Lauren Wild didn’t expect a childhood illness to shape the direction of her adult life, but being diagnosed with cancer at the age of 13 had a profound effect – one that would go on to influence not only her personal perspective but her professional purpose.
“When you’re that young, you don’t fully understand what’s happening,” she says. “But it does something to you. It changes how you look at things. I think from then on, I always had this sense that life’s short, and if I was going to do something, I wanted it to matter.”
That deeply rooted desire to do meaningful work eventually led her to found Ritual – a Sheffield-based graphic design studio that puts sustainability and ethics at the heart of every project. Today, Ritual is growing steadily, carving out a distinct space in the creative landscape with an approach that goes far beyond beautiful visuals.
In addition to offering sustainable design services, Ritual is committed to giving back to the environment. Lauren’s passion for nature and sustainability is deeply woven into the business model, with the studio partnering with several eco-focused charities.
“I’m a big outdoorsy person,” Lauren explains. “I wanted to marry my love for creative work with my commitment to the planet.”
Through Ritual, Lauren supports the Woodland Trust, Revive and Rewild Sheffield, and 1% for the Planet.
When clients work with Ritual, they’re not only receiving high-quality design, but also contributing to the positive impact of these vital environmental efforts.
“The charities we contribute to focus on planting trees, reviving urban areas, and reversing the harmful effects of climate change,” she says. “I think it’s a unique and symbiotic relationship between business and charity, and it’s something I truly believe more companies should embrace.”
By incorporating these charitable donations into her business, Lauren ensures that every project is part of a larger movement towards sustainability, proving that ethical design can also make a significant environmental difference.
Lauren’s journey into the world of design has been anything but traditional. Diagnosed with ADHD later in life, she was always full of energy, constantly creating and experimenting with different mediums – doodling, painting, sculpting – anything that sparked her imagination. But it wasn’t until she was 13 that life threw her a curveball that would shape her future in ways she never expected: she was diagnosed with cancer.
“I didn’t know if I was going to be around for my birthday,” Lauren reflects. “They told me I had only a few months left to live.”
With her future uncertain, Lauren’s school life came to a halt. She couldn’t attend classes, missed her GCSEs and A-levels, and had to teach herself everything from home. Despite the heavy toll, she turned to her computer and began self-learning, using her time to dive deeper into her creative passions.
The battle with cancer wasn’t easy, involving months of intense treatments and therapies, but Lauren sees it as a turning point.
“It woke me up emotionally and made me realise that life shouldn’t be taken too seriously,” she explains. “I would get distracted and end up making something creative on Photoshop or Illustrator – and that’s when I really fell in love with digital design.”
However, the real challenge came after her recovery. The emotional scars left by cancer and the struggles with depression and anxiety were far harder to navigate than the physical fight against the illness.
“The cancer part was straightforward – it was all about surviving,” she says. “But mental health? That was tougher, and it took longer to heal.”
It was during this period that she fully realised how creative expression and design had become her lifeline, offering both a therapeutic outlet and a path forward.
As she found her way back to normality, she decided to pursue a degree in graphic design.
“University was a breath of fresh air,” Lauren recalls. “I finally found my tribe, a group of people who understood me, and we were all creative and a bit weird in our own ways.”
This creative community helped Lauren rediscover herself and solidified her passion for design.
It’s this blend of personal challenges, resilience, and creative freedom that Lauren brings to Ritual. The studio is more than just a business to her; it’s a way to channel her energy and create something meaningful.
“Design became a way for me to connect with others and express myself,” she says. “It’s my superpower.”
But the path to launching her own studio was also far from linear. Like many creatives, Lauren’s route was winding – shaped by intuition, necessity and a good deal of courage.
Lauren decided to pursue design at Sheffield Hallam University, but after her first year, she once again found herself learning from home as Covid hit and teaching time was limited.
While at uni, Lauren got a job working in a Sheffield bar, which she enjoyed. After graduating, she continued working in bars to make ends meet, picking up bits of freelance work on the side and slowly finding her feet in the creative world.
“I used to feel a bit lost, if I’m honest,” she says. “I knew I loved design, and I knew I wanted to make things that helped people. But I didn’t have a clear roadmap. There’s so much pressure when you leave uni to have it all figured out straight away – especially in creative industries – but that just wasn’t my reality.”
What was her reality was working evenings and weekends, saving what she could, and building up a portfolio of small projects – often for friends or independent businesses who couldn’t afford agency fees. Fortunately, Lauren’s parents were able to provide a grounding support system, really believing in her ability to do this. Though this period may not have been glamorous, it taught her the practical skills that can’t be learned in the classroom.
