In the third instalment of their Design Insights series, Alan Sawyers of AS Design reflects on how the company has grown - not by chasing volume, but by focusing on strategic value, developing talent, and helping clients think differently.
“Clients don’t come to us for basic. They come to us for insight, structure and clarity,” Alan said.
It’s not just about making things look good – they have to work well too.
“Years ago,” Alan says, “I worked in a corporate business where the MD banned phrases like ‘pretty this up’ or ‘beautify this’ from senior managers asking me to brand things like sales proposals and pitch decks. He understood that what I did wasn’t decoration – it was adding real value to the business. He saw the difference between design as styling and design as strategy. That stuck with me.”
It still defines AS Design’s approach today.
Growing intentionally, not massively
AS Design hasn’t grown by accident. It started with Alan, doubled within a year of Nathan joining, and grew again with the addition of Josh. Most recently, Nic has become a more permanent member of the team – but not because the goal is to “scale up.”
“We’re not trying to become an agency with dozens of staff,” Alan said. “We’re trying to be brilliant at what we do, build a team that works to its strengths, and grow in a way that fits with our own values and goals.”
The aim is to become more efficient and more proficient – not just bigger. That’s why Josh and Nic are being supported to develop their own expertise, while Alan and Nathan focus more on strategy and oversight.
Strategic by design
As AS Design grew, and Nathan became more and more able to take on the work Alan had built the company up on, Alan’s own role with clients started to venture far beyond logos and layouts. Sometimes it’s leadership, mentorship, and direction.
“Clients have often seen me as an extension of their own teams,” he said. “But today that can often mean I actually spend time with clients at their own offices, helping them to strategise and develop their marketing and branding. I could never have done that if I didn’t have a team I could trust to do the work I’m no longer doing – especially when it still has my name – or at least initials – on it.”
Developing a business mindset
There’s a certain mindset that runs deep in the AS Design team. Alan has always turned hobbies into income – even AS Design started as a hobby – and that entrepreneurial attitude is being passed on.
“It’s an investment in people,” Alan said. “They benefit from that, as does the business – as do I.”
Nathan is now a co-owner of AS Design’s sister company, SNAC Digital, and leads major web projects across both brands. Josh, the youngest member of the team, recently launched his own car valeting venture – NMB Detailing – with a friend from school.
Alan said: “Josh designed his own logo, built his own website with a booking calendar, had banners printed, sorted merch, and opened a business bank account. I told him never to feel he needs to do this in secret and that I wanted to be his first customer. And I was.”
“That’s what I mean by investment. I’d rather get five really good years from people who care than ten with staff who just clock in and out – or, even worse, be stuck constantly recruiting people who don’t have the drive.”
Play to your strengths
AS Design’s current strategy is simple: get better and faster by working to each team member’s strengths.
Nathan leads on creative and technical execution. Josh brings fresh ideas and growing capability in design and marketing. Nic supports operations and communication. And Alan guides the business with a focus on vision, value, and client experience.
“We’ve been working up to this for three years now,” Alan says. “And it’s working. Clients come back. They recommend us. They trust us to not just deliver – but to lead.”
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