A calmer way of working: a client story
A real client story from Cult of Africa, showing how moving to a retainer model transformed workflow, trust, and long-term collaboration.
For two years, I worked with Elena from Cult of Africa Club on a project-by-project basis.
She would come to me when something was needed... a brochure, an update, a new piece of collateral. Sometimes I had the capacity immediately, and sometimes I was deeply engaged in other work. That unpredictability created stress on both sides.
The work itself was always aligned. The timing wasn’t.
Eventually, I suggested we move to a retainer.
Not to add pressure... but to remove it.
The retainer guaranteed Elena priority access to my time. It also allowed us to plan instead of reacting. We could think in months, not moments. Use the allocated time more intentionally. Build continuity into the work.
What changed wasn’t just workflow; it was the relationship.
I became more embedded in the brand. Decisions became easier. The work felt more cohesive.
Elena has since said she considers me part of her team, not an external designer. That’s exactly how the retainer model is meant to work.
It’s not about volume.
It’s about connection, trust, and flow.
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