From architecture to adventure
Hi there, I'm Jo. I started out designing bid documents for a global architecture practice, spent more than a decade with Scouts, and now work with marketing teams across the outdoor, adventure and education sectors. Twenty years in, what I care about most hasn't changed: people should understand what they're looking at.
What each step taught me
Architecture
After graduating with a BA (Hons) in Graphic Design, my first design role was in the London studio of Aedas, a global architecture practice. I designed presentations, reports and bid documents, often to tight pitch deadlines. It's where I learnt to take complex information and make it easy to follow, and that's still the skill I use most.
Scouts
I then spent eight years in-house at Scouts, the UK's largest youth movement, leading design on national campaigns, publications, events and programmes. Designing for young people and busy volunteers taught me that nobody reads something just because it's there. It has to earn their attention.
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Going independent
Since starting Jo Barden Design in 2021, I've carried on working with Scouts on major projects, which makes it 13 years in total. Alongside that, I work with outdoor and education clients.
How I work
Looking good is the starting point, not the goal. The goal is to help your audience to understand your message and know what to do next.
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Whether it's a one-off project or a monthly retainer, clients most often mention two things: I keep them in the loop, and I'm patient with changes.
Away from the desk
My family have had a caravan for as long as I can remember, so camping and travelling feel like second nature. These days you'll often find me in a forest or planning the next trip. Being outdoors is how I recharge, and a big part of why I enjoy designing for organisations that help people explore and discover new things.