Uprising: Megan Musgrave’s Pursuit of Happiness
“Design has always been a natural part of my life and a means of expression,” says Megan Musgrave, design director at The Design Group, FCB Chicago. From a young age, she was interested in arts and crafts, sketching dress designs and experimenting with bold fashion choices. And though she did well academically, it was the creative subjects like drawing, painting and interior design that consistently held her interest.
“I found joy in translating my ideas into something tangible and aesthetically pleasing,” she says. Supported by her parents who always encouraged her to ‘put her all’ into her goals, Megan joined a graphic design programme during high school, developing her technical and critical thinking skills, and laying the groundwork for her future career. “That discovery sparked a true passion, turning what had been a childhood curiosity into a professional pursuit that felt both exciting and purposeful.”
Megan went on to study graphic design at Columbia College, learning from instructors with real-world experience and a practical layer to their lessons. “This helped me build a strong foundation of design principles and gave me insight into the realities of working in the industry,” she says. “One of the most impactful aspects was the emphasis on collaboration and critique. Working alongside fellow students and receiving constructive feedback from professionals helped me develop a better sense of how to give thoughtful feedback and a more critical eye for my own work.”
She also briefly studied fashion merchandising and marketing, providing her with another perspective on how to connect with audiences. Learning to align design decisions with brand goals, this skill proved its importance for Megan recently during The Design Group’s packaging redesign for dental health company, DenTek. “We worked closely with strategists to develop a strong foundation to create distinction for the brand. Before launch, our new design system underwent three rounds of qualitative and quantitative testing.
“The results were impressive,” she adds. “97% of participants agreed the packaging broke through on the shelf and 90% said they would purchase DenTek products. The flexible design system successfully adapted to consumer needs and enhanced navigation across product lines, and the redesigned packaging finally reflected DenTek’s status as leader of the category.”
Megan first started as an art director at FCB in 2014, before returning later in 2021, drawn back by the opportunity to work with head of design, Michele Morales and her Design Group’s diverse team and capabilities. “Though I originally joined FCB as an art director in 2014, I knew I was much more passionate about design and craved the hands-on crafting of thoughtful design systems,” she says. During her time away from FCB, she wore many hats as a designer at a small design agency, and honed her craft building functional design systems.
“This equipped me with the necessary tools to advance my career and take on greater responsibilities like directing and managing projects – landing me back at a larger agency with unlimited resources and the opportunity to combine that hands-on crafting with directing and management.”
Now helping to lead FCB Chicago’s Design Group, Megan applies her learnings across all accounts and departments, collaborating with strategists to build a solid foundation for each project, and working closely with the creatives to ensure every design element aligns with the brand’s vision. The Group also partners with FCB’s in-house production team, 456 Studios, to bring its designs to life through motion, animation, and film.
“This level of collaboration not only allows us to flex a wide range of skills but also means we get to work on diverse projects across various industries, making each project unique and creatively challenging,” she says. “Some days, I might be on set for a photoshoot, while other days involve collaborating with designers and creatives on different projects, guiding the creative process and pushing the craft forward. What I enjoy most about my role is the chance to work with an exceptional leader, Michele Morales, as well as a team of incredibly talented multidisciplinary designers and design directors. Their creativity and thoughtfulness consistently inspire and motivate me.”
Megan shares the project that changed her career was ‘The Banned Book Club’, launched by the Digital Public Library of America (DPLA) with former president, Barack Obama. Reacting to the book banning crisis and opposing censorship, they created a database of banned titles, accessible via an app, and geo-fenced libraries that had removed them.
“Being able to craft a design system for such a significant initiative was rewarding. It was inspiring to see how our agency's creativity and resources were leveraged to make a real difference during a critical moment in history,” she says. “This experience reinforced my belief in the power of thinking beyond the brief and collaboration to create meaningful solutions for a brand and societal needs – big or small.”
“I’m continually inspired by the creative industry’s ability to pivot and adapt to an ever-changing landscape,” she adds. “In recent years, it’s been exciting to see creatives and designers embrace new technologies, particularly the integration of AI, rather than resisting it. In The Design Group, we’ve started incorporating tools like Midjourney and Adobe Firefly into our ideation phase, which has added a new level of imagination to our project conception. This willingness to innovate not only enhances our creative process but also opens exciting possibilities for the future of design.”
A tool that Megan and The Design Group leveraged recently was Snapchat Lenses, turning every booth at hype/pop culture festival ComplexCon into an experience for Hidden Valley Ranch. Aiming to connect with a gen z audience and ignite awareness for the ‘Only Serious About Flavor’ brand platform, attendees who used the lens could win a limited-edition X-shaped bottle of ranch, playfully subverting the fashion ‘drop’ phenomenon.
The bottles sold out in 30 minutes and garnered 1.9 billion impressions, contributing to an 8.6% sales increase for all bottled Hidden Valley Ranch products and connecting with the next generation. The campaign earned recognition at Cannes, Clios, and the LIA Awards, and even featured on ‘The Tonight Show with Jimmy Fallon’.
“The Design Group played an integral role throughout the entire project, crafting the identity system, product design, and packaging design,” says Megan. “Our involvement extended to concepting and hands-on participation during the photoshoot, ensuring that every element aligned with the project’s vision. ‘HVRxHVR’ really showcases the power of collaboration between our department and the broader creative team, highlighting how essential cross-agency teamwork is in elevating the quality of work.”
After working on this gen z-focused campaign, Megan believes that the industry stands to benefit from actively listening to younger, eager voices entering the field. “These emerging professionals bring fresh perspectives and innovative ideas that can challenge the status quo,” she says. “When working with brands to connect with a younger audience, it’s essential to engage directly with that audience and empower them as thought leaders. By fostering a genuine dialogue and incorporating their insights, we can create more authentic and relevant campaigns that resonate with today’s consumers.”
At this chapter of the design director’s career, Megan says that she is passionate about assisting this new generation of talent. Striving to create a nurturing and supportive environment where everyone feels safe to explore their creativity, she says, “I understand firsthand the profound impact a great manager can have on one’s career development and overall job satisfaction, and I aspire to be a guiding presence for the team.”
She also explains that her privileged journey into this vocation has shaped her drive for empathy, equity and allyship in the design community. “As a white female in the United States, I recognise that I have had opportunities - both personally and professionally - that others may not have access to as easily. These privileges have likely opened doors for me, and I see it as my responsibility to create opportunities for others. Whether that means advocating for underrepresented voices in the creative industry, mentoring those who come from different backgrounds, or fostering a more inclusive environment at The Design Group.”
She continues, “I’m focusing on developing my leadership skills to empower my team members and support them in their growth, helping them navigate their own paths in a way that feels authentic to them.”
To be her own authentic self at work, Megan - a natural introvert - prioritises her mental health and puts deliberate focus on recharging outside of the office, often through inward reflection. “I find that a combination of yoga, pilates, and meditation helps me reconnect with myself and regain my energy,” she says. “I also really enjoy winding down with reality TV. While some may see it as a form of dissociation, I like to think of it as a fascinating study of society and culture, and of course, a lighthearted escape.”
“I’m still exploring what really motivates me, in this moment,” she adds. “It’s ever-changing as I evolve. But one consistent thread in my career and life choices is the pursuit of happiness. I seek opportunities and activities that bring me joy and fulfilment while surrounding myself with supportive and inspiring people.”
