Hailey Benton, Director at The Creatives: “15 years ago digital tools felt powerful – now they are on a whole other level”

Have we marked the point in time where the 90s are considered retro? After interviewing Hailey Benton, Creative Designer and Co-Owner of The Creatives, we can only assume the answer is yes. Time to put those Spice Girls CD singles and ripped jeans onto Ebay, perhaps.

We have less nostalgia for the digital tools of the time, especially when you compare the power of mid-90s Quark Express to modern-day InDesign, or the first stumbling versions of Photoshop with the power of Canva or generative AI software today.

“Digital tools, like the Adobe Creative Suite, have evolved dramatically over the past 15 years since I began in the industry,” Hailey told us. “It’s incredible to reflect on how these technological advances have allowed us creatives to focus more on creating, opening the door to playing with ideas more freely and quickly testing concepts without being held back by technical limitations.”

As this hints at, Hailey is always keen to try out new tools. “I think AI tools are absolutely awesome, and they definitely have a valuable place in the creative community,” she said, listing ChatGPT and Gemini as two she uses daily. But they are just tools. They’re no substitute for a web development and design agency such as The Creatives.

“As AI and automation continue to transform our industry, we will need to stand out by focusing on what machines can’t replicate — the art of meaningful storytelling and the psychology behind design,” said Hailey. “Great design goes beyond choosing colours and fonts; it’s about understanding the target audience, tapping into their emotions and creating visuals that inspire action.”

Our thanks to Hailey for taking the time to answer our questions so thoroughly. Whether you’re a wannabe designer, or simply want to spice up your design life, this is one interview that will lead the way.

When thinking of your creative process, at what point does technology come in? What role does it play in different stages, from concept to final design?

My creative process usually kicks off with good old pen and paper, but from there, technology takes over, helping to refine those rough ideas into their polished final form. Whether sketching initial concepts on Procreate with my iPad, scanning textures or physical objects for inspiration or finalising designs in Illustrator — digital tools are woven into nearly every step of my process.

Technology has also taken a front seat in how I find inspiration and continue learning. Social media platforms are a constant source of fresh ideas and trends. I often stumble across unique concepts or design approaches on Instagram or fall into a scroll hole within the creative communities of TikTok. From scrolling through mood boards, gaining inspiration from case studies of peers, or following thought leaders in the industry, social media makes it easy to stay up to date with the always-changing trends.

Digital tools, like the Adobe Creative Suite, have evolved dramatically over the past 15 years since I began in the industry. Back then, the tools felt powerful, but today they’re on a whole other level. It’s incredible to reflect on how these technological advances have allowed us creatives to focus more on creating, opening the door to playing with ideas more freely and quickly testing concepts without being held back by technical limitations.

What trends in graphic design are you most excited about right now, and where do you see the industry heading?

One graphic design trend I’m really loving right now is the rise of the DIY aesthetic, especially in surf and streetwear brands. These industries are often ahead of the curve when it comes to design, and I see this trend as a response to the AI-generated, overly digitised imagery we’ve been seeing lately. In a way, they’re pushing back by embracing more organic, traditional techniques like collage and painting. This shift toward more tactile, imperfect design is a refreshing change and reflects a growing desire for individuality and realness in branding.

I also love the ’90s and early 2000s aesthetic (quietly also loving the fashion), with the mix of retro-futurism and playful visuals, feels fresh and relevant again. This nod to the past is often paired with new techniques, creating a perfect mash-up of nostalgia and innovation. It’s exciting to see how these vintage influences are being reinterpreted in a way that feels both retro and forward-thinking at the same time.

It’s exciting to be part of the evolving graphic design community, where design is increasingly recognised as more than just a logo or business card. Branding is now seen as a crucial element of business success, with more companies acknowledging it as a smart investment that drives growth, visibility and success. It also simplifies the business owner’s life by giving them a clear understanding of who they are and who their brand is meant to serve.

Generative AI Art has taken the graphic design space by storm – what are your views on the use of tools like Stable Diffusion, Leonardo, Midjourney and others?

