The role of designers is shifting from mere creators to performers. This change involves sharing their processes through videos and social media, where their persona increasingly matters. Many designers find themselves monetizing their audiences directly, relying on platforms like Patreons and Substacks rather than traditional client projects. The traditional perception that only the work of design matters is evolving, as the line between creating an image and becoming one blurs. This reflects a major cultural change within the design field, where personal branding is becoming as crucial as the work itself.
Today, making work is only half the job of a designer; performing it is the rest. Designers are filming process videos at sunlit workstations and sharing spon-con for Adobe.
Many designers don't need client projects anymore; they've already monetised their audience through platforms like Patreons and monthly print subscriptions.
The pressure exists for designers to make themselves part of the package, indicating a shift in how design work and personal branding intertwine.
For a long time, we believed that the only thing that matters in design is work itself. This belief is changing as performance becomes integral.
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