Charlie Haywood, founder and creative director of Lancaster-based brand design and digital agency Hotfoot, has been part of NDF's story since before it was even a festival. When Toni and Niamh were first developing the idea, Charlie helped shape the brand direction and built the website. When the festival needed a home for its first two years, it found one in The Storey, the creative hub in Lancaster where Hotfoot is based.
"I met with Niamh and Toni before the first event had even launched and was immediately inspired by their drive, ambition and enthusiasm, especially considering they were both still at university at the time."
From there, the relationship only deepened. Charlie joined the advisory team in NDF's second year and has been helping shape the festival ever since, from raising finance and feeding back on ideas to the more practical, hands-on requirements of running a live event.
Here’s what he had to say…
Lancaster, Hotfoot and the case for staying north
Hotfoot creates commercially effective brand and digital work that helps businesses grow, connect and stand out across the UK, the US and beyond. But for Charlie, being based in Lancaster isn't a footnote; it's the whole story.
"I'm passionate about design culture in this area. Supporting NDF was a very easy decision."
That passion extends well beyond the festival. Charlie supports students at universities across the North West, offers portfolio reviews, gives talks and works to bridge the gap between creative education and the industry that students are heading into. The closer you are to the creative community, he argues, the more you thrive.
"The North has an incredibly strong and supportive creative scene. The more embedded you are in it, the more opportunities open up."
NDF has had a tangible impact on Hotfoot, too. Charlie describes the effect on his team as energising, a reminder that there's real momentum in the Northern creative scene and that being visible within it matters.
The workshop that started a conversation
One of Charlie's standout NDF moments came from an idea he had for a workshop designed to connect students directly with agencies, not in a formal, intimidating way, but through honest conversation about the industry, portfolio expectations and what career paths actually look like.
He invited creatives and agency owners from across the region to take part, and what followed was exactly the sort of exchange NDF exists to create.
"The session created some really valuable conversations between students and professionals and ended up being a great success."
People showed up and contributed, which is precisely what Charlie says to any studio wondering whether to get involved with local creative initiatives.
"Don't shy away, just get involved. It doesn't always need to be a big commitment. It could be running a small workshop, offering portfolio feedback, hosting an event at your studio, or even just turning up to support what's already happening."
What NDF has taught Charlie about the northern creative community
After years of close involvement, Charlie has a clear-eyed view of what makes NDF work and what it says about the people who come to it.
"Creative people are keen to be involved, meet up and be part of something, and they are willing to travel far to be there. There's a sense of fun and openness expressed in lots of different ways."
He pauses, then adds: "We can also wear some daft clothes."
It's a small detail, but it captures something true about NDF. It's a festival where people feel comfortable enough to be themselves, and that tone comes from the community it has built.
Advice for young creatives
Charlie's advice for emerging creatives is consistent with everything he does. Get out there, get visible, get connected.
"Really get embedded in the design community. Go out there, meet people, attend talks, workshops and events and start building genuine connections with other creatives and studios."
"A lot of opportunities in the industry come through relationships, conversations, and simply being visible within the community."
NDF is one of the best places in the North to start doing exactly that. And if you're wondering whether it's worth the journey, Charlie's answer would be simple: creative people will travel far to be part of something good. Make sure you're one of them.
What's next for Hotfoot and the Lancaster creative scene
Charlie's focus right now is on bridging the gap between creative education and industry, through workshops, mentoring, collaborations and events like NDF. He's also on the steering group of The Storeymakers, a Lancaster-based initiative that brings together local makers, artists, photographers and independent businesses, and which sits at the heart of the city's creative community.
For Charlie, it all connects back to the same idea: the more studios, universities and individuals show up and contribute to the creative scene in the North, the stronger it becomes for everyone.
That's what NDF is built on. And it's why people like Charlie have been there from the very beginning.
Learn more about Hotfoot.
By Vicky Zaremba
northwords.co.uk
vicky@northwords.co.uk
