Liam Beattie

Service Designer

Liam has over 20 years experience as a graphic designer, whilst mainly specialising in branding he also applies creative solutions to all kinds of projects; from digital, print and packaging to exhibitions and advertising, to name but a few. Liam’s clients have always been diverse and he likes it that way, it keeps things interesting. He has worked with start-ups to national brands, delivering original, relevant and memorable design that grabs audiences, builds brands and ultimately achieves results. 

While his foundation is in graphic design, Liam’s work has increasingly focused on problem-solving, user-centred thinking, and creating seamless brand experiences – leading him to transition into service design. Liam is passionate about designing not just visuals, but end-to-end services that improve user interactions, optimise processes, and deliver meaningful impact. By combining strategic thinking, creative execution, and a keen understanding of customer behaviour, he aims to bridge the gap between brand, user experience, and service innovation. 

Key achievements

→ Provided service design thinking and expertise to a local authority to support delivery of its £65m transformation programme. The programme delivered £20m of auditable savings in the first year of delivery with a roadmap for a further £45m savings over 4 years. 

→ Directed the creative design and strategy for a campaign aimed at engaging customers of a major UK utilities company, offering support during the cost of living crisis. The campaign significantly boosted engagement and won the CIPR Not-For-Profit Pride Award (2022). 

→ Sole graphic designer/brand manager in communications department for large UK utilities company, responsible for brand consistency and overseeing external agencies, freelancers and photographers. 

→  Design lead within a communications and marketing team, tasked with reducing the environmental impact of wet wipes in Wales. The campaign achieved national coverage and significant success. This impactful initiative earned the CIPR Excellence Not-For-Profit Award (2021). 

→ Led a branding and packaging project for a prominent Welsh ice cream retailer, as part of a campaign to introduce their products into major supermarket chains. This secured their entry into a leading retailer and won the Cardiff Design Festival Award (2010) for Best Packaging Design. 

→ Progressed from junior designer to senior designer/design manager at various agencies, managing teams and overseeing creative output. 

→ Lecturer at University of South Wales, providing guidance and mentorship to students in BA Graphic Communication. 

Areas of Expertise

  • Branding and visual identity
  • Graphic communication
  • Digital design
  • UI/UX design
  • Digital delivery
  • Website design and development
  • Service design
  • User research
  • Behavioural science