The freelancer dilemma: peer or assistant?
It does feel like the tide is turning, there is more work on the horizon. To meet demand many designers — rightfully so — may choose to hire external talent rather than employ.
Subcontracting makes financial sense and delivers fresh perspectives, but hiring the wrong type of freelancer can lead to lost profits, frustration and missed deadlines.
Matching needs to roles signs
The most common mistake is not clarifying what you actually need: a collaborator (peer) or an assistant (support).
We recently worked with a Melbourne design agency still smarting after hiring an experienced freelance designer they assumed would take ownership and run with a project. Instead, they needed detailed direction and feedback every step. That mismatch — they wanted a peer, they hired an assistant – cost the design agency in lost time and very nearly, a missed deadline.
Key questions to ask
Do you need a peer or an assistant?
Peers have similar experience levels but different skillsets. They take ownership, make independent decisions, and require minimal supervision.
Assistants have technical skills but need direction. They excel at executing defined tasks but aren’t expected to drive strategy.
How will you manage the client relationship?
A Brisbane studio we know was shocked when a freelance strategist took her ideas directly to the client before discussing them with the team. The client loved the ideas; problem was they didn’t align with the agency’s approach.
It’s important to clearly define communication boundaries:
- who speaks to the client and at what touchpoints?
- who presents the work?
- who handles feedback?
- is this work incorporated in budget and scope?
How will you evaluate success?
Define and agree what success looks like before the project begins. For peers, this might be client satisfaction; for assistants, it might be accuracy and timeliness.
The importance of written briefs
Verbal briefings leave room for misinterpretation.
Written briefs create clarity and accountability.
Many design agencies have a standard briefing document for all freelancers and subcontractors. These usually adequately cover project details: we recommend supplementing the brief with an onboarding playbook covering studio values and approach, client communication protocols, and success criteria.
So what?
The freelancer economy offers flexibility and access to specialised talent, but a successful relationship depends on clarity from the beginning.
Design agency owners and managers: before your next hire, be explicit about whether you need a peer to collaborate with or an assistant to support you. Then communicate your expectations, studio values, and success criteria clearly—preferably in writing.
Freelancers: have clarity and speak confidently about your skillset. In this economy you may be working with a designer lacking experience working with contractors. Take the lead and use your knowledge and confidence to lead the experience.
Let’s keep the conversation going. Email Greg for a chat.
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Greg Branson
Design Business Council – business advice for creatives
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About Greg Branson
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students; co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education, he founded Design Business Council. Since then he has worked alongside hundreds and Australian creatives helping them manage their business better.
Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.
Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm
Always happy to chat, he can be contacted here.
