As I approach the 15-year mark in my design career, my focus has shifted from hands-on work to fostering a positive and productive environment for my team. Although my visual portfolio still grows, it’s at a slower pace, and I’ve become more passionate about writing to share my approach to design leadership. My hope is that this can support, motivate, and inspire the creative community in some small way.
In Spring 2023, I wrote advice for young designers and fresh graduates, offering insights to help them navigate this wonderful but challenging industry. Now, I want to expand on those thoughts and share the creative mantras I live by — both as a design practitioner and a leader.
These are the principles that guide my journey. You may find some of them useful, familiar, or perhaps even controversial. There’s no one “right” way to approach design leadership, but these are the beliefs I stand by. I encourage you to think about your own creative mantras, write them down, and say them out loud. Think of it as a form of manifestation — reinforcing the message until it becomes second nature.
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Make Work That You’re Proud of, More Will Follow
Quality work attracts more opportunities. Focus on doing your best with every project, and success will come naturally. When you’re proud of what you’ve created, others will take notice, and more projects will follow.
Less is More
Only offer what you can deliver to a brilliant standard. Simplicity is key — don’t dilute your offering by taking on too much. The best ideas are often the simplest, so launch products in their purest form. Be ruthless in reducing unnecessary content or features to create a focused, impactful outcome.
Accessible Design = Good Design
If your solution isn’t simple, intuitive, and easy to use, it’s not a good solution. Designers are accustomed to working within constraints — whether it’s budget, technology, or brand guidelines. Embrace web accessibility as another important constraint, and aim to make your designs user-friendly for everyone.
Simple, Stylish, Seamless
A beautiful design will only get you so far. To me beautiful craft is a core facet of user experience, it’s an essential piece of a greater whole. Create work that is not only aesthetically pleasing but also easy to use. The best designs integrate style and usability so smoothly that the user doesn’t even notice the complexity behind them.
(A Blank Page is) Creative Kryptonite
Staring at a blank page can be paralysing. Get your ideas out as quickly as possible, even if they’re rough AF. Once they’re on the page, you can iterate and improve them. It’s easier to work with something than with nothing, so don’t let perfectionism hold you back.
Better Communication Solves 99% of Problems
Clear, open communication is the solution to most challenges. Whether it’s between team members or with clients, taking the time to explain, listen, and clarify can resolve issues before they escalate. Focus on improving how you communicate to avoid misunderstandings and missteps.
Motivation Over Goals
Don’t just ask users what they want — ask them how they feel. Understand the emotions and motivations behind their needs. Once you know the problem, offer solutions and engage in conversations about their effectiveness. Your design should be driven by the user’s experience and emotions, not just their requests.
Invest in People — Get Results
As cheesy as it sounds, people are your greatest asset. Building relationships with your team and clients is essential for long-term success. Respect and trust lead to better collaboration, and stronger bonds lead to better results. Make an effort to break down barriers between clients and your team, turning them into collaborators, not just service providers.
Be Accountable
Great work is the result of collaboration, but accountability drives success. While the team may collectively create, it’s up to individuals to take ownership. Think of it like a football team — everyone supports the striker, but it’s the striker’s job to score the goal. Own your part of the process, and ensure the project meets the highest standards.
Inspiration is Everywhere (Else)
Don’t limit yourself to traditional design sources like blogs, Instagram, or Dribbble for inspiration. Look outside the design world — mash ideas from different industries or experiences to create something new. True inspiration often comes from the unexpected.
The Dripping Tap
Creativity can’t be turned on and off like a switch. If you’re stuck, take a break — step outside, get away from the screen, and give your mind some space to wander. Some of the best ideas come when you’re not actively thinking about the problem, like during a walk or even in the shower. The amount of times I have a breakthrough JUST as I am about to fall asleep is untrue.
Your Best Project is Always ‘The Next One’
After a project ends, take time to reflect with a Retro. Celebrate what went well and acknowledge areas for improvement. Use each project as a stepping stone for growth and always aim to set a higher standard for the next one. Continuous improvement is the key to long-term success.
Dancing With Yourself
Don’t compare yourself to others, especially strangers online. It’s easy to feel inadequate when looking at others’ work, but your only competition should be yourself. Focus on your growth and development and make sure you’re always pushing to improve wherever you can.
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These mantras have guided my journey as a designer and leader, helping me navigate the challenges of the creative industry. While these principles work for me, each person’s approach to creativity and leadership is unique. I encourage you to take a moment to reflect on your own guiding principles. What are the values that drive your creative process? Write them down, revisit them often, and let them shape your work and leadership style.
By staying true to your mantras and striving for continuous improvement, you can cultivate a fulfilling and successful design career. Remember — your best project is always the next one.
