Dirt & Glory’s Rachel Foster Has Zest for Creating Visual Identities
Rachel Foster, graphic designer at Dirt & Glory Media, was always drawn to art and artists’ ability to “communicate complex ideas and emotions through visual mediums.” After studying fine arts at university, Rachel found an affinity for graphic design as it applies creativity to the challenges of communication and problem solving. Rachel also soon discovered her love for typography with its use of “artistry and precision” which can make or break a brands’ visual identity.
She found a professional home with D&G in 2017 and has been with the company for close to seven years now. The two share a mutual interest in creating impactful brand identities, telling authentic stories, and doing it all with a healthy respect for work/life balance. During her time, she’s worked on many of D&G’s clients though it’s the work she did for ellaOne and Hana, sister contraceptive brand pills, that’s a particular point of pride.
Recently, Rachel completed a course at the Chelsea College of Arts, with full support from D&G, where she learnt new ways of manipulating designs and incorporating handmade design elements into her work - something she’s really keen to put to use with clients.
Today, Rachel tells LBB about finding her way to graphic design, honing in on her artistic sensibilities, and the myriad of challenges brands face in our highly visual world.
LBB> Rachel, you studied fine arts at university - what drew you to the course?
Rachel> I decided to study fine art at university because of my desire to express myself creatively and explore the possibilities within the world of art. I have always been captivated by the ability of artists to communicate complex ideas and emotions through visual mediums. I was keen to hone my artistic skills and gain a deeper understanding of various artistic techniques and mediums. I wanted to gain a broader perspective and appreciate the diverse artistic movements and their cultural contexts through the study of art history and theory, alongside the practice of fine arts. One of the most exciting aspects of studying fine art is the opportunity to engage with subjective pieces of work. I am drawn to the challenge of deciphering meanings and drawing my own summations from abstract and conceptual art, as it encourages me to think critically and explore new ways of viewing and interpreting artworks. Ultimately, studying fine art at university allowed me to immerse myself in a vibrant and ever-evolving field, where I can foster my creativity, expand my knowledge, and develop a unique artistic voice.
LBB> Which artists or artistic styles are you most drawn to? Do they ever influence your own work?
Rachel> I find inspiration from a lot of different artists and styles. It is constantly evolving and changing depending on what project I am currently working on. At the moment my top five are: Timba Smits, Hayley Tippmann, Anna Ginsburg, Tom Eckersley, and Emma Carlisle.
Timba Smits is an inspiring artist known for his unique blend of retro aesthetics and contemporary design, creating visually stunning and nostalgic artwork.
Hayley Tippmann's work captivates me with its whimsical illustrations and attention to detail, often exploring themes of nature and fantasy.
Anna Ginsburg's innovative animation and storytelling techniques leave a lasting impression, pushing the boundaries of visual storytelling.
Tom Eckersley's iconic graphic design and pioneering work in poster design continue to inspire me with their bold simplicity and effective communication.
Emma Carlisle's expressive and vibrant artwork, rooted in nature and mythology, never fails to evoke a sense of wonder and enchantment.
LBB> How did you get into graphic design?
Rachel> I got into graphic design because it offered me the opportunity to not only express my creativity but also to create solutions and designs that effectively communicate specific messages. The power of visual communication fascinated me, and I found joy in crafting designs that could evoke emotions, convey information, and captivate audiences. Typography became a passion of mine as I discovered the artistry and precision behind choosing the right typefaces to enhance the overall design. Additionally, exploring and creating colour palettes allowed me to infuse mood and meaning into my designs, further enhancing their impact. Graphic design has become a medium through which I can combine my love for creativity, problem-solving, and visual communication to make a meaningful impact in the world.
LBB> What drew you to working with D&G in particular?
Rachel> I was drawn to work at Dirt and Glory when my portfolio was passed along to their team by a friend at another agency. The idea of joining a smaller, close-knit team where my decisions and work would have a direct impact excited me immensely. Back then, about six years ago, I was the only graphic designer working for the agency, and I really enjoyed the opportunity to shape the visual identity and contribute to the agency's success. It has been incredibly rewarding to witness Dirt and Glory's growth over the years and knowing that I played a part in its evolution. Being part of the agency's journey has been fulfilling, and I take pride in seeing how everyone’s contributions have helped shape its success. Working for a flexible company that prioritises work-life balance has been a game-changer for me. The ability to have a healthy equilibrium between my professional and personal life has allowed me to thrive and create my best work. Knowing that I have the freedom and support to manage my time and responsibilities in a way that suits me best has been incredibly empowering. This kind of working environment fosters a sense of trust, autonomy, and overall well-being, enabling me to approach projects with a fresh perspective and deliver high-quality results. I am grateful for the opportunities and the supportive atmosphere that allows me to bring my best self to work every day.
Above: Rachel's work for Hana
LBB> What are some of the favourite projects that you’ve worked on at D&G?
Rachel> Working on the ellaOne and Hana accounts has been a true pleasure for me. These sister contraceptive brands have shown a strong commitment to using design as a powerful tool to connect with their target audience. The work I create for them has a positive and empowering impact, which brings me immense job satisfaction. One of the standout projects we collaborated on was a partnership with the talented illustrator and animator, Lydia Reid. Together, we utilised animation to demystify and destigmatize the science behind contraceptive pills. Our goal was to make the topic approachable and shed any shame or fear surrounding oral contraception. Through Dirt & Glory's collaboration with Lydia Reid, we successfully crafted an engaging and accessible explainer promo that helped bridge the information gap and foster a more open conversation around contraception. These projects highlight the meaningful impact of design and reinforce my passion for the work I do.
