From Graphic Design Student to Creative Director
From shaping global brands to leading creative teams, Beth Drummond, Creative Director at Bulletproof, shares how curiosity, collaboration and strategic thinking have shaped a career in branding. Discover what goes into creating standout identities for brands like Toblerone, why ideas matter more than tools, and the advice every aspiring designer should hear.
My role is all about helping brands find fresh ways to connect with people while staying true to what makes them distinctive. I’ve always loved the combination of strategic thinking and creative craft, which is one of the reasons I enjoy working at Bulletproof. As an independent agency, we’re able to stay close to the work, make decisions quickly and give ideas the space they need to grow.
I work across a number of global brands, including Toblerone, where I define the creative ambition for each project and ensure that vision is carried through from concept to the final execution. (It also means there’s usually a lot of chocolate in the studio!)
What a Typical Day Looks Like
No two days are ever the same, which is exactly what I love about my job. A typical day might start by briefing our creative teams before moving into creative reviews, or "crits", where we challenge ideas, push the thinking and obsess over the details that make good work become great. It’s something that is deeply rooted in Bulletproof’s culture. In fact, the agency’s name comes from the art school crit wall our founder studied at, where only the strongest ideas wouldn’t be shot down.
I’ll also spend time presenting work to clients, helping them understand not just what we’ve designed, but why it matters. Other days, I might be directing photoshoots, attending print runs to ensure the final packaging is produced to the highest possible standard or travelling to meet clients around the world.
How My Career Path Developed
I've loved being creative for as long as I can remember. As a child, I was always drawing, making things and finding creative ways to express myself.
I discovered graphic design while researching college courses and couldn’t believe there was a career that combined creativity with commercial impact. It felt like I had found a way to turn my passion into a profession.
After studying for my BA (Hons) in Design at Norwich University of the Arts, I joined Bulletproof as an intern and have been here ever since. Over the past 13 years, I have progressed through the agency and worked my way up to Creative Director.
I’ve been so fortunate to grow with Bulletproof - from a team of around 40 people to a global agency with studios across Europe, Asia, Australia, the Middle East and North America. There are now 400 of us.
Designing on a Global Stage
One of the things I love most is the opportunity to combine travel with work. I’ve worked in our New York and Singapore studios and travelled everywhere from Nairobi to Norway on brand immersions, which has been hugely beneficial to shaping my understanding of different cultures and how to design within them.
The Toblerone Story
One project that’s been especially rewarding has been Toblerone. We’ve worked with the brand over a number of years, but one of my favourites has been Never Square Collective, it's an innovation platform for bold, limited-edition launches.
We created an identity and packaging system that gave every flavour its own personality, turning each release into an eagerly anticipated drop. Seeing the demand, packs sell out and the bars later appearing on resale sites is incredibly cool, it shows how beautiful design can create genuine desire.
A Career in Design
There are now more ways than ever to get into design. University is still a fantastic route, but there are also intensive courses through organisations such as Shillington, programmes like D&AD Shift, and plenty of opportunities to teach yourself the skills needed to build a strong portfolio through online resources.
When I'm looking at emerging talent, I care far more about curiosity and ideas than perfectly polished technical skills. Tools can be learned. Original thinking, creative instinct and genuine passion are much harder to teach.
What I Wish I'd Known
Don’t be intimidated by the industry.
When I was at university, I would often avoid speaking to visiting designers because I saw them as untouchable experts. Looking back, they were just people who’d once been exactly where I was.
The creative industry is full of people who are passionate about supporting and mentoring the next generation. So, reach out, ask questions, seek advice and look for opportunities to gain exposure to agencies and designers.
I’d also say don’t be afraid of AI. Like every major tech shift, it’s changing the way we work, but it isn’t replacing creativity. The best ideas still come from human curiosity, judgement and imagination. The most valuable designers won’t be those who compete with AI, but those who learn how to direct it.
