An Interview with Alumna Elizabeth Newell

Liz is now the Head of Design at Creative Concern, a Manchester based ethical communications agency. She has over 15 years of design experience, creating brands and campaigns that matter. Her work spans charity rebrands, fundraising campaigns, character design and placemaking identities.  

Her portfolio includes a new brand for London’s largest children’s hospital, Young Barts Health, the design for charity brand We Stand, an award-winning website for sight loss charity SeeAbility and a campaign identity for Cambridge Cancer Research Hospital. 

Liz also has established relationships with both the University of Salford and Manchester School of Art and supports students through mentorships, guest lecturing, setting briefs and delivering feedback to help students obtain experience within a real-life context.

Can you share about your time at the Manchester School of Art?  

I have been reflecting on the amazing things I did there and how it’s shaped my career and pathway. The School of Art really helped me to creatively problem solve. The focus was always on ‘the big idea’ and finding the solution to the brief.  

We were sent out to observe the world and interact with other disciplines. That has set me up to be a good collaborator and visual problem solver.  

You have a lot of creative freedom as a student and something that we champion at Creative Concern is developing a big concept – if it is a good idea it is going to stick.  

One of the first projects I did was about climate change and my tutors told me to look at the ‘First Things First’ manifesto from the ‘60s. This was about using communication skills for good and bringing back the human aspect of design, which spoke volumes to me.  

I knew that was my pathway. I knew then that I wanted to use my creative skills for good and to make a difference.  

How has it been leading on the degree show identity? 

It has been an honour to work on this and it means a lot to me. I have kept in touch with the University and Creative Concern provides mentoring, portfolio reviews and networking.  

I was thrilled to be asked to do the degree show and wanted to capture that nervous energy and excitement that you feel when you have finished a degree.

You are full of creative energy when you finish a degree at the School of Art, and I wanted the creatives to reflect that and the sense of unknown.  

It’s almost a challenge to the students – they have been equipped with the knowledge and skills and it is in their power now to decide how to use that, how to take control of their future and have an impact.  

Having a positive impact is the key and I have introduced futuristic portal shapes and crazy creative patterns to show that. As a creative student you can make a massive difference to the world.  

What are your thoughts on the role and importance of designers particularly in the future and creating a more sustainable world?  

Speaking as a visual communicator, there is a lot that I could say about this, but I am going to quote David Attenborough. He said that saving the planet is a communications issue. We know what we need to do, we just need the will to do it. 

At Creative Concern, our mission is to use our creativity as a force for good. We see our job as communicators to remove barriers and inspire people to make positive change. 

Something more sustainable might be more expensive, but it’s getting people to understand cost beyond money. What is the cost to the planet?  

It’s our job as communicators to help people understand things.

There’s loads of jargon when it comes to sustainability and myth busting that needs to be done.  

When I graduated there weren’t many creators with an ethical focus. There was probably only Creative Concern and one other agency in Manchester who were doing that. 

But it’s great to see how that has shifted over the years with more creatives making this a core part of their practice. And I know that this is something that is embedded and promoted in the teaching at Manchester School of Art now too. 

We have contact with students through mentoring and using their skills to do good is on their minds, which I think is incredibly exciting and positive.

Our not-for-profit arm ‘Creatives for Change’ is a design collective of creatives and is all about encouraging people to use their creativity for good. 

I helped curate its first event last year, ‘The Mixer’ and it was mainly attended by students which was so humbling to see. They were so engaged, and it made me feel very positive about the next generation of designers. 

Collaboration is the key to the future of design as well. To make real positive change you must collaborate – that could be within the creative field or with scientists – that’s going to be the key to making a real difference and reaching new audiences.