From Followers to Design Clients with James Barnard
When was the last time a single social media post changed your life? Ever?
Join me on The Profitable Graphic Designer Podcast as I sit down with James Barnard, an award-winning logo designer, design educator, and the creative mind behind Barnard.co. James has an incredible story of how one viral TikTok post skyrocketed his career, bringing in countless design inquiries and transforming his business. From his journey as a solo freelancer to becoming a sought-after design expert, James shares his “secrets” to success, balancing content creation with client work, and handling the ups and downs of social media fame. You won’t want to miss this inspiring conversation!
Listen to the episode here:
Spotify – Apple Podcasts – Amazon Music
You will learn:
- The pivotal moment when James’ TikTok post went viral and how it impacted his design business.
- Insights into James’ content creation process, including his strategies for TikTok and Instagram.
- How James manages negative comments and maintains a positive online presence.
- Tips on balancing content creation with client work.
- How to identify and attract high-quality design clients.
- Advice for brand, graphic, and web designers on growing their businesses and increasing their rates.
Tune in to discover how you can leverage social media to grow your design business and attract high-quality clients.
About James Barnard:
James is an award-winning logo designer, seasoned freelancer, design educator, dad, and owner of Barnard.co. He specializes in designing logos and visual identities with meaning.
James started his career in graphic design more than a decade ago, working in the publishing industry. He has designed creative content for some of the UK’s biggest titles, including The Daily Telegraph, Grazia, Men’s Health, Empire, Cosmopolitan, The Times, and many more.
These days, James runs his freelance logo design business from the Gold Coast, Australia, after emigrating from London in 2021. He has an impressive variety of skills in design software, which he aims to pass on to the next generation of designers through his social platforms.
His work has been published in the Logo Lounge, and he speaks as an authority in the world of logo design at design conferences, on podcasts, and for other design channels.
Connect with James:
https://www.instagram.com/barnardco/
https://www.tiktok.com/@barnardco
Aventive Academy’s Resources:
Free Client Portal for Designers: https://aventiveacademy.com/client-portal/
$12k Client Attraction Masterclass: https://aventiveacademy.com/attract-clients-workshop/
The Wealthy Client Blueprint: https://aventiveacademy.com/wealthy-client/
12-Week Business Program for Designers: https://aventiveacademy.com/profit
The Creative CEO Accelerator: https://aventiveacademy.com/accelerator
TRANSCRIPT:
0:00
About two and a half years ago, I went viral on TikTok for the first time. It was a video of me showing off three logos I got accepted into this book called Logo Lounge. I was basically bragging about it in a certain way. I stitched another content creator’s intro to better sell the story.
0:19
Overnight, my business got around 70 leads, and I thought, “This is insane. Why haven’t I been doing this?” It was ten times the number of leads I had gotten in the last month. It was beyond ridiculous. So, I started focusing more on creating content for social media, and the leads have just kept coming from that.
0:56
Welcome to the Profitable Graphic Designer podcast, brought to you by Aventive Academy. I’m your host, Kady Sandel. I’m a brand strategist, designer, creative director, and the CEO of a successful six-figure design agency based in Austin, TX, serving clients worldwide.
1:14
After mastering the art of building a profitable and sustainable design business, I decided to help you achieve the same success. I teach brand, graphic, and web design business owners how to attract more clients, increase their pricing, and develop design businesses that provide the financial freedom and time flexibility you’ve always dreamt of.
1:35
We offer online programs, courses, and templates that you can use, along with our coaching Accelerator and Mastermind high-touch experiences for creatives. You can learn more about starting and growing your design business at aventiveacademy.com. But for now, grab a cup of coffee and join me in today’s podcast episode.
1:57
In today’s episode of the Profitable Graphic Designer podcast, we have James Barnard, an award-winning logo designer, seasoned freelancer, design educator, dad, and owner of barnard.co. I could add so many things to this intro, but I would like to hear how you, James, introduce yourself.
2:20
James Barnard: Thank you. We did a really good job there. I don’t think I need to say much more than what you just said. Well done. Thanks very much. That’s a great intro.
2:40
I’m James Barnard. I design logos for clients all over the world from my tiny home studio on the Gold Coast, Australia. But I’m actually from the UK; I emigrated here just over three years ago. I live here with my wife and young family, designing logos for clients all over. Half of my time is spent doing that, and the other half is spent teaching everything I know on social media.
2:58
I have a bit of a following on Instagram and TikTok, where I teach software tips and tricks, how to be a better designer, and how to be a better freelancer. So yeah, that’s kind of my bag.
