Image licensed via Adobe Stock
Success in the creative industry isn’t just about talent—it’s about connection. To mark Client’s Day, here are some great ideas for improving client relationships.
In the increasingly competitive landscape of 2025, building and maintaining strong client relationships can make the difference between thriving and merely surviving. Because while stunning portfolios and technical expertise might get you through the door, it’s the strength of your client partnerships that keeps you in the room—and brings you back for future projects.
Because let’s remember: client relationships are the lifeblood of your creative practice, determining not only immediate project success but long-term stability and growth. And both research and anecdotal evidence show that acquiring new clients costs significantly more than retaining existing ones. So protecting and enhancing your existing relationships is the surest path to repeat business, trusted referrals, and the ability to weather unexpected challenges.
Here’s something else you might not have considered. Better client relationships also lead to better work. After all, when clients trust your judgment and expertise, they’re more willing to take calculated risks and explore creative directions that might initially feel uncomfortable but ultimately lead to standout work.
It’s Client’s Day today, Wednesday 19 March, so we’ve gathered wisdom from creative professionals who understand that fostering meaningful partnerships is both an art and a science. We share the best insights below, while you can read the full discussion on our own creative network, The Studio. (Don’t worry if you’re not a member yet: it’s totally free to join!)
1. Position yourself as a partner, not a supplier
One of the key ways to improve your client relationships, believes brand designer Stephen Ledwidge, is to shift your mindset. “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.”
This approach extends beyond just fulfilling the immediate project 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.” This added-value approach creates a foundation for longer-term engagements.
Matt Hamm of Super Eight Studio agrees that establishing trust should be the cornerstone of any client relationship. “Once you’ve built that foundation, working with clients becomes effortless,” he points out. So, how do you go about it? It begins with authenticity: “Be authentic, and always remember that clear communication is key. Develop a genuine connection on a human level—warts n’ all.”
Stephen also recommends expanding your network within the client’s organisation: “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. Have the courage to say no
We all want a quiet life and to be liked. But actually, sometimes, the strongest client relationships emerge when you move past blind agreement with everything they say.
As illustrator and brand designer Alex Foxley reveals: “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.”
Apart from showing you’re a thoughtful person who’s confident in their idea, this approach demonstrates your investment in the client’s success. As Alex notes, “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.”
The value of this approach is clear. “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. Establish clear processes and communication
When clients get nervous, it’s often because they’re confused about the design process and feel a loss of control as a result. So logically, the more transparency about your working process you can share, the less anxiety they’ll feel.
For this reason, graphic designer Ryan Stringer recommends you have a clear process and communicate this 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. Understand their challenges from the start
At its core, the basis of a strong client relationship is a clear understanding of their needs. “So get clear on their challenges and goals from the start,” says consultant Denise Strohsahl. “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.”
This initial conversation creates a foundation for the entire collaboration: “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.”
Understanding your client on a deeper level creates a foundation for truly transformative working relationships. As brand consultant Dionysis Livanis stresses: “Empathy is everything. The best client relationships aren’t just about delivering great work; they’re built on trust and understanding.”
This means going beyond surface-level project requirements to truly comprehend the client’s world. As Dionysis explains: “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. Add humour where appropriate
Building relationships isn’t just about the work—personality matters, too. For this reason, illustrator
John Cooper suggests: “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. Work with alignment in mind
Finding alignment in values and working styles is a great way to establish natural harmony. That’s why Nvard Yerkanian‘s biggest piece of advice is to work with people you genuinely like on projects that align with your 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.
Brand identity designer Abhinav Yadav approaches this from a philosophical angle. “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.” He suggests approaching client relationships with the same empathy you would show friends or family, reasoning that: “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. Foster a personal connection
The best client relationships of all thrive on genuine connection that goes beyond transactional exchanges. Irene Ruby, artist and founder of Makings and Musings, emphasises 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.”
Indeed, Rich Pay of MOKSi challenges the very terminology we use when it comes to 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.”
By implementing these strategies from creative professionals who have successfully navigated client relationships, you can build partnerships that transcend simple transactions, creating the foundation for sustainable success in your creative practice.
