Expectation vs Expertise: What Does a Digital Designer Actually Do?

Welcome to Expectation vs Expertise

Job titles only tell you so much. Expectation vs Expertise is our series that goes behind the titles to meet the people doing the work, and to show what that work really involves.

In an agency like ours, there are a lot of names and faces, and it’s easy for the impact of any one person’s work to get lost along the way. Each instalment puts one role in the spotlight, compares what people think the job involves with what it actually takes, and shares a few wins that show it in action.

This time, meet Isobel O’Connor, one of our Digital Designers (Izzy to most of us here).

The expectation

Tell people you work in design, and there’s a good chance they’ll assume the same thing:

Just make things look pretty.

Good-looking work is part of the job, of course. But in digital design, looking good is only the starting point.

The real question is whether the design actually works.

The reality

Here’s how Izzy describes the job:

As a Digital Designer at leadly, I help shape the visual identity of our brands and our clients’ brands across paid advertising, organic social, branding, landing pages and more. I turn briefs into compelling assets, while taking creative ownership of the accounts I support, bringing forward ideas and driving performance. My role also involves problem-solving and strategic thinking, with a strong focus on users, business goals, accessibility and digital behaviour.Izzy, Digital Designer

Put simply, she’s not just making assets to order. Her work spans:

• Paid advertising: creative that stops the scroll and drives clicks.
• Organic social: content that keeps brands consistent and engaging.
• Branding: the visual foundations that make a business instantly recognisable.
• Landing pages: pages designed to turn visitors into enquiries and customers.

And behind every one of those is a decision about who it’s for, what it needs to achieve, and whether everyone can use it.

A recent win

Tight deadlines can easily lead to rushed work. Not on Izzy’s watch:

“A recent win for me was designing two landing pages for one of my clients within a short turnaround time. I was able to deliver both on schedule, and the client was really happy with the final results.”

So, is design just making things look pretty?

Not quite. Great digital design blends creativity with strategy, solving real problems for real users while helping businesses hit their goals.

So next time you see a striking ad or a landing page that just works, you’ll know there’s a lot more behind it than good looks.

Want to see what our team could do for your brand? Get in touch.

Keep an eye out for the next instalment of Expectation vs Expertise, where we’ll be lifting the lid on another role in the team.