How would you describe what you do?
I’m a midweight designer at global brand consultancy Wolff Olins, where, as part of the Design Community, I experiment with creative ideas and prototype and develop core concepts that shape the creative direction for brands.

Our goal is to help clients supercharge their brand transformation and enhance business performance. Our design work takes many forms, including design systems, logos, colour palettes, typography, imagery, motion, sound and much more.

Would you say you need any specific training for what you do?
A solid grasp of Adobe Creative Suite is essential for visual branding, alongside a deep understanding of core design principles. While I’m constantly honing my skills in these digital tools, it’s important to remember that technical mastery only takes you so far.

To push your creativity beyond well-crafted layouts, you need to draw inspiration from the world around you. It’s that spark from life’s experiences that fuels your imagination and transforms good design into something truly exciting.

What’s been your favourite project to work on from the past year, and why?
One of my favourite projects I worked on at Wolff Olins last year was undoubtedly the rebrand for Ubisoft’s strategy and city-building game, Anno. It was an amazing chance to craft something truly unique within the gaming industry, especially because we got to incorporate traditional carving and dyeing techniques – something we rarely get to explore in the digital realm.

From the initial concept to final brand guidelines, every stage of the Ubisoft Anno project was a joy. And as a gamer myself, it felt incredibly rewarding to contribute to the industry in such a hands-on way.

What does a normal day-to-day usually look like for you?
When working on a single project, I typically start the day with a creative catch-up meeting with the design team, where we set the agenda and review the previous day’s design progress. Afterwards, I dive into developing the graphic design, motion or 3D renders. Throughout the day, I have meetings with our studio’s strategy team and join jam sessions [collaborative brainstorming] with other designers to get direct feedback on how we can push the design work further.

What was your journey like when you were first starting out?
If you had told me three years ago that I’d be working in brand design, I probably wouldn’t have believed you. My background wasn’t in branding; most of my earlier projects were multidisciplinary, combining performance art, motion production, and interactive experiences.

After university, I spent a few months diving into personal projects and searching for internships before landing an opportunity at Wolff Olins. I saw it as a chance to explore a new side of the creative industry, and it didn’t take long for me to realise exactly how much I enjoyed branding. It became clear that I could bring my diverse skill set into this space and make it my own.

How did you go about landing your first few jobs?
I kept a close eye on a few creative studios, waiting for openings or reaching out directly to inquire about opportunities. Alongside that, there are plenty of great online resources to help find internships or job listings. For me, persistence and personalisation was key, and making sure each application was thoughtfully tailored to the specific studio I was applying to.

What has been your biggest challenge along the way?
One of the biggest challenges after landing my first entry-level role was learning on the go and adapting quickly, all while holding onto that unique spark that got me there in the first place. The ongoing struggle is often dealing with imposter syndrome. When you’re surrounded by such incredibly talented people, it can sometimes be hard not to feel like you don’t quite belong.

How important are social media and self-promotion to your work?
I believe social media plays a crucial role in self-promotion today. It not only allows you to showcase your work but also to build a professional network. While I’m not as active on social media as I’d like to be, I make an effort to stay on top of trends and regularly update my portfolio.

What are three things you’ve found useful to your work or career, and why?
Brands in Motion is an excellent Instagram account that highlights motion graphics and animation in brand design, and illustrates how a logo needs to convey its own personality to stand out in a crowded market. It demonstrates how a brand’s identity can connect with its audience while setting itself apart from competitors.

The Follow-Up design podcast features in-depth conversations with designers, exploring their recently published projects, delving into the creative process, challenges faced, and the goals behind their work.

Then, comforting video games that help you relax and decompress. Animal Crossing & Hades are my personal favourites.

What have been your greatest learnings with making money and supporting yourself as a creative?
I was fortunate to have some savings from working part-time during my university days. My advice would be to focus on being mindful of the materials and resources you actually need to get your work done. You don’t need the best laptop or high-end equipment when you’re just starting out – what matters is having tools that allow you to express your creativity and do your best work at that stage in your career.

What’s the best career-related advice you’ve ever received?
When I started as a junior designer at Wolff Olins, still finding my way in the branding industry, I struggled a lot with imposter syndrome. The best advice I received – and something I constantly reminded myself of – was that I didn’t get the job by accident.

It’s easy to forget this when you’re surrounded by incredibly talented creatives every day, but there was something in your work that got you to that point and made you stand out. You should be proud of that.

What advice would you give to someone looking to get into a similar role?
Don’t hesitate to explore different areas of the industry. When you’re starting out, finding the perfect job can be incredibly difficult, and landing it is another challenge altogether. By applying to various spheres, you’ll gain experience from different angles of the industry, which will ultimately help shape and broaden your creative approach.