If you’ve worked on a design project, then you’ll know that it often comes with a lot of back and forth.

It’s quite common to hear things like: 

“Can you make the logo a bit bigger?”
“We’re going for something clean… but not too simple.”
“Let’s tweak the colours, maybe a bit more vibrant?”

All in the middle of an ongoing design project and this isn’t a bad thing. In fact, it’s welcomed.

Good design relies on collaboration. Clients have ideas, designers bring them to life, and naturally, adjustments happen along the way. That’s part of the process.

But when expectations aren’t clearly set from the beginning, things can feel more difficult than they should, and even go sideways.  

Maybe the designer thought there would be two rounds of revisions, but you were expecting five.

Maybe you assumed you’d get editable files, but that wasn’t included.

Maybe you thought the project would take one week, and the designer actually quoted three.

Maybe the designer assumed you would prefer a particular set of colours, but you didn't like it. 

So many maybes, and each one leads to bigger problems down the line. The reason all these “maybes” even enter the conversation in the first place? A lack of clear expectations.

That’s why setting expectations is so important, not just for timelines and deliverables, but for clarity around roles, and responsibilities. 

In this article, we’ll walk through how to set the right expectations with your designer, what to talk about, when to talk about it, how to keep things clear all the way through, and what to do when there’s a clear misalignment in expectations.

Why Setting Expectations Matters

There are so many reasons why setting expectations is important when it comes to a design project.

As you already know, design is a highly creative field with a lot of aspects to it. You might say you want a logo now, but what kind of logo do you want?

A wordmark, an icon, or a combination of both?
Something minimal or something expressive?

These are all creative directions your designer could take and without clear expectations, it’s easy for things to head in the wrong direction.

When expectations aren’t set from the beginning, it opens the door for misunderstandings. The designer might assume one thing while you’re thinking of something completely different.

Setting expectations helps prevent this. It gives both you and the designer a shared understanding of the project, what’s being done, how it’ll be done, what to expect at each stage, and how to communicate throughout the entire process. 

When to Set Expectations

The best time to set expectations for your design project is right at the beginning, before any actual work starts.

On the first call or chat, it’s important to lay everything out as clearly as possible. What you’re trying to achieve, what you expect from the process, what kind of support you need, and any concerns you may have.

At Brand Mavins, the very first step we take with every client is to schedule a discovery call with our account manager. During this call, we go over every aspect of the design project, what needs to be created, what the timeline looks like, how communication will work, and what success looks like from the client’s perspective.

It’s also a chance to clear up any assumptions early on. Things like, “Will I get the source files?” or “How many revision rounds are included?” might seem like nothing right now, but it can cause problems later if not discussed upfront.

It’s much harder to fix misunderstandings in the middle of a project so the earlier expectations are set, the better.

What Expectations to Set

If you're new to handling a design project, you might not be sure what expectations need to be discussed at the beginning and that’s completely normal.

At Brand Mavins, we make it a point to walk our clients through the key things that need to be clarified before any design work begins. 

Here are some of the most important areas we always cover:

Deliverables 

When discussing deliverables, it’s always best to clarify a few key things:

• What exactly are you getting at the end of the project?

• Will you receive source files (like PSD, AI, or Figma)?

• Are you getting just the final artwork, or also mockups, social media graphics, or brand guidelines?

Being specific about deliverables saves both sides from any trouble along the way. 

Timelines

A clear timeline gives everyone a shared sense of direction.

• When does the project officially start?

• What are the key milestones like first drafts, revisions, and final delivery?

• Are there deadlines you need to hit on your end?

Having a specified timeline for each step keeps the whole project on track.

Communication Style

You don’t need to be in constant contact, but there should be a clear rhythm.

• How will updates be shared, email, Slack, WhatsApp?

• How often will you check in?

• Who’s the main point of contact on each side?

This keeps all communication in one place and ensures there’s a track record.

Feedback & Revision 

Revisions are part of the process but it helps when both sides are clear on how they’ll work.

Before the project kicks off, agree on:

• How many rounds of revisions are included

• What counts as a “revision” vs. a new request

• How and when feedback should be shared

The clearer you are with your feedback, the easier it is for your designer to make the right changes. Be specific! 

Budget

It’s practically impossible to skip this very step. Everyone’s thinking about the budget anyway, so it’s best to just say it out loud.

Certain things to clarify in this step include:

• What’s the full project cost?

• What’s included in that cost?

• Are there extra fees for things like additional revisions, rushed delivery, or add-on assets?

Design Direction 

We’ve worked with several clients from different industries, so we’re used to hearing things like, “I’m not even sure what it is I want.”

In this case, just share what you do know or what you like. Things like:

• Brands you admire

• Colours or fonts you’re drawn to

• Styles you definitely don’t want

• The kind of audience you're trying to reach

This gives your designer a guide to follow that aligns with the vibe your brand is going for.

How to Communicate Expectations Clearly 

It’s one thing to talk about expectations, it’s another to communicate them in a way that sticks.

Here’s how to make sure nothing gets lost in the process:

Use a Design Brief:

We can't stress the importance of using a design brief. See we even wrote an article about it here! 

Before the project begins, use a design brief to write down all the important details: project goals, deliverables, timelines, design preferences, and more. 

It creates a shared reference point from the start. 

Write everything down:

Conversations are great, but written documentation is even better. If it’s not documented, it doesn’t exist. 

Reference your design brief, recap calls via email, confirm changes in writing, and keep track of decisions in one central place.

Set up a kick-off call:

This is where you walk through the brief together, align on timelines, discuss deliverables, and clarify how feedback will be handled. 

It’s your chance to ask questions and confirm that both sides are truly on the same page.

Clarify the approval process.

Decide upfront how sign-off will work. 

Who gives final approval? Will it be done via email, PDF markups, or a shared platform? 

This helps avoid delays and last-minute changes.

What to Do When Expectations Aren’t Aligned

Even with the best planning, design projects don’t always stay the same from start to finish. Priorities change. New ideas come up. Feedback from stakeholders shifts the direction. It could be anything.

What matters most is how changes are flagged and managed.

If something needs to shift, the first step is to communicate it early. Don’t wait until the final round to mention a major change. Flag it as soon as possible so the designer can adjust timelines, resources, or direction without scrambling.

At Brand Mavins, we always encourage our clients to share feedback openly, but respectfully especially if it impacts the direction of the work.

Conclusion

Design projects are always a team effort!

Remember this.

Like any good collaboration, clear communication makes all the difference.

Setting expectations from the very beginning helps you avoid issues, and creates space for your designer to do their best work.

No matter who you are working with, be it a freelance designer, a creative agency, or an in-house team, taking the time to align from the beginning can make all the difference.

At Brand Mavins, we prioritise clarity and collaboration from day one. If you’re ready to start your next design project and want a team that values clear communication just as much as creativity, book a call with us today. Let’s talk about how we can bring your vision to life.