Freelance design can feel like an endless grind—constantly hustling, wearing all the hats, and still not reaching the level of income or freedom you want. I’ve been there, and I know exactly how frustrating it is to be stuck in that cycle. The reality is that the key to working less and earning more isn’t about pushing yourself harder; it’s about transforming how you run your business. In this episode, I’m pulling back the curtain on what it really takes to move from a solo freelancer to a true agency owner. And I’m not just talking about the traditional agency model with employees—I’ll also share insights on the “floating agency” approach, where you bring in contractors only when you need them. It’s a flexible, scalable way to grow without the overwhelm, and it’s a strategy that nobody’s talking about.

 

Designer to Agency Bootcamp: https://aventiveacademy.com/designer-to-agency-bootcamp/

 

Listen to the episode here:

Spotify  –  Apple Podcasts  –  Amazon Music

 

You will learn:

• The biggest reasons freelance designers stay stuck and overworked
• The difference between a traditional agency and a floating agency, and which might be right for you
• How to start delegating tasks without needing full-time employees
• The mindset shifts that will help you step into a true leadership role
• Practical tips for structuring your services and processes to work less and make more

Grab a cup of coffee, your notes, and get ready to redefine how you run your design business!

 

Designer to Agency Bootcamp: https://aventiveacademy.com/designer-to-agency-bootcamp/

 

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TRANSCRIPT:

0:00
Let’s be real, burnout is almost a badge of honor for freelance designers. But it shouldn’t be. You didn’t start your design business just to work 60 hours per week juggling low-paying clients who see you as just a service provider.

0:16
The problem isn’t your talent; it’s your business model. If you’re still trying to do everything solo, you’re stuck in a cycle that’s almost impossible to break. And what no one tells you is that the real secret to working less and earning more is shifting from being a freelancer to running an agency.

0:37
And I’m not just talking about hiring employees and all that super complicated stuff. I’m talking about the smarter way to scale that nobody talks about. This is where you only bring in contractors and freelancers when you actually need them.

0:53
It’s a flexible model that really can help you make more money and free up your time. But again, nobody’s talking about that.

1:20
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 6-figure design agency based in Austin, TX, serving clients worldwide.

1:38
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.

1:58
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.

2:20
Many freelance designers hit a ceiling at some point. You are overworked, consistently chasing clients, and still not hitting the income you want. The problem is that freelance design has limitations. You’re trading time for money, and there are only so many hours in a day. Plus, you’re wearing all the hats.

2:41
You’re a designer, marketer, accountant, project manager. You write emails, you do proposals, and you actually have to design everything. You select colors, you work on typography, and you maybe work on websites, which leaves you little time to focus on really growing your business.

3:00
This is where I was. So I totally understand if this sounds like you at the moment. But there is a way out. I’m telling you, this is exactly where I was. You may have heard my story that I used to charge $65 for logo design.

3:16
And now, even though I’m not talking about pricing specifically in this episode, I want to tell you why low-paying projects are not profitable, and sometimes high-paying projects are not profitable either. But what I want to say is that as soon as you are able to increase your rates, you can do something that will help you grow your business.

3:40
And again, it’s not just about, “Oh, I now increase my pricing and increase my rates, and now I’m getting these high-paying clients and keeping a ton of money, and that’s how I’m growing my business.” That’s how I’m making more money while working the same amount or less. It’s not about that.

3:56
There’s this one thing that nobody talks about, really. Like literally one thing that nobody talks about. But let me first tell you where I was, and this is probably where you are right now. So, I was a freelance designer constantly looking for clients.

4:15
And even when I got to the point where people were finding me instead of me looking for them, clients come in, you work, you talk to them, you try to sell your services. And you know, again, like you have the calls, you write proposals, you send them, you do emails, you go back and forth, they approve it.

4:35
Then you start the project. You have to work on their logo, select colors, work on typography, work on their packaging or website. Like whatever it is that you offer, you deliver that, or you go back and forth, you do revisions, you make changes, you send the final files, they pay the invoice.

4:53
Then you have to add that to your books. And it’s like basically you’re doing everything. And then you have to do the emails, and then you have to focus on marketing because if you want to get more clients, you can’t just stop doing your marketing.

And then you want to make changes to your website, and you maybe want to add that project to your portfolio.

5:11
And you’re constantly doing these things, which can be fun, right? I think it’s fun when you’re running your own business, and freelancing is fun as well. But we hit that ceiling at some point, when there are just so many things that we need to do as solopreneurs.

5:30
And I know that a lot of designers want to be solopreneurs, but you have to outsource at least some parts of your business. Like you’re not the best at blogging, you’re not the best at doing your own numbers, you’re not the best at posting on social media, you’re not the best at designing logos, you’re not the best at selling.

