The Designer No One Referred: Why Networking Still Beats Ads

A few months ago, we started working with a graphic designer from Germany. The kind of talent you’d expect to see credited on a Vogue spread or Porsche campaign. His work was that good, clean, bold, unforgettable. Even more impressive? He had trained a handful of young designers across Europe who now earn six figures.

But here was the catch: despite his brilliance, he couldn’t land the high-paying gigs he deserved. He’d run paid ads, sent out cold pitches, done free work “for exposure,” and even kept his portfolio sharp and current. Still, the right doors weren’t opening. And at his full-time job, two promotion cycles had passed him by.

He reached out to us for a PR strategy; visibility, thought leadership, the usual. But then, something unexpected happened that shifted everything.

The Joke That Sparked a Truth

During our first planning session at his home office, we were deep into ideas, campaign angles, media targets, personal branding tweaks, when his wife walked in.

Smiling and half-joking, she said:
“Why didn’t you go for Kelvin’s birthday? Now you keep saying your friends don’t check on you.”

We laughed, but something clicked.

That offhand comment uncovered what paid ads and polished bios couldn’t solve: his brand wasn’t the problem. His relationships were.

The Network That Didn’t Know Him

We paused the strategy. Told him to make four calls; two friends, one colleague, and his line manager. One question:
“What do you think of me — and would you refer me for work?”

The answers were honest.
“Yes, you’re great at what you do. But truthfully? You don’t show up for people.”

No calls. No birthday texts. No hangouts. No public support or celebration of others.

Despite his design skills, he had become invisible to the very people who could recommend him.

Why Networking Still Wins

In today’s hyper-digital world, people underestimate the power of real, intentional networking. But whether you’re a designer, founder, or consultant, opportunities flow through people, not just posts.

The best gigs are rarely advertised. They’re whispered in group chats, mentioned over lunch, or shared between friends.

Networking isn’t about attending every event or collecting business cards. It’s about being present. Checking in. Showing up without asking for anything. Making others feel seen.

That’s what keeps you top-of-mind when a door opens.

Rebuilding the Brand That Matters Most

We told him to do something radical (but simple):

• Send thoughtful gifts to people in his circle
• Show up for one or two social events
• Plan coffee chats or hangouts
• Celebrate others publicly
• Offer referrals before asking for one

Three months later, the results were undeniable:

• He got the promotion.
• He closed seven high-paying design gigs, more than he had all year.
• And people began talking about him, not because of a campaign, but because he finally started showing up.

Your Brand Isn’t a Bio

There’s a lesson here: your personal brand isn’t your portfolio, your LinkedIn banner, or the last podcast you posted.

It’s how people feel when your name comes up in a room you’re not in.

It’s in the WhatsApp group, the quick birthday DM, the unsolicited recommendation, the little things that build trust over time.

So here’s a question worth asking:

What does your network think of you, and would they refer you when you’re not in the room?