Women In Design feat. Franca Wade

Introducing Franca Wade, a talented designer in the Brand and Creative team at the National Trust. With a background in graphic design and illustration, she has navigated a career across publishing, marketing, and communications before finding her place in design.

In this chat, she shares insights on the role of women in design, the impact of creativity on future generations, and advice for those forging their path in the industry.

Could you please introduce yourself as well as your background?

I’m Franca, a Designer in the Brand and Creative team at National Trust. I studied graphic design and illustration in Bath before working in a few creative sector jobs, mainly in publishing. I joined the Trust a little over 9 years ago in Marketing and Comms, then the Images team, finally landing in the Design team 4 years ago. Being part of a conservation charity keeps me motivated – I’m passionate about helping to make the National Trust accessible to everyone, and the power of nature to improve health and wellbeing.

From social media designs and fundraising packs to children’s activity sheets and concepting for seasonal campaigns, no two days are ever the same. My favourite project was wrapping trams with designs of giant flowers, insects and birds for our Blossom campaign last spring. Hopefully they made people’s days a little brighter!

In your opinion, what unique perspectives or contributions do you think women bring to the design industry?

As a woman I see empathy, compassion and emotional connection as a thread running through my work. Designing for a charity with a meaningful cause – restoring nature, making nature, beauty and history accessible to all, and inspiring future generations to care for nature and heritage – reminds me that creativity can be used a tool to inspire people, unlock emotions and bring about positive change.

I’m a strong believer in the impact creativity can have on future generations and I love working on projects that are aimed at young people and children. That’s the work that excites me the most.

In an attempt to capture some of the Wisdom you’ve gained as a woman in the design sector so far, what would you like to pass on to your peers as well as the future generation of talent within your sector?

My thoughts are around motivation and intention. For anyone starting out, I’d say do what you enjoy and believe in. Figure out what kind of creativity you’re interested in and pursue that – whether it’s motion design, illustration, graphic design, UX, creative direction, photography or film. If you’re passionate and excited about what you choose to do, that’s what will give you the most energy and be sustainable in the long run. It’ll also allow your unique skills, vision and ideas to shine through. Don’t try and force yourself to work in a certain environment or style that doesn’t naturally fit because that’s a good way to kill creativity or burn out.

And as a woman, don’t be afraid of setting yourself up for success. Make yourself visible, find your voice, be clear about what you want and don’t be afraid to ask for it. Take time each week to recognise your successes, big or small, and celebrate the successes of women around you along the way. Be intentional about your priorities – if you’ve got clearly defined goals, you’re more likely to get to where you want to be.

Have you encountered any specific challenges as a female designer, and how did you overcome them?

In my experience, hard work can be a foundation for success but it’s not usually enough on its own. As a creative you need to become comfortable making yourself visible to attract opportunities. It can feel counter-intuitive because women are often taught from early on to be modest or not to speak up. But those patterns can be overcome with practice – being seen and heard is important because your ideas matter. The more you do it, the easier it becomes!

What is your take on the importance of role models?

I’m lucky to be surrounded by female role models at National Trust. I see strong, intelligent and creative women in specialist and leadership roles across the organisation; it’s inspiring to work alongside women succeeding in careers that they love and making real change. I’m a strong believer in the power of building connections between women and sharing our wisdom and insight. Outside of the Trust, my most recent role model has been Lauren Currie, who runs Upfront BOND confidence courses for women. I was lucky enough to take part in her Charity Bond last year and I follow her online for all things confidence and female power.

For anyone starting out in their design career I’d say find someone you see as a role model, reach out to them and try and understand their journey. Mentoring is a great opportunity; if you can find someone to mentor you, go for it! I’ve been a mentor in the past and it was rewarding to share my experience with someone getting started on their journey. Role models are important no matter what stage of your career you’ve reached – seeking out inspiration and different perspectives helps me to keep developing as a designer. Creativity is a continuous process.

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If you’re inspired by the stories and wisdom shared in our ‘Women In Design’ series and would like to contribute your own experiences, we’d love to hear from you. Creatives at all levels, please email us and your story could be the next we feature.