From agency to in house: don’t fear the brand book, own it.

For years, I thrived in the agency world - the pace, the variety, the buzz of new challenging creative briefs. I was proud to be a designer who could jump from whisky bottle packaging one week to luxury fashion e-commerce the next. But when an opportunity came up to go “in-house” at a major financial services brand, something unexpected stirred: curiosity.

Still, doubts crept in. Was I selling out? Would I be stuck endlessly tweaking one ad, buried under layers of corporate approval? Would the creative spark I loved fizzle out?

Spoiler: it didn’t. In fact, that leap became the most creatively fulfilling decision of my career.

One brand doesn’t equal boredom

On my first day in my new in-house role, I was handed 128 pages of brand guidelines. My inner creative screamed. But over time, I realised those guidelines weren’t constraints - they were the launchpad. I still got to design everything I loved: billboards, campaigns, editorial content, digital experiences all based on big ideas. The difference? I now had the chance to influence the brand at a deeper level. To not just create for it - but help shape it.

And here’s the best bit: I wasn’t just designing for a brief. I was collaborating with other agencies, marketing, strategy, compliance, customer experience - all under the same roof. I saw how my work impacted real people. I could walk down the street and see something I’d designed, part of a bigger picture I was helping to build.

Yes, there were challenges. When a stakeholder changed direction late in the game, there was no scope increase. But I wasn’t alone. I was part of a team that got it. The camaraderie, the shared ownership, the chance to say, “What if we tried this instead?” - that was worth everything.

Why in-house design is worth considering (for designers and clients)

If you’re a designer wondering whether in-house means waving goodbye to creativity: it doesn’t. It means embedding deeper, thinking longer term, and having a bigger impact.

If you’re a business thinking about building your own design capability: here’s what I’ve learned from both sides.

What are your options?

In-house designers: Dedicated, embedded creatives who know your brand inside and out.

Freelancers: Flexible and cost-effective, often great for short bursts or niche skills.

Agencies: Teams of specialists who bring big thinking and wide experience.

Each option has its strengths and together, they work brilliantly. But here’s why in-house might be your best move - or at least a core part of your strategy.

The power of an embedded design team

• Immediate access and collaboration

Need a social asset by 3pm? Want to test a new campaign idea during a coffee chat? In-house means less back and forth, faster feedback, and shared goals.

• Deep brand knowledge

Your designers live your brand. They understand your audience, your values, and how to evolve your visual identity without reinventing the wheel every quarter.

• Stronger culture and cohesion

Design isn’t just a service - it becomes a strategic partner. In-house teams can challenge thinking, spark ideas, and contribute beyond the brief.

One size doesn’t fit all

Building a design team isn’t just about hiring talent. It’s a commitment to investing in their growth, tools, and creative space. And if your design needs are inconsistent or highly specialised, freelancers or agencies may be a better fit - or a great complement to your core team.

Why in-house design isn’t just an option - it’s the answer.

What kind of design work do you need?
A few quick-turnaround assets? Freelancers can help.
But if you’re building a brand with depth, running always-on campaigns, and aiming for creative that evolves with your business - nothing beats an embedded team.

What’s your budget and timeline?
Agencies bring short-term scale and specialist skills - and we love working alongside them.
But an in-house team offers long-term value: fixed costs, faster turnaround, and designers who know your brand inside out and keep everything aligned. Together? It’s the best of both worlds.

Looking for consistency, agility, and deep brand insight?
You’ll only get that when your designers live and breathe your brand from the inside out.

Need to scale during peak periods?
Start with a strong in-house core. Then flex with freelance or on-demand support when needed - without sacrificing creative continuity.

Creativity thrives where it’s understood

In-house doesn’t mean playing it safe. It means playing smart. You build equity in your brand, empower designers to grow with your business, and create design that’s not just beautiful - but meaningful.

To any designer considering the jump: Don’t fear the brand book. Rewrite the rules from the inside.

Bringing design in-house isn’t just about saving money - it’s about unlocking deeper brand impact and creative consistency.

At LOOP Agencies, we help regulated industries build in-house teams, who in turn create better governance and clarity for your brand. Get in touch to see how we can help you take charge of your brand.