Your product can be great, your retail strategy airtight, but if your creative isn’t on point, your brand won’t stand out. In CPG, design and storytelling are often the difference between becoming a household name and getting lost on the shelf.
That’s why building the right creative team is one of the smartest investments you can make. Here’s how to do it.
The Core Roles You Need
Think of your creative team as an ecosystem. Each role brings a different strength, and together they drive brand growth:
- Designer – Translates your brand identity into packaging, digital, in-store displays, and every touchpoint your customer sees.
- Copywriter – Crafts your voice. From packaging copy to ad campaigns, they make sure your messaging is sharp, persuasive, and consistent.
- Strategist – The glue. They ensure design and messaging are tied to your business goals, target audience, and competitive landscape.
- Social Lead – Owns your digital presence. They know how to build community, drive engagement, and turn content into conversions.
- Photographer/Videographer (contract) – Especially in CPG, strong visuals are non-negotiable. Even if not full-time, have go-to partners for lifestyle, product, and campaign shoots.
When to Hire In-House vs. Agency vs. Freelance
The right structure depends on your stage and resources:
- Early-Stage / Lean Teams
- Start with freelancers or a boutique agency. You’ll get access to experienced talent without the overhead of salaries.
- Prioritize a brand strategist + designer to establish your foundation.
- Growth-Stage Brands
- Bring at least a designer and social lead in-house for consistency and speed.
- Keep freelancers for copy and photo/video — these can flex up or down as needed.
- Established / Scaling Brands
- In-house creative director or head of brand is essential. They set the vision and manage the team.
- Agencies are still valuable for big campaigns or specialized skills (think product launches or rebrands).
Structuring for Collaboration and Speed
A killer creative team isn’t just about who you hire — it’s about how they work together:
- Centralize the Strategy – All creative should flow from one clear brand strategy. Without it, you’ll end up with disjointed campaigns and wasted dollars.
- Create Clear Roles – Avoid overlap. Your designer isn’t writing copy, and your strategist isn’t running TikTok. Let people play to their strengths.
- Establish Fast Feedback Loops – Weekly creative reviews or standing check-ins keep projects moving and aligned.
- Use the Right Tools – Invest in collaboration platforms (Figma, Asana, Slack) so your team can move quickly, especially if you’re juggling in-house + external partners.
Bottom Line
The best creative teams aren’t the biggest — they’re the most aligned. Whether you’re scrappy with a couple of freelancers or running a full in-house department, the key is clarity: clear strategy, clear roles, and clear collaboration.
Get that right, and your creative team won’t just make your brand look good — they’ll drive the kind of growth that makes your product impossible to ignore.
