Marketing design
10
min read
Great marketing happens when words and visuals work together. But too often, they don’t.
Designers wait on copy. Copywriters struggle to fit text into rigid layouts. Clients expect one person to do both. The result? Frustrating revisions and disjointed branding.
The solution comes down to two collaboration models:
Most teams rely on the second approach, but many projects require a mix of both. At TodayMade, we’ve seen firsthand how the right strategies can turn a chaotic process into a smooth, efficient collaboration. Below, we’ll share practical ways to streamline your workflow, reduce revisions, and avoid common pitfalls.
Copywriting and design projects often start with good intentions. But somewhere along the way, things fall apart. Copy doesn’t fit the design, designs don’t match the message, and revision cycles drag on forever. Why does this happen? Here are common reasons:
Copywriters and designers often work in silos. A writer creates text without knowing how much space is available, while a designer lays out a page without knowing how much text is coming. Teams scramble to make last-minute adjustments when the two don’t match up. This wastes time and weakens the final product.
The fix? Early collaboration. Rather than treating copy and design as separate tasks, teams should work together from the start. Sharing briefs, real-time collaboration tools like Figma or Notion, and kickoff meetings help ensure everyone is on the same page before the work begins.
As one Reddit user put it, “Either way skills can complement. Some great headlines have come from my art directors. Some great design ideas have come from writers, they just couldn’t actually create it”. When both sides contribute ideas, the end result is always stronger.
Some teams insist that copy should come first, so the design has to fit around the text. Others believe that design should come first, forcing copywriters to adjust their words to fit a pre-made layout. In reality, neither approach is perfect.
The best solution depends on the project. Co-creation, where copy and design evolve together, is ideal but often unrealistic. Most teams use an iterative approach, where copy comes first, design follows, and both undergo structured revisions. The key is to pick a system and stick to it.
A project can only move smoothly if there’s a clear feedback system. Without it, teams fall into endless revision loops, constantly tweaking copy and design without clear direction. This leads to frustration, wasted time, and a final product that feels patched together.
To avoid this, teams need defined revision rounds. For example, instead of letting feedback trickle in endlessly, establish a process: copy is reviewed once, design is reviewed once, and final tweaks happen together.
Clients don’t always understand the difference between copywriting and graphic design. Some assume designers will "just write the words," while others expect copywriters to tweak designs. This confusion leads to delays, miscommunication, and frustration for everyone involved.
The best way to prevent this is to set expectations early. Clearly define roles, responsibilities, and workflows before starting a project. Clients who understand the process are less likely to ask for impossible last-minute changes.
Collaboration between a copywriter and graphic designer fails when teams work in isolation or lack a structured process. But with the right approach, these two disciplines can create marketing materials that feel seamless, compelling, and frustration-free.
Copy and design go hand in hand, but teams approach them differently. Each method has its pros and cons. Let’s break them down.
In a perfect world, copywriters and designers work together from day one. They brainstorm ideas as a team, shaping both words and visuals at the same time. Instead of one side adjusting to fit the other, they evolve in sync.
Most teams don’t have the luxury of real-time collaboration. Instead, they follow an iterative process, where copy comes first, design follows, and both go through structured revisions. It’s not as seamless, but often works well. Here is how:
Which model should you use? If time and resources allow, simultaneous collaboration produces the best results. However, for most teams, iterative refinement is more practical. The key is clear communication, structured feedback, and a revision plan, no matter which approach you choose.
When copywriters and designers work together, things can get messy: endless revisions, misaligned expectations, and the occasional passive-aggressive email. But it doesn’t have to be that way. Simple changes can smooth the process, reduce back-and-forth, and make collaboration feel less like a battle and more like a creative partnership. Here’s how to make it happen.
Working in silos leads to misalignment. Tools like Figma, Notion, and Miro allow copywriters and designers to brainstorm, share drafts, and leave real-time comments. This keeps everyone on the same page from start to finish.
At TodayMade, we use all three tools, and they’ve completely transformed how we work. Figma helps us fine-tune layouts and copy side by side. Notion keeps everything organized, and Miro is perfect for visually mapping creative ideas.
As a result, we experience fewer miscommunications, faster iterations, and a smoother workflow for everyone. See how the TodayMade team collaborates effortlessly in Figma.
