PIE'S STORY | ABOUT PIE | 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.
From her North Devon studio, Pie helps businesses across the UK develop thoughtful, distinctive visual identities through concept creation, creative direction and design.
"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 graduating, I have worked professionally in large-format print, new product design, commercial giftware design, and commercial print. Beyond this experience, I’ve sharpened my skills across digital design; 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 actually 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)
"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.