The Chartered Society of Designer’s (CSD) Designer Talks podcast asks designers how they do it, why they do it, what inspires them, and ultimately, what design means to them. Our design-focused podcast provides an in-depth look into the lives and work of accomplished designers.

In this latest episode, we sit down with Lois Blackhurst MCSD, Managing Director and Creative Director at Stocks Taylor Benson, to discuss her journey in the design industry. From her early influences to her current role, Lois shares the inspirations, challenges, and principles that guide her creative process.

About Lois Blackhurst MCSD

Lois is a hands-on, ideas-driven creative problem solver with a keen eye for detail. With over two decades of experience, she is a firm believer in the commercial impact of design – and has proved it through compelling campaigns and brand identities, working with clients such as Morrisons, Canon, Cemex, Metro Bank, and Jamie Oliver. A passionate supporter of the next generation of designers, she regularly mentors, organises portfolio reviews and sets live briefs in collaboration with local universities.

Discovering a Love for Design

Lois’s journey into design began early, inspired by her childhood love for art and creative projects. Reflecting on her early work, she recalls creating a project about her grandparents’ lives during WWII, incorporating design elements that hinted at her future in graphic design. Her education further fuelled her interests, with supportive teachers guiding her toward graphic design. Lois emphasises that even though she was drawn to design from a young age, her passion and skills continued to evolve through experiences and collaborations over the years. “I’ve always been drawn to art with a purpose—a deliverable outcome. It’s been that way since school projects, which gave my creativity direction,” Lois reflects.

The Power of Simple, Thoughtful Design

In discussing her design philosophy, Lois highlights the importance of simplicity and clarity in design. She describes her process as starting with a pencil and paper, ensuring each idea is refined without distractions from digital tools. For Lois, a strong concept is key, and every design should communicate effectively without unnecessary elements. She shares that she often returns to the brief to find new perspectives, keeping her designs fresh and aligned with the client’s objectives. Lois spotlights this, saying, “Simplicity is at the core of great design. Often, it’s about asking, ‘What can I remove to make this clearer?’”

On Collaboration and the Creative Process

Lois views collaboration as essential to her creative process. With experience spanning industries from retail to construction, she values the partnerships she forms with clients, recognising that each collaboration brings unique insights. Acknowledging that clients know their business better than anyone, she sees design as a process of mutual discovery, where creativity and strategy come together to produce solutions that resonate. “Good design is a partnership. We know design, but our clients know their business best. Together, we get to something that’s not only beautiful but practical and impactful,” Lois explains.

Embracing Variety and Lifelong Learning

One of the reasons Lois feels fulfilled in her role is the variety of projects she takes on. Each project, with its unique challenges and requirements, provides new learning opportunities. She encourages young designers to embrace the learning process and remain open to feedback. For Lois, every design solution is an evolving process, and each experience enriches her skills and deepens her understanding of design. “No two days are the same in this industry, and that’s what I love. Each brief is a chance to learn something new, to keep the creative spark alive,” she shares.

Giving Back Through Design

Lois’s commitment to meaningful work is reflected in Stocks Taylor Benson’s “Good Deeds” initiative, where the studio allocates time and resources to community-driven projects instead of entering design awards. She is particularly proud of her team’s work for the LOROS Hospice, an art trail project that she believes will make a lasting impact on the Leicester community. “Design has the power to do good. By choosing to invest our time in community projects, we’re aiming to make a tangible difference beyond the commercial world,” Lois expresses.

In this insightful episode, Lois Blackhurst provides a valuable perspective on the role of design in everyday life and the joy of creating work that resonates. Be sure to tune in to the full episode for more of Lois’s thoughts on design, collaboration, and the importance of simplicity in effective communication.