Paul Leon
Creative Director · Designer · Other · Creative Director Consultant
In their own words
It's so important to set this all out in documentation.
If you design a new concept, do it for a brand, then pitch it to that brand.
If you design a new concept, do it for a brand, then pitch it to that brand.
HMRC aren't actually the monsters the press makes of them.
The first step is learning to trust yourself and push back professionally. Accept there'll be friction, and own it.
If managing your flow means working between 10 pm and 2am, do that.
Take the 24/7 hustle culture and put it firmly in the bin.
My advice is what I tell myself: be respectful, courteous and positive.
It gives a chance to explore, learn and grow creatively and personally without the pressures of the real world.
Dare to be different. We've been living through a time of greater corporatisation, where everything is being done to fit a certain preconceived notion of what will make money.
Articles & interviews
- Why pricing your creative work is mostly a battle with yourself
The article by Tom May explores the psychological and practical challenges creatives face when pricing their work. Through insights from designers, illustrators, and creative directors, it emphasizes that pricing is less about mathematics and more about confidence, value perception, and communication. The piece offers practical advice on setting boundaries, documenting agreements, and regularly reviewing rates.
- Is it ethical to present concept work as if it's real?
The article by Tom May explores the ethical implications of designers presenting speculative or concept work as if it were real client projects. Through insights from various industry professionals, it concludes that while concept work is valuable for learning and showcasing creativity, it must be transparently labeled to avoid misleading clients or employers. The piece emphasizes honesty and context as key to maintaining professional integrity.
- Is it ethical to present concept work as if it's real?
The article by Tom May explores the ethics of presenting concept or speculative design work as if it were real client work. Through perspectives from various designers and creative directors, it concludes that concept work has value for learning and showcasing skills, but must always be clearly labelled to avoid misleading clients or employers.
- Why the creative industry feels broken right now (and why it isn't)
Written by designer Paul Leon of Studio u037, this Creative Boom insight piece traces forty years of the UK creative industry, from the optimism of the 1980s to the corporate consolidation and AI disruption of today. Leon argues that while many feel the industry is broken, the current turbulence may actually signal a creative renaissance driven by small, independent studios reclaiming control and redefining value.
- HMRC can now take tax straight from your bank account: how should freelancers respond?
Creative Boom’s article by Tom May explores HMRC’s renewed use of its 'Direct Recovery of Debts' powers, allowing the UK tax authority to withdraw unpaid taxes directly from bank accounts. Freelancers and creatives share mixed reactions—some expressing distrust and concern about fairness, while others argue the fears are exaggerated. The piece advises freelancers to maintain communication with HMRC and highlights safeguards and appeal processes in place.
- Burnout Survival Guide for Creatives Unveiled
Creative Boom’s article by Tom May explores how creative professionals can prevent burnout through mindfulness and practical self-care. Drawing on advice from designers and artists, it highlights the importance of boundaries, rest, and new wellness techniques such as colour walking, floor time, and Japanese walking. The piece encourages creatives to prioritise mental health and sustainable work habits.
- Expert Tips for Achieving and Maintaining Creative Flow
Creative Boom’s article by Tom May gathers insights from various creatives on how to achieve and maintain a state of creative flow. Contributors share personal rituals, time management strategies, and environmental cues that help them focus and protect their creative energy. The piece highlights the importance of self-awareness, boundaries, and intentional disconnection in sustaining creativity.
- "Creatives Share Self-Care Strategies: Insights Revealed"
Creative Boom’s Katy Cowan gathers insights from designers, illustrators, and artists on how they practice self-care ahead of International Self-Care Day. The article highlights routines like spending time in nature, exercising, setting boundaries, and making time for fun and rest. It emphasizes the importance of balance, connection, and mental health in the creative industry.
- Creatives Adapt to Thrive Amid 2025 Economic Slowdown
The article explores how creatives across the UK are adapting to the 2025 economic slowdown and the rise of AI. Freelancers and small studios face reduced work and uncertainty, prompting many to diversify income streams, explore international clients, and emphasize human creativity. Voices from across the industry share strategies for resilience, authenticity, and adaptation in a changing landscape.
- "Creative Agencies Shift from Specialists to Valued Generalists"
The article explores whether the creative industry is moving beyond the age of the specialist toward a new era of generalist creatives. Through interviews with agency leaders, it argues that the most valuable professionals today are 'T-shaped'—those who combine deep expertise with broad, strategic understanding. AI, tighter budgets, and evolving client needs are driving this shift toward adaptable, collaborative talent.
- "Is University Still Vital for Creative Careers in 2025?"
The article explores whether university remains the best route into the creative industry in 2025. Featuring insights from creative leaders across agencies, it concludes that while formal education still offers structure and mentorship, self-taught and alternative paths are increasingly valid. The piece highlights accessibility, evolving technology, and the importance of time and practical experience in shaping creative careers.
- Key Traits for Future Creative Leaders Revealed
The article by Tom May explores the evolving traits that will define the next generation of creative leaders. Through insights from leading designers and creative directors, it identifies key qualities such as strategic thinking, adaptability, taste, vision, emotional intelligence, courage, and authenticity as essential for future success in the creative industry.
- Leaders Offer Essential Advice to Creative Graduates
Creative Boom’s article by Tom May compiles advice from leading creative directors and studio founders for graduates entering the design industry in 2025. The piece highlights themes of self-kindness, authenticity, personal branding, leadership, and embracing technology such as AI. Contributors from studios like SomeOne, Red Antler, and Fold7Design share practical insights for navigating the evolving creative landscape.
- How to Set and Keep Boundaries to Save Time and Energy
Creative Boom’s article by Tom May explores how creatives can set and maintain professional boundaries to protect their time and energy. Through insights and quotes from various designers, illustrators, and directors, it outlines practical strategies for communication, expectation management, and self-care. The piece encourages creatives to view boundaries as essential to sustaining creativity and well-being.