We’re a global team of thinkers, dreamers and builders. In our new Spotlight on… series, we feature one of our expert practitioners. Here, Sophie Lutman, Executive Creative Director, EMEA, based in our London office, talks about her love of clean, crisp typography, post-punk bands and the best time of day for creative thinking.


How would you describe your design style?

Bold, bright and beautiful. I’ve always loved bright colours, and while I believe a simple, compelling idea is essential, beauty is also important. I would say I’m a typical ‘designer;’ I enjoy good clean typography but also the richness of a Vermeer painting.

What do you listen to when you’re working?

My playlist would be alternative 80’s—The Smiths, Joy Division and The Jesus and Mary Chain. If I had to pick one song, ‘Insomnia’ by Faithless has good memories. For an album pick, a little Kanye West madness goes a long way.

What are three things you cannot live without? 

A pencil, a dirty martini and sleep.

What is the biggest misconception among clients when it comes to the design process?

Maybe that it’s a ‘process’? There are undoubtedly processes within design work, but defining where the creative ideas come from that inform the process is harder. With every project, I learn something new about the process and am always trying to improve on it. I do think a good creative brief is essential to any process, so that should be a constant.

What is your biggest design pet peeve?

I think there’s a place for everything, so I don’t have any particular peeves. However, I’m not a fan of ‘personal logos’ as I don’t think individuals need them, but other than that, I’m pretty open-minded.

Do you find you’re more creative during the day or at night?

I like to sleep on things, often waking early with an idea and scribbling it down on a notebook by the bed. So, I’d say morning is my best time, dawn even.

Lastly, any hidden talents?

I have a good memory, mainly for song lyrics and Z-list celebrity gossip. I’m also pretty good at maths.

Thank you, Sophie!