Laura Carrick on building a career around the creative roles no one tells you about

Want to work in the creative industry but not sure design is for you? From photography to new business, New York-based Laura Carrick has built a career supporting creativity from behind the scenes. Now Growth and New Business Director at Blurr Bureau, she shares why these kinds of ‘non-design’ roles are just as vital, and why they deserve more recognition as routes in.

When you’re looking in from the outside, it can seem like the only way in is to be a designer or creative. But so many other roles exist – and without them, the industry wouldn’t work at all.

When my freelance photography career was at its busiest, I lost someone I loved. My energy vanished with it. The thing that used to light me up started draining me. Life has a way of reshaping your ambitions; you still have rent, bills and a career to keep moving.

Laura Carrick

So I asked a different question: how do I stay close to creativity in a way that’s sustainable? I’d always loved the client side – building relationships, understanding challenges, finding the strategy behind the work – so I leaned into that. I never set out thinking, “I want to be in new business.” But through a lot of learning (and some trial by fire), I found that this role allows me to combine creativity, strategy and people skills.

If you’re trying to find your place in the industry, that’s an important reminder: creative careers don’t only happen on the design side. They also happen in the spaces that help creativity thrive.

What I actually do

I’m Growth and New Business Director at Blurr Bureau. On paper, that means helping the studio grow: thinking about where we are now, where we’re headed and what we need to do to get there.

Day-to-day, a lot of my work is putting together presentations – from proposals and pitches to showing what our studio can do. I also spend time speaking to potential clients, whether they approach us or we reach out to them, which gives me a front-row view of what’s happening in branding.

Working in 'growth' is just one of many non-design jobs that keep a creative business alive. There are Account directors who look after clients, Project managers who keep everything on track, Marketing and PR teams who make sure the work gets seen, and Recruiters or HR who bring in the right people. If you zoom out even further, there are finance and legal teams too – the ones making sure the bills get paid, the business stays healthy and all the paperwork is in order.

If you’ve ever organised a group project, juggled a deadline or enjoyed connecting people, those skills are already useful here.

Project for Society De La Rassi, created by the Blurr team Laura was part of

The unsung heroes on every great project

I will die on this hill: account directors and project managers are the unsung heroes of the creative industry. Nothing gets done without them.

I’ve worked on massive accounts worth tens of millions, but the same lesson applies whether you’re on a student project, a freelance commission or a huge global campaign: while the designers and creatives absolutely deliver the vision, it’s the non-design roles that keep the whole thing moving. They’re the ones with the foresight, the planning, the timelines, the troubleshooting, and the client hand-holding that makes sure great creative actually sees the light of day.

Redefining what counts as creative

At face value we literally call it the “creative industry” or the “design industry,” so of course the spotlight lands on designers. Historically, non-design roles have been viewed as secondary roles, which makes it feel like we’re sitting at the kids table.

The thing is, what gets celebrated is the finished product. When you see branding, packaging or a campaign, the reaction is: “Oh that’s so clever, moving, impactful…” But what you don’t see are the chaos and logistics that actually get it there – the meltdowns, the resourcing puzzles, the client pushbacks, the endless edits to a deck that finally make everyone happy.

Ego also plays a big part. Design is often seen as the highest-value skill, so there’s a tendency to assume designers can handle everything else. Which anecdotally, is just not the truth. Creativity doesn’t thrive in chaos; it thrives when structure and support are in place – and that’s what non-design roles deliver.

How strategy and operations shape the finished work

At Blurr (my workplace), everyone’s ideas are on the table – whether that’s throwing references onto a mood board, brainstorming copy lines, or imagining how a launch moment could live on social.

But non-design roles often change the outcome by asking the practical questions: “Can the client actually use this once we hand it over? Who’s going to take care of it on their team?”

That’s a huge part of creative growth: understanding that good work isn’t just about ideas, it’s about how those ideas live and survive in the real world.

Why these roles matter more than ever

Growth and new business roles matter more than ever – and I promise that’s not just me being biased. Every studio is competing for attention, and most offer similar creative processes. What really makes the difference is the people behind them: clients choose to work with teams they trust, connect with and feel understood by.

For emerging creatives, it’s worth knowing that design isn’t the only path. Roles like Account directors, Project managers or Marketing teams are just as essential. They’re the ones who keep projects moving, make sure the work is seen, and give designers the space to focus on creating.

In most cases, clients spend way more time with an Account director or Project manager than with a designer. They’re often the therapists, the buffers, the people who remember every detail of what’s happened on a project. Marketing and PR are the ones who make sure the work actually gets seen.

Some of Laura's photography work

What I've learnt along the way

If you’re just starting out, or thinking about stepping into a non-design role, here are a few things that helped me grow and build trust early on.

Be nice to work with

Honestly, it’s so important. If you’re not naturally great at things like managing calendars, emails or hitting deadlines, learn fast and make those your strengths. The small, everyday wins are what make you the person everyone wants on their team. That can be as simple as replying to emails on time or showing up prepared for meetings.

Learn fast and watch closely

The great thing about non-design roles is that if you put in the work at a junior level, you can grow quickly. Early on, you’ll usually have a manager or team to learn from — so soak up as much as you can. Watch how they run meetings, manage clients, or solve problems, and borrow what works for you.

Don’t count yourself out

Some of the best people I’ve worked with came from hospitality or retail. If you can juggle personalities, think on your feet and work hard under pressure, you already have the transferable skills to thrive in this industry.

Build your network early

Build your network and your community early. If you show up with intention and generosity, those relationships will be the ones that carry you when you need them most. That might mean keeping in touch with classmates, saying yes to portfolio reviews, or messaging someone you admire on LinkedIn.

Lift others up

I’ve lived by this my whole career – maybe it’s the tiny punk rock girl in me who grew up fan-girling to Bikini Kill, but I’ve never believed in creatives being at war with each other. It never benefits anyone. The people around me – especially the women who’ve offered advice, inspiration and solidarity – have carried me through. Success feels so much better when you’re all rising together.