Studio Payne is an independent design studio based in Shrewsbury, Shropshire, founded in 2018 as a professional brand for freelance work. After several years as a side project, it has now become the main focus, rooted in a town known for its vibrant independent businesses. With a strong emphasis on branding and web design, Studio Payne helps small businesses and creative initiatives build unique, timeless identities that connect with their audiences.

Positioned as a creative generalist, Studio Payne offers the versatility to take projects from concept to launch, ensuring consistency across every stage. By blending local connections with a forward-thinking design approach, the studio aims to grow its presence in Shrewsbury and beyond, helping brands stand out with work that feels fresh, distinctive and built to last.

How was your company born and where are you based?

Studio Payne started in 2018 as a professional brand for my freelance work, something I could grow and focus on in the future if that time came. For the last 7 years it was a side project, but it’s now my main focus. I’m based in Shrewsbury, Shropshire – a beautiful town full of independent businesses – the perfect setting for a small, independent design studio.

What was the biggest challenge to the growth of your company?

Until recently I was working full-time at a local agency, so Studio Payne was in the background. Now that I’ve taken the leap to make it my main focus, the biggest challenge is getting my name out there and making new connections. So for now, its all about building awareness.

What’s the biggest opportunity for you and your company in the next year?

My priority is to root Studio Payne in the local community. Working with small businesses and creative initiatives close to home. Once that foundation is in place, I’ll look to build on those connections and take on projects further afield.

Can you explain your team’s creative process? What makes it unique?

I like to think of myself as a “creative generalist”, being strong across a range of creative disciplines, but with a focus on brand identity and web design. This means I can take a project from concept to launch independently, ensuring consistency at every step. When a project needs extra expertise, I can bring in trusted specialists and freelancers I’ve worked with before.

How does your team remain inspired and motivated?

I keep up to date with the latest industry news through creative blogs, especially around rebrands; there have been so many prominent ones in recent years. Outside of graphic design, I take inspiration from other creative fields, whether it’s photography, live music, or festivals with striking visuals and lighting. It’s not always direct inspiration, but seeing great work out in the world is a big motivator.

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

I’m inspired by studios like Koto, Nomad, Studio Kiln, How&How (loved the Chester Zoo rebrand), and of course the big names like Wolff Olins and Pentagram. Also, I’ve always loved the work of David Sedgwick at Studio DBD. Clearly a “Studio” theme going on…

How do you go about finding new clients/business? (Pitching, work with retainers, etc.)

At this stage it’s still early days, so I’m finding my feet. Word of mouth is key and just doing good work for good people. Beyond that, it’s about staying visible to both past and potential clients so that when they’re ready for a project, I’m in the front of their mind.

What’s your one big hope for the future of the industry?

AI is on everyone’s mind right now, and while I think it’s a great ‘tool’, I hope it’s not seen as a replacement for human creativity.

How do you foster a culture of innovation and experimentation within your team?

One of the reasons I went out on my own was to make space for creative experimentation. I’m aiming to set aside regular time for purely creative work, so that fresh ideas and new skills naturally feed into client projects.

How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?

The number one priority is always creating work that meets the client’s needs and connects with their audience. Sometimes that means getting a client to see beyond their own personal preferences, which can be a challenge. My approach is to keep the focus on the audience. If the work resonates with them, it’s doing its job.

What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?

It’s important to be aware of trends, but if you follow them too closely, all design starts to look the same. My aim is always to create work that feels fresh but also a sense timeless-ness.

Can you share a memorable client success story that exemplifies your company's approach and impact?

Goodbooks Accountancy in Skipton, Yorkshire, came to me wanting to move away from the traditional, outdated image of accountancy. They were forward-thinking and tech-driven, so I created a digital-first identity that reflected that vision. It stood out from competitors, helped them connect with the right audience, and the business was recently sold.

In what ways do you invest in the professional development and growth of your team members?

Even as a solo studio, I believe in continuing to learn. Each month I’m planning to set a personal creative goal. Whether that’s taking a course, dusting off skills I’ve neglected. For example, I love photography but hadn’t picked up my camera in years, so this month I’m focusing on improving those skills again.