Alex Roe

Designer

My role at Toast

I’m a designer here at Toast, where I lead projects from the very first client meeting through to the final sign-off. I work across a wide variety of sectors and formats, from branding and templates to brochures, reports, and infographics. Our clients range from small local start-ups to global organisations, and I love the challenge of adapting my design thinking to each one.

Since joining Toast in 2023, I’ve had the opportunity to really own the creative process. I enjoy being involved from the ground up, listening carefully, asking the right questions, and making sure that what we create doesn’t just look good but works hard too. Every project is different, and that’s what keeps it interesting.

Accessibility is also becoming a bigger focus in a lot of my work. I regularly design WCAG 2.0-compliant documents and produce animated versions of reports for web use, which often earns a few grateful emails (and sometimes GIFs).

Personal Bio:

I was born in Devon and raised in Cornwall, so I feel qualified, obligated even, to confirm that jam always goes first on a scone.

My design journey started young: at 14, I made a logo for a friend’s pet-sitting business. It wasn’t exactly award-winning (unless you count the “Best Use of Pinterest moodboards” award I gave myself), but it lit a spark that’s still burning. Since then, I’ve been obsessed with branding and layout, how design can shape a message, make things clearer, and create a feeling.

I studied Creative Advertising at Falmouth University, which gave me a strong grounding in strategy and visual storytelling. It also taught me to ask “why?” before jumping into the “how?”, a skill that’s stayed with me ever since.

What I love most about Toast is the sheer variety of work. One day I might be building out a brand identity for a charity, the next I’m designing a 60-page report that needs to be both beautiful and WCAG-compliant. I enjoy the challenge of switching gears and finding the right visual language for each brief.

Outside of work, you’ll usually find me on a long walk with my working Cocker Spaniel, Korra (named after The Legend of Korra) or getting way too emotionally invested in a story-driven RPG on my PS5. I also love exploring new corners of the UK, usually armed with snacks, a craft beer, and a playlist full of questionable choices.

Qualifications:

BA (Hons) Creative Advertising from Falmouth University.

I can help you with:

Annual Reports, Brochures, Branding, Catalogues, Canva Templates, Impact Reports, Infographics, PowerPoint Templates, Packaging, Social Media Assets, WCAG 2.0-Compliant Documents, AI Image generation.

Previous experience:

Early Days: Before/ during university, I had the chance to dip my toes into agency life through a few short-term placements. It was during one of these that I realised the office biscuit tin is sacred, and that design is just as much about listening and problem-solving as it is about colours and fonts.

Trekkers Bar: My first part-time role was as the sole designer for a taproom just outside London. It was a crash course in doing everything: from menus and event posters to social content, signage, and full-on campaigns. I also ran the bar’s social media, creating content, managing engagement, and figuring out what kind of post would make someone stop scrolling and say, “Yes, I do fancy a pale ale on a Tuesday.”

Re:View Creative, Stevenage: I then joined Re:View Creative, where I spent nearly four years designing and developing bespoke WordPress websites. These projects involved everything from layout and brand application to front-end development, all while juggling tight deadlines and multiple stakeholders. I also worked on brand identities, packaging, and marketing collateral for a broad mix of clients, from boutique brands to multinationals. I was involved in every stage of the process, from initial briefing through to client handover, and learned that good design is about trust, conversation, and a fair bit of tea.

All articles by Alex Roe.

Well, it would seem that Alex Roe has been so busy working on client projects they’ve not written any artciles yet!