With over a decade of experience shaping digital products for some of the biggest names in sport and beyond, Matt Emmins has carved a path defined by clarity, adaptability, and a passion for design. From his early days in print and editorial to leading teams in the fast-moving world of digital, Matt’s journey is a reminder that setbacks can spark unexpected opportunities. Now stepping into his new role as Head of Product and Design at Booked it, he continues to push the boundaries of how design can empower industries.

Alongside his professional achievements, Matt is also the creative force behind Forrest, an app shortlisted in the Creativepool Annual 2025. His story blends the grit of career reinvention with the joy of crafting meaningful experiences for users. In this interview, Matt reflects on his path into design, the lessons that shaped him, and his thoughts on the role technology, AI, and empathy will play in the future of creativity.

Where are you based now and who do you work for?

I’m based between London and Brighton, with my working hub being the capital. Role wise, I’m actually in a period of change at the moment. My  most recent position was Creative Director at Other Media, a digital agency providing solutions to empower Sport. Think apps and websites for football, rugby clubs and governing bodies, working with the likes of Arsenal, West Ham, Rangers and Royal Sporting Club Anderlecht, but after 11+ years I’m taking up a new role as Head of Product and Design at Booked it, a market leading all-in-one booking platform, working with businesses in the leisure and hospitality spaces.

Its a really exciting and broad role that I’m just getting stuck into. On the side of all of that is Forrest the app I’ve been shortlisted for as part of the Annual 2025 where I lead the design for the app, marketing and brand. This is a true passion project and one that has been a few years in the making.

What is your personal background and what role did it play in your career?

So I kind of stumbled into design after a pretty naff set of A-Level results where all my grades bar art were sub par. After a further year at art college and a module on Graphic Design and the mentorship of my good friend Dan McCabe, I took to Uni in Portsmouth and then the Grad / Intern route. I had grown to love typography and ‘traditional graphic design’ and saw myself working in the print / editorial space so managed to secure a role at a women’s lifestyle magazine called Libertine working with the wonderful Jenni Doggett (Creative Director) and Debbi Evans (Editor in Chief).

From there I went to Cubo, an awesome marketing / advertising agency and got to work on real client briefs under the supervision of Jonathan Sant and Ryan Wylie which sparked a love for agency life and culture. From there I interned at Other Media after an introduction to Bill Galloway the CD at the time and from there I next looked back. Digital stole my heart and allowed me to adapt my love of type and layout into more dynamic and adaptive layouts developing skills in native app design and responsive technologies.

If you weren’t in your current industry, what would you be doing?

I think I’d still be doing something with my hands, creating or making. I like the idea of being a barber. Working with hair and interacting with people.

How would you describe your style?

With the work that I do, its not so much about a style, but working with the brands I work with to embody their aesthetic and make something that intrinsically feels relatable to the end user, whether its a football club app or Forrest being used mid run. Simple is best, and omit the unnecessary. I often find myself taking things out in favour of clarity.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

There’s a fair few creatives I’ve always held in high regard. One is Gavin Strange (from Aaardman) he is one of the most inspiring and infectious people I have ever had the pleasure to meet and witness a talk from. He is always ‘noodling’ and I envy the craft he puts into everything. Draplin for his clean lines and bold graphic style. It pleases me in so many ways and the simplicity and minimalism in his work is enviable.

What tips would you give to aspiring creatives looking for work?

Be authentic, and know you’re worth. Don’t just accept or take something because its offered, especially if its unpaid or free. Think about whether something gets you excited and could you see yourself doing this in 5 years time. Gaining industry experience is tough, but stay determined and eventually something will land.

Can you share a memorable experience from your career journey that shaped your approach to creativity?

I once presented work to my creative director which I had spent considerable time on, and thought was great. It was only once we started taking elements out together through critique that the design emerged more successful and considered. I try this with almost everything I do now and with my juniors to push the clarity of any message / component / design further with less.

What kind of tools/kit/software could you not do without?

A pencil and a notebook. First and foremost. My Mac with Sketch / Figma and slack for team communication and planning. Everything else is probably surface level.

What’s your secret to staying inspired and motivated?

I don’t have any secret sauce, I just have this dogged love of what I do and feel overtly lucky to be in this industry. Sometimes this comes with its downsides of never switching off.

What’s the work achievement you’re most proud of?

I’m proud of lots of projects and awards that I’ve won over the years. Launching Forrest version 1 after delays and kids etc was one of the biggest achievements as it validated the work myself and Adam (my partner) had put into it. When we found people using it and gather feedback that reiterated peoples love for our product it hit home that we’d made something really cool.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

AI is going no where and I think that the landscape of tools and how we use them will continue to change over the coming years, but that human empathetic approach we as creatives and professionals bring to the fore will become more valued as a result.

What do you think sets apart truly exceptional creatives from the rest of the pack?

I think in most cases the answer to that is subjective. A depth of thinking in most mediums is critical to being successful and not just about the surface level aesthetic. Designing with conviction and purpose.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

I think tech is a huge element and the big players will continue to drive trends and feature adoption through their exploration and mass uptake but the ease and accessibility of tools, inspiration and noise is quite overwhelming at times. Sometimes you have to be very focused and look in specific places to gather the right influence.

What is the one thing that you would change about the industry?

More positivity and less ‘bashing’ of work based on subjective feeling and lack of understanding of the project of the whole. Design is a force for positive change and as of recent years has gathered a momentum of negative thought and opinion.

Any websites, books or resources you would recommend?

Basics Typography 03: Understanding Type by Mike Harkins

Going outside and looking at the world!