I think AI tools are absolutely awesome, and they definitely have a valuable place in the creative community. They offer an innovative medium for artists and graphic designers to bring their visions to life — opening up new possibilities and pushing the boundaries of what’s possible. With AI, artists can experiment and explore new techniques. However, I don’t believe these tools will ever replace or diminish the value of traditional artists, like painters or sculptors.

The skill, emotion and technique involved in traditional art is something AI can’t replicate, the imperfections that only come from something physical. There’s space in the world for all kinds of artists — those who work with their hands and those who dabble in the digital. I think that AI tools are fostering a new generation of creatives, empowering them to experiment and express themselves in new ways.

These AI tools may be able to replicate patterns and create stunning visuals, but they’ll never capture the personal connection that a human artist brings to their work.

With the rise of AI and automation in design, how do you see the role of a graphic designer evolving in the next few years?

With DIY tools like Adobe Express and Canva, more business owners feel empowered to create their own designs and some might question the value of hiring a professional graphic designer. But here’s the thing — while these tools are great for quick fixes, they can never replace the trained eye, strategic thinking and storytelling ability of a talented designer.

We understand that Canva and Adobe Express are powerful tools for small business owners, so that’s why we’ve embraced these platforms by providing polished, customisable templates tailored specifically to our clients’ needs. By creating templates that are not only visually stunning but also easy to use, we help businesses maintain a professional look while empowering them to take control of their brand. It’s about meeting clients where they are — offering them the flexibility of DIY tools while ensuring their content stays on-brand.

As AI and automation continue to transform our industry, we will need to stand out by focusing on what machines can’t replicate — the art of meaningful storytelling and the psychology behind design. Great design goes beyond choosing colours and fonts; it’s about understanding the target audience, tapping into their emotions and creating visuals that inspire action.

What tools or software do you find indispensable in your daily work, and why?

Our design business, The Creatives, runs entirely on Notion — it’s our all-in-one tool for everything from managing sales and client CRM to creating client-facing portals. Before discovering Notion, we tried several other project management platforms, but nothing really met our needs. Now, Notion handles almost everything we require to keep our agency running smoothly and efficiently — and our clients love it too!

For obvious reasons, Adobe Creative Cloud is hands down the most essential tool in our day-to-day at The Creatives. It’s our ‘go-to’ for nearly every project, offering powerful applications that support our design, video and content creation projects. On any given day, you’ll find us using Express, InDesign, Illustrator, Photoshop, Lightroom, Acrobat, Premiere Pro and Rush.

I rely on tools like ChatGPT and Google Gemini every day to boost my productivity and creativity. I use them for brainstorming new ideas, refining my copywriting and making sure my grammar is bang on. These tools are a lifesaver! They save me time and help me maintain a high standard of quality — whether I’m writing for clients, creating marketing content or drafting an email. These AI assistants are an essential part of my workflow, allowing me to focus more on strategy and creativity while ensuring the details are flawless.

What advice would you give to aspiring graphic designers looking to break into the industry today?

Being creative all the time can be a real challenge — creative block is no joke! When it hits, it’s so important to step away from the screen, disconnect and find inspiration in the world around you. For me, a walk or a browse through a thrift store works wonders. There’s something about the unexpected treasures — like the pattern on a vintage plate or colour combo of a 90s t-shirt — that can spark fresh ideas. You never know where your next big breakthrough might come from!

It’s so important to stay passionate about design, but it can be easy to burn out when you’re working on corporate projects day in and day out. To keep the spark alive, make time for passion projects. Set aside moments in your workweek to create things that bring you joy and use these projects as an opportunity to explore new techniques and experiment with different mediums. Not only will this keep your love for design fresh, but it can also lead to unexpected breakthroughs that will benefit your professional work.

I know it can feel scary, but networking is absolutely essential throughout your career, and especially when you’re just starting out. Building relationships with others in the industry and business community can open doors, introduce you to opportunities and help you learn. Word of mouth and personal references are powerful marketing tools — sometimes even more effective than any portfolio or online ad! People remember the connections they make and are more likely to recommend you to others if they’ve seen your passion and personality in action. So, don’t shy away from putting yourself out there!