Starting a project with clear expectations prevents confusion later. A quick copy-design brainstorming session helps define:
Great design enhances great copy, but only when both work toward the same goal. Designers should grasp the core message before creating layouts, and copywriters should understand the visual direction before writing.
To ensure consistency, teams can use shared style guides and creative briefs that define brand voice, typography, color schemes, and content structure. When done right, every text and visual element feels like part of a unified story.
Take Mailchimp’s style guide, for example. It details everything from language and tone to web elements and design styles, ensuring that any new team member can quickly understand and maintain brand consistency.
Without structured feedback cycles, revisions can spiral out of control. Establish a process like:
This keeps projects moving without endless back-and-forth.
Rigid blocks of text can cause layout issues. A design copywriter should aim for short, adaptable sentences that can be adjusted for different formats.
This is especially crucial for websites, where text needs to adjust seamlessly across desktops, tablets, and mobile screens.
At TodayMade, we constantly test copy within design mockups to ensure it looks great on any screen. A well-placed line break or a reworded sentence can distinguish between a sleek, readable layout and a design nightmare. That’s why we always check how text and visual elements adapt across the web and mobile.
Just look at how we created the landing page and mobile experience for our client, SEOCrawl: every word and design element was crafted to work together flawlessly.
There’s nothing worse than writing the perfect copy only to find out there’s nowhere to put it. If a design has space limitations, copywriters need to know before they start writing, not after. A simple heads-up can save hours of frustrating edits and awkward text squeezing.
At TodayMade, we make sure designers and writers check in early. If a section has tight spacing, designers flag it upfront so the copy stays concise. If a layout has flexibility, writers know they have room to be more creative. It’s a small step that makes a big difference because the best design and copy don’t compete. They work together.
The way a copywriter and designer work together is changing fast. Here’s what’s driving the future of their collaboration.
AI-powered tools like ChatGPT and Midjourney can generate both text and visuals in seconds. But while AI can speed up updrafts and idea generation, it can’t replace human creativity. The future isn’t AI versus humans. It’s AI that assists copywriters and designers in working more efficiently.
More companies are investing in UX writing, the small but powerful bits of text in apps, websites, and software. Because these words need to fit seamlessly within the design, copywriters and designers must collaborate more closely than ever. This shift makes the "copy first or design first?" debate less relevant. They now happen together.
Marketing teams are increasingly relying on A/B testing to optimize performance. This means a copy can’t be set in stone. It has to evolve based on what works best. The marketing designer’s role here is to create layouts that allow variations, and copywriters must be ready to tweak messaging based on real-world performance data.
To keep up with these changes, copywriters and designers should:
At the same time, companies face a bigger question: Should they outsource design services or hire in-house talent? While an in-house designer offers consistency, graphic design outsourcing can be more cost-effective, especially for businesses with fluctuating needs.
However, the decision isn’t just about cost. It’s about graphic design costs & strategy. A well-planned approach ensures you get the best value without sacrificing quality. When choosing between freelance vs. agency design, factors like budget, project complexity, and long-term needs all come into play. Both options have strengths; the right choice depends on what works best for your business.
Here’s how freelance designers, design agencies, and TodayMade services compare.
With TodayMade, you get the best of both worlds: agency-level quality with freelancer-like flexibility, all for a fixed monthly price and fast turnaround times.
Great marketing happens when copy and design work together—not when one gets squeezed in as an afterthought.
The best teams don’t waste time arguing whether copy or design comes first. Instead, they focus on early collaboration, structured feedback, and flexible workflows. Whether working in real-time or refining in iterations, the goal is to create seamless, compelling content with fewer headaches.
As AI, UX writing, and data-driven design reshape the industry, the relationship between copy and design will only grow stronger. Teams that embrace this shift by cross-training, using the right tools, and staying adaptable will produce the most effective, engaging work.
At TodayMade, we see web design and copywriting as partners, not competitors. That’s why our dedicated marketing designers integrate seamlessly with your team without the hassle of hiring in-house.
With our subscription-based service, you get a full team of professionals for a fixed monthly price, delivering everything from logos to landing pages.
While in-house hiring takes months, TodayMade delivers in just 24-48 hours. Plus, delays due to vacations or last-minute changes are never a problem.
If you're a marketing specialist looking for high-quality design services at a predictable cost, reach out today and see how TodayMade can fuel your marketing campaigns.