5:48
And you will never be the best in all those areas. So why not outsource? And this is the thing that nobody tells you about, really. The key to working less and earning more is shifting from being a solo freelancer to running a design agency.

6:05
And this doesn’t mean you have to build a traditional agency with a team of full-time employees. There is another often overlooked option that gives you more freedom and flexibility, and that is the floating agency model.

6:21
But let’s talk about transitioning from freelancer to agency owner first. So, the first step is to change how you view your business. Instead of thinking like a freelancer, start thinking like an agency owner, which means that you have to start seeing yourself not just as a service provider but as a business owner who can build a scalable system.

6:45
This is when you start implementing systems and templates. I’ve heard so many times when designers spend so much time creating custom proposals. No more custom proposals. You have one offer or maybe a couple of offers, and you have proposals that are made for that.

7:05
You need to package your services differently. So instead of doing everything custom and working project by project, consider creating service packages that are easier to delegate as well. These packages should be streamlined so they can be consistently delivered whether you’re doing the work or someone else is.

7:27
And by growing into an agency, you would start by outsourcing small tasks like admin work or social media management. And then you will move on to outsourcing parts of your design work like production, revisions, or specific design elements.

7:46
Many freelance designers would outsource the presentations. When you design a logo and select colors, and you’re done with visual identity, you need to present that to the client. That can take the same amount of time.

8:03
It can take 10, 15, or 20 hours to present that in the right way. And you can outsource that to other freelance designers who maybe enjoy doing that part of the business or that part of designs instead of actually designing the logo.

8:19
That way, you can collaborate and work together on a project. And really, by handing off more responsibilities, you’ll free up your time to focus on strategy, growth, and high-level client relationships.

8:35
You will not have to do all the small things in your business. You can now focus on the top level, like high-level CEO strategies. Now, I also want to mention that for some designers, the natural progression is to build a traditional agency with employees.

8:54
This model works if you want to scale consistently and have a steady flow of work. Here’s how to approach it: You would hire your first employee. You would start with roles that free up the most of your time.

This could be a junior designer, project manager, or even a virtual assistant—someone who can help you get your time back.

9:17
A traditional agency needs systems to run smoothly, so you should have documented workflows, project management tools, and a clear onboarding process for new employees. Then, as you move into this model, your positioning needs to shift.

9:34
You’re no longer just a designer; you’re an agency owner who offers strategic, high-value services to clients. Full-time employees give you more control and consistency, but they also come with higher overhead.

9:50
This model works well if you have reliable revenue streams and want a more predictable structure. Now, if you do not have this yet, there are ways you can develop it. I’m covering everything about growing from a freelancer into an agency in my upcoming Designer to Agency Bootcamp.

10:12
If you want to sign up, the link is below in the description, or you can go to aventiveacademy.com/designer-to-agency and you’ll find all the details. I’m covering positioning, pricing, marketing, and then finally, outsourcing.

10:31
It’s over three days, with so much value. It’s just $27, and I will help you go from a freelancer to an agency owner. I promise you that it’s going to be amazing. This is our third time running it.

We’ve had over 1,200 designers already go through the program, and they were able to increase their pricing, get high-paying clients, hire, outsource, and it’s really just amazing looking into how much success they

had after the bootcamp, and I can guarantee you will see the success as well.

11:05
So sign up as soon as possible. We have only 250 spots left, I believe. If you want to attend, again, it’s over three days, but it’s all recorded. If you can’t join us live, you will still get the recording, but you have to sign up and register as soon as possible.

11:22
And again, it’s just $77—you have nothing to lose.

OK, let’s talk about the floating agency. This is the hidden gem for designers. Let’s dive into this model that doesn’t get talked about enough, which is the floating agency.

11:40
This model is perfect if you want to avoid the overhead and all the things that come with a traditional agency while still scaling your income. The floating agency relies heavily on contractors and other freelancers.

11:57
You build a network of trusted designers, developers, copywriters, and other professionals whom you can call on as needed. Here’s how to make it work: You would invest your time in finding reliable, skilled contractors who specialize in the areas where you need or want support.

12:19
You build relationships with them so they’re available when projects come up. For example, you would have a list of logo designers, visual identity designers, designers who can do presentations, web designers, web developers, and copywriters.

12:35
You would have a list of all these people, and you would build relationships with them before getting projects. Then, when you need them, you would just go to them like, “Hey Nick, I have this project you want to work on,” and then you outsource to them.

12:51
In a floating agency, you only bring in help when you need it, and this keeps your costs flexible. It’s just amazing. I love this business model. Now, with contractors, you’ll need strong project management systems in place.

