The myth of the subscription design service

A lot of designers think if they just turn their services into a subscription, they’ll be set for life. Clients will roll in. Money shows up while you sleep. But here’s what really happens: you end up doing the same basic work—logos, landing pages, quick mockups—on repeat… For people you barely know. While AI quietly learns how to replace you.

1. The myth

There’s this guy, Brett from DesignJoy, who made millions running a one-man subscription design service. He shared his income online, made it look easy, and sold a course that barely explained how he actually gets clients.

Spoiler: it’s mostly word of mouth. So unless you already have a big network, copying his model won’t get you far.

2. The reality

Subscription isn’t magic. It doesn’t make selling easier—especially to strangers.

Think about it: you’re asking someone to keep paying you, every month, without even knowing what they’ll get. That takes trust. And strangers don’t trust you yet.

3. The smarter way

Here’s a smarter way: think like a business

1. Build a focused offer with a clear result.
2. Sell that first. Deliver it well.
3. Turn it into proof.
4. Then offer ongoing support as a subscription.

Now you’ve got a system that works for strangers and earns their trust.

In this episode, we’ll break down the hype around subscription design, what actually works, and how to build a service that pays well and doesn’t burn you out.

Let’s get into it.

Why subscription design isn’t the dream you think it is

And how to build something smarter, more sustainable, and way less soul-sucking. There’s this dream floating around the design world: Turn your service into a subscription. Slap it on a landing page. Watch clients roll in and money show up while you sleep. Sounds nice, right? Too bad it’s mostly bullshit.

1. The big lie

This fantasy became gospel thanks to people like Brett from DesignJoy. He turned his one-man design shop into a million-dollar machine and made it look effortless. He posted screenshots of his revenue, went viral, and eventually sold a course that—let’s be real—was more vibes than strategy.

If you actually watched it, you know what I mean: a guy talking into his phone from his car, explaining that “you just need a good offer” without ever telling you how to get a single client.

2. The Brett blueprint

Here’s the part most people miss: Brett didn’t build his business by launching a subscription model. He built it with referrals, word of mouth, and years of reputation. His site converts because people already know him.

If you’re starting from scratch, copying his setup is like duct-taping a spoiler onto your Honda Civic and expecting it to become a Tesla.

3. The grind is real

But let’s say you do manage to sell a few subscriptions. Congrats! You’re now trapped in a cycle of shallow, repetitive work—logos, landing pages, mockups—cranked out as fast as possible for people you barely know.

You’re not building deep relationships. You’re not solving big problems. You’re pumping out design widgets like it’s a vending machine.

4. AI is coming for you

And if that wasn’t bleak enough, AI is getting better at doing that kind of work every week.

If your whole value is speed + templates, congrats again—you’re training your replacement.

AI loves your workflow. It doesn’t get tired, it doesn’t miss deadlines, and it doesn’t complain about revisions.

5. What is good about it?

Now, to be fair, subscription models do have one legitimate advantage: they help you diversify your income. If one client bails, you’re not completely screwed. That’s smart.

But don’t confuse “safer” with “better.” Because when every stream of income is built on fast turnaround for forgettable work, you’re not free—you’re just busy.

How to stop being a pixel pusher and start running a real business.

The real leverage isn’t in subscriptions—it’s in systems, strategy, and trust. Here’s how to build a business around outcomes, not tasks.

1. Big clients aren’t the enemy

Here’s something no one wants to admit: working with big clients can actually be better. They’re not all evil.

They usually want your brain, not just your hands. They bring you into strategy, they value depth, and they often let you do your best work.

I’d rather go deep on a product I care about with a smart team than spend every week making another pricing page for a startup I’ll forget by next month.

2. The smarter way

Here’s what actually works:

Build a focused offer that delivers a guaranteed result for a specific type of client. Make it so good and so clear that even a stranger can say, “Yeah, I need that.”

Deliver it once, improve it every time, turn those results into case studies, and then—and only then—offer a subscription or retainer.

Because when you lead with proof, not hope, the trust takes care of itself.

3. Earn the subscription

Subscriptions aren’t bad—they’re just not where you start.

They’re the reward for doing great work, not the bait.

When you prove your value with a clear, result-driven offer, the client will ask how to keep working with you. That’s when a retainer makes sense. That’s when it sticks.

4. Clients don’t buy design

This is the biggest shift I had to make in my own business:

Clients don’t buy design. They buy results. They buy what design does for them—leads, conversions, momentum, clarity.

They don’t care about your fonts. They care about their bottom line.

You’re not just a designer. You’re a problem solver. A business partner. A results machine.

And when you package your service that way, everything gets easier.