10QUESTIONS with Laura Weldon

Our 10QUESTIONS feature asks members of the Freshfield community ten questions about their working life. Featuring client partners, colleagues and FF friends, our guests share some personal stories, views and fresh words of wisdom.

Our latest guest is Laura Weldon, founder and creative director of branding agency Studio LWD. As well as being one of Freshfield’s trusted consultancy partners, Studio LWD works on branding and design projects for some of the UK’s top businesses and brands.

How do you like to start your working day?

Honestly, my day doesn’t officially start until I’ve had a coffee – it’s non-negotiable. Once I’m caffeinated and functional, I’ll have a quick scroll through design trends or interesting industry bits to get the creative juices flowing. Then it’s straight into tackling the day’s priorities, whether that’s brainstorming for a brand strategy or overseeing projects the team are working on in the studio. Oh, and there’s always a playlist on – nothing like a good beat to keep the ideas coming. Mornings are basically fuel, focus, and a bit of fun!

Where and how do you come up with your best ideas?

My best ideas seem to have a knack for showing up when I’m doing something completely unrelated – walking the dog, in the shower, or cooking tea for the kids. There’s just something about letting your brain wander that sparks creativity.

What’s the best piece of advice you’ve ever been given?

“Stop faffing about and just crack on.” Perfection’s overrated – you’ll never get anything done if you’re waiting for everything to be spot on. The magic’s in the mucking about, trying stuff, and seeing what sticks. Half the time, the best ideas come from the stuff that wasn’t planned anyway. So, just get stuck in – you can polish it up later!

What does leadership mean to you?

Leadership to me is less about giving orders and more about rolling your sleeves up and leading by example. It’s about creating an environment where people feel inspired, supported, and a bit fearless when it comes to ideas. A good leader knows when to step up, when to listen, and when to let others shine. It’s not about being the loudest in the room – it’s about making sure everyone’s voice is heard and that we’re all moving in the same direction.

What’s your top tip for achieving a work-life balance?

Learn to say ‘no’ without feeling guilty. Not every email needs an instant reply, and not every project needs you burning the midnight oil. Set boundaries, stick to them, and make time for the stuff that recharges you, whether it’s a walk or a brew.

Which current or historical business figure do you most admire and why?

I really admire Simon Sinek. His whole ‘Start With Why’ approach has completely changed the way businesses think about purpose, leadership, and motivation. He’s got a brilliant way of cutting through the noise and reminding us that people don’t just buy what you do; they buy why you do it. It’s a simple idea, but it’s had a massive impact on how brands connect with their audiences.

What is your most trusted source of news?

I wouldn’t say I have just one trusted source of news – it’s more of a mix of BBC News, Sky News, LinkedIn and X.

What is your favourite brand and why?

It’s hard to pick just one favourite brand, but I really love brands that truly connect with their audience and stay authentic to their purpose. A great example is Patagonia – they’re not just selling outdoor gear; they’re championing environmental responsibility and making real, tangible efforts to back it up. Their commitment to sustainability, from their ‘Don’t Buy This Jacket’ campaign to their repair and reuse initiatives, shows they genuinely live their values. That kind of authenticity and purpose-driven branding is what makes people not just buy from them but believe in them.

What’s the most recent new skill you have learnt?

The most recent skill I’ve learned is exploring how to use AI tools effectively in the creative process. It’s been fascinating learning how to balance AI’s speed and efficiency with the human touch that makes creativity really shine.

We all use them… what management jargon phrase do you use the most?

Despite my best efforts, I find myself saying ‘let’s circle back on this’ a little too often. It’s that go-to phrase when you need a bit of breathing room to figure things out. I try to avoid the jargon, but somehow it sneaks in.