LBB> What kind of work/themes do you find yourself most drawn to? Why?
Rachel> I find myself most drawn to the branding process and creating visual identities for various organisations. There is a unique sense of fulfilment in bringing a brand to life and giving it a distinct means of communication. Branding involves understanding the essence of a company or product and translating it into a visual language that resonates with its target audience. I enjoy the challenge of capturing the essence, values, and personality of a brand through thoughtful design choices, including typography, colour palettes, and visual elements. The process allows me to combine my creativity with strategic thinking, research, and problem-solving to create a cohesive and impactful brand identity. Ultimately, witnessing how a well-crafted visual identity can shape the perception and success of a brand is incredibly rewarding and inspires me to continue exploring and pushing the boundaries of branding design.
LBB> We live in a highly visual world. What kind of challenges do you think brands are facing from an aesthetic angle?
Rachel> One of the key challenges is the need to stand out and differentiate themselves from the sea of visual stimuli that surrounds consumers. With an abundance of content and competing brands vying for attention, capturing the audience's interest and creating a lasting impression has become increasingly difficult.
Additionally, brands must navigate the evolving trends and aesthetic preferences of their target audience. What was visually appealing yesterday might not resonate with consumers today. Staying relevant and adapting to shifting aesthetic expectations require brands to constantly evolve and refresh their visual identities.
Another challenge is maintaining consistency across various platforms and channels. With the rise of digital and social media, brands are presented with multiple touchpoints to connect with their audience. Ensuring a cohesive visual experience across websites, social media profiles, packaging, adverts, and more, can be a complex task.
Brands must consider inclusivity and diversity in their aesthetic choices. The demand for representation and inclusivity in visual branding has increased, and brands need to be mindful of creating designs that are inclusive and resonate with diverse audiences.
Lastly, brands face the challenge of balancing aesthetics with functionality. While visually striking designs are important, they must also serve a purpose and effectively communicate the brand's message and values.
Overall, brands must navigate these challenges to create compelling, authentic, and visually engaging experiences that capture attention, resonate with their target audience, and leave a lasting impression in an increasingly visually saturated world.
LBB> How can brands stand out and reach the right audience through graphic design?
Rachel> To stand out and reach the right audience through graphic design, brands can employ several strategies. Defining and employing a strong brand identity, creating visually compelling and memorable designs whilst maintaining consistency across touch points, embracing a transparent and authentic approach to communication and learning and evolving from collected data and feedback can all aid in the quest to reach the right target audience. Developing a clear brand identity and defining a brand’s values and personality can help with understanding a target audience’s preferences, interests and needs so tailoring design elements that resonate with them successfully.
LBB> You recently completed a course at Chelsea College of Arts. Tell us about it and how you’ll be incorporating the learnings into your work.
Rachel> The Illustration Drawn to Digital Short Course at Chelsea College of Arts was a great way for me to find new approaches to tackle design briefs using a combination of handmade elements alongside digital work. I learnt new ways of manipulating my designs in Photoshop, cleaning up images, adding and experimenting with textures as well as playing with possibilities of pattern repeats and digital collaging. The experimental nature of handmade design elements has inspired me to work in a more fluid manner and find outcomes that are truly unique. It was also a great opportunity to collaborate with other like minded individuals and share inspiration, resources and other useful materials.
LBB> We heard that you’re a keen gardener - what is it about gardening that’s appealing to you?
Rachel> Gardening offers me a multitude of appealing aspects. Firstly, the process of planting seeds and witnessing their growth is incredibly fulfilling and satisfying. It allows me to connect with nature, participate in the cycle of life, and experience the joy of seeing plants thrive under my care. The act of nurturing and tending to plants cultivates a sense of responsibility and connection to the natural world which helps me to decompress after a day of staring at a screen. I also love the aspect of sharing and gaining gardening knowledge with others.
I find gardening provides a creative outlet for me, by designing planting schemes and experimenting with different combinations of colours, textures and plant sizes – this allows me to express my artistic side while creating a space which can be enjoyed by anyone. By carefully selecting plants that complement each other, you can evoke specific moods or feelings in a garden space. The interplay of colours, the variety of textures, and the arrangement of plants can create a harmonious and visually appealing environment that reflects my personal style and allows me to escape the digital world. Engaging with plants and being in nature has a calming effect, providing an opportunity for me to relax and unwind.
Overall, gardening provides me with a joy of nurturing growth, the opportunity for creativity, and the ability to find tranquillity and peace in nature. It offers me a rewarding and enriching experience that allows me to connect with the natural world and create my own personal oasis.
Above: Rachel's zine, 'Wild Bunch'
LBB> How do you nurture your artistic and aesthetic sensibility outside of work?
Rachel> When I'm not working, I nurture my hobby for collecting and pressing flowers, which I sell through my Etsy shop. Inspired by my botanical fascination, I ventured into creating a minizine called ‘Wild Bunch’, a collaborative project with my talented writer friend, Fred. The minizine comprises scanned images of flowers I have pressed, along with some illustrations and fictitious information on each species. It is a light-hearted read, sure to pop a smile on your face. Currently, I'm excitedly working on a new zine titled ‘Up the Garden Path’, once again collaborating with Fred. This upcoming zine has illustrations inspired by the texture work I learnt on the Illustration to Drawn Digital Course I took at Chelsea and I hope that the readers love it as much as I am enjoying creating it.
