About me

Lucy Baker, brand design lead

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 – whether on a website, in digital materials, on event booths or using moving image.

I have been working in the technology industry for the last 10 years, building in-house design teams and heading up the brand design function for B2B SaaS companies. My strength is proactive communication, which builds trust with the people I work alongside.

Values

Professional history

I am currently employed at a global SaaS business in the Enterprise Architecture sector, where I head the brand design function as part of the Marketing Team. I work across many areas of the business, and have built good working relationships with Product Design to ensure the brand feels cohesive across all touchpoints. As well as managing the design workload of our small team, I am also active in creating a wide range of materials. These include items such as web banners and animated videos, all the way to merchandise and event booths.

My previous role was at a cybersecurity technology company, where I was the Creative Director within the Marketing department. I 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 am experienced in managing and supporting designers in-house, and have worked with freelancers and agencies for projects that are developed externally.

If you are looking for an experienced in-house designer in the tech industry, 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 have set up and maintained the design processes at the last two SaaS businesses I have worked for, including a briefing system and database (using Asana or Monday.com for automations), as well as establishing clear SLAs and guidance for clients.

A good manager 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 their original role, now leading creatives themselves.