When most people start looking for a designer, they go straight to the portfolio. And that makes complete sense - you need to like the work. You're going to be putting your name to it, so the craft and style have to feel right.

But here's something I genuinely say to people I'm in conversation with: the portfolio is only part of it. And sometimes not even the most important part.

The work gets you in the door

A strong portfolio tells you a designer can do the job. It tells you they have taste, technical ability, and experience. All of that matters, and you absolutely should spend time looking at their previous work before reaching out.

But liking someone's work and working well with them are two very different things. And confusing the two can lead you into a working relationship that's much harder than it needs to be.

The relationship is what makes it work

Here's the thing that doesn't get talked about enough: when you hire a designer, you're not just buying a set of deliverables. You're entering into a creative relationship - often a fairly close one.

A good designer is going to ask you some quite deep questions. About your brand, about why your business exists, about what you're really trying to say and to whom. To answer those questions honestly and usefully, you need to feel comfortable with the person asking them. That only happens if you actually get on.

So alongside looking at portfolios, I'd genuinely encourage anyone hiring a designer to get on a call with a few of them before making a decision. Not a formal pitch - just a conversation. And while you're on that call, pay attention to how it feels.

Do they listen? Do they ask good questions, or do they talk at you? Do they make you feel like your brief is interesting to them, or like you're just another project? Are they easy to talk to?

These things matter. Because this person is going to be your creative ally, and the dynamic of that relationship will shape everything that comes out of it.

You could love the work and not click with the person

It happens. A designer's portfolio might be exactly what you're drawn to, but the conversation feels off. They talk over you, or they seem disinterested, or something just doesn't quite click.

That's useful information. Don't ignore it.

A difficult working relationship produces difficult work. Revisions take longer, conversations become more guarded, and the final result tends to reflect that friction. Whereas a designer you genuinely connect with - even one whose portfolio isn't quite as dazzling - will often produce better outcomes because the collaboration actually works.

So how should you actually choose?

Look at the portfolio first - that's your filter for quality and style. But then talk to a few people. Get a sense of who they are, how they think, and whether the conversation feels easy.

Ask yourself:

• Do they seem genuinely curious about my business?

• Do they listen as much as they talk?

• Do I feel like I could be honest with them if something wasn't working?

• Can I see myself having a working relationship with this person over time?

The right designer isn't necessarily the one with the most impressive book. It's the one whose work you respect and whose company makes the project feel like something to look forward to rather than manage.

That combination - great work and a great relationship - is what makes design partnerships genuinely brilliant.

And it's worth taking the time to find it.