Emily Wylde
Q What do you do?
“In the simplest terms, I’m a graphic designer and digital illustrator. I work with brands from start-ups to global corporations to create work that resonates, sparks creativity, and inspires joy.
”
But if you were to ask me on a more personal level - I’m an artist at heart, with over a decade of experience across a wide range of creative skills (AKA a proud slashie!). While art is often seen as a solitary pursuit, my work is deeply collaborative which is something I genuinely love about what I do. Partnering with people to have a creative impact on their projects (and hopefully their lives as a result) is where the magic happens for me.
My process is collaborative and intuitive, blending years of expertise with a thoughtful approach to transform ideas into outcomes that are impactful and feel meaningful.
Whether it’s a standout brand design or a set of bespoke branded illustrations, my intention is always the same: to inspire others and bring joy to their world!
Q What steps did you take to get to where you are now?
I’ve had a wonderfully squiggly path to lead to where I am today - a less conventional journey that’s allowed me to carve out my own version of what it means to be a self-employed creative.
In high school, I was an art class nerd who loved painting, doodling, and creating quirky illustrated characters. My late teens and early 20s were spent as a passionate photographer (which I also got my degree in). While studying, I toured with musicians as a photographer and shot everything from fashion campaigns to product photography. Fun fact: I once almost became Charli XCX’s tour photographer. Oh how different life could have been…
After university I hit a wall with photography. The physical demands, long days, late nights and travel left me craving a better work-life balance. Then, as a creative outlet, I started experimenting with digital illustrations layered on top of my photography work. That quickly evolved into creating standalone digital illustrations, and I used the Adobe skills I had learned in university and through my photography work to start teaching myself about graphic design.
By my mid-20s, I landed a role as a graphic designer for a retail brand, which became a real career turning point. I had so much creative freedom working on retail campaigns and social content, and I really honed my craft. After four years as a designer across two different businesses, I realised that office politics and the 9-to-5 grind weren’t for me and that I desired a more balanced, lifestyle focused career. Just as Covid hit, I took the leap into self-employment and I’ve never looked back.
After four years of running my own business, I’ve had the privilege of creating for brands like Vans, the BBC and Thayers. I'm a Community Leader for Adobe, have designed beer labels that sit on my local supermarket shelf, and supported small business owners around the world, from my city in Scotland to Kuwait and San Francisco.
Through my work, I love inspiring my clients to feel confident, coaching and supporting them through the creative process, and transforming their DIY ideas into something they’re truly excited to share. It’s been an unconventional journey, but it’s one I’m so proud of.
Q How do you stand out in your field?
I like to think that my work exists at the intersection of art and impact. My approach blends vibrant colours with positive, playful characters that bring a sense of joy and approachability. My work could be described as youthful but not young.
In a commercial market where brands are vying for the attention of Gen Z’s, I bring a unique perspective. While I’m not Gen Z myself, I grew up on the internet (shoutout to my fellow Tumblr girlies), so I have a playful, creative mind that thrives on a good dopamine hit. Now, in my early 30s, my inner child remains a constant source of inspiration, infusing my work with nostalgia and playfulness.
In a world filled with endless bad news and digital overwhelm, I truly believe playful, creative work has the power to inspire joy and offer a much needed moment of levity.
Q What are you working on right now?
A couple of really exciting projects! The biggest one is a set of illustrated icons for a well-known beauty brand in the US. I’m also wrapping up a beer label design for a UK based beer brand that is set to hit supermarket shelves across the country.
Beyond that, I’m creating illustrations for a book about female entrepreneurship, designing a mini-brand for a Movie Club in NYC, and working on merchandise designs for a private gym.
And soon, I’m going to be collaborating on a super fun music journal with a musical artist, composer, and producer that I connected with through an ad I shared in the ilovecreatives newsletter!
Q What’s your style?
While TikTok trend reporters might label my style as ‘quirk-pilled’ design, I believe my work goes beyond short lived trends. If I had to describe it in one word, it would be 'characterful'.
From a perspective standpoint, my work resonates with both Gen Z and millennials thanks to dopamine-inducing colours, vibrant energy, and my lighthearted approach. I blend artistic expression with thoughtful design to help my clients infuse their projects with a vibrant, youthful energy. My goal is to inspire their audiences to embrace creativity and see the world through a more playful lens.
My taste spans from maximal to minimal. I’m inspired by Danish brand HAY’s bold, colour-blocked homewares and Lazy Oaf’s fun collaborations with illustrators to create unique apparel. (Dream project alert! Hey team Lazy Oaf, if you’re reading this, I’m SO down to collab. HMU!)
One project that represents my style perfectly is a piece that I recently showcased at an Adobe community showcase event in London. It featured illustrations from my brand, that you’ll see across my website and socials. I've even printed them as stickers to share with people I meet, spreading joy, a dopamine hit, and that child-like sense of play that inspires everything I create.
Q Out of all your slashies, which one do you wish you could do more often?
I often neglect my creative self outside of my work commitments and rarely make time to literally just *express myself* creatively. I wish I could dedicate more time to creating simply for the joy of it without feeling like I should be working. To sit down with a sketchbook, a blank canvas and some paints, taking a new creative class, or starting a craft project just for fun.
When I do prioritise my personal creativity, it’s so fulfilling - it refills my cup and helps me grow as a creative, expanding my skills and abilities. It’s not just restorative; it’s essential for the evolution of my work. So in short, this! More creative practice, for me, to fill my creative cup.
Q What is frustrating you right now?
It’s social media - and not in an “I hate it” way, but in a “this is complicated” way.
Instagram has become such a big part of running a creative business, and while I enjoy creating content (coming up with ideas, filming, editing) it’s incredibly time-consuming. It’s rewarding when people connect with what I share, but it can feel fleeting, like all that energy is poured into something that vanishes off the feed in an instant.
