5 Reasons Clients Choose a Specific Graphic Design Company

5 Reasons Clients Choose a Specific Graphic Design Company

Creative Caterpillar is a leading design firm that has been building out-of-this world brands for nearly two decades. Some of the foremost skills which an effective graphic design company should excel at, include:

  • Fresh Thinking & Great Ideas
  • The Team
  • Expertise
  • The Work
  • Brand Advice

The main role of a graphic design company is to provide on-brand visual communications that help clients differentiate themselves and help solve complex marketing challenges. In this sense, a graphic design company is much more than just ‘a graphic design company’. It’s not simply a case of coming up with pretty pictures.

It is much more strategic than that. It is about becoming an extension of the client’s marketing team; literally becoming an additional department within the client’s organisation. For this reason, it pays to inform your graphic design company about your business dynamics in as much detail as possible.

The closer your graphic design company is to the details of your problem, the better they will be able to isolate the problem and provide an integrated creative solution.

When it comes to concept development, corporate identity design and building great branded experiences with real impact, there are quite a few graphic design company options to choose from. Some agencies pitch themselves as highly creative, while others focus on being more strategically competitive.

Whichever strength attracts your attention most, in the end what makes a graphic design company great is its ability to create designs of purpose. A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and should be aesthetically pleasing. A good graphic design company will stress the usefulness of a product or service, while disregarding anything that could possibly distract from it.

Let’s take a look at five reasons why clients may prefer working with a specific agency:

1. Fresh Thinking & Ideas

This is particularly the case in very mature sectors and business categories, where growth is usually low single digit and very difficult to achieve. A graphic design company that offers innovative thinking that disrupts category conventions and challenges the status quo will win. It may be cliched, but it remains true. When everybody zigs, zag. (Marty Neumeier, 2019)


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Figure 1: Seamaster Maritime & Logistics Logo

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Figure 2: Seamaster Maritime & Logistic Brochure Folder

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Figure 3: Seamaster Maritime & Logistic Inserts

2. The Team

Chemistry between the brand (company, people, beliefs, values) and agency teams has been a constant feature of why agencies are selected. It’s also just as important that the chemistry between members of the agency team is equally strong and respectful; clients will notice when it’s not there.


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Figure 4: Creative Caterpillar Team

From left to front to back – quotes from the team

Mid-designer, Jasmine Jordaan – “The details are not in the details. They make the design” – Charles Ray Eames
Managing Director, Albert Engelbrecht: – “If you build it great, they will come” Kevin Costner from 1989 movie, Field of Dreams
Project Manager, Mandy Thomas – “Your education is a dress rehearsal for a life that is yours to lead” – Nora Ephron
Creative Group Head/Copywriter, Heinrich Benkenstein – “If art is free-falling and science is a parachute, then I’m somewhere in the middle enjoying the breeze” – Heinrich Benkenstein
Concept Developer, West Janse van Rensburg – “If you don’t have any shadows, you are not standing in the light” – Lady Gaga

3. Expertise

As more agencies have built services beyond their core skills, so they are being judged against a wider canvas of capability. Where clear and market-leading expertise is evident, this will always be considered favourably, particularly in marketing technology, data and specialist digital services.

4. The work

Long gone are the days of agencies pitching to a phantom brief, with the winning agency then being given the actual brief on which to work. Brands want to see the answer in the final presentation; they want to buy a version of the work that will run, accepting that agencies are unlikely to nail it creatively at pitch stage.

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Figure 5: Business Reach Logo

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Figure 6: Business Reach Sub-brand Logos

5. Brand Advice

This sentiment has been increasingly cited by CMOs who are looking for a trusted advisor, their go-to person in whom they are prepared to invest time and money.

The key to deciding which agency gets to roll out your master strategy is knowing what you want to accomplish with your business in the long term. In addition, it’s useful to think about where you want to go, and how you want your brand architecture to evolve.

If you can unpack your plans for the future clearly, you’ll have a much easier time deciding which agency is right for you.

Interested in starting a project together?
Visit Creative Caterpillar for a showcase of our work.



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