Every creative faces tricky client relationships at some point. This piece dives into how to know when it’s time to move on — and how to do it without burning bridges. Featuring insights from Storyfolk’s Sarah Gross and psychologist Tara Hurster, it’s a grounded, thoughtful look at navigating client breakups with clarity and care.
Short answer? Yes. Slightly longer answer? It’s more than OK — sometimes, it’s necessary.
Every creative has hit that point where a client relationship feels like dragging a piano uphill. Maybe they’re draining your energy, constantly moving the goalposts, or the work just doesn’t reflect where you want to go. The tug-of-war between stability and sanity is real, and it’s not always easy to know when to walk away.
But letting go isn’t failure. It’s a sign you’re paying attention to what matters: your wellbeing, your values, and the kind of work you want more of.
This conversation was brought to life by Sarah Gross, Creative Director and Partner at branding studio Storyfolk, and Tara Hurster, psychologist and founder of The TARA Clinic. Sarah’s been around the creative block and knows when a client relationship needs to shift. Tara works with high-performing people to help them set healthier boundaries without guilt. The session was hosted by Andy Wright, founder of Never Not Creative and CEO of Streamtime.
Sarah puts it simply: “You're not going to be the ideal designer for every project — and not every client is going to be ideal for you.”
That’s not a failure, it’s just reality. And it’s worth remembering when you’re in those early conversations. Whether it’s a pitch, a scoping call, or the classic "just picking your brain" moment, you’re allowed to be thinking: is this actually the right fit for me?
Client relationships aren’t just about being hired — they’re about mutual alignment. And that goes for the project, the values, and the way you work.
Sometimes the red flags don’t show up till you’re deep into a project. Sarah’s seen it happen more than once: “You might be halfway through and realise, wow, this is not what I thought I signed up for.”
If that happens, it’s OK to pause. Check in with yourself. Has the brief changed? Is the scope creeping? Is the dynamic starting to affect your work or your wellbeing?
Reassessing mid-project isn’t unprofessional — it’s responsible. Not every curveball can be fixed, and forcing a fit where there isn’t one doesn’t help anyone.
When it’s time to walk away, do it with care. Sarah encourages staying grounded in your values and keeping it respectful: “It’s not personal — it’s just an alignment thing.”
You’re not ghosting. You’re closing a chapter. And if you can help them transition — by referring someone else, or just offering clarity — it softens the blow and keeps the door open (if you ever want to walk back through it).
As Andy puts it: “Don’t just give them a problem. Offer a solution.” It’s a thoughtful way to show you still respect their needs, even if you’re not the right person to meet them.
Tara’s advice? Build in the off-ramp from day one. In her practice, the first few sessions are framed as a kind of trial run — a chance to see if there’s chemistry and shared direction.
That’s something creatives can borrow. Whether it’s in your proposal, onboarding process, or first meeting, you can set the tone: this is a two-way thing. You’re here to make great work — but only if it feels like a good fit for everyone.
Contracts, proposals, even just honest chats — they can all create space for gentle exits if needed. No drama, no burnout, just clarity.
Choosing to let go of a client can feel risky. But staying in the wrong relationship can cost you more — emotionally, mentally, creatively.
If a project isn’t taking you in the direction you want to go, or if another opportunity aligns better with your values and vision, that’s a valid reason to step away.
Your energy is finite. And saying no to misalignment is often how you make room for the right kind of work to come in.
Letting go of a client is rarely black and white. But it’s a skill worth building. Creative careers are shaped as much by the projects you walk away from as the ones you say yes to.
When things don’t feel right, you don’t have to push through just because you said yes once. Handle it with honesty, professionalism, and kindness, and you’ll leave the door open for something better — for them and for you.
Boundaries aren’t selfish. They’re how you protect your creativity, your purpose, and your mental health.
The right clients are out there. Trust that by making space, you’ll find them — or they’ll find you.
Creative Director and Partner at Storyfolk, a Melbourne and Torquay branding studio. Blends strategy, design, art direction and copy to craft bold, meaningful brands. Believes in design as a force for good.
Psychologist & founder of The TARA Clinic, helping high-achievers overcome addiction without shame. Focused on practical, flexible solutions like on-demand courses to support lasting change.
Founder of Never Not Creative, CEO of Streamtime & co-chair of Mentally Healthy, driven to make the creative industry fairer & more human. Believes great work should never cost wellbeing.
