I’m thrilled to launch ‘The making of’. This is an interview series where I’ll be exploring the diverse and dynamic world of design by speaking with creatives from all corners of the industry. From full-time professionals to freelancers and business owners, I’ll be featuring a wide range of voices—each offering their own unique insights into their craft. By diving into the complexities and talents that define the design world, my goal is to share a comprehensive and nuanced perspective of the industry.
Today features James Ward, the Creative Director and Founder of Bodkin, a small, independent studio near Bath. I met James whilst studying at Norwich University of the Arts and we have collaborated many times on projects over the years. It was great to get the opportunity to sit down with him and learn more about his design journey.
Charlie Garrod – Hey James, how are you?
James Ward – Hey Charlie, doing well thank you, how about you?
CG – I’m very good thanks. Can you tell us about your pathway into design?
JW – Art has always been a huge part of my life. I loved drawing and painting from a young age, especially spending hours doing watercolour scenes with my grandfather. But when I got to GCSEs and A Levels, I started to feel frustrated with the way art was taught. It wasn’t that I disliked researching or documenting my process—I actually enjoyed that part. It’s just that applying so much logic and preparation to something I saw as emotional and spontaneous felt odd.
That focus on research and problem-solving steered me towards graphic design. When I was 16 or 17, I had the chance to do some work experience with my aunt and uncle, who ran their own graphic design practice. They introduced me to the world of branding, fonts, and logos, and it was like things clicked for me. I realized that design allowed me to blend creativity with a more structured approach to problem-solving, which felt like a perfect fit.
I wanted to dive into design but wasn’t sure where to start. Around the time I turned 18, I needed some extra money, so I decided to see if I could make graphic design work for me. I discovered online logo design competitions—they were cheap, and now I realize they are pretty exploitative, but they were a great learning experience. Winning my first competition for $20 felt incredible and it got me hooked. Eventually, I started landing proper freelance clients, which helped me pay my way through university and build lasting connections in the industry.
Some of my earliest client work. Branding and full iPhone and iPad app design for a social network for “foodies”.
CG – What was it like getting offered a design job before graduating?
JW – Honestly, getting offered a design job before graduating was a mix of emotions. My internship at Design Bridge during the summer before my final year was incredible. I learned so much, met amazing people, and got a real glimpse into the design world. So, being offered a job after graduation felt like the perfect icing on the cake. It brought a lot of security and took a weight off my shoulders. It allowed me to spend my final year focusing more on myself and what I was truly interested in, rather than stressing over grades like I had in the first two years.
But there was a flip side. The closer graduation got, the more pressure I felt. My tutors were frustrated because I started focusing on projects I wanted to do rather than what I should do. Some peers made comments about how lucky I was, which left me feeling a bit alienated. And while everyone assumed I was thrilled, internally, I was struggling. I’ve always had this drive to figure things out on my own and do what I enjoy. Joining a big agency felt daunting and a bit out of sync with that part of me, so I wasn’t as excited as everyone thought I should be.
Smirnoff Cider: One of my favourite projects from my time at Design Bridge
CG – What are the pros and cons of your time as a full-time and freelance creative?
JW – It’s been a long road to get here, but I’m incredibly grateful that I no longer get the “Sunday Scaries.” I actually look forward to work now, which feels like a huge win. Growing up, my parents always told me to do what I love, and it finally feels like I’m in that place. Work is a massive part of life, and being able to spend those hours doing something I enjoy is something I don’t take for granted. But it hasn’t been easy. My work is closely tied to my mental health, so getting to this point has meant navigating a lot of ups and downs, which has been exhausting at times.
What I’ve learned is that I truly enjoy what I do when I can do it on my own terms. The entrepreneurial aspect of freelancing excites me, and working directly with clients gives me the freedom and independence I need. However, the biggest con is the uncertainty that comes with it. Securing work consistently is tough, and trying to plan ahead is a constant challenge. As I take on more responsibilities in life, the stress of potentially losing client work at any moment is something I have to manage carefully.
CG – What inspired you to start Bodkin?
JW – Great question. I wish I could say there was a big moment of inspiration, but it was more of a gradual process. My dad always told me to trust my gut, and while it took time to fully grasp that, my entire career has been about following my instincts. I’ve consistently taken risks and pursued what excites me, and last year, that led me to formalise my design practice by creating Bodkin. I wanted to build a stronger foundation for my work and create a clear path for where I want to go next.
If I had to define Bodkin’s mission, it’s all about helping businesses launch and transform. Since working with my first client 13 years ago, I’ve seen how difficult it can be for companies to keep creativity and vision from getting lost between teams or agencies. Bodkin is here to bridge that gap. I love not just designing but also building what I design—whether it’s websites, apps, or other digital products. My experience working with developers, and as a developer, allows me to help businesses translate design into high-performing, user-friendly experiences. I’m a bit of a perfectionist, so I enjoy sticking around for the long haul, solving unique challenges, and finding creative solutions that help businesses succeed.
Breathing life into AlixPartner’s existing identity while providing them with the tools to execute their brand consistently worldwide.
CG – What Is it like being a design company outside of London? The silver lining of the pandemic I guess has meant you can work from anywhere now.
