Branding by design

Emily Waterfield graphic design

Final Year Marketing Management student Emily Waterfield turned a period of enforced lockdown during the first wave of the pandemic to fully realise her ambition of setting up a freelance graphic design business. Combining a real passion for graphic design with a commitment to academic studies is no mean feat, but spurred on by the response to her showcase work on social media and a commission from a local business, the dream of turning a passion project into a fledgling business became reality.

We asked Emily what sparked her initial interest in graphic design, “During my A levels I studied Art, Photography and Media, covering all things creative” Emily explains, “I only learned the basics of graphic design during college, so to get to a professional level I taught myself by watching YouTube tutorials and connecting with other creatives. Being self-taught and knowing how much time I have put into learning this skill is why I am so passionate about it”.

Describing her design style as “minimal, modern, and functional“, after initially setting up an Instagram and Facebook page simply as a platform to share her work, Emily was approached by a local business to collaborate and create a logo identity, “I got a taste for working with a client on a live brief, and I was hooked”.

Completing her second year of University in July 2020 (with an overall first-class grade) and with the COVID19 lockdown restricting socialising and holiday options, provided the catalyst to expand her freelance business. “Within four months of setting up my IG, I worked with ten paid clients and rebranded several physical stores on my village high-street” she says, “This gave me the confidence to position myself as a business, and I’ve since worked with over 35 businesses, and I am proud to say I have a 100% client satisfaction rate”.

Developing a business presents its own distinct challenges compared to part-time work or university studies, as Emily explains: “Freelance work has been a challenge as no one tells you when to start or finish work. I still haven’t found a perfect balance but, planning is vital.” Emily describes her process for working with clients,  “I have a specific process that sets up boundaries from the outset. I try to stick to a schedule. I have a weekly planner, and colour code uni, business, and social commitments. Once I have my week set out, I can then prioritise what needs to get done first”.

Working as an independent designer whilst completing a degree in marketing management has enabled Emily to transfer her evolving academic knowledge of current trends into strategic brand design and marketing. “I can now develop creative ideas underpinned by academic research and data, the course has helped me grow my creative skills through a variety of modules,” she says. “We covered things like responding to a live client brief, creating digital marketing campaigns, and creating content like newsletters, Instagram ads and other creative marketing elements.” She concludes: “My course gives my creative work extra credibility and the confidence to position myself as a business owner and a creative”.

Developing a business or organisation has become an increasingly viable route for current university students to enhance employability, extend networks, and demonstrate professional-level creative skills.

We asked Emily what advice she would give current or potential marketing students? “Put yourself out there” she offers, “Start by helping friends, family, and small local businesses for free. Slowly you will start to gain recognition, experience, and, most importantly, confidence in your abilities, meaning you can begin charging for your services and grow your portfolio.”

With graduation on the horizon this summer, Emily has big ambitions for her graduate career. “I’d love a role as a brand coordinator or in-house graphic designer for a large company based in Manchester. I will continue running my business alongside corporate work with the aim to gradually establish myself with the end goal, ultimately, to set up my own branding agency.”

You can check out Emily’s work at:

Website: https://emilywaterfielddesign.myportfolio.com/work

Instagram – emily.waterfield.design