3:20
Firstly, I’d like to thank you for getting up so early to do this podcast. You’re in Austin, TX, right? I’m in Australia, so there’s a massive time difference. I think it’s like 5 AM where you are, and it’s 8 PM for me. I really appreciate it. But this is the nature of my business now; I work for clients all over the world and I’m always burning the candle at both ends.
3:39
I always have to be at my desk after 7 PM, after the kids have gone to bed, to get any work done. So yeah, I really appreciate it.
3:57
Kady Sandel: Yeah, thank you for staying up. As you mentioned, you have kids, and I have kids as well. This is before my kids wake up because they usually start getting up at 7 AM. That’s my hard stop, but I’m sure we’ll be done by then.
4:13
James: You’re lucky. My kids get up at 5:30 AM. I think it’s something to do with the early Australian sunshine. It’s absolutely brutal every day.
4:36
Kady: Yeah, my kids sleep pretty well. They go to bed at 9 PM and get up at 7 AM. The baby sometimes wakes up in the middle of the night to eat, but then she goes back down, and it’s totally fine.
4:54
So, you are from London but live in Australia. How did you decide to make the move? Do you have family there, or why Australia?
James: My wife is Australian. She was on a working holiday in the UK, working in London. We met at a company called Bauer Media, where she sold radio advertising and I was their digital designer. We met at an office party, and the rest is history. A few years later, I went freelance, and she joined another company. We kept things going, got married in London, and then she felt the call to go back to Australia.
5:12
In 2021, she wanted to be home, so I did the honorable thing and emigrated. Now, I’m running my freelance business here, enjoying the lovely Australian sunshine, but pulling in clients from the US and Europe, where they actually pay for graphic design. In Australia, it’s tough to get paid well for design work. So, I keep the world as my client, dealing mostly with the States and Europe.
6:11
Kady: I love that story. I’m originally from Serbia and used to live in London for a few months. I came to the States for a student exchange program and met my husband in my second week here. Nine years later, I’m still here. It was never planned.
James: The old spousal visa, right? It works wonders. It made things easier for me, being married to an Australian and having a daughter at the time. The visa application was lengthy but straightforward.
6:48
Kady: That’s one way to do it. Marry an Australian if you ever want to live there.
James: Exactly.
Kady: Can you tell us about when and how you started your career as a logo designer?
James: I started in the publishing industry, working for magazines and newspapers. I eventually hit a ceiling in graphic design roles, becoming a digital manager. I was doing less design work and more admin and HR, which I didn’t enjoy. So, I went freelance to pay the bills while looking for a new role and realized I loved the freelance gig.
7:04
I could pick my own hours. Initially, I was a gun for hire, working on a day rate at agencies in London. Then COVID hit, and I started working from home more. I was the stay-at-home dad while my wife earned more. I did freelance work in between looking after my daughter. I realized I didn’t enjoy generic graphic design services and decided to niche into logo design after watching Christo’s videos from The Futur.
8:20
I learned about the business of design and how to sell my services better. After 10-12 years as a designer, I knew logo design was the most enjoyable part for me. It’s pure creation, starting from a blank canvas in Adobe Illustrator and bringing something to life. Once I focused on logo design, things took off. I restructured my portfolio website to target logo design, which improved my SEO.
9:23
I started getting 7-8 leads a week. The social media side of things came later, but that’s a whole other story.
Kady: When you say you design logos, is it just logos, or is there brand strategy as well? Do you provide brand guidelines, stationery, websites, etc.?
James: I use “logo designer” as my title because it’s SEO-friendly. People search for “logo designer” more than “brand strategist.” By targeting keywords like “freelance logo designer London,” I got a lot of traffic to my website. I start with the logo and upsell services like simple websites, newsletters, presentation decks, stationery, and animated logos. I have packages that start with a logo and a simple style guide to more professional packages with full brand guidelines and additional services.
10:01
It’s all about getting the lead in and upselling services that small businesses might need.
Kady: So, it’s like a funnel. They come to you for a logo design, and you take it from there. That’s smart. Many designers market themselves as general graphic designers, but clients don’t search for that. My branding agency focuses on packaging for health and wellness products, so we use keywords like “logo design” and “packaging design.”
11:50
I never thought it would take only a couple of months to rank high on Google. If someone asked me, I’d say it would take two years to be first on Google.
James: It was such a searched term. I used keyword checkers like Google Keyword Planner and targeted those keywords. By restructuring my homepage and landing pages, I ranked number one for “freelance logo designer London” in just a couple of months. I’ve been in the business for 15 years, and this SEO strategy made me more findable for clients. My job is to upsell additional services and get better pay.
