Meet The Team
From Concepts to Creations: Inside the Mind of our Head of Design
You’ve been with The Social Co for over six years now – can you share your journey to becoming Head of Design?
My journey at SOCO has been such an exciting ride! I started as a Junior Graphic Designer, learning the ropes by collaborating with Social Media Managers on client content plans. Since then, I’ve climbed the ladder, tackling a variety of projects ranging from print and digital to signage, branding, websites, presentations, and logos. It’s been a whirlwind of creativity, and I wouldn’t have it any other way!
What does a typical day look like in your role?
Every day is a blend of communication and execution. I kick things off by liaising with clients on current projects and organising the design team’s workload. From there, it’s straight into designing – whether it’s concepts, social media graphics, or pitch decks, there’s always something exciting on my to-do list.
Where do you find inspiration for your designs, and how do you keep your creativity fresh?
Inspiration is everywhere! It could be the typography on a billboard, the design of a cereal box, or even something unexpected I spot during my day. I’m a big believer in drawing from a variety of design styles to inform my work. I also rely on mood-boarding platforms like Pinterest, Savee, and Cosmos to stay inspired and refine my aesthetic.
Outside of work, what do you enjoy doing to unwind from fast-paced agency life?
Snooker and golf are my go-to escapes. Both are slower-paced, technique-focused sports that help me switch off and stay present. Plus, they’re wonderfully screen-free – a welcome change after a day of design!
What’s the most challenging design project you’ve worked on, and how did you overcome it?
The toughest one has to be creating a visual identity for a rural Airbnb business. The project came with a lot of constraints, but by collaborating closely with the team, sharing ideas, and exploring diverse concepts, we managed to deliver something we were really proud of.
What trends do you see shaping the future of design over the next few years?
AI is set to revolutionise design in a big way. From quickly generating ideas to crafting unique imagery, it’s going to reshape the creative process and open up so many possibilities.
The Social Co has a wide range of departments collaborating on strategies. What part does your team play in that?
Our team is at the heart of it all! We create all the visual assets for our clients and their campaigns. Plus, we design tenders and proposal documents, which are vital for securing new business. In short, we’re the creative engine room of the company!
What advice would you give to an aspiring graphic designer?
Never stop learning. Many of us got into design because we loved the thrill of creating something new. Keep that curiosity alive! Experiment with techniques, stay open to new tools, and hold onto that childlike excitement about making ideas come to life.
Do you have a favourite project you’ve worked on at The Social Co, and why does it stand out?
One standout project was a branding job for a luxury interior design agency in Edinburgh. The client and I were completely in sync from day one, which made the whole process seamless and enjoyable. The final result was stunning, and the collaboration made it even more special.
What’s one design tool or resource you can’t live without, and one you’d love to see invented?
I can’t live without Generative AI – it’s completely transformed how I approach image-making. Whether it’s extending backgrounds or reimagining images for pitch decks, it’s been a game-changer for concept visualisation.
As for something I’d love to see? AI-powered animation within Adobe software. Imagine adding simple animations to Illustrator or InDesign projects using prompts – that would be an absolute dream for branding work!
Written by
Matthew Crichton
