Hiring a designer isn’t necessarily about making things look “nice”—it’s about making things work. A great brand isn’t just eye candy—it needs to do some heavy lifting! Turn heads, spark interest, and tell the right story in an instant. Your business deserves more than just a ‘meh’ logo—it needs a creative partner who sees where you’re going and knows how to help you get there—without guesswork or headaches.

At Sumack Loft, my team and I help small and medium-sized businesses craft bold, intentional brands that don’t merely look great. They roll up their sleeves and get the job done. From logos and marketing materials to full-scale websites, we build brands that grow with you—because a good brand isn’t just a snapshot, it’s a whole unfolding story. Whether you need a logo, a website, or a full brand refresh, choosing the right designer is the difference between making a memorable impression or being just another business lost in the shuffle.

So how do you know when you’ve found the one? (Designer, that is.) The kind of creative partner who just gets your business, speaks fluent brand strategy, and can turn your vague ideas into something brilliant? Here’s what to look for.

1. Look for a Thoughtful Process

Great design starts long before the first sketch. A good designer will ask insightful questions about your business, your audience, and your long-term goals. They won’t just jump into creating a logo; they’ll take the time to understand your brand personality and how it should translate visually.

When you’re reaching out to a designer, notice how they approach your project. Do they have a structured process for discovery and concept development? Do they take the time to understand your industry? These are signs of a designer who values strategic design over one-size-fits-all solutions.

Example: For the Petawawa Public Library, my team and I developed a cohesive branding suite and updated their web presence to better reflect their evolving role in the community.

Looking for a designer who takes the time to understand your business? Let’s chat about your project.

2. Check Their Portfolio—But Look Beyond Aesthetics

A strong portfolio is essential, but it’s not only about great-looking visuals. When reviewing a designer’s past work, consider how well their designs align with different brands. Do the logos and websites in their portfolio feel distinct and tailored to each business, or do they all look the same?

You’ll also want to ask about the thinking behind their designs. A well-designed logo might be attractive—but it communicates something very specific. Equally, a well-structured website is lovely to look at but also intuitive, informative, and user-friendly. Great design is about function as much as form.

Example: The visual identity and website design for D+M Structural Engineering show how a well-defined brand presence can build trust and credibility, even for a startup in a technical industry.

3. Look for a Designer Who Brings It All Together

A strong brand is more than a logo—it needs to work across everything from your website to marketing materials, social media, and even packaging or signage. Some designers specialize in only one or two areas, while others work as part of a team that brings together expertise in multiple disciplines—like logos, websites, print materials, and illustration—to create a more cohesive and effective brand.

If you need both a logo and a website, working with a designer (or a small team) who can bring everything together ensures a strong, consistent brand presence. The same applies to illustration and social media graphics—maintaining a consistent visual identity across all platforms strengthens brand recognition and engagement.

If you need a designer who can handle everything from logos to websites to illustration, reach out today.

4. Communication Matters More Than You Think

Design is a collaborative process. Your designer should be able to explain their choices, ask for your input at key points, and make adjustments based on your feedback—without simply following orders. Look for someone who is open to discussion and who can guide you toward the best solutions.

Good communication also means being upfront about pricing, timelines, and revisions, so you know exactly what to expect. A strong designer sets clear expectations and keeps you informed every step of the way.

Example: When working on an infographic for EkoBuilt, we needed to show how a passive off-grid house functions. Clear communication with the client ensured that the final design was both visually appealing and highly informative.

Good communication makes all the difference. If you’re looking for a collaborative designer, let’s talk.

5. Don’t Just Hire for Today—Think Long-Term

One of our longest-running clients, Dandelion Foods, has trusted us with a wide range of creative projects over the years. From newspaper advertising and special event materials to social media graphics and a separate visual identity for their annual DandyFest street party, we’ve helped build a distinct and engaging presence for their brand.

Our work has even extended to large-scale illustrated window graphics (above), creating an eye-catching storefront that reinforces their brand presence in the community. Alongside these larger branding projects, we’ve also designed custom social media graphics to keep their visual identity consistent across digital platforms.

This kind of long-term collaboration helps businesses maintain a strong and consistent identity over time. Branding is an ongoing investment in how your business is perceived.

As your business grows, you may need updates, additional brand assets, or a website refresh down the line. Working with a designer who understands your brand inside and out means you’ll have a trusted creative partner whenever you need design support in the future.

Before committing, ask yourself: Can I see myself working with this person or team again? If the answer is yes, you’ve likely found the right fit.

Ready to Find Your Perfect Design Partner?

At Sumack Loft, I lead a team that loves working with small and medium-sized businesses to create branding and websites that aren’t just beautiful—they’re built to support your success. If you’re looking for a creative partner to help bring your brand to life, let’s talk!

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A look at some of the brands we’ve helped develop and grow over time.

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Great branding should work hard for your business. If you’re ready to take your brand to the next level, we’d love to collaborate.

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We are now booking new work for 2025.

Branding. Elevated.

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