Name: Emma Youell
Business: Emma Youell Design Ltd
Location: Dartford
Founded: 2023
➡️ What does your business do, and who do you help?
My business Emma Youell Design Ltd creates animation and video content designed to make complex or confusing topics engaging and memorable. I specialise in motion graphics, explainer videos, infographic animations, podcast editing and social media content, working with organisations, big or small, that need to communicate information in a way that truly connects with their audience.
I primarily work with clients in the financial services and heritage sectors. While these industries may seem very different, they share a common challenge: they both deal with information that can be complex, technical or difficult to communicate in a compelling way. That’s where I come in.
In financial services, I help businesses translate data, regulation and strategy into visually engaging stories that are easy to digest, without losing accuracy or information. Having worked in-house within financial organisations, I understand the importance of compliance and clarity, and I know how to balance those requirements with animated visuals. The goal is always to produce content that informs but also engages, whether that’s for internal communications, marketing, events or client-facing campaigns.
Alongside this, I work closely with heritage organisations, museums and archaeology projects. This is an area I’m personally invested in, with over a decade of experience in metal detecting and amateur archaeology, as well as contributing to programmes like Time Team. That background allows me to approach projects with genuine subject knowledge and enthusiasm, which clients value. I’m particularly passionate about using video to bring history to life and make it accessible to wider audiences.
Ultimately, I help organisations that have something important to say but need the right creative approach to say it effectively.
➡️ What sparked the idea for your business?
I studied at Ravensbourne University, graduating with a BA (Hons) in Motion Graphic Design. I had always been drawn to the idea of running my own business, but like many people, I took the more traditional route after graduating and went straight into employment.
I began my career within the financial services sector, working as part of in-house creative teams producing animation, video, and design work. Over several years, I moved between different firms, building up experience in a highly regulated industry where clarity, accuracy, and storytelling are incredibly important. It was a fantastic training ground and really shaped how I approach creative work.
During this time, I started to realise there was a real gap in the market for high-quality, specialist video and motion design tailored specifically to financial services and similarly complex industries. I also found myself wanting more creative ownership and the ability to work more closely with clients, rather than being one part of a larger internal team.
Alongside my full-time roles, I began taking on freelance projects for small businesses and organisations in the heritage sector, which allowed me to explore a different style of storytelling, often more narrative-led and historically focused. That contrast helped me refine my style and made me appreciate the power of video across very different audiences.
Eventually, I reached a point where I felt ready to take the leap. I wanted to combine my industry experience, creative skills, and entrepreneurial ambition into something of my own, so I went self-employed and started my business.
Since then, I’ve been working with a mix of financial services clients, heritage organisations, and small businesses, helping them communicate complex ideas or untold stories through animation and video in a way that really connects with their audiences.
➡️ How did you win your very first customers?
My very first customers came quite naturally through my existing network. Having spent several years working in financial services, I already had relationships with people who understood the value of good video and animation. When I made the move to self-employment, I reached out to former colleagues and contacts to let them know what I was doing, and that initial trust really helped get those first projects over the line.
Alongside that, I took on smaller projects through word-of-mouth and recommendations, particularly with small businesses and organisations in the heritage sector. Those early jobs were invaluable, not just for income, but for building a portfolio that reflected the kind of work I wanted to do more of.
What worked best in the early days wasn’t big marketing campaigns, it was consistency, reliability, and making the process easy for clients. Delivering good work on time and being someone people enjoyed working with led to repeat business and referrals, which quickly became my most effective source of new clients.
One of the biggest lessons I learned early on was that people aren’t just buying a final video, they’re buying clarity, guidance, and trust for their own brand and business. Especially in industries like financial services, clients often need help shaping their message as much as producing the content itself.
I also realised quite quickly that you don’t need to be everywhere to get noticed, you just need to be visible in the right places. For me, that meant focusing on professional platforms like LinkedIn, sharing relevant work, and positioning myself within the industries I understood best.
If I could sum it up, the early days were less about “selling” and more about building relationships, being dependable, and letting your work speak for itself.
➡️ What do you enjoy most about running your own business day to day?
One of the things I enjoy most is having full ownership of my time. Being able to manage my own calendar and structure my days around when I work best has been a huge benefit.
I also really enjoy the variety, no two days are ever the same. I might be working on a highly detailed animation for a financial services client one day, and then switching to a more narrative-driven, historical project the next. That mix keeps things interesting and constantly challenges me creatively.
When things do get busy or unpredictable, what keeps me motivated is the bigger picture. I’ve built something that’s my own, and every project contributes to its growth. I also remind myself that those busy periods are often a sign that things are working, that the relationships I’ve built and the reputation I’ve developed are leading to continued opportunities.
