Ask a Creative
What influences a creative mind? Our resident creative, Will, grants us VIP access into his thoughts and inspirations.
In less than 10 words, what does design mean to you?
Bringing function and beauty together to serve a purpose.
Can you tell us about your design process?
I begin by immersing myself in my client’s world, understanding who they are, what they do, and most importantly, who they’re speaking to. Empathy is my most valuable tool throughout any design process. By stepping into the audience’s shoes, I can design solutions that not only look compelling but genuinely work. It’s about connecting the dots between strategy, storytelling, and aesthetics in a way that feels seamless and intentional.
Can you describe your early design inspirations?
My earliest inspiration came through album covers. As a kid, my dad would show me his record collection, bands like Black Sabbath, Muse, and Pink Floyd. While he was showing me what good music was, I was more drawn to the album artwork, which introduced me to this new, cool and colourful world of graphic design. From there, I became curious, seeking out interesting uses of food packaging, magazines, ad posters and exciting brands. Great design is all around us and it can be emotional, imaginative, and powerful. Something that still guides my creative outlook today.
What do you think design's role in brand strategy is?
Strategy is the why, design is the how. One defines purpose, the other brings it to life. Without strategy, design lacks direction. Without design, strategy lacks impact. Together, they form a language that allows brands to connect, persuade, and grow.
What influences your creative thinking?
While books have always been a foundation for learning, social media like Instagram and Pinterest has recently played a big part in how I discover and process new ideas. It's like having a backstage pass into the minds of some of the most inspiring creatives. I follow a handful of designers who constantly challenge perspectives and processes. We’re incredibly fortunate to have instant access to portfolios, styles, and tutorials from around the world for an endless source of inspiration.
Which brand archetype best represents you?
The Creator. I’m constantly seeking new ways to push ideas forward. Whether it’s refining something that already exists or inventing from scratch, I’m driven by the desire to make things better, more meaningful, and more beautifully crafted.
What design book would you recommend?
Know Your Onions is a brilliant book! It covers the foundational principles of design but delivers them with real creative flair. It’s practical, honest, and full of insights that every designer, new or experienced, can benefit from.
What’s a piece of advice that helped you as a young designer?
Be a sponge. Absorb everything including styles, techniques, industries. Explore different creative paths early on. Curiosity shaped not just my skillset, but my entire perspective of design and as a designer.
What advice would you give young designers now?
Learn the fundamentals properly. Don’t rely solely on AI or shortcuts. Have a well-rounded, manual skill set will make you a more versatile, confident designer. Versatile junior designers are in more demand than junior specialists so learn how to illustrate, work with type, layouts and grid systems and communicate ideas clearly. That foundation will set you apart in the competitive landscape. Also take on a few freelance projects - do a couple for free if you have to, learning how to work with clients is a valuable experience from both a business and creative perspective. Always ask for feedback and aim for perfection.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
Authentic brands are successful brands.
