Why Good Design Feels Effortless (But Isn’t)

Mari and I both came up in the corporate web design world—and while it taught us a lot, it also came with some serious creative restraints.

Unless you were in an art or creative director role, most of the work was executional. You were handed a brief (that someone else came up with), told to stick to the template, and basically became a human component machine. Sure, every once in a while you’d see a massive brand with a wild budget pull off a dreamy homepage animation, but for the most part? It was a lot of same-same.

We both felt it—that low hum of “is this all there is?”

So we started finding other outlets. Side gigs, passion projects, literally anything to get our creativity off the leash. And honestly? There weren’t many other designers sticking around after 5pm to keep designing just for fun. But we were. And I think that’s part of what drew us to each other.

Maybe it was the hustle. Maybe it was the control. Maybe it was wanting to make something that didn’t have to be approved by seven layers of marketing. Probably all of the above.

Whatever it was, it led to Lucca Lily Design Collective—something we built out of wanting more. More intention. More ownership. More beautiful, original design that actually meant something.

And now? We’re lucky enough to do the work we love, with people we like, on projects we actually care about. We’ve even been able to bring in other designer friends from our old world and give them a break from the monotony. That part feels especially good.

Because yes—graphic design is shifting. Roles are evolving. Pay is inconsistent. People are wondering whether their skills are still valued in an industry leaning more and more on automation.

But here’s what we know:

There will always be space for good work—the kind that appears effortless but is anything but. The kind rooted in strategy, shaped by experience, and elevated by a sharp creative point of view.

That’s what we’re committed to at Lucca Lily Design Collective: building intentional brands with soul and substance, and creating space for others who want to do the same.

If you’re someone who craves more—more originality, more ownership, more meaning in the work you do—you’re not alone. We’ve been there. And we've built something around that very desire.

So whether you're a founder looking to build a brand that actually feels like you, or a designer who misses the art in the work—consider this your invitation.

We’re doing things differently over here. And there’s room for you, too.