Building and maintaining solid client relationships will be crucial in the competitive world of 2025. While impressive portfolios and technical knowledge might help you get in, the strength of the client relationships you build will keep you there–and bring you back to work on future projects.
Remember: Client relationships are vital to your creative business. They determine not only the immediate success of a project, but also its long-term growth and stability. Both research and personal experience show that it costs more to acquire new clients than it does to retain existing ones. Protecting and improving your current relationships will lead to more repeat business and referrals from trusted sources, as well as the ability to overcome unexpected challenges.
You might also want to consider this. Improved client relationships can also improve profitability. better work. When clients have confidence in your judgement and expertise they are more likely to explore new creative ideas and take calculated risks. This may initially be uncomfortable, but will ultimately result in outstanding work.
Today, on Wednesday, 19th March, is Clients’ Day. We’ve collected wisdom from professionals in the creative industry who know that building meaningful relationships requires both art and science. You can find the most insightful insights in the following section, or you can access the entire discussion at our creative network The Studio. Don’t worry, if you aren’t a member: joining is free!
1. Consider yourself a business partner and not just a vendor
Brand designer Stephen Ledwidge believes that changing your mentality is the best way to improve client relations. “Always work towards positioning yourself as a partner, not a supplier,” He stresses. “See where and how you can add value for the client and look for opportunities to go beyond the initial ask of the brief.”
The approach goes beyond the project’s immediate requirements. As Stephen explains: “I also try to find ways to build trust and find connection with the client. If they can see you can go further than just what they ask, that’s a great start.” The added value approach creates the foundation for long-term relationships.
Matt Hamm, of Super Eight Studio, agrees with the notion that trust is at the core of every client-supplier relationship. “Once you’ve built that foundation, working with clients becomes effortless,” He points it out. How do you approach it? It all starts with authenticity “Be authentic, and always remember that clear communication is key. Develop a genuine connection on a human level—warts n’ all.”
Stephen recommends that you also expand your network in the organisation of the client: “Try to see where else in the business you can make connections,” He advises. “So, while the project may come in via the marketing or comms team, are there others in the business that you can connect with?”
2. You must have the courage to refuse.
All of us want to live a peaceful life, and be loved. Sometimes, however, it is when we move beyond blindly agreeing with all that they have to say, that the most rewarding client relationships are formed.
Alex Foxley, illustrator and designer of brand identities, explains: “Some of my best projects and strongest client relationships have come from having the courage to say no. Not in a dismissive or patronising way, but in a way that challenges ideas constructively and pushes their vision further than they imagined.”
This approach shows that you are a person of thoughtfulness and confidence in your client’s idea. It also displays that you care about their success. Alex points out: “Some of the most positive feedback I’ve received has come from moments where I’ve flagged a potential issue they hadn’t noticed or suggested an idea that elevates their branding even further. It shows initiative, builds trust, and proves that I’m invested in making their project the best it can be.”
This approach has a clear value. “Clients don’t just want a designer who executes,” He concludes. “They want someone who thinks ahead, problem-solves, and brings something unexpected to the table.”
3. Communication and clear processes are essential.
Clients who are nervous often feel this way because they don’t understand the process of design and therefore lose control. The more transparent you are about the working process, the better.
Graphic designer Ryan Stringer suggests that you communicate your process clearly. “Ask yourself: what does your onboarding look like?” He says. “How do you share the project status? Clients don’t like to be in the dark, or having to email you asking for an update. Providing clarity in your process will build trust and confidence that you were the right person to invest in.”
4. Understanding their challenges is essential.
A strong relationship with clients is built on a solid understanding of the client’s needs. “So get clear on their challenges and goals from the start,” Denise Strohsahl, a consultant. “I always start by asking, ‘Where does it hurt?’ and ‘What do you want to achieve with this?’ This way, I can clarify what exactly they need my help with and what they see as a successful outcome.”
The initial discussion creates the foundation of all future collaborations: “I always use this initial conversation as a thread that runs through our whole collaboration,” adds Denise. “It’s also a great opportunity for me to manage their expectations and lay out my process.”
For truly transformational working relationships, you need to understand your clients on a deeper basis. Brand consultant Dionysis Livanis emphasizes: “Empathy is everything. The best client relationships aren’t just about delivering great work; they’re built on trust and understanding.”
It means that we go beyond the surface level project requirements and truly understand our clients’ world. Dionysis describes: “Take the time to really get under the skin of your client’s world. What they’re going through, their challenges, their priorities. When you can offer advice and support that genuinely helps them, you become more than a service provider; you become a trusted partner.”
This empathetic approach allows creative professionals to anticipate needs before they’re articulated and offer solutions that address root challenges rather than symptoms–positioning you as an invaluable asset to your client’s business.
5. Humour is always welcome.
Personality is important when building relationships. Illustrators are often called upon to illustrate.
John Cooper says: “Don’t be afraid to use humour, but understand how to use it. I use positive humour to help build client relationships. It can be high risk, but it’s a great way to win trust if done right. For example, in a meeting, I once said, ‘Sorry, we’ve run out of logos; we only have blue ones left’. Pause. ‘I’m only kidding’.”
“I should explain, I was a pro comedian for 15 years too, so reading the room is important,” He adds. “There’s a great book called Humour that Works about using humour in the workplace, which is very improv-based.”
6. Alignment is important when working.
Aligning values and styles of working is an excellent way to create natural harmony. Nvard’s best advice, therefore, is to choose people who you enjoy working with on projects aligned with your own values. “When you and your clients share the same mindset, respect each other’s time, and truly appreciate the work, the relationship starts strong and only gets better as trust develops,” He explains.
Abhinav Y. Yadav, a designer of brand identity approaches it from a philosophical perspective. “Know thy neighbour as thyself,” He explains. “This is as applicable to clients as it is for any connection you’ll ever form in life.” The same level of empathy that you show to your family or friends is what he suggests. “because you understand these people, you understand their problems as well and are able to help them best; not just actionably, but emotionally and empathetically as well.”
7. Develop a relationship with a person
Genuine connection, which goes beyond transactions and exchanges, is the key to building the best relationships with clients. Irene Ruby is the founder and artist of Makings and Musings. She stresses that: “A personal connection is super important—people don’t just come to learn a skill, they come for the experience, the encouragement, and the creative community.”
Rich Pay, of MOKSi, challenges our very language when we talk about building relationships. “I don’t like to think of anyone as a ‘client’,” He says. “It’s an easy shorthand, but it feels too transactional. As soon as you’re working together, you should feel like you’re in it together; their problems are yours, and their opportunities are yours.”
You can create partnerships beyond simple transactions by implementing the strategies of creative professionals that have navigated successfully client relationships.