most designers treat retainers like they’re being hired to do chores. actually, you're being invited to shape the work. co-write the brief. guide the work. pitch your idea. make it something you'll be proud to show.

so here’s how to be more proactive, not just a pixel robot. these 3 moves lead to better work for you and happier clients 👇

1. zoom out start by asking: what’s on the table for your client over the next 3, 6, or 12 months? what are their real biz goals? once you have that context, think creatively about how your skill set can help them get there. then pitch a few ideas you could lead, either under your retainer or as a separate scoped project. this flips you from “support” to “strategic partner.”

2. sweat the small stuff sometimes there’s unused time in the retainer. or you just spot something that could be improved. tell them. example: “hey, i noticed you’re using the static logo everywhere. want me to make a quick animated version? could squeeze it in under this month’s retainer.” small suggestions like that show you care about the product, not just the assignments.

3. automate the boring bits if you’re stuck designing the same stuff (e.g. social posts), offer a better system: “i noticed these requests come in a lot. what if i set up editable templates for your team in canva? you'd get them faster, and we can free up my time for higher-leverage work.” this makes you look smart, saves them time and money, and, importantly, gives you more interesting briefs.

one caveat, though. none of this works if you do the glorified design subscriptions the same style as gym subscriptions: just hoping clients “sign up” but never actually show up. it does work if what you want is creative, challenging work and the stability of recurring income. retainers can be deep, fun, strategic partnerships—if you show up with that energy.

s/o to @jillrgunter from @EspressoSys - we're running a multi-month design retainer with her, and she lets us co-write our own briefs + gives us full context on where we can actually move the needle. dream setup!