Women in Design: Marta Litson

Despite women making up nearly half of the design industry, few hold leadership positions and many still need help to be equally compensated and recognized for their work. Design is one of the few industries that offers multiple paths for entry, from earning a standard degree to being self-taught. The Women in Design series aims to highlight the unique stories and lessons of women in the design industry, across different experiences and expertise, at every stage and niche.

This week, we had the opportunity to interview Marta Litson, who is currently working as aLitson is an interdisciplinary designer with a talent for creating captivating brand narratives and experiences. She specializes in developing visual identities that engage users and leave a lasting impression. Her design approach integrates storytelling with functional aesthetics, ensuring that each project is not only visually appealing but also practical and user-friendly.

I once thought you needed special, almost magical talent to be a designer or artist. This belief made me too scared to switch careers earlier. But I’ve learned that success in design comes from skill and hard work, not just natural talent.

Can you share a bit about your journey into the design field?

My journey into design has been a bit unconventional, to say the least. I recently completely flipped my career and dived into design through UI and UX. From working almost exclusively in operations and leadership I jumped into a creative field. I had no idea what I was doing, but I figured things out as I went along. Before I began I thought you had to be born with some kind of magical artistic talent to work in a creative field. Luckily I soon realised that creativity is something you can develop with hard work and dedication. The harder I worked, the more skilled and passionate I became.

What inspired you to pursue a career in design?

My earliest memory ties back to my love for movies. I was about ten years old when I first encountered Spike Lee’s “Get on the Bus.” While my parents watched, I pretended to sleep, sneakily peeking through the blanket. Although I didn’t fully grasp the plot at the time—it’s a very powerful film that I highly recommend—I was fascinated by how the entire movie unfolded inside a bus and still managed to captivate me. The storytelling left me in awe. From that moment, I knew I wanted to be part of creating stories just as compelling. Years later I am doing exactly that, but through design.

What does a typical day look like for you in your current designer role?

As a typical designer, I start my day with a cup of coffee. I usually check the Designer Daily Report for new branding inspiration, interesting articles, and more. Then, I dive into design work, focusing on client projects or passion projects for my portfolio. Throughout the day, I make sure to take breaks to refresh my mind. I often step outside with my pups, Zoe and Zelda, or discuss new ideas with my husband. These moments help keep my creativity flowing. Currently, I’m part of the D&AD Night School cohort, which keeps my days packed with various briefs and projects. I’m learning a lot and am incredibly grateful to be involved in this enriching experience, constantly pushing my creative boundaries and developing my skills

Can you describe one of your favorite projects that you've worked on? What made it memorable?

I loved working on PHANTOM sneakers brief. I was inspired by vintage sneaker ads and saw a chance to add some of that retro flair to this brand. I wanted the sneakers to pop with bold text and fun colours, standing out with cool designs like swirls and ghost graphics. cUsing AI to generate images, I could create the exact look I wanted for the sneakers. This approach worked wonderfully for the project. The goal was to catch people's attention with a quirky little ghost character. Even if some might find it a bit childish, it grabs your attention right away. From there, I wanted to draw customers into the world of Phantom shoes, where they find everything they're looking for—comfort, eco-friendliness, sleek style, boldness, and a bit of fun.

How do you cultivate creativity in your work? Are there any particular sources of inspiration you turn to regularly?

Yes, I love drawing inspiration from design books, particularly the colourful Taschen series on packaging and advertising. I also frequently use a browser extension called "Designer Daily Report." It’s a goldmine for design inspiration—definitely check it out! Additionally, I find a lot of creative ideas in the unique visual styles of filmmakers like Wes Anderson and Jim Jarmusch. Their distinctive approach to storytelling and visuals influences my design work, enriching my projects with a blend of cinematic flair and bold aesthetics.

What is a current design trend that you're most excited about?

AI. I particularly enjoy working with generative AI; using Midjourney to create images for my projects has been a fantastic experience. AI helps automate complex design tasks, allowing us to create more, faster. It can generate new ideas and analyze how users interact with designs, providing insights that help improve our work.

However, AI also brings challenges. It could replace some jobs in design, and there's a risk of AI making decisions that might lack the human touch or carry biases. The key is to use AI wisely, making sure it adds to our work without taking away the human element that's so vital to design.

Looking back, what is one thing you wish you had known when you started your career in design?

I once thought you needed special, almost magical talent to be a designer or artist. This belief made me too scared to switch careers earlier. But I’ve learned that success in design comes from skill and hard work, not just natural talent. The old saying, “it’s never too late to start,” has proven true for me. Now, I am fully committed to continuously improving my skills, embracing every opportunity to grow, and thoroughly enjoying the journey of becoming better at my craft, no matter when it started.

The most rewarding and most challenging part of being a woman in design.

The most rewarding part of my career is mentoring and inspiring other women in design, which helps change the industry’s gender dynamics.The biggest challenge is overcoming biases and proving myself in digital design, a field primarily dominated ad run by men. I’m currently attending D&AD Night School, where I’ve met many powerful and inspiring women in the advertising industry. Listening to their stories and advice is incredibly refreshing. It taught me that you can't let your background limit you. These women come from very diverse careers, locations and socio-economic backgrounds, but they all grabbed this opportunity and pursued it with passion. Now they're the next generation of leaders in their respective spaces.

What's your (recent) favorite design tool?

Midjourney

Stay in Touch with Marta

Follow Marta on LinkedIn

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Discover more in Women in Design, our interview series where talented designers share their creative journeys and personal thoughts.