Why I Still Enter Design Contests (and Why You Should Too)

By Corey Jeppesen

I recently came across a design contest posted by the Hillyard Alliance in Spokane — an open call for creatives to submit banner artwork to be displayed on streetlight poles throughout the Market Street corridor. It’s free to enter, open to all skill levels, and, yes, it doesn’t pay in cash. Just exposure.

Now, cue the groans from the design community.

We’ve all heard it before — “Exposure doesn’t pay the bills.” And I get it. The design world is filled with professionals who have worked hard to master their craft, and the idea of offering creative work without compensation feels disrespectful. That’s one side of the coin. The ego kicks in, and the conversation quickly turns to, “I don’t work for free.” But let’s pause for a second.

Here’s the other side of that coin.

This kind of opportunity is exactly what helped shape my career — and still does. In college, I chased every design contest I could find. I entered 99designs. I submitted logos for local clubs. I won a spot in The Inlander for designing their Summer Camps section. I didn’t get paid a dollar. But what I did get was credibility, recognition, momentum, and the beginning of a brand that people started to take seriously. That’s what I call strategic visibility.

There’s a term I couldn’t recall earlier, but it’s what a lot of marketers refer to as earned media — visibility or recognition you don’t pay for, but can leverage. And when done right, it’s priceless.

I’ve been in the advertising business for over 15 years. I run a successful agency. We work with national brands. I’m well past the stage of chasing exposure just to fill a portfolio. But even now, if the right opportunity presents itself — something public, visible, and high-impact — I still jump in. Not for the “hope” of being discovered. But because I know how to turn visibility into clients. I know how to leverage it.

Here’s what designers need to understand: contests like this aren’t beneath you. They’re a tool. You’re not being exploited — you’re making a calculated bet. You’re risking your time, not your value. And you’re gaining something real in return: practice, exposure, momentum, and an opportunity to show your work outside of a classroom or portfolio review.

If you don’t have time — I get it. If you’re overloaded with client work — I get it. If you’re in a season of life where only paid work makes sense — I respect that. But if you’re in a place where you can say yes to something like this, and you choose not to just because your pride says, “I should be paid,” you may be missing the bigger picture.

To scale this up for perspective — did you know Super Bowl halftime performers don’t get paid? Beyoncé, Prince, Rihanna, Usher, Madonna — zero dollars. Why? Because the platform is so powerful, the exposure becomes income. Millions of viewers. Media buzz. Streaming boosts. Merch sales. And a long tail of new opportunities.

Scale that idea back down to Spokane. If you play your cards right, a well-designed street banner can become a business card to thousands. And if it’s not this contest, maybe it’s another one. Just don’t let your ego cost you opportunities.

Put your name in the hat. Push yourself. Treat it like a job even if it’s not paid like one — because one day, it might be the thing that gets you the job that is.