Q&A: Alicia Perkins, Design Executive at Oxford University Press

For Work in Publishing Week 2025, we're sharing stories from people who are in the early years of their publishing careers. Here we catch up with Alicia Perkins, Design Executive at Oxford University Press.

What’s the story of how you found your way into publishing?

I discovered my path into publishing through my illustration studies, where I first developed a love for editorial and print illustration – from news media to book publishing. I became fascinated by how a cover image can introduce readers to new ideas and perspectives. After graduating, I worked as a freelance illustrator for magazines, but I also felt drawn to book design and began exploring opportunities in that field.

This led me to an apprenticeship at Oxford University Press. Unlike other roles I had considered, this one was in brand not book design, but this position aligned closely with my interests and offered the chance to grow within a creative environment. I am now a Design Executive at OUP, having started as a Design Assistant in the branding team.

Alongside my Creative Digital Design degree, the role sparked a new passion for branding, which has become a central focus in my career.

In my current position, I work across a wide range of projects including campaign design, social media content, web assets, large-scale event graphics, merchandise, and other marketing materials. I enjoy the variety and creativity the role offers, and I’m driven by the impact design can have in connecting audiences with ideas.

What skill did you find most valuable during your first few months in publishing?

Creativity has been central to my development as a designer. Moving from the freedom of freelance work to the structured environment of brand guidelines could have felt restrictive, but instead it became an exciting challenge. Working within a framework pushed me to think more intentionally and strategically about design. Creating work that both respects brand heritage and moves it forward. This balance between structure and imagination has shaped the way I approached every project in my first few months to present.

Careers evolve through exploration, chance opportunities, and saying yes to things that challenge you. Often the role that becomes the perfect fit is one you didn’t even know existed.

What’s a part of the publishing process you didn’t even realise existed before you started?

My role introduced me to a part of publishing I hadn’t previously considered. Before joining the industry, I always associated publishing purely with the physical product of a book, without realising the scale of the work that surrounds and supports it. I hadn’t imagined the creative roles behind branding, campaigns, events, and digital communication. Everything that helps bring a book to its audience and amplifies its impact beyond the page.

What one experience really stands out from your first year in publishing?

Leading my first campaign was a defining moment in my career – pitching my creative direction and seeing those ideas come to life. I was given the freedom to experiment and explore what the brand could look like through my perspective, and it was incredibly rewarding to contribute something uniquely my own.

In this campaign I also develop illustration guidelines which the company had not had before – realising that the decisions I made would set a standard and be replicated across the company. Establishing a framework that others would adopt reinforced the importance of thoughtful design choices, consistency, and creative leadership. It was a valuable step in understanding the influence and responsibility of brand stewardship.

Leading my first campaign was a defining moment in my career – pitching my creative direction and seeing those ideas come to life.

What’s the best piece of unofficial advice you picked up – something no one tells you before you start?

You don’t have to have your path fully figured out. Careers evolve through exploration, chance opportunities, and saying yes to things that challenge you. Often the role that becomes the perfect fit is one you didn’t even know existed.

If your career in publishing were a book title, what would it be – and why?

The Brand Gap explores how creativity and strategic thinking come together to create meaningful brand experiences. It reflects my first year working in branding and publishing after transitioning from illustration, where storytelling and visual expression were central to my practice. The Brand Gap argues that great branding is not just about aesthetics, visuals, or design execution—it’s about shaping perception, communication, and emotional connection. It’s the transition from making things look good to making things matter. My career reflects a similar shift: moving from visual storytelling into strategic design.