Luke Howard: Know Design Inside and Out
Senior Graphic Designer
by Elizabeth Lavis
|31 Jan 2025
Luke Howard, Senior Graphic Designer and Screen Wizard of Hughes PR knows that understanding design inside and out is one of the key building blocks to making a name for yourself. “My best advice for aspiring designers is that if you enjoy this job, be better and try harder than others, then share your skills and talents freely,” he says. “So much of design is knowing what has already been created and what styles exist. Make sure that you never just run to your own mind for ideas, but first fill it up and then use your mind as a filter.”
Howard always knew that he had an aptitude for design, even when he wasn’t sure what the mechanics of the job entailed. “It wasn’t until I was in my twelfth year of schooling that I realized I liked design, was good at it, and could be a career path for me.”
In addition to a formal university education, Howard honed his skills by doing free work for friends and family, although even in his current professional life, he doesn’t pen himself in with a signature style. “I really hope that I don’t have a usual style,” Howard says. “I hope that I’m aware of a variety of styles and can tailor and choose appropriate ones for the design brief.”
"LOCALE", HUGHES
Howard tailors his style to fit the client brief by instantly establishing rapport and trust through doing deep research and asking meaningful questions. “I am passionate, ask questions, and go deep into the client’s need, brand, problems, and their desired outcomes,” he says. When harsh criticism comes, he tries to harness it to achieve a positive outcome. “I silently cry on the inside, but remember they might have something I can learn from. I understand that in some cases, I should try out their ideas to make the design better.”
He also tries to remember that designers and clients don’t use the same words to express their objectives. “I always ask questions to figure out what they’re really saying. They often don’t have the language to express themselves properly and usually have a good point. Even if they don’t and aren’t persuaded by your rationale, sometimes appeasing them won’t destroy the design, and it’s better to keep them happy,” he says. “If their ideas will make a mess of the design, remember they’re probably that once-a-year client, and there will be plenty more jobs where you can create a successful design.”
Howard juggles multiple projects through two tools: a calendar and a great manager to help streamline and prioritize projects. When he needs to take a break, he falls back on other passion projects like home renovations, movies, working out, and binging a good podcast. “I feel like if you looked at my podcast list, you’d have a window into my soul,” Howard says.
When all else fails, Howard likes to unplug and treat himself to a little bit of junk food. “Hot wings are my guilty pleasure,” he says.
Submit your work for Indigo Design Award competition
