Yes, I am both a designer and a project manager. But at some point, I realized I needed to update my position title — and here’s why.
Calling myself a Lead UX/UI Designer isn’t about hierarchy, it’s about responsibility. For me, “lead” represents standing at the intersection of creativity, strategy, and people. It’s not only about designing interfaces, but about guiding the vision of how those interfaces support the business, empower the team, and ultimately serve the users.
Leadership vs. Management
Leadership and management are often confused, but they serve different purposes. Management is about processes, structure, and execution — keeping projects on track. Leadership is about influence, inspiration, and direction — helping people (and ideas) move forward even in uncertain terrain.
In practice, I often need both. But when I call myself a “Lead,” I’m highlighting the ability to look beyond tasks and bring clarity, alignment, and momentum to the team.
Why Branding, Web, and Digital Marketing Environments Nurture Leaders
In branding, web, and digital marketing, the landscape changes constantly. New tools, platforms, and behaviours emerge every year. You can’t just manage this environment — you have to lead through it. These fields nurture leaders because they demand vision, adaptability, and the ability to anticipate how change will impact both clients and audiences. It’s not enough to execute; you need to inspire clients and teams to trust in new directions.
Projects vs. Ongoing Services at the Agency
At KIAI, we balance projects (a website launch, a rebrand, a campaign) with ongoing services (SEO, social media, continuous updates). Ongoing services require structure and strong management. Creative Projects (services) require leadership — the ability to motivate clients and teams to embrace consistency, refinement, and continuous improvement. This difference taught me that the title “Lead” isn’t only about the role on a project; it’s about holding the vision across cycles of creation and maintenance.
Our Hybrid Environment at the Agency
We work in a hybrid space — part creative studio, part marketing agency. That means I switch hats often. When I’m running server maintenance, ensuring deadlines, or handling technical details, I focus on management activities. When I’m guiding a client through a shift in positioning or helping the team reframe a problem creatively, I apply leadership skills. This flexibility is exactly what modern digital environments require — not one or the other, but both at the right moments.ments require — not one or the other, but both at the right moments.
Conclusion: The KIAI Approach in a Nutshell
At KIAI Agency, our approach is simple: combine strategy, creativity, and empathy to help clients thrive in complex digital spaces. As a Lead UX/UI, my role is to bridge vision and execution, guiding both clients and teams through change while making sure the design always stays user-centred and impactful.
For me, being a “Lead” is not about a title — it’s about being accountable for clarity, inspiration, and forward movement in everything we create.
