One from the heart:
Walking the walk
6 November 2025
From sketching layouts in a London studio to leading digital design teams across continents, I’ve learned that staying hands-on isn’t just a skill - it’s a mindset.
I was raised as a graphic designer in London - a foundation I’m truly grateful for and one that still shapes my work today. It has been the backbone of my craft. To stay relevant, I’ve embraced change: from learning old-school, non-digital techniques to mastering new tools and methods. From physical applications to fully digital experiences.
Change is constant, and so is the need to adapt - or even pivot. Yet, some things remain timeless. Design principles, for instance, haven’t changed much. They continue to form the foundation of everything we create. For me, those include simplicity, hierarchy, emotion, interaction, and flow - the journey. I’m amazed (and thankful) that these fundamentals remain relevant, even as their execution evolves. They’re essentially common sense, but when applied with intention, they can transform a design from good to exceptional. They remind us to think deeply about the experiences we shape.
Hands-on:
A blessing or a curse?
As we progress in our creative careers, the more senior we become, the less hands-on we often are. Some of us evolve into managers of design rather than practitioners. Some lead from the front, others from the back. There’s no right or wrong approach - both have merit.
That said, there’s something uniquely powerful about continuing to practice your craft. Staying hands-on keeps your pencil sharp, your creativity alive, and your connection to the product authentic. It builds confidence, inspires your team, and strengthens your understanding of the work you lead. After all, it’s much easier to talk passionately about something you’ve helped create yourself.
Personally, I still feel a deep passion and love for the craft. There are always new ideas waiting to be discovered. Every project is different - and should be. I may be a rarity at my level, but I’ve found that my skills continue to improve the more I use them. The drive for excellence I had as a student burns just as brightly today. Maybe I’m an eternal student - always learning, always exploring.
Like any craft, the best designers are often the most experienced. That’s true of musicians, artists, and yes, digital brand and product designers. AI may be a powerful creative tool, but it still relies on human intuition, flair, and experience. It’s one of the many innovations we’ve embraced along the way - and one of the best so far.
I once had a young client joke that they weren’t expecting a “Michelin-star chef” of a designer on their project. Cheeky! I took it as a compliment - because quality matters deeply to me. I want our agency’s work to be world-class, better than our last project. Sometimes it is: our design work for Mox Bank ranked fifth globally for user experience. We’ve created something in Asia that now resonates globally, and we’ve done the same for some of the world’s most respected brands.
But that’s already history. We aim higher every time. I care enough to lead by example - which is why I stay hands-on while also fulfilling the broader responsibilities of an Executive Creative Director and Co-Founder. It’s the best of both worlds.
So, am I blessed or cursed for staying hands-on?
Probably both.
Our showreel showcases some of the best work I’ve led and delivered with our team - work that reflects our shared craft and passion to push boundaries and inspire others.
Creating magic
At the heart of it all, my goal is simple: to create experiences that delight. That’s what gets me out of bed every day - and, occasionally, keeps me up at night.
Sometimes those experiences are engaging and memorable; sometimes they’re so seamless they’re almost invisible. So what’s the secret sauce? Like any great recipe, it has a few essential ingredients:
Personality - Create an experience that feels human. Not an avatar or a chatbot - but a brand personality that speaks naturally, no matter the content or context.
Flow - Make complexity feel simple. The journey should be effortless, intuitive, and consistent - a conversation that moves with purpose from beginning to end.
Presentation - Visual elegance meets purpose. A layout that’s balanced, digestible, and visually satisfying elevates every interaction.
Motion - Movement brings life. Transitions, animations, micro-interactions, and feedback give the experience rhythm and flow.
Each of these must be explored in fresh, original ways - evolving existing design patterns and creating new ones. That’s how we make brands stand out for all the right reasons.
Leading by example
Take Admiral Nelson, for instance - a leader who literally led from the front. He was the first into battle, inspiring trust, respect, and courage in his team. His unconventional strategies changed history.
Design leadership isn’t much different. Leading from the front sets a standard of excellence that others can aspire to - or even surpass. Healthy competition fuels growth. By mentoring and demonstrating the craft, we help others achieve their own creative potential.
Being unconventional - testing the boundaries of design principles - is how we innovate. And being willing to “scrub the floors” when needed shows humility and commitment. After all, we all started somewhere.
Striking a balance
Nelson’s brilliance wasn’t just in his bravery - it was also in his transparency. He shared his battle plans, encouraged discussion, and gave his officers creative freedom to adapt mid-battle.
That’s great design leadership in a nutshell: knowing when to lead, when to step back, and when to empower others. It’s a delicate dance. Our goal as design leaders should always be to help others do great work - and eventually outshine us.
Staying healthy
Let’s not forget: this industry can be relentless. After more than 30 years in design, I’ve learned that staying healthy is non-negotiable. We might conquer huge challenges, but stress has to go somewhere. If you don’t release it, it will find its own way - often at your expense.
Nelson died young for his heroism. There’s no need to follow his example.
So don’t try to do everything yourself. Find balance. Breathe. Delegate. Empower your team. You’ll be better for it - and so will they.
What’s next
Being hands-on isn’t for everyone, and that’s okay. It’s a demanding field that requires constant learning and refinement. But when we combine our individual strengths, the results can be extraordinary.
I’ve seen the magic that happens when collaboration and passion collide - when it’s truly one team, one dream.
So, if you’re a design leader with a great team who could use a spark of inspiration - we can be part of your story.
Including, of course, your resident Michelin-star, Admiral floor-scrubber.
Harry Llufrio
(Michelin-star, Admiral floor-scrubber) is Co-founder and the Executive Creative Director at T8 Creations, formerly known as AnalogFolk Asia. With over three decades in design - much of it in Asia - he leads the agency’s creative direction, strategy, and brand development. His expertise spans brand creation and omni-channel experience design, with deep roots in financial services and cross-sector innovation.