JW – I absolutely love where I work. My studio is in an old glove factory in a small village, surrounded by fields, lakes, and rolling hills. It’s pretty idyllic, and most importantly, my dog loves it! I think loving your workspace is crucial—not just for mental health but also for creativity. I’m not sure I would’ve found the same peace and inspiration in London. We moved here 7 years ago and fell in love with it instantly, and I can’t imagine going back.
When it comes to clients, it’s definitely a different world. Most of my career has been remote, working with US-based clients, so location hasn’t really mattered. But as I grow the studio and seek new clients, I’m noticing that being local does make a difference. Even though we can all work remotely now, there’s a comfort people feel when hiring someone nearby. Location also plays a big role in being found online, especially with people searching by area. Plus, being outside of London can sometimes make you feel a bit out of the loop, so I’m starting to make more of an effort to go into the city—whether it’s for meetings or just to get inspired by the design scene.
That said, Bodkin is now working with local businesses, and there’s something really special about it. There’s a strong sense of community here, and companies really support one another. Becoming part of that network is unique, and I’m excited to see where it leads.
Recent branding project for a company 2 doors down the hallway from me
CG – Has your style of working changed much since the pandemic?
JW – Not particularly. I’ve been working fully remotely since 2017, so my day-to-day hasn’t changed much. However, the pandemic did make me more focused on future-proofing myself. You never know what’s going to happen, and that’s part of the reason I started Bodkin—to create a more secure and adaptable base for my work, something stronger than what I could’ve built on my own as a freelancer.
CG – What does your daily routine as a designer look like? Do you have any little rituals or habits which help you?
JW – Since my daughter was born, my routine has become pretty chaotic! I’ve always tried to be organised and disciplined, but it just doesn’t stick—it’s not who I am. The one consistent thing in my day is walking my dog. Taking time for those morning and afternoon walks gives me a chance to breathe and reflect. It’s easy to get too caught up in the details, but stepping away for a walk helps me refocus and see things from a fresh perspective.
Walks outside the studio with Harry
CG – How do you ensure you have a good work-life balance?
JW – Honestly, I’m probably not the best person to ask about work-life balance! I’ve always focused too much on work and not enough on life. Even in school, I was juggling exams with starting my freelance career. At university, I was doing multiple freelance jobs while teaching myself to code for fun. When I worked at Design Bridge, I was still freelancing—getting up at 5 a.m., working on freelance projects before work, and continuing after long days at the studio. During the pandemic, I was working almost 100-hour weeks for multiple companies because I took on too much. But since my daughter was born last year, I’ve been working hard to figure out a better balance. Babies bring a lot of chaos, but they also bring perspective. Being present in the evenings and on weekends is now a priority. The key for me has been setting boundaries and sticking to them. Moving my office out of the house has also helped. When I worked from home, I found it hard to separate work and life, but having a dedicated studio space has made it easier to enjoy both work and family time.
CG – Do you have a favourite location or atmosphere to work in?
JW – My studio is definitely my favourite place to work. It’s beautiful, peaceful, and inspiring—just being there motivates me to push myself and do better. Besides that, I actually weirdly love working on trains. I’ve spent a lot of time working on trains throughout my career, whether it was commuting to London or travelling between Norwich and Bath during university to see my now wife. There’s something about being in that in-between space, not quite where you were or where you’re going, that helps me focus and see things from a different perspective.
Bodkin Studio just outside Bath
CG – Out of your recent work, which project do you feel the most proud of?
JW – I definitely suffer from the curse of hating things as soon as I finish them, which can be frustrating, but it also drives me to keep improving. If I had to pick a project I’m most proud of, it would be YakChat. This project perfectly represents what I love doing—going beyond just creating a logo and helping in all areas. I designed the visual identity, including a Yak character made from speech bubbles, and carried that through to designing complex B2B apps powered by a custom design system. I also designed, developed and released the iOS and Android mobile apps and the website, while continuing to collaborate with YakChat’s dev team on the desktop app and component library. Being able to get involved in every aspect and ensure the brand is executed consistently and cohesively is exactly what I love to do.
Recent work for YakChat, modernising SMS for today’s business landscape to enhance communication between companies and their customers.
CG – What’s one piece of advice you would give to an inspiring creative?
JW – Trust your instincts and don’t be afraid to take risks. Your creative journey is unique, and following what truly excites you is key. It’s easy to get caught up in what you think you should be doing, but the most rewarding work comes from pursuing what you genuinely love. Keep pushing yourself, be open to learning, and remember that it’s okay to carve your own path.
CG – What are your goals for the next stage of your career?
JW – My goal is to keep building. I want to build Bodkin as an agency, build brands, build products, and help build businesses. I love getting my hands dirty and being deeply involved in every step of the process, from concept to execution. I’m looking to collaborate with people who share the same passion for building with the same enthusiasm and drive. For me, it’s not just about building for the sake of growth or money—it’s about creating things I’m truly passionate about, alongside people I enjoy working with.
–
Thanks so much to James for taking the time to chat with me, you can see more of his work at bodkin.studio
Like this post?
Check out more of my content here:
