How My Background Shapes My Work at Carbon — Joanna
Every designer brings a story to their work, a mix of experiences, passions, and perspectives that shape how ideas come to life. My own journey into illustration and design began long before joining Carbon, rooted in a love for art, storytelling, and creative problem-solving.
From fine art to brand identity
My first step into design began with fine art in high school, where I learned patience and the importance of finding a creative approach to every challenge. Later, while studying modern art at university, I started to understand how ideas, context, and emotion can come together to create meaning. That curiosity about how visuals can move people has stayed with me ever since.
My first real design experience came during high school, when I created a brand identity for a jewellery company. That project sparked my interest in how design can give shape and personality to an idea. Later, while working in a print house, I learned the importance of precision and production. Designing for print gave me a strong understanding of process, colour, and how materials influence the final outcome. It also taught me that creativity works best when grounded in practical knowledge.
Building a strategic mindset
Later, while freelancing, I became fascinated by brand strategy. I learned that great design does not start with visuals but with understanding. Every decision, from typography to colour, should have a reason behind it. This strategic approach helps me make sure that each project at Carbon is not only beautiful but also purposeful.
A lifelong love for illustration
Drawing has always been part of who I am. I even took a short illustration course with Korky Paul in Oxford, which deepened my appreciation for expressive and characterful visuals. While I still love fine art, I have become especially interested in commercial brand illustration where storytelling meets strategy.
Designing for people and planet
My passion for sustainability started at home, by finding small ways to live more consciously and reduce waste. That curiosity led me to complete a sustainability course, which helped me understand how design decisions affect the planet and the communities around us.
At Carbon, that passion naturally evolved into becoming a Social Value Champion. I enjoy exploring how design can support purposeful actions, whether through inclusive communications, ethical brand strategy, or sustainable materials. I believe design should be accessible and every brand action should be intentional, taking care of both people and the planet.
Inspiration and process
I find inspiration in nature, art, and the world around me. Pinterest is one of my favourite tools for exploring ideas and seeing how different disciplines connect. I also love collecting design and typography books that remind me how good design is both timeless and ever changing.
At Carbon, this mix of influences helps me approach projects from both a strategic and artistic perspective. I like to start with research and process, making sure every decision supports the brand’s goals. Then I allow space for creativity to explore textures, illustration, and expressive details that bring a project to life.
Meaningful design
Having a background that spans fine art, print, and strategy means I approach every project with balance. I want the work to be meaningful, to communicate clearly and connect emotionally. That is what makes design powerful and what continues to inspire me every day at Carbon.
