About

I’m Sheila Duggan, I explore the space where strategy and visual language meet. For me, effective design begins with a clear idea and develops into a compelling story. I work closely with clients and creative teams to shape thoughtful, distinctive solutions that resonate with the audiences they’re meant for.

Approach

The most compelling design begins with a well-considered strategy. Without it, even the strongest ideas can struggle to reach their full potential. I believe a clear strategic foundation, paired with a strong visual language, gives projects direction to connect with the right audience.

My role is to help shape that process — to refine ideas, uncover the most effective way to communicate them, and develop a graphic language that feels both purposeful and engaging. From defining the visual style to identifying the right platforms for communication, I guide projects from concept through to clarity.

I often work with organisations navigating complex ideas or research. By translating insights, data and workshop outcomes into clear narratives and visual systems, I help turn knowledge into stories that people can understand, engage with, and act upon.

Experience

With over 25 years working in graphic design, my workspans brand identity, print, digital, wayfinding and environments. While the projects vary in scale and sector, they share a common thread: bold simplicity and a commitment to thoughtful, intelligent solutions.

The work I am most proud of includes:

  • Partnering with Net Zero and health & wellbeing organisations to develop engaging learning strategies and toolkits
  • Working with charities to build strong brands and campaigns that resonate with their audiences
  • Collaborating with architects and property developers to create building identities and wayfinding systems designed to endure
  • Joining forces with event organisers to develop identities and staging concepts
  • Designing interpretation boards and visual storytelling for visitor environments
  • Creating sustainable packaging alongside digital and print catalogues for jewellery designers

Clients

Private—

  • HGG London Property
  • One & Eight Jewellery

Public—

  • Department of Health
  • Eduqual
  • Environment Agency
  • Goldsmiths London
  • Lewisham College
  • London College of Fashion
  • Population Health
  • Richmond Adult Community Education
  • Southwark Council

Not-for-profit—

  • Alzheimer’s Research UK
  • Bethlem Gallery
  • Dartington Trust
  • Fairtrade Foundation
  • Maudsley Charity
  • Regen
  • Rethink Mental Illness

Environments—

  • Ayre Chamberlain Gaunt
  • Helical Property Developer
  • HGG London Property
  • Morris+Co Architects
View projects

Thanks

  • Sheila quickly understood the brief and added valuable insights, helping us build a strong narrative around health and wellbeing for a broad audience.

  • Sheila worked efficiently, creatively and quickly across a range of Net Zero reports, shaping a clear narrative with broad appeal.

  • Our building needed branding with integrity. Sheila created brands and wayfinding that have lasted for many years.

  • Sustainable flat-packed packaging was a tough brief, but Sheila found solutions that were inventive, sustainable and beautiful.