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I can recall countless times when a client has needed a brand and website redesign "ASAP." The familiar pattern used to set in: I'd drop everything, work late nights, skip weekend plans, and rush through the process to meet the urgent timeline.
Here's the thing I've come to realise: while clients were generally happy with the rushed results, I always walked away with that nagging feeling that the work could have been better. Great design needs breathing room. Those truly unique ideas – the ones that make a project special – often emerge during the quiet moments between work sessions, when there's space for the mind to wander. Some of my best work has come from projects where I had time to sit with concepts, let them marinate, and revisit them with fresh eyes.
Rush jobs strip away that critical incubation period. No matter how talented you are, creativity can't always be summoned on demand.
What Rushing Actually Costs
Constantly responding to urgent requests costs more than just time. It deteriorates the quality of the work, since rushed design is rarely anyone's best design. It chips away at creative energy over time. And it steals time from the people and things that matter outside of work.
The Hidden Need for Validation
If I'm being completely honest with myself (and you), I used to say yes to these urgent requests because I craved the validation:
"You're a lifesaver!"
"I don't know what we'd do without you!"
"You're the only one who could pull this off!"
These little hits of validation felt good in the moment. But they came at the expense of my wellbeing, my family time, and ironically, my best creative work.
What This Looks Like Now
I work Monday to Thursday, and clients know that. If something urgent comes up outside those days, I'll say so honestly: I can do it, but it comes at a premium because it's outside my working hours, or I can prioritise it first thing Monday instead. More often than not, once people know both options, they choose Monday.
I also try to ask better questions when something's framed as urgent. "When do you need this by, and what's driving that timeline?" Often, the answer reveals there's actually a bit more room than first thought.
The Surprising Result
Setting these boundaries hasn't cost me client relationships – if anything, it's done the opposite. Clients tend to respect the process more once they understand that a slower timeline isn't me stalling, it's me making room for the work to be at its best. Once they know that, most are happy to let the process breathe.
And the work itself has improved. When I'm not constantly switching between urgent tasks, I can give each project the focus and creativity it deserves.
Because when everything is urgent, nothing is.
If you're looking for someone to work with who gives the design process room to breathe, get in touch.