PIE'S STORY | ABOUT PIE | DESIGN BY PIE
Who is Pie?
Pie's real name is Emma.
She's 46 years old and adores living in beautiful North Devon with her beautiful (but crazy) Sprocadore Radley. Pie's family has been rooted in Devon for over thirty years, so she finds it wonderful to live in a place with such strong family ties and with lots of lovely walks right on the doorstep.
"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 story.
Pie started 'Design by Pie' back in 2011 after graduating with a BA (Hons) degree in graphic design and gaining valuable, professional design experience within the industry.
I founded Design by Pie in 2011, with one goal: to help people bridge that gap, without the stress, without expensive overheads, just guided support and creativity that’s accessible.
Since becoming a graphic designer, I’ve sharpened my skills across print and digital, from packaging and large-format print work to websites, social graphics, digital brochures, and e-books.
I’ve seen first-hand how crucial it is to have both heart and function in design: your brand needs to tell your story, yes, but also needs to be usable everywhere. For me, that means listening hard to what my clients need, whether they’re starting with nothing, tidying up what they’ve got, or moving from a rough logo into something that scales.
I believe in design with personality, consistency, flexibility, clear branding systems, and a clear visual direction.
Being Creative! | Taunton (2011)
Pie (aka Emma) | Spring 2026
First Print Job | Cardiff (2008)
A more direct creative partnership.
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 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.
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.
Good design starts with good collaboration.
Pie's thoughtful, independent approach.
Working independently allows for a more direct and personal creative partnership, built on communication, trust, and thoughtful collaboration from start to finish.
A more thoughtful creative process starts with good communication and a genuine understanding of the people behind the project.
Pie’s approach is intentionally personal, collaborative, and focused on creating design work with clarity and purpose.
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.
If you’re interested in working together or would simply like to discuss an idea or project,
feel free to get in touch by email or phone.
"I have admired Design By Pie’s work for some time now and thoroughly enjoyed the experience of working with Emma
on my new branding.
She offers a lovely mix of professionalism
with natural and friendly service,
and I absolutely love the work
that she has created for me."
N Campbell | 2022