Community Over Competition: Why My White Label Design “Competitors” Are My Coffee Dates
Let’s have a little heart-to-heart chitty chat shall we?
There’s a weird tension in our industry whether you’re a white label designer or a designer offering one on one services. We all shout “community over competition” like it’s gospel, posting the hashtag and nodding along when someone mentions it in a podcast. But behind closed doors? That’s often where the story changes.
I want to share what it looks like when we actually live this out as White Label Designers—not just as a cute Instagram caption, but as a legitimate business strategy that creates more opportunities than it closes off.
My Direct White Label Design Competition Is on Speed Dial
Back in October, I found myself buying way too much merch at Bitty and Beau’s in Wilmington, NC with my girl Jennifer of Jennifer Carfora Designs. We were both awaiting our dopamine hit of caffeine to pair with the creative high that comes after a killer joint brand shoot with the always amazing and effervescent KaS of The Humble Lion who captured us perfectly (sneak peek below).
Here’s the thing about Jennifer and me:
- We both offer identical white label design services
- We target the same ideal clients
- Our rates are super similar
- We’re at comparable skill levels (the only differentiator being that I’ve been designing longer)
On paper? We’re direct competitors. Like, textbook definition.
And yet, she’s literally on my team. We work with a couple of the same agencies. We’ve both pitched the same clients (sometimes one wins, sometimes the client ghosts us both and we laugh about it over voice notes). I text her first when I get that design approval I’ve been waiting on. She Zooms me when she needs another set of eyes on something that isn’t quite working and vice versa.
Here’s the wild part that makes most white label designers clutch their iPads in horror – we refer clients to each other. Like, actual paying clients! When my schedule is packed or a project just isn’t vibing with my style, I send them Jennifer’s way. She does the same for me. Zero hesitation, zero regrets.
And Jennifer isn’t even my only “competitor-turned-friend” in the white label design world (looking right at ya Michelle!).
Beyond the Instagram Caption
The “community over competition” mantra isn’t just a cute Instagram caption – it’s a legitimate business strategy that creates more opportunities than it closes off. When we stop viewing other white label designers as threats and start seeing them as potential collaborators, our businesses don’t shrink – they expand in ways we never expected.
From high school intern almost 20 years ago to White Label Designer turned educator now, I can tell you this shift has been the most refreshing change in my white label design business approach.
It’s easy to fall into the trap of thinking there’s only so much work to go around. The white label design market feels saturated. Everyone and their cousin seems to be offering design services to agencies these days. But that scarcity mindset? It’s an unnecessary creativity killer and a stress multiplier.
What Real Community Over Competition Looks Like in White Label Design
We Celebrate Each Other’s Wins
When Jennifer lands that dream agency client (even if I pitched them too), I’m genuinely stoked for her. No passive-aggressive “Oh, that’s great for you” while secretly seething and making sure I’m following the client in case their call goes south. I mean actual celebration because her success in white label design doesn’t diminish mine.
We Share Resources
Found a killer independent font creator? Read about a new Showit trick that saves hours? Thought of a new marketing strategy that actually works for white label partnerships? Stumbled upon a cool widget for Figma? We share that stuff freely, without worrying that we’re “giving away our secrets.” We don’t gatekeep, we share and we uplift.
We Provide Real Design Feedback
Jennifer doesn’t just tell me my designs look great when they don’t. She’ll give me honest feedback and I do the same for her. I’ve leveled up my white label design work by building relationships like this with other designers, way more than any course I’ve ever taken.
We Do Joint Projects
That brand photoshoot I mentioned? We paid our own way, shared ideas, and both walked away with killer content for our respective white label design businesses. When I need some input on my course content or educational posts I come to her. If I need backup on a white label project I’ll tag her in (paid of course, we don’t support spec work here) which lead to me saying ‘Why don’t you just join my team’. I want to surround myself with people I admire and want to learn and grow with.
We Vent Without Fear
Let’s be real—white label design work can be challenging sometimes. Having someone who truly gets the specific frustrations of this business model is unmatched. When a client comes back with their hundredth round of “just a tiny tweak” or when an agency is dropping the ball on communication having someone to vent to who understands exactly what you’re dealing with is pure gold. My people keep me sane.
The Abundance Shift in White Label Design
Here’s what happens when you flip from scarcity to abundance thinking in your white label design business:
- Your creative energy gets redirected. Instead of wasting mental space comparing yourself to other white label designers or stressing about competition, you channel that energy into actually becoming better at what you do.
- You gain a support system that gets it. Most of our partners, friends, and family try to understand our white label design challenges, but there’s nothing like having someone who lives in the same professional world.
- You have safer places to test ideas. Before I launch a new white label service or change my process, I run it by my designer friends. They spot the holes in my thinking that I’ve missed because I’m too close to it.
- Your network expands. Jennifer knows agencies I don’t. Her white label design network becomes accessible to me (and vice versa) through our relationship.
- You get real-time industry insights. Between us, we have a pretty comprehensive view of what’s happening in the white label design niche. What agencies are asking for, what’s working, what’s not, and we share these observations freely.
Starting Your Own White Label Designer Coffee Dates
This doesn’t happen overnight, trust and connection takes time to find and build. But if your ears are perked by this approach to white label design and you’re unsure where to start here’s a few tips:
- Identify other white label designers whose work you genuinely admire. This isn’t about strategic networking—it’s about connecting with people whose values align with yours.
- Engage authentically. Comment thoughtfully on their work. Share their posts when they resonate. Build a relationship before you need anything from them.
- Be the first to give. Share a resource, offer feedback if they ask for it, refer a client their way if you’re too busy. Generosity in the white label design community tends to come back around.
- Be vulnerable. Share your own challenges and white label design learning curves. Perfectionism is isolating but honesty about your struggles creates connection.
- Start small. I’m not saying you should immediately share all your white label business secrets and word vomit all your woes. Start with a lil low-stakes collaboration and build from there as trust grows. Honestly, we’re all searching for a bit of connection.
The Real Competition
Here’s what I’ve learned after all these years in white label design: The real competition isn’t other designers—it’s our own limiting beliefs and that weird voice that says we have to do everything alone.
It’s the fear that says there’s not enough white label work to go around. It’s the impostor syndrome that whispers you’re not good enough yet to land those ideal clients. It’s the anxiety that keeps you isolated because you’re afraid of being judged.
Those are the real barriers to your white label design success—not the other designers in your niche.
This doesn’t mean you need to become besties with every single white label designer out there. And truthfully, not all of them are gonna be your people (I know I’m not everyone’s cup of tea). But even ONE genuine connection with another designer in your field can transform this journey from a lonely grind into something waaaaay more fun and sustainable.
There are PLENTY of clients out there. You don’t need to stress about someone else swooping in and stealing your clients or your processes because truthfully if they did, they wouldn’t get very far being a copy of someone else. So just do you, grow your skills, push yourself to get better, and focus on being the best white label designer you can be. Trust the process, and your people will find you.
Want more on building genuine relationships in your white label design business?
Check out my previous post on Finding Your Perfect Agency Match where I talk about how to connect with agencies that feel aligned with your values and vision.
