PIE'S APPROACH WITH DESIGN BY PIE
Who is Pie?
Pie's real name is Emma.
She is 46 years old and adores living in beautiful North Devon with her beautiful (but crazy) Sprocadore, Radley. Her family has been rooted in Devon for over thirty years, so she feels fortunate to call it home.
After working professionally in print and in-house design roles, she realised the part she enjoyed most wasn't the meetings or management; it was problem-solving and creating well-crafted solutions.
In 2011, she decided to work independently and has never looked back. Now, from her North Devon studio, Pie helps businesses across the UK develop thoughtful, distinctive visual identities through concept creation, creative direction and design...
Pie (aka Emma) | Spring 2026
"I enjoy the lifestyle that freelancing offers me, and LOVE to create designs free from the pressure of large overheads, middle management,
and corporate agenda.
So, here I am."
Pie's approach.
Pie started 'Design by Pie' back in 2011 after graduating with a BA (Hons) degree in graphic design and gaining several years of valuable, professional design experience within the industry.
"I'm not really a marketer. I know branding sits under the marketing umbrella, but that's never been the part that interested me. In fact, I'm not even sure how much I identify with the industry I've somehow become part of.
I've always just enjoyed creating things.
At a young age, I became fascinated by what computers made possible. The idea of taking a blank screen and creating something visual, effective, and aesthetically pleasing completely hooked me. More than fifteen years later, and after working professionally in large-format print, product design, and giftware design, not much has changed.
One thing running my own business has taught me is that businesses need time to become themselves.
That's why I don't believe a professionally designed logo or brand should always be the first thing you invest in when you decide to work for yourself. It can be an expensive commitment, and before making it, I think it's important to understand your business first:
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Learn what you're good at
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Discover who you enjoy working with
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Figure out what success actually looks like to you
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Find your voice.
Then create a brand that's built around something real, rather than something you've guessed at.
If you don't quite know what you want to say yet, that's OK. Wait until you do.
I'm a huge supporter of people who choose to run their own businesses. It isn't an easy path, but choosing to build something of your own, to make your own decisions and take responsibility for where they lead, is something I genuinely respect.
So when the time feels right, I'd love to help you create a brand that represents who you are honestly and gives your business something meaningful to grow into."
Being Creative! | Taunton (2011)
First Print Job | Cardiff (2008)
"We’ve collaborated on a number of projects now, and each time it’s felt like a genuine partnership.
She’s always been open to feedback and happy to refine things to match our vision, while also bringing her own expert eye and ideas to the process."
Cottages on the Coast| 2026
A more direct creative partnership.
Good design starts with good collaboration.
Working independently allows Pie to stay closely involved in every stage of the creative process, creating more direct collaboration, clearer communication, and more thoughtful outcomes.
Independent designers and creatives like Pie don't have the usual overheads, huge workload or middle management meetings, so they are a better option for many small businesses.
Pie’s approach is intentionally personal, collaborative, and focused on creating design work with clarity and purpose. A thoughtful creative process starts with good communication and a genuine understanding of the people behind the project.
Pie can guarantee that you will always be dealing with the same person.
Rather than passing projects between account managers, junior designers, or multiple departments, clients work directly with the same creative throughout the entire process.
This approach has naturally led to stronger working relationships, a deeper understanding of each client’s goals, and more distinctive, considered design solutions.
Laid back yet professional
Pie works remotely from North Devon and has successfully collaborated with clients in this way for many years, building long-standing working relationships through clear, direct communication.
Most projects are managed via email and phone, with video calls or face-to-face meetings arranged where useful. The approach is intentionally straightforward, flexible, and personal.
Rather than juggling multiple communication channels, Pie keeps things focused and professional (preferring meaningful conversations over constant notifications and social media messaging).
Down-to-earth and empathetic
Alongside creativity and concept-led thinking, Pie values honesty, empathy, and clear communication throughout the design process. Clients are always welcome to ask questions, seek creative guidance, or discuss ideas openly.
While Pie’s expertise sits within brand identity and visual design, she is equally happy collaborating alongside existing teams or trusted independent specialists where additional support is needed.
Away from the screen, Pie finds inspiration in quieter, slower-paced creativity, dog walking, gardening, cooking, and making space to think.
Providing clients with an effective design service, whatever your needs.
Pie specialises in concept-led logo and brand identity design, while also working across websites, social media, packaging, publications, and other branded content.
Where required, Pie also collaborates with trusted independent specialists and existing creative teams, bringing in additional expertise for concept development and design strategy when needed.