What does success look like to other creatives? It’s probably not what you think

From financial milestones to family time, creative professionals reveal their evolving definitions of achievement and fulfilment.

The traditional markers of success in the creative industries are a high-ranking, well-paid job at a prestigious agency, probably based in London or New York. Or perhaps someone who’s done all that already and gone on to found their own wildly successful and profitable creative company … right?

Well, actually, that’s not the case at all. When you actually ask creative professionals in 2025 what success means to them, you get a wide range of responses that are all very different from those cliched achievements. Which is lucky, if you think about it, because the former will only numerically only a small portion of us anyway.

And why do we know this? Because we actually did ask fellow creatives this question, using LinkedIn and our own networking platform, The Studio. In this article, we’ll share some of the best insights from that discussion, while you can share your own views via The Studio here. You just have to sign up to the platform, but don’t worry; it’s totally free.

The evolution of ambition

Let’s start with one thing everyone needs to understand. For many established creatives, success has undergone a fundamental transformation over the last decade or so.

Senior designer Rose O’Mahony, who’s been at Springetts Brand Design for 11 years, exemplifies this shift. “I used to success meant being a design director in a big agency in London; my ambition after university,” she explains. “However, I decided not to become a design director by choice. I want to design, not do admin, and I value my work/life balance. I’m ambitious but won’t sacrifice time with my kids.”

This evolution from hierarchical ambition to personal fulfilment reflects a broader industry trend. Ben Mottershead, founder and creative director at Never Dull Studio, captures this beautifully. “I’m learning to be content with what I have,” he explains. “I’ve worked in the industry as a designer, animator and strategist. I’ve gone freelance, started an agency, built communities, and lectured. However, none of this has ever fully fulfilled me. So right now, I’m trying to become content with my place in the world, to accept that what I have is enough.”

Beyond the bottom line

While financial security remains important, it’s rarely the sole definition of success any more. Mike Hindle from Clearcut Derby keeps it refreshingly honest: “In the short term, paying the bills each month is a mini success,” he explains. “Long term: mortgage paid off, move out of the city, travel much more and plenty of ongoing client work.”

However, many professionals have moved beyond purely monetary measures. Barrington Reeves, creative director and founder of Too Gallus, explains: “At the beginning, it was more about revenue; now it’s to be recognised as leading and leaving a lasting legacy and impact on the creative industries.”

Perhaps the most consistent desire we hear is freedom: freedom of time, location, and choice. Sofya Leonova of Work Is Play puts it succinctly. “For me, success has always meant freedom—of time, location, and ultimately, financial,” she says. “I’m building a business that lets me choose when and where I work so I can be present with the people I love.” Similarly, sustainable innovation strategist Melissa Sterry emphasises the power of choice, which she defines as: “Having the autonomy to carve your own path, to say ‘no’, to walk away when you think it is the right thing to do.”

This desire for autonomy extends far and wide. Marketing and design consultant Nicholas Robb has perhaps the most enviable definition: “Having three hours during the day to take care of my kid and getting to work in my underpants if I choose to.”

Indeed, the importance of family time emerged as a dominant theme in our discussions. Paul Bailey, brand strategy director at Halo Studio, offers perhaps the most heartfelt definition: “Being the best dad and partner I can be. That is success to me.” This sentiment is echoed by strategic brand designer Sophie O’Connor, who says: “Right now, success for me is being the healthiest I can be for my kids and husband, whilst doing what I love: design.”

Reflecting on the last 10 years, graphic designer Keith Dodds shares the following. “For me, success has meant doing work I enjoy and being able to spend a lot of time seeing my kids grow up as I get older. I do wonder whether I should have spent a little more time thinking about things like career progression and job security. But on the whole, no regrets!”

The quest for meaning

The more people you speak to, the more you realise that creative professionals in 2025 are seeking a deeper purpose in their work. For instance, Toni Arbova, creative director at Arbov and founder of Northern Design Festival, is currently focused on impact. “For me, it definitely is the impact and feeling you leave people with,” she says. “It’s so important to look out for one another, and as long as we are able to help at least one person with our actions, we’re 100% going in the right direction.”

Equally, Mike Perry, chief creative officer and founder at Tavern, says he finds fulfilment in nurturing talent. “Training and growing new talent is one of the most important and rewarding parts of the business,” he reasons. “It’s not only good for the bottom line; it’s good for the individual’s future.”

Meanwhile, some professionals find success in collaboration. Michelle Bower, associate strategy and transformation director at Dalziel & Pow, draws inspiration from creative partnerships. “My creative pin-ups are partnerships: Charles and Ray Eames. Lennon and McCartney,” she says. “For me, success—or failure, for that matter—is never solo; it’s always shared.”

Quality over quantity

Strategic brand and visual designer Fariz Qureshi takes a bird’s eye view of all of this. “Success, in its truest form, isn’t material,” he argues. “It’s internal. What we really seek is a sense of meaning, direction and contribution.”

In short, the pursuit of ‘more’ is being replaced by a focus on ‘better’. Lisa Franck, strategy director at Tavern, captures this shift: “Success to me is being able to do interesting work, with cool people who challenge me to grow, while also having the free time and income to have a good life off-the-clock,” she explains. “It’s about chasing quality, not quantity.” Toby Donaldson, director at Little Vienna, takes this further: “To work less, but have more impact when you do.”

Perhaps the most profound responses came from those who’ve stripped success back to its essence. Creative director Adrian Carroll offers the simplest definition: “Success is being happy. I think that’s about it, really.” Jo Barnard, founder of Morrama, adds: “Success is living a life spontaneously and finding joy in the little things.”

The changing landscape

What emerges from these responses is a creative industry in transition. One where professionals are increasingly defining success on their own terms rather than accepting prescribed notions of achievement. The pandemic has accelerated this shift, forcing many to reassess what truly matters.

Designer and creative director Yvonne Crandall sums this all up. “I think what success means to someone can also change over the course of their lives, has different phases,” she explains. “So maybe in that way, you can have it all… just not all at the same time.”

As the creative industries continue to evolve, it’s clear that success is becoming more personal, more nuanced, and ultimately more human. The pursuit of work-life integration, meaningful impact and authentic fulfilment is replacing the relentless climb up traditional career ladders.

For today’s creative professionals, success isn’t just about what you achieve. It’s about how you feel whilst achieving it. It’s about whom you’re achieving it with. And it’s about whether it aligns with your values and vision for a life well-lived.