For twenty years, Kate Boyd, Multimedia Designer at Michigan Language Assessment, has been a cornerstone of the organization, shaping its visual identity and multimedia presence. From her early days designing graphics for exams to her current role as creative design specialist with the marketing team, Boyd’s journey has been one of adaptability, creativity, and passion.
“I started the day after my 30th birthday, and I will be 50 this year,” Boyd said. “It’s been a rewarding lifelong journey with Michigan Language Assessment.”
A Lifelong Passion for Design
Boyd’s passion for multimedia started early, fueled by a love of computers, drawing, and making things. Despite her parents’ concerns about the “starving artist’”myth, she pursued design on the side while studying business, eventually proving them wrong.
“My dad once told me I’d end up putting powder in bowling shoes if I went into art and design,” Boyd said. “Years later, he admitted he was wrong.”
Her career spans web design in San Francisco during the dot-com boom, traditional print and screen design, and now multimedia for marketing and assessment. Despite her vast experience, she remains eager to grow, particularly in motion graphics and creative typography.
The Evolution of her Role
Initially hired to create exam graphics, Boyd spent years in assessment and operations before transitioning to marketing. She witnessed the organization’s transformation firsthand, including the growth of a dedicated sales and marketing team.
“I was in operations for about seven or eight years, and then there was this twinkle in the eye of the CEO at that time—it was time to grow into a bigger business model,” Boyd said.
That idea led to the creation of the sales and marketing teams, where she has now spent a decade. And despite her tenure, she still finds her role dynamic.
“There’s always something exciting happening here—it keeps you on your toes,” Boyd said.
Designing with Purpose
Boyd’s work encompasses a broad range of multimedia design, including graphics, video, and audio assets for marketing, education, and informational purposes. Her approach to design is both strategic and intuitive.
“First, I think about the goal of the piece,” she explained. “Is it a long or short lifespan piece? That dictates effort and other considerations. Then, I look at the content—how can I highlight key elements with text, graphics, or color?” Boyd said.
She also emphasizes clarity and accessibility, which includes making sure the content isn’t too busy while relaying what it needs to.
Creativity Meets Strategy
Her creative process varies depending on the project. “Sometimes I’ll noodle on a notepad if it’s something completely different. If it’s similar to a piece I’ve made before, I just dive right in,” Boyd said.
Boyd still relies on her favorite gel pens and paper to develop her new designs. Sometimes she sketches out elements and makes bullet points before opening her favorite Adobe applications, Indesign and Illustrator. And she can’t live without her Mac Studio screen—the more screen real estate, the better.
Despite her deep experience and well-developed processes, she still greatly values collaboration.
“That’s one of the best things here—we’re not separate departments with long delays. We can and do work together in real time,” Boyd said.
Impactful Design for a Global Audience
Boyd’s role extends beyond aesthetics—it plays a crucial part in making Michigan Language Assessment’s materials inclusive and effective for a diverse audience. One of her notable projects was developing a set of inclusive skin tones for exam illustrations.
“I noticed that most human figures in our illustrations were Caucasian, which doesn’t reflect our global audience,” Boyd said. “So, I collaborated with some key exam centers, and colleagues at Cambridge, to create a representative palette for our freelance illustrators. The effort was warmly received, and it made a real impact.”
She also ensures that design elements enhance comprehension. “Are the fonts the correct size? Is the typeface decorative without a purpose? Is the artwork culturally accessible? Good design is an excellent communicator,” Boyd said.
Embracing Trends and Challenges
As technology evolves, so does multimedia design. Boyd is excited about trends like interactive storytelling and hybrid workflows, particularly incorporating multimedia into assessment. However, keeping up with new tools and trends can be a challenge.
“Design is a field where you have to stay vigilant—AI, motion graphics, scripting, mobile updates, project management tools. It’s good that I’m curious and love to learn,” Boyd said.
Yet, she acknowledges that mastering every skill is unrealistic and relies on the expertise of her team members. Other marketing team members give her insights into social media trends, new audiences, interesting software, and other nuggets of information that are important to her work.
The Art of Balance
Boyd skillfully balances creativity with brand consistency. “The shorter the lifespan of a piece, the more creative I can be. If something works well in a short-term design, I might pull elements into a longer-term template,” Boyd said.
The brand that Boyd has built at Michigan Language Assessment is professional and respected with clean and traditional elements from the University of Michigan, yet warm and modern with diverse faces and fun illustrations.
She also believes in gradual brand evolution. “Refreshing templates, updating photos, tweaking color palettes with new shade variations annually—it keeps things fresh while maintaining a recognizable identity,” Boyd said.
Words of Wisdom
For those interested in multimedia design, Boyd stresses the importance of general business knowledge, project organization, and resilience.
“Project management skills are invaluable. And you have to be open to feedback—it’s about the work, not your personal taste,” Boyd said.
She also encourages continuous learning. “Take a variety of classes, seek inspiration from different sources, and don’t underestimate the wisdom of experienced mentors,” Boyd said.
Beyond the Screen
When she’s not designing, Boyd finds inspiration at art shows, conferences, and even in analog creativity—she has a well-organized collection of stationery, washi tape, and jelly pens.
“I’ll be a 90-year-old woman still finding indescribable joy in stickers,” Boyd joked.
Looking Forward
Boyd sees the future of multimedia design in assessment evolving rapidly, particularly with AI-generated video and interactive elements. “We’re not there yet, but we’re so close. In six months to a year, AI avatars could be a game-changer for bringing multimedia elements into assessment products,” Boyd said.
With her adaptability, creativity, and commitment to excellence, Boyd continues to shape Michigan Language Assessment’s visual identity, proving that good design is not just about aesthetics—it’s about connection, clarity, and impact.