Having that sense of ownership, combined with the trust clients place in me, is a strong motivator. It pushes me to stay organised, keep improving, and make sure I’m delivering work I’m genuinely proud of.
➡️ What has been the toughest challenge you have faced as a business owner so far?
One of the toughest challenges has been adjusting to the uncertainty that comes with running your own business. Moving from a full time employment role into self-employment meant going from a predictable income and steady workflow to periods where things could feel much quieter and less certain.
At the time, the way I dealt with it was by focusing on what I could control. I made a conscious effort to stay proactive, reaching out to contacts, consistently sharing my work, and continuing to build my portfolio even when I wasn’t busy with client projects. I also made sure to treat the business like a business from day one, rather than waiting for it to “feel established.”
It also pushed me to become much more organised and strategic. I started thinking more carefully about the types of clients I wanted to work with, building longer-term relationships rather than just one-off projects, and creating a more consistent pipeline of work.
One of the biggest mindset shifts was understanding that quieter periods aren’t necessarily a negative, they’re an opportunity to improve processes, refine your offering, and invest time in marketing and visibility.
During the early start of my business, I also joined a business coaching program. As a creative person, I knew how to be creative and create the work for my clients, but I didn't really understand all of the ins and outs of actually running a business. Joining the program really helped me understand in detail about running my business, including setting up a CRM system, which I had never heard of before I started my business!
➡️ What moment has made you feel most proud of your business?
There have been a few standout moments, but one of the most meaningful was winning my first award as a business at the Kent Business Awards, where I was named Best Creative, Digital and Innovation Business 2025. That felt like a real milestone, not just because of the recognition, but because it marked a moment where I could step back and see how far the business had come, it also made my business more real. I say that because I think most of us have experienced Imposter syndrome at some point, and when I won this award, it actually told me that I was doing something right and that I was not an imposter!
Since then, I’ve also been Highly Commended for Digital Marketer of the Year 2025 by Digital Women, and in early 2026 I won Best Digital Business at the Kent Women in Business awards. Being recognised across different organisations, especially among such strong peers, has been incredibly rewarding. Another proud moment was being listed at number 96 in the Elite Business EB100 list of the UK’s top 100 SMEs.
That said, one of the most personal milestones actually happened right at the beginning. When I first started my business, I set myself a goal of creating a piece of work that would be shown in a museum. Very early on, I was commissioned by Suffolk Archaeology to produce a video, and it ended up being shown inside Tranmer House at the National Trust’s Sutton Hoo site for several weeks. Seeing my work displayed in that setting, bringing history to life in a place so rich with it. was absoutely amazing, and it felt like I had achieved something I’d always aspired to.
I think that combination of recognition from the industry and those deeply personal creative moments is what makes me most proud. It’s a reminder that the business isn’t just growing, it’s doing exactly what I hoped it would do.
➡️ Have any mentors, role models, or other business owners influenced your journey?
I’ve been really fortunate to have support from a number of programmes and organisations that have played a big role in my journey as a business owner.
One of the most impactful was joining a coaching programme with Big Business Entrepreneurs. That experience really helped me shift from thinking like a freelancer to thinking like a business owner. It gave me a clearer structure around how to position my services, approach pricing with more confidence, and build something that’s sustainable long-term rather than just project-to-project.
I was also incredibly proud to be awarded a £2,000 grant through the Dartford Means Business programme by The Kent Foundation. Beyond the financial support, it was a real vote of confidence in what I was building at an early stage, and it reinforced that I was on the right path.
What I’ve taken from both of those experiences is the importance of backing yourself, thinking strategically, and not being afraid to treat your business seriously from day one. It’s shaped the way I work now - I’m much more focused on long-term growth, building strong client relationships, and creating a business that’s both creative and commercially solid.
➡️ If you were starting your business again today, what would you do differently?
One of the biggest things I would do differently is change my mindset around trying to do everything myself. In the early days, I felt like I needed to wear every hat, creative, admin, marketing, finance and that asking for help or outsourcing meant I wasn’t doing something right. Looking back, that definitely held me back.
As the business has grown, I’ve started working with other freelancers and bringing in support where it’s needed, and it’s made a huge difference. Not only has it taken pressure off day-to-day, but it’s also allowed me to focus on the areas where I add the most value and growing the business strategically.
It’s also improved the quality of what I can offer. Collaborating with other talented people brings in fresh perspectives and specialist skills, which ultimately benefits the client and the end result.
If I were starting again, I would invest in that support much earlier and be less hesitant about building a wider team around me. You don’t have to do everything alone to prove you’re capable!