13:07
You will need to use tools that help keep everyone on track and communicate clearly about expectations, timelines, and deliverables. Either you will have to do that, or you will have to hire someone, which again, is going to be amazing for you.

13:25
You can hire a project manager, and they can do everything for you. That person can communicate with your contractors and freelancers, or you can do that as well. But in a floating agency, you’re the strategic partner overseeing everything.

13:44
You’re the main point of contact for clients while your team handles the execution. The biggest advantage of a floating agency is freedom. You can scale up or down depending on your workload without the financial pressure of full-time salaries.

14:04
You don’t have to think about letting someone go or firing someone. You’re not responsible for all these freelancers and contractors. You pay them based on the project.

The other thing you can do, which is what I do and what I love the most, is you can have full-time employees, part-time employees, and then hire and outsource some help to freelancers when you need it.

14:31
For example, in my branding and design agency, I have six people, but I don’t have the need for a full-time or even part-time copywriter. For someone who’s going to write content for our clients’ websites, that really just comes and goes.

14:51
So I have three freelancers that I always go to when I have a client that needs a website because I don’t want to write content for websites. Well, first of all, English is my second language. Second, I’m not a writer.

15:06
I can do it, especially now with AI, but I don’t want to do it, and I don’t have to do it. So I’m not doing it. I always hire and outsource that part. But I don’t have the need for a full-time, not even part-time copywriter or website copywriter.

15:27
That’s the part that I always outsource. I do have the need for someone who’s going to do my social media all the time—not in terms of posting for my branding agency, but more for Aventive Academy, which is where we help designers grow their businesses.

15:44
And this is the profile that you probably know about @aventiveacademy on Instagram. So I do have the need for that. I have a brand designer, I have a web developer.

You just have to figure out who you need more or less, and then you make that decision on who you’re going to hire full-time, part-time, or who you’re going to outsource to.

16:01
Even when you realize that you need someone full-time, you can start by outsourcing to that person 10 hours a week, 20 hours a week, 30, 40, and then you get to, “Oh, OK, well, that person is now full-time,” and then you hire them full-time.

But again, I’m covering every single thing about growing into an agency, whether it’s a traditional agency model or floating agency model, in my upcoming Designer to Agency Bootcamp.

16:40
Register as soon as possible, and I’ll see you there. The last thing that I want to emphasize or mention is that whether you choose the traditional agency route or the floating model, the key is that you’re no longer doing all the work yourself.

16:57
You’re stepping into the role of a business owner and leader, which I love saying—CEO—where you focus on big-picture strategy and client relationships, not day-to-day design tasks.

I know that as designers, we may want to design things. You can still be a designer in your design agency but outsource the rest.

17:15
When you build an agency, your income isn’t limited by how many hours you can work. Instead, you’re leveraging other people’s time and expertise, which allows you to scale.

17:33
You also create more stability in your business because you have a team supporting you, whether they’re full-time employees or just contractors. But ultimately, this transition is what enables you to work less and earn more.

It’s about shifting from being the doer to being the director.

17:53
It’s about building a business that works for you, so you’re not constantly tied to your desk and stressed out by client demands. The transition from freelancer to agency owner isn’t an overnight shift; it’s a process.

18:09
So start small by outsourcing a few tasks and see how it feels. Experiment with packaging your services in a way that makes them easier to delegate. Then, as you get more comfortable, decide which model works best for you: a traditional agency with employees or a floating agency with contractors.

18:27
The bottom line is that designers who want to work less and earn more need to step into the role of business owner and CEO, not just a designer. It’s time to stop doing everything yourself and start building a team, whatever that looks like for you, so you can finally scale your income and enjoy more freedom.

18:49
If you want to join us during the Designer to Agency Bootcamp, sign up now. The link is in the description, and I hope to see you there.

Thanks for tuning in to the Profitable Graphic Designer podcast. But wait, before you go, if you enjoyed this podcast episode and want a chance to access one of our online courses for free, simply leave us a review on Apple Podcasts.

19:12
Each month, one lucky reviewer gets to pick a course as a token of our appreciation. And here’s a reminder: We are 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 6 figures and beyond, or helping you stand out, we’ve got you covered.

19:38
I invite you to join over 1,000 designers in my signature 12-week program, The Profitable Designer. Visit aventiveacademy.com/profit.

And also, don’t forget to hit that subscribe button. That way, you’ll be the first to know when each new episode drops so you never miss out on future content.

19:58
Until next time, be sure to connect with us on Instagram @aventiveacademy, where we share valuable business tips, stories, and resources for brand, graphic, and web design business owners.

Bye for now, your host, Kady Sandel.