The biggest issue facing Australian designers

The design industry is changing fast—and not always to the benefit of independent designers and small studios. The biggest challenge right now? The devaluation of design through commoditisation and automation.

Design is being seen as a commodity

Over the past few years, clients have been exposed to a wide range of low-cost, instant design alternatives:

Online platforms like Fiverr, Upwork and 99designs
AI-powered tools like Canva, Midjourney and Adobe Firefly
Do-it-yourself branding templates that clients think will bypass the need for a professional

This shift means many clients no longer view design as a high-value, strategic investment. Instead, it’s seen as a commodity—something anyone can do cheaply and quickly. That perception creates intense downward pressure on fees and forces designers to work harder for less. We have failed to show clients the strategic value of design.

Design impact is the response

The good news? There’s still strong demand for design. But not just any design.
Designers who position themselves as strategic partners rather than creative suppliers can command better fees, attract better clients, and protect their business from commoditisation. A deep understanding of the clients’ business and industry sets them apart.
That means:

Moving up the value chain — offering brand strategy, research, storytelling, and business insight
Selling outcomes, not hours — helping clients see the return on their investment
Using AI as an assistant, not a replacement — to speed up process and elevate creative thinking
Educating clients — about the difference between design that looks good and design that has impact.

So what?

The future is design with impact

Designers who understand business will always be in demand. Those who can connect creativity to commercial outcomes will thrive—even in an AI-driven world. The challenge now is not to compete with automation, but to do what automation can’t:

Think strategically.
Build relationships.
Deliver insight.
Create impact.

Let’s keep the conversation going. Email Greg for a chat.

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Greg Branson
Design Business Council – business advice for creatives

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The Design Business Review is Australia’s only online design management archive. It’s professional development information written specifically for Australian designers by Australian designers. Best of all, it’s free.

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About Greg Branson

Greg’s passion is the research and development of methods that improve design management and the role of design in business.

His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students; co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education, he founded Design Business Council. Since then he has worked alongside hundreds and Australian creatives helping them manage their business better.

Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.

Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm

Always happy to chat, he can be contacted here.