Business Perspectives: Why designers stay–insights from top creative leaders

Hiring a great designer is only half the battle—keeping them is where the real challenge lies. We asked RGD firm owners to explain their strategies for hiring and retaining top talent.

It turns out it's not flashy perks or trendy job titles—it’s clarity, culture and meaningful connection. These insights reveal what today’s designers are looking for and how studios can build teams that endure.

Meggan Van Harten RGD, Co-CEO for Design de Plume

The secret is authenticity. When you clearly communicate your company’s culture and values, you create a foundation of trust. Great designers want to do meaningful work in environments that reflect their values. Many hiring challenges come down to culture mismatch, not lack of skill. We’re intentional about hiring for alignment, not just ability. Ongoing education, feedback and performance tied to cultural contribution (not just output) helps everyone stay grounded and connected. When people feel heard, respected and aligned with your mission, they’re more likely to thrive and stay.

Vida Jurcic RGD, Founding Partner & Co-creative Director of Hangar 18 Design Continuum

Company culture is number one. Designers usually apply at or are eager to work at a place that appeals to them in numerous ways. Not only through the great work the company does, but also the personalities and vibe of the team. A lot of designers are motivated by opportunities to do award-winning work and by giving them these opportunities, the employer is not just doing them a service, but also creating more ways to promote the design firm. Finding clients that will allow you to do good work can be difficult, because you also need to pay the bills, but they’re out there! Often in the form of smaller entrepreneurs. Paying your designers fairly for their work and challenging them to push boundaries will lead to personal fulfillment and great work. Kindness also goes a long way.

Elia Kanaki RGD, CEO at Rossul

Having engaging projects and the ability to influence product development go a long way. Talented designers aren’t looking to just “make things pretty”—they want to solve meaningful problems and see their work make an impact. Giving them a seat at the table early in the process, where they can help shape the direction of the product, is a powerful motivator. What makes this even more compelling is when the company fosters a true partnership spirit with its clients—built on trust in our expertise. When clients see us as strategic partners rather than just executors, designers are empowered to contribute meaningfully to the product vision. Their voices are heard and actively sought out and their recommendations are more likely to influence key decisions. Beyond that, creating an environment where design is respected as a strategic function—rather than an afterthought—plays a huge role in retention. That includes clear communication, support for continuous learning and opportunities to grow their craft alongside other strong designers. A strong design culture, realistic timelines and cross-disciplinary collaboration are also key. When designers feel challenged, empowered and valued—not just for their outputs but for their thinking—they’re far more likely to stay and do their best work.

Jean-Pierre Lacroix RGD, President & Founder at Shikatani Lacroix Design

A greater portion of our firm reflects employees with more than 20 years tenure. We often ask them why do they stay, and the answers are consistent. Great company purpose, broad range of types of projects and respect for diversity of ideas and a collaborative culture. If people leave, it’s because of the following reasons: they do not feel appreciated (want more money), do not embrace the company culture or the categories we work in are not appealing to their career ambitions.

Elana Rudick RGD, Founder & Creative Director of Design Is Yummy

What designers want isn’t flash—it’s stability and a genuine connection to the work and people around them. Build a culture where people feel safe to express themselves creatively and are supported through mistakes and encouraged to learn from one another—and they’ll find you. Speaking from experience (my team are rockstars!), if you want to retain great talent, make sure your designers feel valued and know they belong.

Carolyn Shaw, President & Chief Creative Officer at Humanity

What actually works in hiring and keeping great designers? Clarity and alignment. Be clear about the kind of design work the role involves—brand identity, production or conceptual creative—because not all design is the same and not all designers thrive in every space. A brilliant brand thinker may feel uninspired by production-heavy work, while a production designer may struggle in a strategy-first environment. Most designers are versatile, but they have strengths. Set them up for success by matching their skill set with their role. And more than ever, great designers want to do meaningful work. They’re looking closely at your client roster and the kinds of projects you take on. If your work aligns with their values and purpose, they’ll bring their whole selves to the role—and they’ll stay.