Recently, I set out to redefine my job title.
After finishing reading The Introvert’s Edge to Networking, I was inspired by Matthew Pollard’s idea of creating a job title that’s a little out of the ordinary to spark curiosity and conversation.
According to Pollard, when people hear something intriguing, they’re more likely to ask questions, giving introverts like me a chance to share what we know without the usual awkward and icky networking pressure.
I realised this was something I needed because my answer to "What do you do?" seemed to change. One minute I'm a logo designer, the next I'm a brand designer, and sometimes a Webflow developer.
I was all over the place – it felt like I was playing a game roulette. As a result, I struggled to present myself confidently from the very beginning.
Finding the right phrase
To begin with, I listed out the main categories of work I do: logo design, brand and graphic design, web design, along with web development using Webflow and basic HTML and JavaScript skills.
After looking at all the categories, I struggled to find a unique phrase that covered everything. I wasn't just a brand designer, because I also built websites in Webflow and did a bit of code.
So I opened up Perplexity and thought I’d start with the question, “Am I still a brand designer if I build websites?”
The short answer was yes – and according to Perplexity, this combination of skills puts me in a "unique and valuable position in the industry as a modern designer-developer."
I wasn't a huge fan of the phrase modern designer-developer, so I prompted Perplexity for a few phrase ideas, and this was the result:
- Brand experience designer (hmmm, not quite right)
- Creative technologist (eeeeeek)
- Digital brand strategist (too fancy sounding for me)
- Full-stack designer (yes…?)
Full-stack designer. I liked that. I’d heard of full-stack developers before, but not full-stack designers. Interesting. So like any new information I come across when using Perplexity, I did some of my own research to look into this further.
It turns out the term full-stack designer has actually emerged as an extension of the full-stack developer concept, and is someone who takes part in every aspect of the design process, from initial idea generation to final implementation. This fits. When I look at my process, it generally goes like this:
- Design a logo and visual brand system
- Design the visuals for the website
- Develop the the website, including any basic code needed for customisation
- Connect external integrations (such as lead magnet systems or CRMs)
- Launch the website
So this phrase not only covers everything I do, but is also intriguing and potentially unfamiliar enough, as Pollard suggests.
What’s great about being a full-stack designer?
The biggest advantage I find, is being able to work with my clients throughout the whole process to maintain a cohesive visual brand – there’s no communication breakdown situations when projects are handed between developer and designer.
In fact, back when I designed websites without building them, I frequently encountered this issue. In the studios where I worked, the process typically went like this: I'd be tasked with designing a website, the client would approve the visuals, and then the project would be handed off to a developer.
Often, the final product would differ from my original design due to the developer's interpretation or technical limitations I wasn't aware of, simply because I wasn't a developer myself. This disconnect between design and development often led to frustrating results and a less cohesive final product.
If I think back even further to the early days of my career when I focused solely on designing logos and brand collateral, I recall numerous instances where I poured my heart into creating a cohesive visual brand. However, once the designs were completed, they would be handed over to the client, and I often had no further contact or involvement in the web development process.
This lack of collaboration meant that my carefully crafted brand identity could easily get lost in translation during the website build. The final product sometimes failed to capture the essence of the original design, which was a constant source of frustration and highlighted the need for a more integrated approach.
These days, I’m very happy that I can offer an end-to-end service that encompasses everything from building (or rebuilding) a brand to implementing it digitally. This approach bridges the gap between design and development, allowing me to maintain complete creative control throughout the entire process.
Now, having a title that accurately describes my work is incredibly satisfying. Plus, it's a great conversation starter for an introvert like me when I'm 'networking'!
What about you?
I’m keen to hear if full-stack designer describes what you do too – or perhaps it’s something you want to aim for?
If you’re interested in becoming a full-stack designer and getting started with Webflow, flick me an email and let me know, so I can point you in the right direction for getting started.
Or, if you’ve got a unique job title, I’d love to hear about that too!
