Built for Industry: Emma Youell

We caught up with Emma to hear about her journey from Ravensbourne to running her own company and the skills that shaped her career. 

Could you tell us about your career journey since graduating from Ravensbourne? 

I graduated from Ravensbourne in 2013 with a degree in Motion Graphics and was fortunate to secure a role straight away as a junior motion graphic designer at McGraw Hill Financial, now S&P Global. 

Interestingly, one of the areas I had always said I would avoid was banking. I assumed it would be dull and overly technical. That turned out to be completely wrong. My first role exposed me to a highly creative environment, where I was producing animated infographic videos for clients and digital platforms. It quickly changed my perception of what working in financial services could be like. 

During my time there, I was promoted to mid-weight motion designer, but after two years my role was made redundant. That was a defining moment. It introduced me to uncertainty early in my career and forced me to develop resilience. 

Over the following decade, I worked across a range of in-house design teams, primarily within financial services, including five years at the Bank of England. I also gained experience within a design agency and an educational publisher. Each role added something different, but together they built the foundation for what came next. 

What inspired you to start your own motion graphics business, and what has that experience been like? 

From my time at Ravensbourne, freelancing always felt like the long-term goal. It was seen as the route to working with major brands or top agencies, and that ambition stayed with me throughout my early career. 

At the end of 2022, I made the decision to go freelance. By early 2023, I had transitioned into running Emma Youell Design Ltd. It was a significant shift. While I was confident in my creative ability, the business side was a completely new challenge. 

I had to quickly learn about business development, pricing, negotiation, marketing and leadership. It was a steep learning curve. 

Since then, the business has grown steadily. In 2025, we won Best Creative, Digital and Innovative Business in Kent and were shortlisted for several other awards. Many of the clients I work with today are connections built during my 10 years in employment, which highlights how important that period was in developing both skills and networks. 

How did your course at Ravensbourne prepare you for the creative industries and for running your own company? 

Ravensbourne’s focus on industry readiness was incredibly important. The course went beyond technical skills and encouraged us to think conceptually, pitch ideas and understand how creative work operates in a professional setting. 

The end-of-year show stands out in particular. Creating a showreel and presenting work to industry professionals was a valuable experience, especially with agencies and employers attending in person. It gave me an early understanding of how to present myself and my work. 

Working to deadlines, presenting to tutors and collaborating on projects mirrored real-world scenarios. It helped build both confidence and professionalism early on. 

Taking part in live briefs, including the D&AD New Blood brief, also played a role. It gave me experience in responding to real client challenges and translating abstract ideas into clear, visual outcomes, something I still rely on today. 

What skills from Ravensbourne do you still rely on most in your business and creative practice? 

In many ways, the entire course shaped my career. When I started, I didn’t even fully understand what motion graphics was. I had originally wanted to be a graphic designer. 

Learning the software, understanding how to interpret briefs and developing ideas from concept through to final output are all skills I still use every day. 

Time management and adaptability are just as important. Running a business means balancing multiple projects at once, often with competing priorities. Being able to stay organised while adapting quickly is essential. 

Motion graphics blends creativity, technology and business – how do you balance these in your work? 

In 2025, I made my first full-time hire, bringing in a junior motion graphic designer. That allowed me to create more capacity within the business and focus more on growth, strategy and client development. 

Balancing creativity and business is an ongoing process. Technology adds another layer to that. The pace of change, particularly with developments in AI, means there is always something new to learn. 

Staying up to date requires a conscious effort. Continuous learning and self-development are essential, not just for maintaining standards, but for staying competitive. 

What advice would you give current Ravensbourne students hoping to work freelance or start their own studio? 

• Start building relationships early. Your network is just as important as your portfolio.
• Learn the business side as soon as possible. Understanding pricing, contracts and client communication is just as important as developing your creative skills.
• And don’t wait for everything to feel perfect. Freelancing is learned through experience. You grow by doing the work, working with clients and navigating real challenges. 

What are you most proud of in your career so far? 

Making the move from employment to freelancing, and then building my own business, is something I’m particularly proud of. 

Having control over my own time and direction has been important to me. Seeing the business grow, building a team and continuing to work with exciting brands has been incredibly rewarding. 

And there’s still more to come. 

For more information on Ravensbourne’s Motion Graphics courses, you can visit our website. 

Are you a Ravensbourne alumni with a story to tell? If so, please click here for further details.