Stronger together: How external agencies can support in-house design teams

As brand becomes increasingly central to business success, many organisations have invested heavily in building robust in-house design teams. These internal teams offer critical advantages: deep brand knowledge, close proximity to product teams, and ongoing alignment with organisational strategy.

However, the most successful organisations understand that internal design resources don’t need to exist in isolation. In fact, research and case studies across industries show that working with external brand design agencies can unlock significant value, if done strategically.

‍What is the strategic value of external collaborations?

1. Fresh perspectives and objectivity
   Even the most talented in-house teams can become creatively insular. Agencies bring a fresh pair of eyes, along with experience across diverse industries, to challenge assumptions and inject new thinking. This objectivity is particularly valuable when solving complex problems or exploring new markets.
2. Deep specialist expertise
   External design partners often specialise in areas such as service design, UX research, motion design, or brand storytelling. These are skills that may not be deeply resourced internally. Collaborating with agencies allows organisations to tap into niche expertise without the overhead of hiring permanent roles.
   
3. Accelerated delivery and scalability
   During high-pressure moments, such as launches, rebrands, or digital transformations, in-house teams can quickly hit capacity. Agencies provide a flexible extension of internal capacity, helping organisations scale design output without compromising quality, timelines or enjoyment.
   
4. Facilitated innovation
   Innovation workshops, design sprints, and speculative prototyping are often more effective when facilitated by a neutral third party. Agencies are skilled at creating structured, inclusive environments that drive breakthrough ideas and alignment across stakeholders.

When is it best to bring in an agency?

Organisations with strong in-house teams (large or small) don’t need constant agency support, but there are specific moments where external collaboration can be particularly high-impact:

• Brand refreshes and repositioning
  When evolving your brand or entering a new market, an external agency can help challenge legacy assumptions and co-create a refreshed identity with a forward-looking lens.
• New product or service launches
  For greenfield projects, agencies can help with everything from early-stage research and ideation to visual design and GTM (go-to-market) strategy.
• Digital transformation
  Large-scale transformations benefit from agencies that specialise in digital ecosystems, systems thinking, and user-centred design.
• Capacity gaps during peak periods
  When internal teams are at capacity, agencies can provide short-term surge support across creative production, prototyping, or testing.

What's the best way to collaborate?

To get the most from agency partnerships, alignment and communication are key. Here are some tips:

• Define clear roles: Clarify what the agency will own vs. what internal teams will lead. Avoid duplication of effort and friction.
• Establish collaboration norms: Integrate agency teams into key rituals (stand-ups, status meetings, etc.) and provide context for your ways of working.
• Share brand and strategy tools: Give agencies access to your brand guidelines, customer personas, and product roadmaps to speed up onboarding.
• Foster mutual respect: Encourage open dialogue and view the agency as a strategic partner, not just an executional vendor.

In-house design teams are foundational to modern organisations, but they don’t need to go it alone. Collaborating with external design agencies at the right moments can elevate thinking, increase output, and drive better outcomes. It’s not about in-house versus agency, it’s about building the right partnerships to amplify your impact.

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