A strong visual identity is essential for any business, and a skilled graphic designer plays a key role in shaping that identity. From brand logos to marketing materials, the right designer ensures your company’s message is both clear and visually compelling. However, not all designers have the same expertise, and understanding what to look for can help you make the best hiring decision. 

For example, finding the right designer requires more than just technical ability. The best graphic designers bring a balance of creativity, strategic thinking, and problem-solving skills to ensure a brand's message is both visually compelling and effective. Knowing what skills to prioritize when hiring can make the difference between a good design and a great one. 

That’s where bringing a WBN Certified Professional™ (WBN CP) on board can have a major impact. WBN CPs are thoroughly vetted, ensuring they have the right expertise to elevate your brand’s visual presence. Here are the top skills that we look for when selecting graphic designers. 

Key Skills of a Strong Graphic Designer 

1. Proficiency in Design Software

A professional graphic designer should be proficient in industry-standard software like Adobe Illustrator, Photoshop, and InDesign. Familiarity with tools such as Canva and Figma can also be beneficial, especially for digital and collaborative projects. WBN CPs specializing in design are experienced with these platforms, allowing them to produce high-quality, on-brand visuals quickly and efficiently. 

Pro Tip: When interviewing candidates, ask them to walk you through a recent project and explain their software choices. Request to see their design files to assess their workflow and technical skills. 

2. Understanding of Branding and Visual Identity

A great designer goes beyond creating visually appealing content—they understand brand strategy. They should be able to maintain consistency across all marketing materials, ensuring that logos, color schemes, typography, and overall design elements align with your brand identity. WBN CPs bring expertise in brand cohesion, helping businesses establish and maintain a recognizable presence across platforms. 

Pro Tip: Look for designers who can articulate the reasoning behind their design decisions. Ask them to describe how they have helped a brand establish or refine its visual identity in previous roles. 

3. Strong Communication and Collaboration Skills

Graphic design is rarely a solo effort. A designer must be able to interpret creative briefs, understand client needs, and collaborate with marketing teams, copywriters, and developers. However, many businesses worry about whether a remote or nearshore professional will be able to communicate effectively and align with their expectations. Concerns about language barriers, time zone differences, and unclear feedback loops can create hesitation when hiring remote talent. 

The key to overcoming these concerns is hiring professionals who are experienced in working with U.S.-based businesses and are proficient in English and business communication. WBN Certified Professionals™ are carefully vetted to ensure they meet these standards, providing businesses with designers who can seamlessly integrate into teams, communicate effectively, and contribute to strong brand visuals without the common challenges of remote collaboration. A strong designer not only listens actively but also asks the right questions to ensure alignment with project goals. The ability to communicate ideas effectively and incorporate feedback ensures a smooth design process and successful project execution, even in a remote setting. 

Pro Tip: During the interview, evaluate how well the designer explains their past projects. Provide a hypothetical design request and observe how they clarify requirements and ask questions to ensure alignment. 

4. Adaptability and Problem-Solving

Design trends, tools, and brand needs evolve constantly, requiring designers to be adaptable. The best professionals can pivot between projects, adjust their designs based on feedback, and find creative solutions to visual communication challenges. Our CPs are chosen for their ability to think critically and adapt to changing business needs. 

Pro Tip: Ask candidates how they’ve handled unexpected design challenges or last-minute client revisions. A strong designer will be able to share examples of how they adjusted their work efficiently without compromising quality. 

5. Attention to Detail

Whether it’s aligning text, selecting the right font, or ensuring color consistency, attention to detail is a skill that is necessary for graphic designers to have. Overlooking small design elements can make a brand appear unpolished or inconsistent. When hiring, look for someone who features a portfolio of professional designs that reflect the quality of the brand. 

Pro Tip: Request a portfolio review and pay close attention to spacing, typography consistency, and alignment. Small details in their past work can indicate how meticulous they will be with your brand materials. 

What a Graphic Designer is Not 

While graphic designers play a vital role in visual storytelling, it’s important to set realistic expectations for their duties within your company. A graphic designer is not: 

• A Motion Designer – Graphic designers create static visuals, while motion designers handle animations and video graphics. 

• A Social Media Manager – While designers can create assets for social media, content scheduling and strategy fall under a different role. 

• A Web Developer – Designers create visual elements for websites, but coding and site functionality are handled by developers. 

• A Copywriter – Designers focus on visuals, while copywriters craft messaging. Collaboration between both roles is often necessary for effective marketing. 

• A UI/UX Designer – While there is some overlap, UI/UX design involves research, wireframing, and user experience strategy beyond static design. 

Some designers expand their skill set to include these areas, but expecting one person to do it all without proper compensation is unrealistic. When hiring a WBN CP, you gain access to professionals with specialized skills, ensuring that you have the right talent for each role without overloading one person with unrelated responsibilities. 

How the Right Talent Can Support Your Business 

With the right professional, your business can maintain a strong, consistent visual presence that resonates with your audience. Whether you’re looking for marketing collateral, branding assets, or a complete visual overhaul, working with experienced designers—especially those who fit perfectly into your team—can provide significant long-term value. 

A WorkBetterNow Certified Professional™ isn’t just any graphic designer—they are highly skilled, vetted professionals aligned with your business’s time zone, communication needs, and brand goals.  

Investing in the right graphic designer means investing in your brand’s future — so make sure it is in expert hands. 

WorkBetterNow (WBN) provides outstanding remote talent to small and midsize businesses. WBN’s highly skilled and pre-vetted Latin American professionals are hand-matched for each client’s unique needs. Hundreds of growing businesses turn to WBN to unleash their potential through our exceptional talent, ease of hiring, and ongoing support. Request a consult today!