➡️ Where do you want your business to be in five years' time?
Within five years’ time, I’ll have a physical studio space, somewhere that not only acts as a base for the business, but also as a creative environment where ideas can be developed and projects can come to life more collaboratively.
I’d also like to grow the team further, building a small but highly skilled group of freelancers and creatives that I work with regularly. Creating that kind of network would allow the business to take on larger and more ambitious projects, while still maintaining the level of quality and personal approach that’s really important to me.
In terms of the work itself, success would be continuing to build a strong reputation within financial services, while also expanding further into the heritage sector.
On a personal level, success isn’t just about growth, it’s about balance. Having a business that is creatively fulfilling, and flexible enough to support the kind of life I want to live is really important. Being able to manage my time, choose the projects I take on, and continue enjoying the work I do day-to-day is a big part of that. Ultimately, success for me is building something that continues to grow, but still feels aligned with why I started in the first place.
➡️ What makes your way of doing things different?
What sets my approach apart is how I combine subject knowledge with creative execution. I don’t just take a brief and produce an animation, I work with clients to understand the problem they’re trying to solve, then shape a piece of content that genuinely addresses it.
A lot of my work sits in sectors where accuracy matters. In financial services, that means understanding regulation, tone and clarity. In heritage, it means respecting the detail and context of the story being told. Because I have experience in both areas, I’m able to bridge the gap between technical information and creative storytelling without losing the integrity of either.
I also approach projects with a strong focus on purpose. Every animation is built to do something specific, whether that’s explaining a process, engaging a new audience, or making complex information easier to understand. The creative decisions aren’t just about making something look good, it’s about telling the story in the right way.
➡️ Can you share an example of a customer, project or job that sums up what you do well?
A good example of what I do well, is my work with organisations like Bank of England. They need to communicate complex economic information to a broad audience, which isn’t always easy to make engaging or accessible. My role is to take that information and turn it into clear, visually driven content, often through animated infographics and short-form video that people can actually understand and connect with.
I’ve worked on a range of similar projects across different sectors. For example, creating digital out-of-home campaign content for KPMG, including a series promoting their sponsorship of jockey Rachael Blackmore. That required a different approach, something more brand-led and visually striking, designed to capture attention quickly in a public space.
I’ve also supported companies like Coro Cybersecurity with video content for LinkedIn, focusing on tracking and compositing to create polished, professional outputs that help build their B2B presence. On the events side, I’ve created motion graphics for large-scale international conferences such as Shoptalk Fall, designing content for digital screens and live environments.
Across all of this, the common thread is problem-solving. Every project starts with understanding what the client is trying to achieve, whether that’s educating, promoting or engaging, and then building a piece of content that delivers on that goal, while staying true to their brand.
➡️ What is one thing people often misunderstand about your industry or the work you do?
One of the biggest misunderstandings is that animation is just about making things look visually appealing. In reality, animation is only one part of it. The real work sits in understanding the message, structuring the information properly, and making sure the final piece actually does what it’s supposed to do.
A lot of clients come in thinking they need “a video,” when what they really need is a way to explain something clearly or connect with a specific audience. The animation is just the vehicle. Getting to that point involves strategy, scripting, and a lot of decision-making around tone, pacing and clarity especially when working in sectors like financial services, where accuracy and compliance matter just as much as creativity.
There’s also a perception that motion graphics is a quick process because it’s digital. In reality, it’s often quite detailed and methodical and can be very time consuming. Every movement, transition and visual choice is considered. When it’s done well, it should feel simple and effortless, but that usually means a lot of thought has gone into making it that way.
➡️ What advice would you give to someone in Kent who is thinking about starting their own business?
The biggest piece of advice I’d give is to start before you feel ready - Just take action! It’s completely normal to feel nervous, there’s never a perfect time, and you’ll never have everything figured out at the beginning. A lot of what you need to learn only comes from actually doing it.
You don’t have to take a huge leap straight away either. Starting small, alongside a job or with a few initial clients, can be a great way to build confidence and test your idea in a more manageable way.
I’d also say don’t try to do it in isolation. There are some great local networks and support available across Kent, and connecting with other business owners makes a huge difference. Not only can it lead to opportunities, but it also helps you realise that everyone is figuring things out as they go along.
Version one is better than version none!
You can contact Emma and the team at Emma Youell Design Ltd here:
Name: Emma Youell
Email: [email protected]
Phone: 07912692414
Website: www.eydesign.ltd
LinkedIn: https://www.linkedin.com/in/emmayouell/
Facebook: https://www.facebook.com/emmayouelldesign
Instagram: @emma.motion
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