About me

Lucy Baker, Creative Director

I am a designer who looks to solve problems that people might not know are there. Good graphic design is about increasing the effectiveness of communications, be that on a website, in printed documents or using moving image.

My most recent role was as Creative Director for a technology company, which grew in my time there from a start-up to a global company looking to scale even further. I seek to communicate both business requirements and departmental needs when leading my team.

Recently I have also been improving my skillset, including learning WordPress (used in the construction of this website) and brushing up on my digital marketing skills – to enable me to work more effectively with other teams.

Values

Professional history

I recently left Egress (a cybersecurity technology company), where I was the Creative Director within the Marketing department. I joined the company as a Senior Graphic and Web Designer, and was described as a ‘business-minded designer’. When I joined the business it was a company of 50 people based in the UK, when I left the business it was a company of 350 people with larger offices in New York, Boston, Sheffield and London, with millions raised in investment.

I started as the sole designer and then built a small design team, also expanding to work with freelancers and agencies as the business grew. I developed the brand identity to at first appear like a large established business, then evolved it as we understood more about our audience.

My previous roles have included design at a laboratory and a publishing/events company. I have also worked as a storyboard artist and an illustrator/animator for a small games studio.

I am currently looking for my next opportunity. If you are considering me for a role, please contact me.

What makes a good designer?

A good designer is someone that will take time to work out what would make the project a success. This might be clear, where a datasheet is conveying the key benefits and USPs of a product to the audience in order to make a sale. Sometimes this is not so clear, and it is only by asking the right questions you can find out what they need.

As an experienced designer, I have worked with people at all levels, from senior executives to interns, to ensure that materials produced meet both their needs and the business needs. I have also helped develop my team to do the same.

When hiring a designer, I believe it is important to look for potential in a person, as well as whether the role is something that will make them satisfied. I look at existing technical skills, but also whether they understand the problems a brief has posed and how well they feel their design answers that (as well as any challenges that have arisen). I believe that it is not necessary to have a certain background to achieve this.

Brand identity is about the perception of your business. It should be consistent and meet the needs of your target audience.

What makes a good design leader?

A good leader is not the same as a good manager. A good design manager should have organisational skills, and the ability to prioritise across multiple ongoing projects and communicate any changes or issues.

I set up the design processes at Egress, including a briefing system and database (using Monday.com for automations), as well as establishing clear SLAs and guidance for clients.

A good manager also ensures that those in their care feel heard and supported, but a leader also gives them opportunities which will help them to achieve their potential and allow them to develop skills that may surpass the leader’s own. In that way the strongest possible team can be built, where good communication skills can ensure that everyone is heading in the right direction. People I have lead have stayed within the business and developed far beyond what their original role was (which is also only possible when hiring the right people).