever need to tweak something yourself or brief another designer later, source files matter. A straightforward answer sounds like: "You'll get the original design file plus a print-ready PDF and web-optimized JPEGs."

Spotting red flags and good judgment

Ask about their communication. "How often will we connect, and what's the best way to reach you?" A designer who's hard to pin down or slow to respond will frustrate you. But also listen for whether they set boundaries—some will say, "I check WhatsApp twice a day and reply within 24 hours on weekdays." That's professional. Someone who claims to be always available might burn out and disappear mid-project.

Bring up the dreaded situation: "What happens if we disagree about the direction?" A strong designer will explain how they'd present options, why they recommend certain choices, and how you'd make a final call together. An evasive answer suggests they'll either sulk or just do whatever you say—neither is ideal.

Ask them directly: "Have you worked in my industry or with a similar target audience before?" They don't need to have designed for your exact business, but they should have some relevant experience. If they've never designed for a financial services firm and you're a boutique tax advisory, that's a gap worth noting.

Finally, ask about timeline. "If I need this by [date], can you guarantee that?" Not whether it's theoretically possible, but whether they can actually commit. If they're evasive or overpromise, you'll be pushing them at the last minute.

The whole conversation should feel like they're curious about you, not trying to sell you on themselves. A good designer asks nearly as many questions as you do.

Once you've found someone whose answers make sense and whose portfolio aligns with what you need, verify their track record by checking reviews and speaking to past clients. Strove lets you find and vet graphic designers who specialise in marketing collateral, complete with verified ratings and client feedback—so you can hire with confidence.