12:49
Kady: Are you a freelancer doing everything yourself, or are you more of a business owner with a team?
James: I had this conversation with Chris Do the other day. He defined a freelancer as someone who charges for their time. I charge by project and package my services. I have an assistant who helps with design executables and a copywriter for my newsletter. I’m expanding slowly because I’m a control freak with high standards. I’m struggling to find time for content creation and client work, so I need to hire more people to help with the legwork of running a small agency.
13:13
Kady: I agree with Chris Do. I don’t think you’re a freelancer anymore. Freelancers are usually just starting, charging per hour, and gradually moving to project-based pricing. As you start hiring and getting help, you’re not a solo designer anymore.
James: You’re right. It feels weird to call myself an agency owner because I’m in my office alone all day. But I don’t brand myself as a hire-by-hour professional. Clients buy packages and solutions from me. It’s a rebranding thing I need to address. I want clients to get in touch, even if they can’t afford me, so we can have a conversation. Chris Do thinks differently, not wanting anyone who can’t afford him to get in touch. I’m not at that level yet, but I do want those conversations.
16:30
Kady: Are you a high-ticket designer or more affordable?
James: It’s a tough question. I think I’m on the higher-ticket side. My floor price is not quite five figures, but it’s getting close. I turn away more than I accept. I have a budget filter on my website, and most people select the lower range, maybe because I’ve branded myself as a freelancer. But I have 15 years of experience and charge accordingly. I need to be sensible about diverting my attention to clients who will pay more.
17:27
Kady: I love that. I’m a bit different. I’ve been in the design space since I was 15, and I’m 33 now. I’ve done freelancing, built an agency, and realized I enjoy the business side more than designing. I love being a creative director, talking to clients, and bringing on designers to bring visions to life. I can hire better designers to work for me than I would design myself. Now, I have a team of five or six working on one project versus just me.
21:38
James: That’s not me. I don’t like the creative direction side. I want to be the one doing the design work. I love opening Illustrator and exploring concepts. I’ve always been the software guy, working quickly in the software. When I have to relinquish control, I usually take the design work the last 10% to my standard. I’m different, but I stay fresh with the software, which helps with teaching. I’m on the forefront of new products, getting pre-release versions from Adobe. I’m pivoting into the education space, selling digital products, and teaching, which I absolutely enjoy.
22:33
Kady: We are different, but we do similar things. Running a design business can be tailored to what we enjoy. Whether you expand to an agency or not, you can stay hands-on with design and hire others to help with sales, blogging, or social media. The beauty of this business is choosing what we want to do.
24:22
Before we continue, I want to remind you that if you’re a design business owner dreaming of a successful and profitable career with freedom and flexibility, I have something for you. The Profitable Designer Program is my signature 12-week system that will help you improve your business, sign amazing high-paying clients, and achieve your financial and lifestyle goals. Visit aventiveacademy.com/profit to check if you can join us now or if we are currently not accepting more designers into the program. In that case, you can join the waitlist and be the first to know when we open the doors again.
24:44
Designers who completed the program were able to sign five-figure design clients, ten times their pricing, reach six figures and beyond, make $20,000 per month while working only a few hours a week, and more. Here’s what Julia said: “It really has everything you could ever ask for to build a six-figure business that will allow you to have financial freedom. And that’s why I personally did it. I wanted that flexibility.”
25:10
If you want to be my next success story and achieve results like these, visit aventiveacademy.com/profit. Now, let’s go back to the episode.
25:30
Kady: So, let’s talk about something that everyone hopes for when posting on TikTok: going viral. One of your TikTok posts went viral and changed everything for your business, right? You got a lot of design inquiries from that one video.
James: Yes, it did. It was about two and a half years ago. I went viral on TikTok for the first time, showing off three logos I got accepted into Logo Lounge. I stitched another content creator’s intro to better sell the story. Overnight, I got around 70 leads. It was insane, ten times the number of leads I had gotten in the last month. I started focusing more on social media content, and the leads kept coming.
26:42
The viral video diversified my income because I started getting brand deals. At some point last year, content creation became my main source of income. This 50/50 split between social media marketing and client work makes more and more sense.
Kady: What made that video so successful? Was there a strategy behind it?
James: No, it was blind luck. But I’ve deconstructed it. The reason it worked was because it was a stitch with another content creator whose hook was, “Give me an example of a niche flex that means nothing to the majority but is a massive flex to a niche group.” I responded with my logos being accepted into Logo Lounge. Another part of the luck was that people thought I was saying “Lego” instead of “logo” because of my British accent. So, they were expecting Lego designs and got disappointed when they saw logos.
