Teresa Ferreira

Independent Brand Consultant and Designer, Teresa Ferreira has recently taken the plunge into full-time freelance life. After completing an MA in Archaeological Illustration, she worked in various roles as a print and digital designer and developed skills in branding before moving to a senior designer role at the Financial Times. She impressively progressed to Head of Design a year into the role and spent the next six years honing her skills in design, branding and art direction.

Carving her own winding path into design has meant that Teresa has built resilience and a determination to succeed, as she explains, “… the imposter syndrome of not having a design-related degree and being a woman, with anxiety and awareness that we have to work harder and make some tough choices if we want to be successful.” She believes that knowing “when to quit or change jobs is really important, as that will help you progress quicker than if you stay for too long in one place.”

This focus on building confidence in during her career led Teresa to start Creative Confidence a video series in collaboration with UK platform RightAligned, which features conversations with creatives about their journey and struggles with self-doubt and how they’ve overcome them. She believes in the “power of sharing stories” and that “resilience and perspective are two key things that are really important to build up your confidence.” As she tells DbyW: “Your work won’t be everyone’s cup of tea, and that’s ok, as long as you’re getting joy out of what you’re creating.”

Currently exploring her passion for branding as an independent consultant and designer, Teresa wants to share her expertise by helping businesses to have a positive impact in the world. This positivity feeds into her creative practice and she believes that doing things “that bring you joy” is crucial to feeding your creativity and keeping sane.

We recently talked with Teresa to find out more about her journey to becoming an independent designer, and why building the confidence of other creatives though mentoring, being kind to yourself is important to her practice.

What initially led you to become interested in having a career in design?

I’ve always been arty since I was a kid, but like many creative people, got discouraged from pursuing it in my education. I ended up in a very academic Archaeology degree at Uni, which was really not for me. In my last year, I decided that I wanted to take up drawing again, so I went on an evening illustration course to help build up my portfolio for a Master of Arts in Archaeological Illustration. I was lucky enough to get a place on the course and that brought me to the UK. This was a huge thing for me as I was able to explore different ways of visual storytelling and ended up specialising in museum graphics for my practical project.

This was my introduction to graphic design, as I learnt the tools and the basics of typography and design rules. After my MA, I started freelancing as an illustrator and graphic designer and it all evolved from there. My academic background and imposter syndrome have led me to be an avid researcher and student of design, as it’s truly where my passion and interest lies.

Can you tell us about your career path, the various roles you’ve worked in and how you’ve got to where you are now?

It all really started after my MA, where I freelanced for any work I could get – from designing event flyers and record covers, restaurant menus to luxury packaging. I also worked for tech startups, which is where I started learning digital design, leading to my first full time role as a designer for a UK charity. It was a digital and print based role, with a lot of variety and good opportunities so I stayed there for a couple of years. After that, I went to a startup marketing agency, where I carried on developing my branding and UX and UI skills. I’ve always loved print, so my next role was Senior Designer at the Financial Times, a year into the role I got promoted to Head of Design for the specialist titles and stayed there for seven years.

What were the key things you learnt working at the Financial Times as Head of Design?

Great question and where to start? I was leading a team of creatives (designers and artworkers) and we were part of the in-house studio in the brand team. Our work was really varied from editorial to marketing and all types of commercial campaigns, including partner content. We also worked closely art directing the product team. I learned a lot about branding which became my specialism as I really enjoy the fact that it’s an overarching discipline of design. I also learned a lot about art directing and motivating people. But mostly, I learned a lot about myself – about my worth as a creative and my priorities and boundaries.

One of the most important things for me in life is to keep on learning and innovating in my career and fulfilling this need. Being part of a huge institution it’s sometimes hard to keep learning and innovating, as there are set ways of doing things. Last year I founded my brand consultancy and felt it was time to turn it into more than a side-hustle, so I left the FT and started my own independent practice as a freelance designer. Burn out takes many forms, and you only really know when you get there, but by the end I knew it was time to leave the Financial Times.

“One of the most important things for me in life is to keep on learning and innovating in my career and fulfilling this need.”

Have there been any pivotal moments or projects in your career that have helped you to develop?

So many, I really try my best to learn from every project and situation. The first time I got a full-time design job was an enormous validation and it showed me, that despite my squiggly path, I could have this career. Also, getting into the Financial Times, being promoted to Head of Design of a big household media name. And finally, founding my brand consultancy in 2022 and having interesting projects coming my way.

