Charlotte White – "Design should have a purpose, not just to look good, but to say something meaningful"

As I grew up, I discovered Pinterest and social media, and became fascinated by photography, digital art and the endless possibilities of creating something visually. I loved how an image, colour, typeface or idea could completely change the way something felt.

Alongside my creative interests, I started working as a swim teacher, which became an important part of my personal development. Teaching children gave me confidence in expressing myself and taught me skills in communication, leadership, organisation and teamwork. Working with different people also helped me understand the importance of adapting the way you communicate depending on your audience, something I now carry into my design practice.

It was during my A-Level in Graphic Design that I began to realise just how much design exists around us. I started noticing how branding, advertising, typography, imagery and social media influences the way we think, feel and behave. You could say I became a little obsessed. I began to understand that graphic design wasn't simply about making something look good. Design has the power to communicate meaningful messages, shape perceptions and challenge the way people see the world. I became particularly interested in how language, imagery and typography can be used to shift negative narratives and influence people and what a huge difference it can make. That was when I knew I wanted to pursue design further. I realised that graphic design, business and strategy were the things I wanted to build my future around, and that led me to Arts University Bournemouth to study BA (Hons) Communication Design and Strategy.

My approach to design is rooted in the belief that design should have purpose. I have a strong interest in branding, advertising and social media, particularly the way they can influence how people think and feel. I want to use creativity to communicate ideas that matter and create positive impact. My previous studies in sociology and psychology have also shaped the way I approach design. Understanding human behaviour and society has encouraged me to think beyond the visual outcome and consider questions such as: Who am I designing for? How might they interpret this? What might make them connect with it? And could this design actually change the way someone thinks and make a difference?

This perspective has become an important part of my practice at AUB. I enjoy exploring the relationship between people and design and finding ways to turn research and insight into creative ideas.

One project that particularly reflects this approach is Litora, a sustainable, coastal drink brand I developed around plastic pollution on beaches. I wanted to explore how branding could encourage more sustainable behaviour without relying on guilt or making sustainability feel restrictive. Through my research, I looked at coastal pollution, sustainability and the behaviours of younger consumers before developing a brand that combined responsibility with the positive, carefree feeling of spending time by the sea. I explored the brand identity, packaging, typography, photography and physical touch points, eventually creating a coastal drink brand aimed at a younger, more socially conscious audience.

The project became about more than creating a visual identity. I explored how the brand could actually encourage behavioural change, including developing a reusable petal-shaped cup holder designed to sit in the sand, prevent spills and help users carry their cans home. Projects like Litora have shown me how much I enjoy combining creative thinking with strategy. I love the process of taking a social or cultural issue, understanding the people involved and turning that insight into something visual, engaging and meaningful.

Studying BA (Hons) Communication Design and Strategy has given me the opportunity to develop both my creative and strategic thinking. Technically, I have developed my skills across Adobe InDesign and Photoshop, as well as digital design tools such as Figma. I have become more confident with typography, composition, colour theory, photography, layout and visual communication as well as presenting my work.

However, some of the most valuable skills I've developed aren't software-based. I've learnt how to research, ask better questions, understand audiences, develop concepts, respond to feedback and critically evaluate my own work. I've also learnt that a good designer needs to be resilient. Not every idea works, and sometimes the concept you've spent the longest on isn't the right one. AUB has taught me to be comfortable with experimentation, failure and constantly refining an idea.

One of my favourite things about AUB is being surrounded by people who are constantly creating and collaborating and supporting one another. There’s something really inspiring about being on a campus where everyone is exploring different creative outlooks. You can walk around and see completely different approaches to art, design, fashion, photography, film and architecture. It encourages you to look outside your own discipline and constantly discover something new and different perspectives.

Being in Bournemouth is also a huge part of my experience. The coast has become a source of inspiration both personally and creatively. I love being able to step away from university and be by the sea, especially when I need some time away from a project or want to come back to an idea with a fresh perspective. In fact, the Bournemouth coast became the inspiration my Litora project, so the place I'm studying in has quite literally influenced the work I'm creating.

My biggest piece of advice for anyone considering Communication Design and Strategy is to not feel like you need to have everything figured out before you start. I didn't. I knew I loved being creative, but it was through experimenting, researching and trying different things that I began to understand what kind of designer I wanted to become.

Be curious. Pay attention to the world around you. Question why things look the way they do and why certain campaigns, brands or images make you feel. Don't be afraid to become a little obsessed with an idea. And most importantly, don't only focus on making things look good. Ask yourself why you're making them. Who are you speaking to? What do you want them to think or feel? Could your design communicate something meaningful or challenge the way someone sees an issue? Those are the questions that continue to shape my work.

I'm still at the beginning of my journey, and I don't know exactly where it will take me yet. But I know that I want to keep creating, keep learning and use design to make a difference in the way people see the world. My journey continues and I will always be learning and exploring new things, meeting new, amazing people and I can't wait to see where my story goes next.