Scaling a creative agency is one of the most rewarding — yet challenging — journeys any founder can undertake. As your client base grows, you need to hire the right people, step away from the tools, and become a leader focused on strategy rather than execution.
In this episode of the Scaling Business Podcast, Steve Osborn, founder of Identity Marketing, shares his first-hand experience scaling his creative agency from a solo operation to a thriving team. From letting go of design work, to building a strong hiring process, to navigating growth through clear strategy and consistent sales — Steve breaks down the hard lessons and big wins that shaped his agency’s success.
If you’re a business owner looking to scale without losing control, Steve’s insights will give you a practical roadmap to follow.
Starting Out: From Solo Designer to Full-Service Agency
Steve’s journey began like many agency founders — as a skilled creative who saw an opportunity to offer better marketing services. But going from freelancer to agency owner required a complete mindset shift.
Key Lessons from the Early Days
- Balancing a full-time job with growing the agency meant 4am starts and late nights.
- Early client referrals and smart lead generation campaigns were crucial.
- Steve reinvested all profits into hiring, technology, and building systems — paying himself came much later.
“For two years, I worked a full-time job and ran the agency on the side. It nearly killed me — but it gave us the financial runway to grow.”
Letting Go to Grow: The Creative Founder’s Biggest Hurdle
One of Steve’s most valuable lessons was learning to step away from the tools and trust his team. Many creative founders struggle to let go of client work, but Steve saw his agency flourish when he did.
How to Let Go of the Tools
- Hire specialists who are better than you at specific tasks.
- Shift your focus to sales, strategy, and leadership.
- Realise that being too hands-on limits growth — your time is better spent building the business.
“Every time I let go of a task, the person I hired did it better than I could. That’s when I knew I had to keep stepping back.”
Scaling Through Systems: Structure Supports Growth
As the agency grew, Steve knew that clear processes and systems for hiring, onboarding, and delivery would be essential.
Steve’s 3-Stage Hiring Process
- Initial Chat – Align values and expectations.
- Team Interview – Let the team assess cultural fit.
- Skills Test – Short project to assess technical skills and attention to detail.
Other Key Systems
- Onboarding checklists.
- Defined account management processes.
- Regular strategy and performance reviews.
- Clear financial tracking in Xero.
Strategy Drives Hiring & Revenue Goals
Steve credits annual strategic planning for much of his agency’s success. Each year, they set clear revenue goals, break them down into monthly targets, and build their hiring plan around those goals.
Quarterly Reviews Keep Growth on Track
- Review progress against goals.
- Adjust sales and marketing efforts as needed.
- Identify new services or niches to pursue.
“We align hiring plans with revenue targets — so we’re never overstaffed or underprepared.”
Sales is a Daily Habit — Not a Crisis Response
One of Steve’s core philosophies is that sales must happen every day, not just when cash flow gets tight.
Daily Sales Habits
- Weekly email campaigns to a 7,000+ contact database.
- Resend unopened emails with a new subject line.
- Proactive follow-up calls to engaged contacts.
- Regular networking and speaking opportunities.
“Sales is part of our daily process — not something we do when things slow down.”
Branding Isn’t Just a Logo: It Evolves with Your Business
Steve’s agency has helped countless businesses redefine their brands as they grow. One common mistake? Sticking with DIY logos and piecemeal visuals long after they’ve outgrown them.
Signs It’s Time to Rebrand
- Visual identity feels outdated.
- Messaging is inconsistent across platforms.
- The brand no longer reflects your current services, values, or audience.
“Good branding evolves as your business matures — what worked at launch won’t support you at 7 figures.”
AI & Automation: The Next Frontier for Creative Agencies
Steve is excited about how AI tools like Sora are transforming creative work, allowing agencies to rapidly produce content and even test new product concepts before they exist.
Examples of AI in Action
- Generating social media assets.
- Creating hyper-realistic product visuals.
- Automating video editing
“AI lets agencies create faster, test ideas sooner, and personalise content at scale.”
Conclusion
Scaling a creative agency takes more than creative talent — it requires systems, strategy, and the willingness to step back and lead. Steve Osborn’s journey shows how founders can transition from hands-on creatives to strategic agency owners, without losing their creative edge.
Whether you’re building your team, refining your processes, or future-proofing your agency with AI, Steve’s story offers practical lessons for every stage of growth.
To learn more about Steve’s agency and branding services, visit Identity Marketing or follow him on Instagram at @steve.osborn.