By Design: The Versatility of Graphic Design with Coralie Carré

Hailing from France but now in London, DEPT®’s creative director Coralie specialises in the creation of brand identities and experiences for numerous companies ranging from startups to multinational corporations. Her approach to design is based on the belief that branding should exist to spark emotion and tell a story, a philosophy she has implemented to deliver creative for brands including innocent, Arm, High Performance, Piëch and Evrnu. She has been featured in Creative Boom and Design by Women for her thoughts on inclusivity and diversity in design.

LBB> Tell us about your current role and design specialism(s)? 

Coralie> As DEPT®’s creative director, I specialise in the creation of brand identities and experiences for a broad range of different companies ranging from start-ups to multinational corporations.

LBB> What drew you to design in the first place and how has your design career evolved?

Coralie> I had a big interest in design in general from an early age without even knowing it. As a kid, I could spend hours looking at the ads in magazines looking at fashion brand logos, graphics, and colour. As soon as I was able to, at the age of 14, I decided to start an art course and then specialised in graphic design and art direction after my A-Levels. I started my career by creating a studio with three other friends in France, and then moved to London 10 years ago, where I have spent most of my career.

LBB> What aspects of design do you get really nerdy about personally?

Coralie> I believe branding should exist to spark emotion and tell a story. This is why I really love the beginning of the creative process when so many ideas come to the table and when my team brings something personal into the mix. But there is not a specific aspect of the creative process that I dislike - including the very small design craft and details phase at the end.

LBB> There are so many new design tools out - what tools do you like to use and why? (whether digital platforms or old fashioned pen and paper!)

Coralie> At the moment, Figma is the most loved tool in the studio. The way it’s been developing and the number of new and useful plug-ins are incredible.

But I do like keeping some ideation really graphic - that’s what workshops are for. A scribble of an idea on a board or a Post-it is still way more exciting than using my computer.

LBB> Design Thinking - thoughts?

Coralie> I believe certain processes can unlock freedom. It might sound like a contradiction but knowing what you have to look for and understanding the challenges or constraints of a project can get you to a quicker answer and allow you to spend more time on the creative.

However, I like to approach new projects in an agile and collaborative way with our clients and I don’t believe in the one size fits all or things being too rigid. I guess it’s all about balance and starting with a fresh mindset every time you start a new project.

LBB> What are the most persistent misconceptions about your particular design specialism that you see across the advertising and marketing landscape?

Coralie> Graphic design is often misunderstood as being limited to static visuals, but its scope extends far beyond that especially in today's visually-driven world. It encompasses motion graphics and animation, environmental and experiential design, as well as branding and identity design. Designers use their creativity and strategic thinking to create dynamic experiences, engaging animations, functional packaging, immersive environments, and cohesive brand identities. By recognising the versatility of graphic design, businesses, and individuals can effectively communicate messages and connect with audiences in today's visually-driven world.

LBB> Accessible design is an increasingly prominent topic - from your experience what are the most challenging facets of accessible design? And what does best practice in accessible design in your particular design specialism look like?

Coralie> It’s something that has been overlooked or kept as an afterthought for a long time and I’m glad the awareness around it is growing. It is an integral part of our design process at DEPT®. In our digital projects, we address it right from the connecting phase, then the UX and UI development is when we implement it, from the user journey to font visibility and colour contrast. The rise of sounds and sonic branding is also something that we are considering more and more to enhance the user experience. 

LBB> What design controversies or challenges do you find trickiest to navigate or do you find yourself thinking about most frequently?

Coralie> One of the main ones is balancing what the client expects and what your ambitions for the project are as designers. The magic only happens when we take a client on the creative journey with us. Make sure we answer their needs while taking every opportunity to challenge the brief and maintain the creative excitement going from start to finish.

LBB> What do you think about the ethics of design?

Coralie> There are many sides to the ethics of design. As a B corp, DEPT® thrives to make a positive impact on a global scale. Presently, we find ourselves in a mainly digital era, which comes with solutions for the most significant challenges faced by our world. To me, it’s extremely important to work with like-minded businesses like we did with Evrnu® and use design and technology to help good businesses grow.

LBB> Which design projects throughout your career have been the most satisfying to work on and why?

Coralie> I have been lucky enough to work on really varied projects. This meant I went from a role focused on hospitality to having clients in the media and then to the drinks industry, each time bringing something with me from my previous experiences. 

Most recently working for Evrnu and Nucycl has been one of those projects where I learned a lot about something that is going to revolutionise our relationship with garments. In the same way, it has been amazing to work with Piëch and help them to define the luxury car experience of tomorrow by combining its great European heritage with cutting-edge technology and thinking.

LBB> What’s going on at the moment in design that’s getting you particularly excited?

Coralie> Beyond graphic design it’s interesting to see how other creative fields are embracing new technology - the fashion industry in particular is a field I found a lot is happening at the minute starting with Coperni’s incredible spray dress last year.

LBB> Who are your design heroes and why?

Coralie> Jessica Walsh and Catarina Bianchini are a true inspiration to me, bringing together remarkable design work as well as pioneering roles in shaping the design industry. I believe that through their work, they demonstrate that design is not just about aesthetics but also about making a meaningful impact and driving positive change for the industry, especially for female designers. Their success serves as a reminder that the design industry is not limited to technical skills and creative talent alone. It also requires a strong vision, relentless dedication, and a willingness to take risks.

LBB> Thinking of people at the beginning of their career, what advice would you give them for navigating this constantly changing field?

Coralie> Graphic design is a continuously evolving discipline and it’s important to understand choosing this career is also embracing lifelong learning. Stay curious and stay updated with the latest tools and emerging technologies. Building relationships and connections within the design community is crucial. Do not fear reaching out to people you have admired for a long time and asking for their help and perspective. Whenever I have reached out to peers within the industry, I have always been greeted with warmth, generosity, and encouragement.