This week, Millie caught up with Charlie Haywood, the Creative Director and Founder of Lancaster-Based Design company Hotfoot. Specialising in digital and print brand strategy, as well as marketing campaigns in the UK and US, they’re a shining light of Northern Pride in the Graphic Design and Marketing world.
Our Catch Up With Charlie Haywood
With a Northern run team, and based in Lancashire, we asked Charlie what Northern influences Hotfoot pull from in their designs, and what personal heritages inspired them. He explained, “My company, Hotfoot, works with lots of different types of businesses, and their marketing briefs vary hugely. You're often wedded to that brief when working on a project. However, when there are Northern influences, there’s more opportunity to draw from more authentic sources of inspiration- be it local heritage, regional identity, or the distinct humour and warmth that define the North. It opens up creative avenues that feel more grounded, relatable, and full of character. It means you’re not just creating something that looks right, but something that feels emotionally and culturally rooted.”
Beatrix Potter Attractions Natural Beauty
Hotfoot are known massively for working alongside other creatively influenced brands such as ourselves, and the Beatrix Potter Attraction, and Charlie helped us to understand how a shared connection in terms of a sense of place (especially rooted in the natural beauty of the Lake District) enhanced their campaign. “Working with the Beatrix Potter Attraction was especially meaningful because of that shared connection to the region. Being from a nearby area, there’s a real understanding and appreciation for the natural beauty, heritage, and charm of the Lake District and the North as a whole. That familiarity allows you to tap into the subtle details that truly resonate- whether it’s the landscape or architecture. For example, with some of the building signage, there was a real need to understand local materials and suppliers, which added an important layer of authenticity to the work.”
Having Hotfoot working alongside us was a really refreshing and important step forward, with them designing our gorgeous website you’re reading this on, and helping us move forward this year and market ourselves, it was a really welcome and appreciated collaboration. Charlie explained why they decided to get involved “Supporting the Northern Design Festival Initiative felt like a natural decision because I’m passionate about championing creativity and talent coming from the North. Anything I can pass on to the next generation, however small, feels like a meaningful way to give back to the community that shaped me. Whether it’s sharing knowledge, offering encouragement, or simply showing that a creative career is possible here, I want to help inspire others to pursue their ideas and be proud of their roots.”
Advice for breaking into the industry
Especially in the North, it can sometimes feel difficult to break into the design world. With such a huge focus on internships, placements, and jobs in London within that sphere, we’re shedding light on all the opportunities that can be found up North, and all the talent that is found here. Charlie passed along some advice for ourselves and other young creatives to break the mould: “Don’t underestimate the value of where you’re from. There’s incredible inspiration, talent, and community here- you don’t have to move to a big city to make your mark. Say yes to opportunities, even if they seem small at first- they often lead to the most unexpected and valuable connections. Reach out to people whose work you admire, collaborate with others, and don’t be afraid to share your own ideas. There’s a strong creative network up here, full of people who are willing to support and uplift each other. And most importantly- have fun with it.”
Studying graphic design and marketing was a huge help for Charlie when first breaking into this scene, and now many more Universities are beginning to offer these courses and they’re hugely popular. Charlie described his experiences in studying initially and what really stuck out to him “I studied at the University of Central Lancashire in Preston, back in the days when Apple Macs and the digital scene were just beginning to emerge. So the course was much more focused on the importance of creative thinking: getting underneath the skin of a brief, understanding the problem at its core, and finding smart, human ways to communicate ideas. It really instilled in me the value of concept over tools- something that’s stayed with me throughout my career. Most recently, that foundation has probably helped me make the most of using AI effectively in my creative process.”
