When people ask what I do, I still say I’m a graphic designer. Even though that job title has gone out of fashion, it suits me because I’m not just a product designer or just a brand designer. After more than 20 years in the industry, doing many different types of work, I’ve become something of a generalist. I prefer polymath to jack-of-all-trades.
I started out in print design, spent time in design research and academia, and more recently have been working in start-ups. Through this time, three strands have consistently run through my work: 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 create for them. For me, graphic design has never been about surface decoration. It’s an opportunity to help others engage with their audience and understand something about the world.
I enjoy helping people take action on issues they’ve been putting off – whether that’s putting plans in place for when they die, taking better care of their health, or taking action on the climate crisis. Each involves confronting something difficult now to make the future better. Something human beings aren’t naturally very good at. But good design can help. By making actions simpler and quicker. By talking about difficult subjects in a way that feels clear rather than hand-wringing or patronising. And by offering people a more hopeful vision of the future.
In start-ups, I’ve worked with both marketing and product teams, often on growth and acquisition projects. I’ve experimented with messaging to increase conversions on landing pages, designed quote flows and online checkouts to boost sales, and created smooth onboarding journeys for products people may not have encountered before.
I enjoy the part of the job where I get to explain what a product is and the value it can bring. I’ve deliberately chosen to work for mission-led companies with unusual products — from digital medicines to direct cremation funeral plans. I like the challenge of rethinking how we talk about health and mortality.
Outside of work, I’m a climate activist. Even in my spare time, I don’t shy away from confronting difficult topics. I’ve organised events with local groups, including talks and hustings. I’ve taken part in direct action. And I’ve done door knocking and outreach for a number of different campaigns. Over the years, I’ve volunteered with Friends of the Earth, Greenpeace, Extinction Rebellion, MP Watch, and the Green Party.
Contact
hello@lottiecrumbleholme.com
For my full CV, find me on LinkedIn here.