“I learned how to work with clients, how to manage my time, how to price my work – all the stuff you need to survive as a freelancer. And I realised that actually, I didn’t need to wait for someone to hire me. I could build something myself.”
Lauren worked her way up to a bar manager role – something she’s proud of. But even then, her drive to do more meaningful, conscious work kept surfacing.
“I remember asking someone higher up in the business about a composting scheme – just a small internal thing to make the business more sustainable,” she says. “And they just brushed it off and didn’t think twice about it.”
That moment stuck with her.
“It was a real eye-opener. I realised if I wanted to bring those values into my work, I’d probably have to create the space to do it myself.”
In 2024, Lauren took the leap and founded Ritual. The name was chosen with care, reflecting the intention, thoughtfulness and values behind her work.
“I wanted it to feel rooted, to feel purposeful,” she explains. “Design, for me, isn’t just about aesthetics. It’s about the way we interact with the world. The choices we make. The impact we leave behind.”
That ethos of conscious creativity runs through everything Ritual does. From branding and editorial design to packaging and print, every project is approached with sustainability in mind – not just in materials, but in methods and messaging.
“Sustainability isn’t just about recycled paper,” Lauren says. “It’s about asking the right questions. Do we even need to print this? Can we create something that’s digital-first? Can we simplify the message so we’re not overproducing? I try to guide clients toward making choices that are better for people and the planet.”
That guidance isn’t always easy – especially when clients have preconceived ideas about what ‘good’ design looks like. But Lauren’s approach is grounded, collaborative and rooted in education. She doesn’t lecture – she listens.
“I think it’s about having honest conversations,” she says. “Most people want to do the right thing, they just don’t always know how. My job is to help them figure that out – to show them that good design can be ethical, effective and beautiful.”
It’s not about being preachy. Lauren is the first to admit that working sustainably is a journey, not a fixed standard.
“I still make mistakes, and I still learn all the time,” she says. “But I think the important thing is to try – to be intentional. You don’t have to be perfect to make a difference.”
This honesty and openness have helped Ritual build trust among its growing client base. Many of those who work with Lauren are values-driven businesses themselves – small independents, charities, not-for-profits and creative start-ups who care deeply about their impact.
One standout project was for Ecofit, a social enterprise based in Sheffield that works to improve the energy efficiency of homes and communities. The work included leaflet design and an online toolkit – a mixture of editorial, UX and illustration work.
“They were such a great fit because their whole business is about working with nature, not against it,” she says. “The design we developed reflected that – it was earthy, understated and really in tune with who they are. We kept it minimal, we used eco-friendly materials, and we thought carefully about every detail.”
Another highlight was rebranding and creating the website for Real Finance Ltd.
“I loved that one because it was great to see similar mindsets within more corporate communities, and the promise it shows for future businesses.”
It’s this kind of purpose-led design that fuels Lauren’s passion – the projects where creativity meets community, and where design serves something bigger than just branding.
“When I get to work on something that aligns with my values and has a positive impact, that’s the sweet spot,” she says.
And while she’s found her niche, building a business hasn’t come without its challenges. Like many self-employed creatives, Lauren wears every hat – from creative director and client manager to accountant, marketer and strategist.
It can be a lot,” she admits. “Some weeks I feel totally in control, and others I’m questioning everything. But that’s part of running a small business. You learn to ride the waves.”
That said, she’s also passionate about setting boundaries and protecting her energy – a mindset sharpened by her earlier health experiences.
“I know how easy it is to burn out,” she says. “I’ve already had a crash course in how fragile life can be. So I try to build a business that supports my wellbeing, not one that drains it.”
That means working at a slower, more considered pace, saying no to projects that don’t align, and giving herself permission to rest.
“There’s still this idea that you have to be constantly ‘on’ to be successful – always busy, always available,” she says. “But that’s not sustainable for anyone. And honestly, I don’t think it leads to better work. When I have time and space to breathe, that’s when I do my best thinking.”
Looking ahead, Lauren is excited to keep growing Ritual in a way that feels aligned. She’s not chasing agency size or flashy awards – what she wants is to keep doing work that feels authentic, and to support clients who care as much about impact as they do about image.
“There are so many incredible businesses out there doing amazing things,” she says. “If I can support them with design that’s thoughtful, sustainable and aligned with their values, then I’m doing what I set out to do.”
For Lauren Wild, sustainability isn’t a box to tick – it’s a mindset, a method, and a motivation. And in Ritual, she’s built a studio that proves great design doesn’t have to come at the cost of people or the planet.
