Kulsum Karolia
From Manchester United to freelancing: designer Kulsum Karolia on building a purpose-driven practice
After almost four years at Manchester United, designer Kulsum Karolia made the move into freelancing. Since leaving her full-time role, she’s continued working within the sports industry while also refocusing her practice on socially and environmentally driven projects she holds close, collaborating with organisations including Medical Aid for Palestinians and Kick It Out. Here, Kulsum reflects on confidence, word of mouth, and learning to back herself as she builds a values-led career.
About my work
My creative practice
I’m a multidisciplinary designer with a passion for thoughtful and impactful design.
Influences and inspiration
I always feel inspired by the designers I know and have worked with. Knowing the amount of work that goes into the final outcome always makes you more appreciative of the journey. I also find books and travelling are always a great source for inspiration too.
Kulsum's website
My training
I studied Graphic Design at the Manchester School of Art, which helped push me as a designer. It showed me a range of career paths that were available to me, which I wasn’t aware of at the time.
I’d also say I learnt a lot about myself and my capabilities as a designer whilst on the course – something which I am grateful for. However, you don’t have to go down the university path to be a designer. There are so many talented self-taught designers out there who are always creating amazing work. You just have to be curious and have the drive to learn.
“You don’t have to go down the university path to be a designer. There are so many talented self-taught designers out there”.
Favourite recent project
That’s a tough question, as last year I had a year split into two. After almost four years, I left my role at Manchester United over the summer and have since jumped into the world of freelancing. Before I left, I got to work on some great campaigns and finished off by working on the Women’s FA Cup Final, which is always a nice project to work on especially as campaigns like these involve both digital and print – something I really enjoy.
That being said, I’ve also always held purpose driven work close to me ever since I was at university, so having Medical Aid for Palestinians as one of my clients has been a true highlight of the year. It has been great being able to create work for a number of their campaigns.
I’ve got a really exciting year ahead, with some great projects lined up so I’m looking forward to where the freelance journey takes me!
How I got here
Starting my creative journey
I finished uni in 2021, so just as we were leaving the COVID era. I was quite lucky as I found a job pretty soon after graduating. I applied to the design internship that Manchester United had on at the time, which then turned into a permanent role.
I'd describe joining Manchester United as being thrown into the deep end. Everything was fast-paced and intense straight from the start; the rapid growth in my work was evident just after the first month. I learnt so much on the technical side, but it also taught me how to thrive under pressure. As cheesy as it sounds, I now feel like I’m ready for anything.
Landing my first role...
I was proactive and started reaching out to people and it helped me get to where I am today. I think networking is really important, as is building connections – word of mouth can be a thing of beauty.
Biggest challenges along the way
I’d say confidence has always been something I’ve struggled with since I was young. Imposter syndrome always kicks in with thoughts like, 'Am I good enough?' and 'How did I make it this far?'. I really struggled to come to terms with it, especially in my first year working at United; I didn’t understand why or how someone like me had managed to land their first job at such a big club.
“Imposter syndrome always kicks in. In my first year working at United, I didn’t understand why or how someone like me had managed to land their first job at such a big club.”
I’d get told I was doing a great job and to keep doing what I was doing, but I thought these were all empty words that nobody actually meant. It was only when I was kept on from my internship in a permanent role that I began to believe I might actually be doing a good job.
My social media and self-promotion vibe is…
I’ll be honest, before starting my first job, I was really active on social media; I loved working on passion projects, but as soon as I started working full-time, my social media game went down the drain. However, now that I’m freelancing, I’m planning to step up again. I’ve also started working on self-initiated projects again which I’m really excited to share.
Work for Manchester United
Three things I've found useful in my career:
- Networking: I definitely think that old saying of ‘it’s who you know, not what you know’ has a lot of weight in the design industry. Talking to people and building connections really helps, especially in the freelance world.
- The Creative Boom podcast: I love listening to it and have always felt inspired hearing everyone’s stories. Katy Cowan is doing amazing things and I’m really excited for the future of Creative Boom.
- Keeping up to date with design work, especially projects that mean something. One of my favourite studios is Templo: they’re a cause-led agency that’s been able to work on such powerful and purposeful campaigns by sticking to their ethos. It’s so inspiring to see that you can create work for something you really care about if you just have the drive and put the effort in. I’m always genuinely excited to see their latest work. Samar Maakaroun is also a designer who I really look up to – her journey is so inspiring and to see her now as a Pentagram partner is truly amazing!
“That old saying of ‘it’s who you know, not what you know’ has a lot of weight in the design industry.”
Courses, programmes, initiatives, access schemes or job boards I've found helpful
I took part in the Creative Lives in Progress portfolio review back in 2021, when I was in my final year of University; I thought it was good practice to present my portfolio to industry professionals. I recently was on the flip side and reviewing portfolios for CLIP, which felt like a full circle moment.
I always recommend The Arena mentoring scheme too. I’ve been mentoring with them since 2023 and it’s amazing to see how far they’ve come since it first started. Dom and Lauren have built a great community to help young creatives.
My advice
My most useful career tips
Just be yourself.
What I'd say to someone looking to get into a similar role
To quote Anthony Burrill, “Work hard and be nice to people”. Take any opportunity you’re given and challenge yourself.