Between the Briefs - Jo Armitage Builds Better by Design
Designer and visual storyteller Jo Armitage on global growth, quiet reinventions, and building a creative career guided by values — not trends.
Between the Briefs is a series about the people behind the portfolios — the turning points, personal pivots, and unexpected lessons that shape creative lives.
In this edition, we speak to designer Jo Armitage, whose career has taken her from hand-painting shop signs at LUSH to leading international store design and running her own studio. With over two decades of experience, she reflects on burnout, brave choices, and why working for yourself doesn’t mean working alone.
How did you end up doing this for a living?
I studied photography at art college and, after graduating, landed a job at Lush as a signwriter. It felt like the perfect fit, a creative role with a company whose values aligned with mine: animal rights, ethics, sustainability. I quickly progressed to window designer, then shop design and visual merchandising lead, eventually working closely with the founders and owner, Mark Constantine. That early exposure taught me a lot about business and brand storytelling.
I was soon placed in the international team, overseeing shop design and bran consistency across 20 partner countries. I was in my early 20s, travelling solo across Europe, Australia and Asia including Korea, Japan, and Hong Kong to support local teams. It was a ‘sink or swim’ culture! Intense but formative. I thrived in the chaos, but after several years managing the UK design team and European expansions, I burned out.
After a much-needed break, I realised I was ready to work for myself. I had drive, confidence, and the experience to build a freelance career. I craved variety, autonomy, and the chance to work on meaningful projects with creative freedom. So I moved to London and went solo.
Fast forward a few years, I was about to become a mum and decided to co-found a creative studio with a photographer friend. We ran the studio for eight years, working on diverse briefs for high-profile clients. It gave me flexibility, creative satisfaction, and the ability to juggle parenting without stepping away from the work I loved. We designed, produced, and installed retail and brand projects with a small team — but eventually we decided to simplify and go solo again.
Since 2018, I’ve worked independently, collaborating with other creatives when needed. I feel lucky to have spent over 20 years transforming spaces and working with values-led brands (including The Royal Parks, Margaret, The Design Museum, Oatly, The Mayor of London) and some brilliant people.
What do people often misunderstand about being self-employed?
That we don’t work as hard as people in 9–5 jobs! There’s a common myth that freelance life is easier — but in reality, you’re managing everything: finances, marketing, project delivery, your own HR. It’s not just about being creative, it’s about being multi-skilled.
I often work flexible hours to be present for my kids, but I still need to be available during office hours for clients. The rise of remote tools and video calls has helped massively — I can maintain clear communication and stay involved in projects even when I’m not physically with clients.
What’s been challenging or unexpected along the way?
I’ve been surprised by how emotionally invested I get in my work projects. I assumed my passion at Lush came from the brand’s ethics, but I’ve come to realise it’s also about my own way of working. Once I’m briefed on a project, I care deeply about the outcome. I want to do my best for the client — and for the people who’ll experience whatever I am creating or designing. People led design is more important than ever now too.
That’s why I only work with brands and organisations that align with my values. If someone asked me to create something wasteful or unethical, I wouldn’t take it on. I’ve always stood by that, and it’s helped attract the right clients and collaborators. When you’re freelance, you don’t have the day-to-day camaraderie of a team — so working with good people you respect becomes even more important.
What’s a small moment that felt like a real win?
A couple of years ago, I was invited to speak at Arts University Bournemouth, where I studied. Standing in the same lecture theatre I once sat in as a student, sharing my career journey with the next generation was a full-circle moment.
It reminded me of how far I’ve come: winning big pitches, designing stores on iconic streets like Carnaby, and building a fulfilling career on my own terms. It felt like validation that I hadn’t wasted my creative potential — and that maybe, I could have told my 18-year-old self, “It’s going to be okay. Believe in yourself.”
Jo Armitage’s story shows that building a creative career is less about following a set formula and more about embracing change, learning from challenges, and staying connected to your values. From international projects to independent work, she’s crafted a path that reflects both her skills and her principles.
For anyone finding their way, her journey is proof that it’s okay to take detours, pivot when needed, and create a career that fits your life — on your own terms.
Explore Jo’s work at joarmitage.co.uk
Click here if you’re keen to read other real stories from the Between the Briefs series — honest, human reflections from creatives making it work.
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