Why I focus on delivering ROI for my clients
There’s a lot of conversation at the moment about AI making design faster, cheaper and more accessible. And while I think there are some genuinely exciting opportunities in that, it also raises an interesting question about the value of design.
If it’s becoming easier and quicker to produce something that looks good, what should businesses really be investing in when they work with a designer? For me, the answer has always been the thinking behind the design and, ultimately, the value it can bring to the business.
Design should have a purpose
When a business invests in design, there is usually a reason behind it, it might be looking to attract more of the right customers, launch a new service, move into a different market or simply present itself in a way that reflects the quality of what it actually offers. Whatever the reason, the design should be helping to achieve something, solve a problem or address a challenge.
I don’t believe businesses should invest in design simply because they need a new logo, a better-looking website or some marketing materials. Those things might be part of the solution, but they shouldn’t be the end goal. Before I start thinking about colours, typography or layouts, I want to understand what the business is trying to achieve. Who are they trying to reach? what do they need those people to think, feel or do? what makes the business different? what might currently be stopping potential customers from choosing them?
Understanding those things allows me to design with a purpose rather than simply designing something that looks good.
Understanding the bigger business challenge
This is why I don’t see a design brief as the whole story. A client might come to me and say they need a new website, for example, but I want to understand what the website needs to achieve. Is the existing site failing to generate enquiries? is the business struggling to communicate what makes it different? has the company grown and the website no longer reflects where it is now? are potential customers finding it difficult to understand the services or navigate towards making an enquiry?
The same applies to branding, a new visual identity might be the obvious request, but the real challenge could be that the business has changed significantly and its existing brand is no longer attracting the right audience or communicating its value effectively. That’s where I believe strategic design makes a difference, it starts with understanding the problem rather than jumping straight to the solution.
Good design is more than just aesthetics
Of course, I want the work I create to look good. The visual quality of a project matters, and the creativity and craft involved in bringing an idea to life are a huge part of what I love about design.
But aesthetics alone don't deliver ROI.
A beautiful website that doesn’t communicate clearly isn’t doing its job. A striking brand identity that doesn’t connect with the intended audience isn’t necessarily helping the business. And a beautifully designed piece of marketing isn’t going to deliver much value if it’s saying the wrong thing to the wrong people. The creative solution should always have a reason behind it.
Why ROI matters to me
Ultimately, I believe that if a business is going to invest its time and money in design, there should be a clear reason for that investment and an understanding of what it is intended to achieve.
I’m not interested in promising that a new identity or website will magically transform a business overnight, because the reality is much more complex than that - design is one part of a much bigger picture.
For me, ROI isn’t always about being able to put a precise financial figure on the return from a piece of design. It’s about making sure the design is aligned with the business objectives and is creating meaningful value for the business.
What I CAN do is make sure that the design has a clear purpose, that it is aligned with the business objectives and that every creative decision is made with the intended outcome in mind. For me, that’s what ROI really means.
That’s why I don’t want to create design that simply looks good, I want to create design that works. Because when design is approached strategically, it becomes more than an aesthetic investment. It becomes a business tool, one that has the potential to create real, meaningful value for the people investing in it.
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There’s a lot of conversation at the moment about AI making design faster, cheaper and more accessible. And while I think there are some genuinely exciting opportunities in that, it also raises an interesting question about the value of design.