Every designer, freelancer, or creative entrepreneur has faced this dilemma: you get an inquiry from a potential client, and something feels off. Maybe they seem overwhelmed, unsure of what they need, or—like in my recent experience—they hire you without even looking at your portfolio.

(Quick disclaimer: Sometimes, despite the best intentions on both sides, things just don’t align. The clients I mention here are great people and business owners in their own right—we just weren’t the best fit to work together. And that’s okay. The best work happens when both sides are aligned.)

In the moment, it’s easy to override your gut feeling. We tell ourselves, I should be grateful for the opportunity. I don’t want to come across as difficult. Maybe it’ll work out. But sometimes, the kindest thing we can do for both ourselves and the client is to acknowledge when a project isn’t the right fit.

Walking away doesn’t mean being difficult or that the client is doing anything wrong. It simply means that, for this particular project, there’s a better match elsewhere. And that’s not a failure—it’s clarity.

Let’s talk about the signs that a project may not be aligned, what I learned from a misaligned client experience, and how we can approach these situations with empathy and professionalism.

Recognizing When a Project Might Not Be the Right Fit

Not every client is the right client for you, and that’s okay. Here are some moments when you might need to pause and reassess:

1. They Haven’t Reviewed Your Work

If a client hires you without reviewing your portfolio, it might just mean they’re moving quickly and trust your expertise. But it can also signal that they haven’t fully thought through what they need or how your particular approach fits. I’ve been in situations where this led to misaligned expectations—not because the client was difficult, but because we started from different understandings of what the project required.

2. They Need Something Quickly but Haven’t Defined the Strategy

Sometimes clients are under pressure to move fast, and they may not have had the space to clarify their goals. That’s completely understandable! But without clear direction, projects can become frustrating for everyone—not just the designer. If the strategy isn’t in place yet, it may be worth asking whether your role is to design or to help shape the strategy first.

3. They’re Struggling with Scope, Communication, or Decision Fatigue

Clients are juggling a lot. Running a business or managing a big project can be overwhelming, and sometimes they may not have the time or bandwidth to provide the clarity you need. That’s not a flaw—it’s just a reality of business. If a project feels scattered, it may not be about a lack of respect for your process, but rather that they need a different kind of support first.

These aren’t about spotting “bad clients”—they’re about recognizing when the conditions aren’t right for success.

What I Learned from Walking Away

I once worked with a client who really needed marketing more than they needed design—but neither of us fully realized that at the start. We both made assumptions. The scope was unclear, expectations weren’t aligned, and as the project progressed, frustration grew on both sides—not because of bad intentions, but because we were trying to make something work that wasn’t quite the right fit.

At a certain point, they expressed dissatisfaction, and I had a choice:

• Try to reshape the project into something it was never meant to be, or…

• Respectfully step back and acknowledge that a different approach might serve them better.

I chose to step back.

Instead of forcing the relationship to work, I wrapped up everything we had completed and ended the engagement professionally. It wasn’t easy, but in hindsight, it was the best choice for both of us. The client deserved a partner who could meet their needs more effectively, and I deserved to work on projects that allowed me to do my best work.

How to Approach Client Selection with Compassion

Saying no isn’t about rejecting someone—it’s about ensuring the right work happens in the right way. Here’s how you can approach this process with clarity and kindness:

1. Create a ‘How I Work’ Guide

A simple one-page document outlining your process, communication style, and expectations can save a lot of misalignment later. This can include:

• Your process for communication (e.g., “I respond to emails within 24 hours”)

• What’s included in a project vs. what requires additional scope

• Your approach to revisions and feedback

When clients have clarity upfront, they can self-select in or out of working with you.

2. Clarify the Scope Before You Start

Before agreeing to a project, make sure you and the client are aligned on the outcome. Some useful questions:

What’s the real goal of this project?What problem are we solving together?How will success be measured?

These questions don’t just protect you—they help your clients, too. Many people are still figuring out exactly what they need, and thoughtful questions can help them clarify their own vision.

3. Trust That the Right Clients Will Value Your Process

Not every client is your client, and that’s okay. Saying no to a project that isn’t the right fit isn’t a rejection—it’s a redirection. The more clarity you have about your ideal working relationships, the easier it is to attract people who align with your approach.

Conclusion: A Good Fit is a Two-Way Street

A strong client relationship is built on trust, alignment, and shared goals. Walking away from projects that aren’t the right fit isn’t about turning down opportunities—it’s about ensuring that the opportunities you do take are set up for success.

So if you ever feel hesitation before saying yes, pay attention to it. More often than not, that feeling is there to help guide you toward the work that will be most fulfilling and impactful.

Have you ever had to make the tough call to step away from a project? How did it shape your approach to work? Let’s talk in the comments.

Want More Insights?

Beyond my design work, I explore these kinds of topics in my podcast, Working With Designers. If you're interested in deeper discussions on the realities of design and business, you can listen to the full episode here: https://www.youtube.com/@WorkingwithDesignersPodcast.