When people ask me what I do, I still say I’m a graphic designer. Even though that job title has long gone out of fashion, it suits me, because I’m not just product designer, or just marketing designer. I’ve been working for over 20 years and I’ve done a lot of different things, so I’ve become somewhat of a generalist. I prefer polymath to jack-of-all trades.
I trained as a graphic designer and started out in design for print. I spent time in design research and academia, and more recently have been working in start-ups. Through this time, there have always been three important strands running through my work. These are an obsession with clear communication, a collaborative approach, and a fascination with the people I’m designing for – their attitudes, behaviours and understanding of the products we’re designing for them. For me, graphic design has never been about creating surface decoration. Instead, it is an opportunity to help others engage with their audience and to enable people to understand something about the world.
I’ve spent my time in start-ups working with both marketing and product teams. Often on growth and acquisition projects – experimenting with messaging to increase conversion on landing pages, designing quote flows and online checkouts to increase sales, and creating smooth onboarding journeys for products people might not have used before.
I like the part where I have to explain to people what the product is and the value it will bring to them. I’ve deliberately chosen to work for companies who have unusual products – like digital medicines and direct cremation funeral plans. I like the challenge of rethinking how we talk about our health and our mortality.
Outside of work, I spent a lot of time on climate activism. Again, I don’t shy away from talking to people about difficult topics. I’m involved with local campaigning groups, doing outreach and organising community events like talks and hustings. I’ve also taken part in direct action.
Contact
hello@lottiecrumbleholme.com