Designing Success

I visited Abby Humphreys, Design Director at Twelve Studio to discuss retaining clients, what motivates their design teams and their exciting plans for 2024.

Lucy Painter: With a new website and tone of voice it feels like Twelve is entering into a new chapter, do you feel that as well?

Abby Humphreys: I’d say more of an evolution, bringing our culture to the forefront of our brand has been on our wishlist for years – we’ve been
called ‘designs best kept secret’ by some, so we think it’s about time we swapped modesty for celebration. With the opening of our new studio over in Australia, it feels like we’re moving into a really positive phase of Twelve’s growth – a 24 hour company, if you like! The website has been designed to reflect our people, place, passions and process – not just the end results. It’s all about transparency in our workings and client relationships.

LP: As a Design Director what do you think are the key ingredients to get the best out of your design team?

AH: I think there are two key things. First, and probably most important, is an in-built appreciation and affinity with the people you work with – understanding and encouraging different viewpoints, as well as maintaining a ‘no barriers’ approach in your communication style. It really can ensure your team feels empowered to contribute in their own unique way – and that’s what ultimately the client is paying us for! Secondly, constantly ensuring designers are always bringing any design problem or brief back to the core question of our craft: Why. Why is this solution helpful for people/customers? Why does it improve the status quo? If designers can interrogate their thinking with these questions and answer them
with conviction, the rest is simple.

LP: In the last two years, Twelve recruited four junior designers. It takes time and energy to mentor and support designers entering into the industry, was it a conscious decision to bring on four juniors at the same time? How has it been?

AH: It was a conscious choice to recruit a small team of juniors at a similar time, yes. Remembering back to my days as a Junior, I feel I benefitted hugely from having like-minded people around me (and of a similar age group). It encourages a little healthy competition while also building
your confidence in a safe space. Our out-of hours socials certainly help to build that rapport and understanding. As our junior team all have
individual strengths and interests (illustration, photography, hybrid 2/3D thinking, material focus, etc), it’s interesting to see how the diversity of
backgrounds and thinking can enrich our project work and produce divergent creative outcomes.

LP: We all know that retaining clients and, also team, is essential to any business; what do you feel Twelve does well to achieve this?

AH: Client side, we genuinely strive to become as easy to talk to as a (very professional!) friend. We have an internal mantra – to listen. It might seem like a simple one, but whether it’s a brief for an exciting new project, or feedback on the later stages of a lengthy project – we consistently respond in a way that makes our clients feel truly heard. We’ve learnt that this is the skill they really want in a creative agency.
For our team, ongoing training is a big one – a lot of our designers are hungry for knowledge – making sure that is met with a regular and thorough development plan is so important.
Despite being such a busy and relatively small studio, it’s something we have ambitions of prioritising. The laid-back environment (and I’m not just saying that!) is very conducive to making all feel welcome at Twelve. We have a fantastic pool of regular specialist freelancers who love it here, so you can fact-check me on that one!

LP: What does Twelve have in store for 2024 that we can look forward to seeing?

AH: I think the biggest area of excitement for us is the expansion of the recently opened Sydney studio. We already have a brilliant set of clients over
there, and as these ambitious projects land and get media attention, the list is rapidly growing. With this, comes travel opportunities for our team, new
recruits and access to a wider creative network.

We’ve also got some plans up our sleeves for opening up our unique ‘Old School House’ in Clerkenwell to wider community engagement initiatives and inspiring events – inviting along our industry peers, specialist suppliers, inspiration speakers and clients alike. We love that this series will reflect the studio’s origins as a place of learning. The ambition is that these events become a staple in the design calendar – so watch this space!