Why Free Pitches Are Killing Creativity (and What to Do Instead)
- Paul Virlan
- Apr 4
- 4 min read
Updated: Apr 10
Whether you’re a freelancer, a small design studio, or a well-established agency, pitch invitations are a regular occurrence. Companies want fresh perspectives on strategy and design, so they turn to pitching as their go-to method.
At first, it’s exciting—you’ve been invited to work on an amazing project. You read the dense brief, analyze the needs, and start envisioning solutions. Then comes the catch: you’ll only get paid if your idea wins, or worse, the proposed budget barely covers 10% of the effort required.
It’s a tough spot. The project is tempting, and maybe you need the cash, but you know nothing about the decision-makers, the competition, or the process. There’s no chance for proper meetings or real conversations to understand your potential client. Still, despite the lack of transparency, you convince yourself it’s worth the risk. Your experience tells you you’ve got a strong shot.
But here’s what most design businesses ignore: the hidden cost of saying yes.
1. The Illusion of Value: Why Free Work Doesn’t Equal Great Work
Free pitches are killing creativity. Free pitches create the false impression that good design comes easily. In reality, branding and packaging design require deep strategy, research, and time—none of which can be done for free.
When agencies pitch for free, they rush to impress rather than solve real problems. The focus shifts from thoughtful strategy to quick execution. This leads to surface-level ideas instead of meaningful, results-driven design. In packaging, where every detail—from materials to shelf impact—matters, skipping the strategic phase means brands get aesthetically pleasing but ineffective solutions.
Solution 1: Educate Clients on the Process – Many clients don’t fully understand the depth of strategy, research, and iteration that goes into branding and packaging design. Instead of just saying "we don’t pitch," take the time to explain your process and show how thoughtful collaboration delivers better results. A well-informed client is more likely to respect the investment required for high-quality work.
Solution 2: Start Small, Build Smart – Instead of a free pitch, offer a small-scale paid project—a workshop, a mood board session, or a packaging concept review. This allows clients to test your expertise without undervaluing your time.
2. The Risk of Idea Theft: Your Work Without Your Name on It
Once a free pitch is submitted, your creative ideas are out in the open—whether you win the project or not.
Too often, businesses collect multiple free proposals, mix and match the best ideas, and execute them without hiring the studio that actually created them. This is especially dangerous in branding and packaging, where unique design elements can be subtly “borrowed” without credit. It’s a hidden cost of free work—one that hurts small studios the most.
Solution 1: Charge for Strategy, Not Just Execution – Position your studio as a brand partner, not just a service provider. Offer paid strategy sessions before jumping into design. This ensures clients get tailored insights while respecting the value of your expertise.
Solution 2: Only Share High-Level Concepts – Instead of presenting fully developed designs, outline your strategic approach and problem-solving process. Keep visuals conceptual and broad. This prevents your work from being “borrowed” while still demonstrating your expertise.
Solution 3: Call It Out When It Happens – If a company takes ideas without credit, speak up. Address it professionally, whether by contacting the company directly or sharing insights about these unethical practices within the industry. The more designers push back, the harder it becomes for companies to justify this behavior.
3. The Unfair Playing Field: Why Free Pitches Hurt Small Studios
Large agencies can afford to spend weeks on unpaid pitches. Small studios can’t—making the competition unfair from the start.
For boutique studios specializing in branding and packaging, free pitches drain resources that could be used on actual clients. While big agencies absorb the loss, smaller teams face financial strain. The result? Independent studios with fresh, innovative ideas are pushed out of the market simply because they can’t afford to work for free.
Solution 1: Let Your Work Speak for Itself – Encourage potential clients to evaluate studios based on case studies, testimonials, and past results instead of unpaid pitches. A strong portfolio proves your expertise far better than a rushed, speculative concept ever could.
Solution 2: Set Clear Boundaries & Stick to Them – Establish a no-free-pitch policy and communicate it upfront. Position your studio as a partner that values meaningful collaboration, not a competitor in a speculative contest. The more studios that take this stand, the harder it becomes for companies to demand free work.
Final Thoughts
Free pitches might seem like a necessary evil in the creative industry, but they devalue design work and create an uneven playing field. By shifting the focus from unpaid concepts to strategic collaboration, both clients and agencies benefit—leading to stronger partnerships and better results.
The most common response we hear—whether from colleagues or clients is, “You’re just privileged.” But it’s not about privilege; it’s about responsibility. We see the long-term damage free pitching causes, not just for us, but for the entire industry. By refusing to take part, we’re not being difficult, we’re protecting the value of creative work for everyone. The goal is to shift the industry mindset from “pitching” to partnership-building.
Looking for strategy & design that delivers real impact?
Let’s collaborate the right way—AKA, the way that involves paying for it. 💚
