Graphic Design
This year marks 20 years since Jodie first stepped into the world of design, fresh-faced from the University of Lincoln. Two decades on, she’s still as passionate about the craft – but with a whole lot more perspective. Here’s her personal reflection on the lessons learned, the changes witnessed, and what’s kept her inspired along the way.
By Jodie Cole
24/09/25
In the early days of my career, I poured everything into the craft – chasing the perfect concept, refining layouts, tweaking logos until they felt just right. But as the years have passed (and the hairs have gotten greyer!), I’ve come to learn that design is only half the story. The other half is people.
Design solves problems, yes – but those problems belong to real people, people with feelings, emotions, challenges and needs. When we tap into those, that’s when brands come alive. So I’ve learned the importance of listening, really listening – to understand what’s really being asked for, and to build trust through the way we work. In doing so, I’ve been lucky enough to build some wonderful relationships with colleagues and clients alike. I’ve discovered how creativity and strategy go hand-in-hand, and how great design can transform not only how a business sees itself, but also how the world sees it.
Back in the mid-noughties I would spend ages creating mock-ups, mounting artwork onto boards to present in person, trawling through CDs of stock photography, writing out daily to-do lists from the studio whiteboard, and even burning artwork onto CDs to post to the printer. Approval forms went out by fax, and long phone calls on wired handsets – held on your shoulder cricking your neck – were the way amends were made.
Fast forward to today and things feel almost unrecognisable. Before my eyes there's been a digital explosion of websites, social media, motion design and advancements in design tools to PDFs flying back and forth, instant screen shares, and even AI stepping in to support some tasks. There’s less face-to-face than there once was, which I think is a real shame, but the upside is that we’ve become more efficient and more agile.
I couldn't write this article without a nod to Naked, who have been at the heart of my journey and career so far. Staying in one agency for 20 years is unusual, some might even say completely bonkers, but for me it speaks volumes about the culture, the opportunities, and, at key stages of my life, the flexibility the agency has provided.
I’ve seen A LOT in my time here, from Naked navigating big challenges such as shifts in leadership to the uncertainty of Covid, alongside amazing highs like award wins and the strengthening of our service offer. We’ve moved from powering through lots of little projects (a leaflet here and a business card there) to putting brand at the centre of what we do – building depth, clarity, and confidence for our clients through very thorough and high quality creative brand work.
What has stayed constant is the way people come together and the need for trust in all relationships. Colleagues past and present have all left their mark, and I’ve learned that the best work happens when you have complete trust – trust in the process, in your team, in your partners, and in your clients – it has to be two-way too. Balancing high standards with empathy and kindness is also key. That, I think, is what makes teams thrive.
To make myself feel better about reaching the 20-year milestone, I’ve been telling myself that I’m really only halfway through my career. That sounds more positive, doesn’t it! I’m a glass-half-full kind of girl after all.
Two decades on, I still get a huge buzz when a concept clicks into place or when a client sees their brand come to life for the first time. But what I feel most of all is thankful. Thankful for the people I’ve shared my journey with so far, for the clients who’ve trusted me with their stories and brands, and for the chance to grow both as a designer and as a person.
Looking ahead, I’m excited to keep learning and pushing myself – leaning further into brand strategy, strengthening my commercial understanding, and continuing to support creativity to be the very best it can be. For me, it’s about championing design that really makes a difference, and helping people – whether colleagues or clients – feel confident in the work we create together. My aim is simple: to combine creativity and strategy in a way that drives impact, builds lasting relationships, and keeps design moving forward. Oh, and to always be kind.
So here’s to the next chapter. If the last 20 years have taught me anything, it’s that this industry never stands still. And neither shall I.
