You’re talented. You love design. But something feels off.
Maybe you’re saying yes to every type of project that comes your way. Or you’re constantly scrambling to figure out what to offer next. Or you feel like you’re working all the time but can’t seem to find a rhythm that actually works.
Here’s the thing: you can be a great designer and still feel completely overwhelmed. The problem isn’t your skills—it’s your business model.
Most designers accidentally fall into their business model instead of choosing it intentionally. They offer a little bit of this and a little bit of that, and end up exhausted with no clear direction.
But when you choose your business model on purpose? Everything gets easier. Your pricing makes sense. Your boundaries are clear. Your calendar isn’t a disaster.
Let me show you three business models that work for designers—and how to know which one is right for you.
But first…
What Is a Business Model (And Why It Matters)?
A business model is how you deliver results and how you make money.
That’s it. It’s not complicated.
But clarity here impacts everything:
- Your pricing
- Your boundaries
- Your marketing
- Your calendar
- How quickly you can scale
Good news: you can evolve your model over time. You don’t have to pick one and stick with it forever. But you do need to pick one to start with.
Business Model #1: Custom Design Projects
What it is: Full brand, website, or brand + web builds from scratch. Everything is custom-designed specifically for your client.
Who it’s for:
- Designers who want deep creative work
- Designers building their portfolio
- Clients who need strategy and transformation, not just a template
Why it works:
This is the highest pricing model. You’re creating signature portfolio pieces, building strong client relationships, and getting testimonials that lead to referrals.
Every project is different. Every project is creative. If you love the design process and don’t mind longer timelines, this model can be really fulfilling.
The trade-offs:
Custom projects are time-intensive. They require more project management. And if your boundaries aren’t clear, they can easily lead to scope creep.
You’ll also nearly always go over your allotted hours. That’s just the reality of custom work.
Typical pricing:
- Brand identity: $1,500–$8,000+
- Website: $2,500–$15,000+
- Brand + web: $4,000–$25,000+
When this makes sense:
If you’re building your portfolio, custom projects are gold. They give you standout work to show potential clients.
If you love strategy and deep creative work, and you’re okay with longer project timelines, this model can support premium pricing and strong client relationships.
Business Model #2: Template Customization
What it is: Taking an existing Showit template and customizing it for a client. You’re not designing from scratch—you’re adapting a proven structure to fit their brand.
Who it’s for:
- Clients with smaller budgets
- Designers who want faster projects with clear structure
- Newer designers who aren’t comfortable designing from scratch yet
Why it works:
Template customization is faster. Projects are easier to systemize. You have way less scope creep because the structure is already there.
You can build your portfolio quickly. And because you’re working with a proven template, you can deliver consistent quality even if you’re newer to design.
The trade-offs:
You’ll make less per project compared to custom work. And you need strong skills in template selection and brand alignment—choosing the right template for the client matters.
Some clients may still want more customization than the template allows. Setting expectations upfront is key.
Typical pricing:
- $1,500–$10,000 depending on customization level
When this makes sense:
This is a fantastic starter offer. It’s great for busy designers who want predictable project timelines. It pairs beautifully with VIP days and can be a gateway offer—clients who start with template customization often upgrade to custom work later.
Business Model #3: VIP Days / Intensives
What it is: One- or two-day rapid design experiences where you complete specific deliverables in a focused sprint. Think sales pages, rebrands, mini website builds, or template setups.
Who it’s for:
- Organized designers who thrive under deadlines
- Clients who need quick wins
- Designers who want more time freedom and don’t love long project timelines
Why it works:
VIP days create predictable income. You’re not juggling long-term projects. You get great cash injections. And because the scope is tight, you have fewer revisions.
You can schedule VIP days around family, travel, or other projects. They’re easy to batch.
The trade-offs:
VIP days require strong boundaries. You have to set expectations clearly upfront—what gets done in the day and what doesn’t.
They’re not ideal for very complex projects. If a client needs full brand strategy and a 15-page website, a VIP day isn’t the right fit.
Typical pricing:
- $750–$3,000 per day
When this makes sense:
VIP days are a perfect complement to other models. They’re excellent for designers who dislike long timelines. And they allow you to focus and batch your work instead of spreading it across weeks or months.
They’re also a great upsell from template customization—clients who just need one more page or a quick refresh can book a VIP day instead of a full project.
Which Model Is Right for You?
The right business model depends on where you are right now and what kind of work feels sustainable for you.
Think about your experience level, your working style, and what you need from your business in this season. That’s what will point you toward the right model.
The key is choosing your primary model intentionally based on:
- Your lifestyle (Do you want long projects or quick sprints?)
- Your goals (Do you need consistent monthly revenue or are cash injections okay?)
- Your season of business (Are you building your portfolio or scaling back your hours?)
Different seasons of your business will need different approaches. And that’s okay.
Want to Go Deeper?
We’re launching a new course that dives way deeper into business models for designers.
We cover all 5 business models—custom design projects, template customization, VIP days, retainers and ongoing support, plus template creation and digital products—along with how to build your signature offer suite, pricing strategies, and how to choose the right model for your season of business.
If you want to hear when it launches, join our newsletter here. We’ll let you know as soon as it’s ready.
Ready to start building your design business? Browse our courses for designers—our Design & Sell Showit Website Templates course is a great place to start if you’re interested in creating templates as part of your business.
Krista is the co-founder of Davey & Krista, a creative studio known for high-converting Showit website templates crafted for photographers, creatives, and entrepreneurs. With over 15 years of branding and marketing experience, she helps business owners launch stunning websites without the tech overwhelm. Krista also teaches designers how to turn their creative skills into a thriving business—through templates, courses, and behind-the-scenes strategy. When she’s not designing, you’ll find her chasing sunshine, color palettes, and gluten-free pizza.
Explore website templates and free resources at daveyandkrista.com.
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