Design Director, BooneOakley, Charlotte NC

Laura Beebe is a designer who believes the best work starts with a simple truth: people connect with what feels real. For more than 13 years — ten of them at Boone Oakley, a creative agency know for bold, disruptive ideas — Laura has helped turn thoughtful strategies into work that resonates on a human level. Her design philosophy is grounded in empathy and clarity. Whether reimagining a brand identity or shaping a multi-channel campaign, she focuses on creating work that invites people in and sparks connection. For her, the goal isn’t just to make something beautiful – it’s to make something that matters.

A graduate of UNC Charlotte with a BFA in Graphic Design, Laura blends strategic thinking with a love of craft. She’s worked across industries from consumer goods to technology, non-profits to B2B services, adapting her approach to each unique challenge. At BooneOakley, collaboration is at the heart of her process. She thrives in an environment that pushes boundaries while keeping the work grounded in purpose. Laura is passionate about using design to not only meet business goals, but also to create experiences that leave a lasting, positive impression.

Tell us how and why you became involved in socially responsible design, any thoughts on why design is an especially effective tool in achieving positive goals, and, if you wish, give us an example of a project of which you are proud?

My commitment to socially responsible communications stems from a deep belief that we have a responsibility to advocate for our convictions – especially when we see a pressing need. I believe we are called to act: to notice, respond thoughtfully, and inspire others to do the same. At its core, my work is guided by the principle the greatest good we can do is to love our neighbor. This conviction is one of the primary reasons I chose a career in advertising and design.

Design, with a capital “D,” holds unique power to shape perspectives and inspire change – particularly when used responsibly. Thoughtful design starts with people. It creates emotional connections that prompt someone to pause, reflect, and engage with a message. When done well, design speaks to both heart and mind, making it one of the most effective tools for motivating action.

One project that exemplifies this is our rebrand for Daniel Stowe Botanical Garden. Once seen as exclusive, it had lost sight of its founder’s vision: to make nature accessible to all. We developed an identity system anchored by a north star – helping every visitor find their unique path to nature. Today, the garden welcomes multi-generational visitors and inspires deeper connections with the natural world.

Given the confluence of events and challenges our society now faces, does this moment in time present any special opportunities, urgencies or particular obstacles to designing for good?

Right now feels urgent, but also full of possibility. We’re facing social, environmental, and cultural challenges, and technology and AI, as powerful as they are, often get in the way of real human connection. People are craving authenticity – moments that feel real, that spark empathy, and help build relationships. Being outside, spending time with others, and truly engaging with the world isn’t a luxury – it’s necessary. Design has the chance to answer that need to connect people, open understanding, and inspire action. The challenge is trust. In a world full of noise and automation, design must be human, generous, and genuine to make a real difference.