If you’re a designer, creative or art director you already know what I know: we’re some of the luckiest people in the world. We’ve hacked the system, won the jackpot. We get to colour, shape, draw, and design for a living. What many consider a hobby, a pastime, or something “fun” to do, we get to call work. That’s an extraordinary privilege. 

But let’s not pretend we haven’t earned it. We’ve put in the long nights, the endless iterations, and the graft of getting things just right. Tweaking all the minor details that when combined become the difference between someone breezing past your work and someone stopping to appreciate the craft.  

We’ve elevated our skills through years of pushing, rethinking, and making things pop in ways no designer has ever popped them before. That’s not luck. That’s resilience. That’s dedication. 

The Creative Paradox 

There is, however, a paradox. While we understand the value of design, it is not always recognised in the way it should be. Budgets are tighter than ever, timelines get shorter and now, with the rise of AI, our industry faces questions about what’s next. It can feel, at times, like the world doesn’t fully see the power of what we do; the difference between a template and a crafted brand, between decoration and design.  

But deep down, we know. We know the role design plays in shaping how people connect with ideas, businesses, and each other. We know that a well-crafted identity can change the trajectory of a brand. We know that design isn’t just about looking good; it’s about working. It’s clarity, storytelling, and strategy all wrapped in one. 

Why We Keep Showing Up 

So why do we keep at it? Because despite the challenges, the truth is: we love the game. 

We love the buzz of a new brief. The thrill of starting with nothing and shaping something that matters. The moment when a client says, “Yes, that’s it.” The satisfaction of seeing our work out in the world;  living, breathing, making an impact. It’s not always glamorous. It’s rarely easy. But it’s worth it. Every time.
 
What Makes Great Work 

So what’s the magic formula for producing great work every time? The fact is, there isn’t one. But there are things you can put in place that make it far more likely. Start with a team that knows how to get things done and is willing to work towards the bigger picture. Take the brief seriously, but never take yourselves too seriously, because the moment the work becomes about what you want rather than what the client or the team needs, you’ve lost focus. And finally, seek out clients whose ambitions push you into new territory, because creativity can solve almost any problem. 

Lucky, and Grateful 

At twcreative®, we often remind ourselves how lucky we are. Lucky to do this for a living, lucky to work with people who care as much as we do, lucky to help brands find their voice and tell their story through design. The industry will keep shifting. Budgets will change. Tools will evolve. But creativity will always mean the same thing to us: freedom, clarity, expression, and connection. Call that ‘work’? We don’t think so.