29:13
My eight-month-old son interrupted the video, and I left it in, which added a bit of humor. The video hit three and a half million views, and my account exploded. I started answering questions in the comments with more videos, showing the logos and explaining how I built them. Soon, I was making three videos a week for Instagram and TikTok.
Kady: How much time do you spend on content creation each week?
James: The actual hours vary. I try to get three videos out a week. My videos are quite detailed. I script them, edit them down, and have proper lighting and a nice camera. After about 350 videos, I’ve gotten pretty good at it. They follow a certain format, usually finding some conflict within the software and resolving it in an easy way. Sometimes they’re done to music with no language barrier. Most of the time, I’m on camera explaining what I’m doing. It has opened up opportunities for public speaking and teaching Illustrator to students.
32:17
Kady: How did you get involved with Adobe? Did they reach out to you because of your content?
James: The first time, I reached out to them hard. I wanted to go. A colleague of mine, Christy Campbell, had gone the year before, so I messaged her contact at Adobe. I hit every contact I had at Adobe. Eventually, the Adobe Express team, Photoshop team, and Illustrator team reached out. I went to LA last year and did a 15-minute slot at Adobe Max. I did an Adobe Live session in London a few weeks ago. This year in Miami, I’ll have a full hour for my session. I’m really excited.
34:44
Kady: That’s amazing. How do you balance your content between Instagram and TikTok?
James: I repost. There’s no different strategy between the two platforms. I focus more on Instagram Stories. Initially, TikTok had a one-minute limit, but that changed. I was making content for TikTok first and posting it to Instagram as a bonus. When I had my first viral moment on Instagram, people came to my profile and found 100 videos I’d made for TikTok. It led to an explosion of followers. One video about the pencil tool hit 15 million views, and I gained 100,000 followers in two weeks. Now, I make three videos a week and spend 2-3 hours per video on scripting, filming, editing, and posting.
36:49
Kady: Do most of your design clients come through social media now, or is SEO still working for you?
James: It’s social media now. About 85% of my leads come through social media. Making content for social media is a no-brainer. I’m making content for designers, but I’m winning clients by setting myself as an expert in my industry. Teaching others helps retain information better in my brain. Clients stumble across my content and get in touch. Content creation fosters two audiences, brings leads, and helps others. It’s a total win-win.
Kady: How do you deal with negative comments? With over 500,000 followers on Instagram and over 250,000 on TikTok, you must get negative comments sometimes.
James: Having a thick skin helps. Liz Mosley gave me great advice: keep a positive comments screenshot folder. One negative comment can outweigh 8 positive ones. It only takes one negative comment to ruin your day. I did a post about the structure reference tool in Adobe Firefly and got dragged over the coals. Advocating for AI as a designer is contentious. People got personal about my work. Keeping a positive comments folder helps remind me that I’m doing a good job.
42:09
AI is here to stay. We need to embrace it and stay in front of the technology. Adobe Firefly is an ethical form of AI, as their learning model is based on content they own. We as designers will always get better results than non-designers, so we need to adapt it into our workflow.
Kady: What are your plans for the future? Any exciting projects or goals you’re working towards?
James: I have a list of projects. I want to write a book, do more public speaking, and create more digital content. Personally, I’d love to get into the film and TV space, branding fake companies in movies. I’ll be reaching out to Netflix, HBO, and others. I did some work for a TV show a few years back, designing fake logos for a hotel and a sign. It was so much fun, and I’d love to do more of that. More projects in the film and TV space, more public speaking, and more digital products are my goals for 2024.
46:48
Kady: That’s amazing. Thank you so much for being my guest. Please share some URLs with us, whether it’s your website, Instagram, a freebie, or a paid offer.
James: Thank you. I have a course called “Turbocharge Your Logo Designs” at barnard.co/course. My website is barnard.co, where you can find my portfolio and contact me for logo design work. I hang out on Instagram, TikTok, and YouTube at @barnardco.
47:21
Kady: Perfect. Thank you so much.
If you enjoyed this podcast episode and want a chance to access one of our online courses for free, leave us a review on Apple Podcasts. Each month, one lucky reviewer gets to pick a course as a token of our appreciation. We’re here to help you build the design business of your dreams, whether it’s creating compelling proposals, attracting $10K clients, pricing your design services, improving your portfolio, reaching six figures and beyond, or helping you stand out. Join over 1,000 designers in my signature 12-week program, The Profitable Designer, at aventiveacademy.com/profit.
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Bye for now, Your host, Kady Sandel.