About

My design journey...

From Uni and fresh faced after traveling adventures, I started my design career some 22 years ago working at Clock ltd, a web based (and print) agency in Watford. New to the world of Macs, Adobe software and website coding, I was armed with my enthusiasm, can-do mentality, fluffy blue pencil case and drawing pad at the ready – I began my design career; I was in heaven!

A few years later, I set up from scratch, my own business, alongside my brilliant sister and business partner. We founded Foodwrks (yes that’s how we spelt it), a gourmet vegetarian café and catering service in the heart of Brighton. This venture involved securing a business loan, location and lease, as well as preparing the premises for opening day. Day to day running of the business included managing a small team and daily service to our customers. We then had to promote and establish Foodwrks above our competitors. I’ve never shied away from hard work, but oh my goodness me, running a small business is full of unknown challenges! Total respect to business owners everywhere, no matter the size! This experience definitely shaped me as a designer. Experiencing point of service gave me the opportunity to witness the immediate reaction of our customers to our food, our service, the look and feel of the place (internal graphics and shopwindow displays), the packaging of the food; the POS! I was able to see how we, as human beings, navigate and interact with spaces, customer service and branding. It allowed me to appreciate first-hand what succeeded and what did not, allowing us to adapt, improve and progress with our services. Sadly, as many successful business owners will tell you, a successful business is not usually born on the first attempt and due to many extenuating circumstances we closed the door on this chapter in 2006.

Leaving the food industry behind, I ventured into the charity sector at Cats Protection (CP). As part of a small but very enthusiastic in-house design team, we set about supporting the army of volunteers with material and changing the hearts and minds of the publics perception on the CP brand. From rehoming advertising in national magazines, charity shops and adoption centres rebranding, to promotional merchandise.

I’m extremely proud to say this is a relationship I picked up again once I started my freelance business.

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I now work as a freelance designer…. I feel lucky, I totally love my job (no really, I do)! My design journey has shaped the designer and service I offer to my clients today.

I offer design support to suit your individual needs. I will work closely with you, the project owner, entrepreneur, or when needed give a little extra support to your in-house design/marketing team – I play nicely with others! I can be involved as much as you like. From smaller design projects for a quick advertising deadline, to a 6 month plus fundraising pack. I will work alongside you to understand the ethos of your business, your aims and aspirations, as well as the challenges you may face.

Ready to chat?

Experience

2012—to-date
DESIGN CONSULTANT
Deborah Waters, is a creative studio based on the south coast of England specialising in thoughtful design throughout the UK, including London.

2011—2012
Design Manager
Muscular Dystrophy UK (charity)
London

2006—2011
Senior Graphic Designer
Cats Protection (charity)
Haywards Heath

2003—2006
Co-founder and Director
Foodwrks Ltd
Brighton

2002—2003
Graphic Designer
Ideabsoluta (design agency)
Lanzarote

2000—2002
Graphic Designer
Clock Ltd (design agency)
Watford

1998—2000
Adventures and travel
Casual retail employment
Japan, New Zealand and Canada

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