Projects-wise I really enjoyed leading the re-brand for the magazine Investors’ Chronicle. My team even got shortlisted for Best Art Team in the industry awards. Also pivotal was my first branding project in my consultancy for Insiders Clothing, a sustainable fashion brand. This really cemented my love for working with purpose-led brands who want to create a positive impact in the world.

Why have you decided to recently take the plunge to become an independent Brand Consultant and Designer as Ferrgood Studio?

This transition was quite gradual as it all started in the pandemic, when I realised that I could compress my week at the FT, giving me time to pursue branding projects for small businesses that were aligned with my personal values. As I mentioned, I felt a bit stagnated in my role at the time, so I needed to find creative fulfillment elsewhere. I love branding and I have specialised in this throughout my career, so wanted to share my expertise and help businesses that want to create a positive impact in the world. I’ve been able to work for sustainable fashion brands, tech and other creative local businesses. This has enabled me to work with great people and to have a lot of creative freedom, both of which are fundamental to my practice.

Are there any barriers or challenges that you have faced during your career and how have you overcome them?

Firstly, I’m an immigrant so it’s taken me some time to build my network and community in the UK. I do feel lucky and proud of where I’ve got to and where I’m at now. I have met so many interesting and cool people, many that I now call my friends. Again, like many creatives, I’ve had so many random jobs to pay my rent, when my freelancing design work wasn’t enough, but I find that was really character building and it’s given me grit and more motivation to be good at what I do.

To add to this there’s the imposter syndrome of not having a design-related degree and being a woman, with anxiety and the awareness that we have to work harder and make some tough choices if we want to be successful. One of the key things I’ve learnt is to really be kinder to myself, as I have a really tough (academic) inner critic…

“…there’s the imposter syndrome of not having a design-related degree and being a woman, with anxiety and the awareness that we have to work harder and make some tough choices if we want to be successful. One of the key things I’ve learnt is to really be kinder to myself, as I have a really tough (academic) inner critic…”

Can you tell us about the Creative Confidence project, why you decided to start it and key things you’ve learned so far from the project?

For the last couple of years, I’ve been wanting to give back and having struggled with creative confidence all my life, I thought it would be interesting to do something in this space.

After being invited to speak at a panel discussion for York Design Week, RightAligned asked me to develop my own series, so this is how it all started. Creative Confidence currently has the format of a video series which consists of a conversation with creatives about their journey and struggles with building their creative confidence. I really believe in the power of sharing stories and tips and the guest speakers have been so kind to share theirs, so I hope it helps people who have ‘put down their brushes’ because someone rejected them or said something bad about their creative outlet.

Resilience and perspective are two key things that are really important to build up your creative confidence. Your work won’t be everyone’s cup of tea, and that’s ok, as long as you’re getting joy out of what you’re creating. Sure, we have to deliver to our clients and that’s part of making it a career, but it’s important to not link your own self-worth with your output, as those are two different things.

“Resilience and perspective are two key things that are really important to build up your creative confidence. Your work won’t be everyone’s cup of tea, and that’s ok, as long as you’re getting joy out of what you’re creating.”

What changes would you like to see that would create a more equal and diverse creative industry for the future?

I would like to see the gender pay gap eradicated and for Diversity and Inclusion not to be a box-ticking exercise. In so many design agencies we still have a bro-culture, and this is off putting for a lot of under-represented groups and the industry really misses out on fresh perspectives.

I also believe that there should be more transparency with pay, as when you’re starting in the industry you have no idea what you should be charging or you under-estimate your worth, as creative jobs should pay better. I have a lot of hope for the future, as there are so many cool communities advocating for better conditions and equality in the industry (shoutout to I Like Networking).

What advice do you have for designers and creatives looking to progress in their careers?

Knowing when to quit or when to change jobs is really important, as that will help you progress quicker than if you stay for a long time in one place. Keep learning everyday – you can’t be progressing without innovation and things move so quickly, especially now with AI. Be kind to yourself – you might be dealing with rejection or negative feedback but try and not take it personally. Do things that bring you joy – so important to feed creativity and to keep sane!

“Be kind to yourself – you might be dealing with rejection or negative feedback but try and not take it personally. Do things that bring you joy – so important to feed creativity and to keep sane!”