Why I Chose to Stay a Freelance Designer Instead of Growing a Studio

Since going self-employed in 2018, I’ve gone back and forth more times than I can count on one big question: should I stay a solo freelancer, or grow into a studio—maybe even hire a junior designer? For a long time, I felt like becoming a “proper” studio was the natural next step, the way to prove growth or legitimacy. It’s what most designers are subtly conditioned to aspire to.

But over the last few years, something has become very clear: freelancing isn’t a stepping stone for me—it’s the right destination.

Working independently gives me a level of autonomy I’d struggle to give up. I get to choose the clients I work with, particularly the purpose-driven organisations I care deeply about. I shape my working hours and take time off without having to justify it to anyone. And in return, clients get studio-quality work at freelance costs, without layers of management or handovers. It’s a relationship that feels balanced and human.

One of the biggest benefits, though, is energy. Because I’m in control of my workload, I don’t hit the burnout wall that often comes with agency life. My work stays fresher, more considered, more energised. That creative headspace is invaluable—especially while raising a young family, where flexibility isn’t a luxury but a necessity.

I’ve also realised how much I value ownership. As a freelancer, I see a project through from start to finish. Every decision, every sketch, every refinement has my fingerprints on it. The sense of pride at the end of a project is so much stronger when you know exactly what you contributed—because you contributed all of it. In a studio environment, it was often hard to tell which parts were “mine,” and the final outcome didn’t always feel like something I had truly made.

Freelancing gives me clarity. It gives me independence. It gives me the ability to craft the career and life that actually works for me.