22 May, 2025 In our weekly interview series, design leaders answer five questions about design, and five questions about leadership. Julia Beardwood is founder of Beardwood&Co. The New York-based branding and strategy agency works with B2C and B2B clients like Danone, Pottery Barn and Rabble Wine. Design What would your monograph be called? Illuminating Possibilities. Everything we do is about helping clients see opportunities that aren’t obvious. Whether that’s a new take on their category, bringing an unusual perspective informed by experience and insights we’ve uncovered in completely different fields, or a big creative idea with legs to run on for years. What recent design work made you a bit jealous? The Brooklyn Museum identity by Other Means and Brooklyn Museum design team. The interlocking of the double O’s in Brooklyn and two dots bookending the logo together create a distinctive word mark that feels a bit quirky, yet rooted in a rich history, like the borough itself. What impresses me most is the thoroughness of the brand experience, from the t-shirts the staff proudly wear to the exhibit communications. They completely nailed the strategy, which is to be a modern, multi-faceted and thoroughly engaging museum that serves the diverse community of Brooklyn, and attracts visitors from all over the city and the world. The new Brooklyn Museum logo by Other Means and the in-house team What’s an unusual place you get inspiration from? Riding on any kind of public transport gets my mind whirring. It doesn’t matter if it’s a bus, tube, train or ferry. From the incredible variety of people and pets, funny and tawdry ads, to the surprising scenes I see out the window, I find stimulation in observing daily life. It’s a mental game to brainstorm for projects based on what you’re seeing and hearing. Name something that is brilliantly designed, but overlooked. Paper clips – so useful, so simple, so elegant! It’s a miniature work of art that does its job perfectly. I keep a few in my pocket at all times because they’re so multi-purpose, like when I need to pop open my iPhone sim card. What object in your studio best sums up your taste? This wooden owl – designed and made in the UK by Matt Pugh – is our gift for team members on their fifth anniversary with us. Carved from sustainably sourced oak with a painted head, it’s sleek and simple, and a symbol of the uncommon wisdom we seek to bring our clients. It brings me immense pleasure to share these beauts with our team. The wooden owl given to Beardwood&Co staff on their fifth anniversary at the studio. Leadership What feedback felt brutal at the time, but turned out to be useful? It came from a client who I had massive respect for. We’d just finished a major rebrand project and were feeling rightly proud. She said, “We’re thrilled with how this turned out, but the journey to get there was horrible.” That made me realise that the client experience is equally as important as the design work. Now we pay a lot of attention to ensure that every client feels welcomed and appreciated, that communication is crystal clear and transparent, that we are fully aligned, and that meetings are fun and inspiring. Every project should make our clients feel like it was a career highlight to brag about. What’s an underappreciated skill that design leaders need? Translating design into the language of business, so that the people who buy our work understand why it’s so valuable. Designers are not taught this in school, so it’s a skill they often learn on the job. It’s a reason why some of the strongest design leaders have gone to business school. Language matters – you don’t want design to sound esoteric or mysterious. You need your clients to understand it’s all about building brand equity, creating irresistible desire to attract new customers, and instilling insatiable loyalty among your biggest fans. What keeps you up at night? How to ensure AI is serving humanity and not the other way around. It’s a moment for immense change as big as the introduction of the internet. Uncertainty creates anxiety, but also opportunity. We’re all exploring and experimenting to figure out the best uses for AI, and so far, it’s super-helpful. But we know clients expect to reap cost savings from their agencies. You just have to keep demonstrating value and how to use AI to bring efficiency. What trait is non-negotiable in new hires? Telling us what they think. Speaking up with fresh ideas to make us and our clients better. Being brave enough to call out group think. Every individual hire that joins us has the power to change and improve our firm. Silence is not golden – we want and need to hear strong opinions. Complete this sentence, “I wish more clients…” …asked more questions. Clients often feel like they need to know it all, so they don’t ask as many questions as they should because it makes them feel vulnerable to criticism. In my experience, when clients are brave enough to ask more questions, they feel empowered and equipped to make braver choices in the work. Brands in this article What to read next design/leader: F37 founder Rick Banks 17 Apr, 2025 design/leader: Lucky Dip co-founder Katie Cadwell 17 Jan, 2025 #designleader #beardwoodampampco #founder #julia #beardwood