What I find most frustrating is the way that social media confuses the idea of what community is. People talk about “building community” online, but what we’re all really craving is genuine belonging - something deeper and more human than likes or follows.
That said, it’s not all bad. It's given me incredible opportunities and connected me with amazing people who’ve made a real impact on my life. I’ve met clients, collaborators, and even close friends through it, so it’s definitely a tool I value... let’s call it a love-hate relationship.
Ultimately, I’m a creative being who values time spent off-screen, living in the moment, and connecting with people in meaningful ways. Balancing that with the demands of social media can be overwhelming, but it’s all part of the journey. I remind myself that it’s okay to step back, focus on what truly matters, and trust that the right opportunities will come.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I’d hire an assistant or project manager to streamline my workflow. They’d organise my task list, prioritise projects, and handle admin tasks like invoices, emails, and timelines, so I can focus more on the creative side of my work.
Q What do you wish you could have told yourself, when, and why?
I’d go back to 2020 Emily, right after she quit her job to go self-employed, and tell her that she doesn’t have to have it all figured out right away. It will take time!
It’s only in the last year that I’ve truly realised this. I spent years pushing myself, working harder, striving to improve and constantly reinforcing the idea that I wasn’t good enough as I was. Now I understand that positive reinforcement is the key. Kindness and compassion will take you so much further than self-criticism.
I’d remind her to trust the process, let go of unnecessary self-inflicted pressure, and enjoy the journey.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d love to sit down with artists who have achieved commercial success - artists I admire like Hattie Stewart or Alex Proba. I’d want to ask them something along the lines of:
“Did you always trust yourself and your creative style, or did you struggle with the need for external validation? Was that trust something you naturally had, or did you have to work to build it over time?”
I’d also want to know how they maintained integrity with their creative approach, especially during challenging times. How did they navigate moments of doubt, confidence knocks, or negative experiences? Were there times when they almost gave up before their breakthrough moment?
Q What kind of opportunities/projects are you looking for?
Right now some bucket list client projects include:
♥ Creating branding for unique packaging design projects such as health supplements, make-up or beauty products.
♥ Design for a super cute cafe or casual dining restaurant.
♥ Design for a pizza shop!
♥ I'd love to team up with an apparel brand to make some awesome clothing prints or embroidered illustrations on garments.
♥ Illustration for female founder start-ups
Other dream opportunities include:
♥ Getting featured on some cool creative blogs and journals
♥ The opportunity to exhibit my work IRL
♥ Podcast guest spots
And overall, I'd love to connect with cool people that have exciting ideas for fun projects, and people and businesses that I can collaborate with long term.
Oh and of course, new creative friends. Heyyyyy!
Q Describe your ideal job/client/collaboration.
My ideal client is someone who values creativity. They’re open-minded and collaborative. They might be launching a new business, reimagining their brand, or dreaming up a project that brings their vision to life in an impactful way.
I love working with clients who are excited about the process - those who see collaboration as an opportunity to connect, share ideas, and create something meaningful. Whether it’s a small business owner passionate about their craft, a global brand ready to infuse some personality into their products, or a creative team looking for a fresh perspective.
Projects that merge art and design - like custom illustrations, playful branding, or designing something tangible like merchandise or packaging are my sweet spot.
Q: What is your rate?
xMy pricing is tailored to each project depending on scale of business and the required deliverables, but here’s a general idea (as of December 2025)
Bespoke illustration projects can vary so much, depending on quantity and detail of the deliverables as well as usage terms (e.g, how long you plan to use them for, and where) As a ballpark, I would quote $750 - $1500 for a single piece for a small business owner or lower usage term project.
Larger projects (like illustrated icon sets for bigger commercial brands) typically would start at around $5,000 and go up from there depending on deliverables and usage terms.
My Brand Design packages start at $3,500 for small businesses, with more comprehensive projects (such as branding for a consumer packaged goods company that includes packaging design) coming in at a higher cost, depending on scale.
I also take on day rate bookings, which again depends on the scale of the business or project. I’m passionate about working with businesses of all sizes, from solopreneurs with to established brands. For smaller businesses or non-profits, I’m happy to explore tailored options that fit their needs while ensuring the final outcome is high-quality and impactful.
Q How should someone approach you about working together?
You can reach me through my website by email at hello@emilywylde.co.uk or slide into my IG DM's! @emilywylde
When you get in touch, I’d love for you to include a bit about your project - things like the scope, budget, timeline, or even just a quick overview of your vision. Bonus points if you also send my a fun fact about you!
Q Who is a creative you admire?
If you’re seeking a custom website design or a stunning template, look no further than my Aussie, online-turned-IRL bestie: Katie Zana, aka Pearler @pearler__work.
I discovered Katie on Instagram and purchased one of her Squarespace templates for a quick website fix. Her designs are vibrant, dopamine-filled and engaging.
What started with friend-flirting over emails quickly led to weekly Facetime calls, long chats about self-employed life, creative collaborations, and even a trip together when she traveled across the globe to visit me in Scotland. Sometimes the internet sucks, but in this case, I’m incredibly thankful for it.
Katie is an incredibly talented website designer who crafts websites that are a breeze to add your branding to. She offers templates for Squarespace and Shopify, as well as 1:1 custom design services. Oh and she sells a seriously good Flodesk template too.
Her work is designed to *wowoowwow* your audience making her the go-to for solopreneurs and small business owners who, like us, really care about presenting themselves authenticity in the digital realm.
If you’re looking for a website that really stands out, she’s your gal.
Q Oh! and… how do you stay creative?
Create, rest, reflect, explore, practice, inspire!
This member profile was originally published in December 2024.