How to identify a great design firm? 10 unmistakable signs

Part 2 of 2. Signs 5 through 10, plus the myth that your design firm needs to be in your town.

Quick answer

Part 2 covers the remaining six signs of a good design firm: it stays current with design and development, has clients at or above your level (real or aspirational), isn’t so hyper-specialized that it leaves gaps (a full-service UX firm is usually the economical choice), has members with real authority (books, research, talks), can develop its designs or reliably recommend who will, and works in a compatible time zone (aim for at least 3-4 hours of overlap). Bonus: for anything beyond small local jobs, a firm in your town is unnecessary; hire for results, not proximity.

Key takeaways

Staying current matters, but a well-executed classic site often beats a trendy one.
Choose a firm with experience at your level or your aspirational level.
Full-service UX firms are usually more economical than juggling many specialists.
Look for real authority: published work, research, conference talks.
Ensure the firm can develop its designs (or recommend who will) and shares your time zone.

Signs 5-10

Sign 5

Does it stay current?

Check whether it publishes on trends in its specialties and applies them to its own site and client work. Being trendy isn't always necessary (a solid classic site can beat a trendy one), but the firm should keep up to date.

Sign 6

Clients at or above your level?

You need ROI, fast. Confirm experience with projects for companies at your real or aspirational level. A Facebook-scale build needs a firm that's worked at that scale; a small e-commerce site has far more capable options.

Sign 7

Only web design, or full-service?

Specialists are effective but often leave gaps in marketing, UX, branding and development. Unless you're large enough to manage many specialists, a full-service UX-development firm gives the right processes in the right order at lower total cost.

Sign 8

Real theoretical authority?

Portfolios show images, not who built what. Check whether leaders have genuine authority: published books, academic research, conference talks (think Paula Scher/Pentagram, Fabien Baron, Stefan Sagmeister as reference points).

Sign 9

Do they develop or research too?

Great design with poor implementation is a Ferrari body on a Ford Pinto engine. If they don't build, they should reliably recommend and vouch for a developer, and support the parts that need their input.

Sign 10

Compatible time zone?

Aim for at least 3-4 hours of overlap. Waiting 12-24 hours to change a font and again for each reply badly slows a project; for real-time-heavy work, pick a firm in a compatible zone.

Bonus: the 'design agency in my town' myth

Local search (‘design company near me’) mostly surfaces small-business providers, which is fine for banners, posters or business cards. For anything larger, proximity isn’t necessary unless you want coffee with your team. Coca-Cola, Google and Skype don’t limit hiring to their home cities; they seek the best providers anywhere. Focus on results, not location. See Part 1 for signs 1-4.

Should a design firm always follow the latest trends?

No. Staying current matters, but a well-executed classic design often outlasts a trendy one. What counts is that the firm keeps up to date.

Is a specialist or a full-service firm better?

Specialists are effective but leave gaps. Unless you can manage many of them, a full-service UX-development firm usually delivers the right processes in order at lower total cost.

How do I judge a firm's real expertise?

Beyond the portfolio, look for genuine authority in its leaders: published books, academic research and conference talks.

Why does time zone matter when hiring a design firm?

Poor overlap means waiting 12-24 hours for small changes and replies, slowing the project. Aim for at least 3-4 hours of shared working time.

Does my design firm need to be local?

Only for small local jobs. For larger projects, hire for results regardless of location, as major brands do.

Weighing design firms? Talk to Dorve, even if it's to point you elsewhere.

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How to identify a good design firm? 10 unmistakable signs (Part 2)

Key takeaways

Signs 5-10

Bonus: the 'design agency in my town' myth

Want a team that knows the theory?