From band rehearsals to brand strategy, principal designer Louiza Cookson-Rabouhi reflects on her creative journey so far and on why empathy, intuition, and curiosity continue to shape her work at Magnetic.
For Louiza Cookson-Rabouhi, design was never a career she simply fell into. It was something instinctive that she grew into. “I designed a logo for my dad’s business when I was eight years old, and he still uses it to this day,” she laughs. “Though I did eventually upgrade it from Microsoft Paint to Illustrator.”
That early project planted the seed for what would become a rich, winding, creative journey. Louiza studied at the University of the Arts London before taking an unexpected detour into the world of music.
“Being in a band taught me the importance of collaboration and rhythm,” she says. “You feed off each other’s energy to create something bigger than you could alone.” It’s an approach that still informs her work today, particularly when tackling complex brand identities that need more than just aesthetic flair.
Louiza’s time in fashion photography sharpened another skill: storytelling. “It taught me how to tune into mood and meaning without relying on words,” she explains. “There’s always an emotional core I’m chasing in my work, not just surface-level visuals.”
Credit for all images: Nahal Marzban
Pushing boundaries
After years of experience across different creative industries, Louiza’s hunger for growth only intensified. Her move from NEXT! Foods, where she worked closely with in-house teams, to Magnetic, was driven by a craving for variety and challenge. “I missed being around brilliant people solving wildly different challenges,” she says.
Now principal designer at Magnetic – a practice that sits somewhere between consultancy and creative agency – Louiza works at the intersection of brand, experience, service, and systems design. It’s a role that’s pushed her to reframe her thinking.
“We often begin with the question behind the brief,” she says. “I’ve had to unlearn a lot – start from curiosity, not assumption.”
At Magnetic, the creative process is less about jumping to solutions and more about immersing in the problem. It’s an iterative approach that blends research, workshops, and experimentation. “I’m learning to design from insight, not just instinct,” Louiza notes. “It’s been a humbling and exciting shift.”
Finding joy in the messy middle
Louiza describes the heart of her process as the “messy middle”, which you could describe as that chaotic but thrilling phase where stakeholder input, cultural insights, and creative sparks begin to connect. “It’s like solving a beautiful puzzle,” she says. “You’re swimming in all this information, and then suddenly, it starts to click.”
One standout project has been Magnetic’s work with the Greater Manchester Combined Authority on the launch of the MBacc, a technical education pathway designed to provide young people with meaningful alternatives to traditional academic routes.
Louiza and her team led the creative strategy and storytelling for the launch, developing a film that captured voices from students, educators, employers, and even Manchester Mayor Andy Burnham. “It wasn’t just about announcing a policy,” she says. “It was about starting a movement rooted in optimism and opportunity.”
For Louiza, it’s moments like these that highlight the true power of design. “Helping to tell that story and seeing the reaction from the young people and communities it’s designed for was incredibly powerful.”
Designing from the inside out
Louiza’s approach to brand strategy and visual identity is firmly rooted in depth over decoration. “It’s never just about how something looks,” she says. “It’s about building something cohesive that lives across every interaction.”
She likens brand-building to character development. “I start by digging into the ‘why’ – who are we speaking to, what’s the emotional and functional job to be done? From there, it’s about building from the inside out: tone of voice, behaviours, systems, all the way through to visual expression.”
Guided by a balance of intuition and intention, Louiza blends a human-centred lens with a designer’s instinct for rhythm and composition. “If it doesn’t resonate with people, what’s the point?” she says simply.
Shifting landscapes and new inspirations
Looking outward, Louiza is excited by the surge of creativity emerging from MENA (Middle East and North Africa) countries. “It feels as though, after decades of favouring westernisation, people from the region are now reclaiming and celebrating their heritage.”
For Louiza, the graphic design of old Rai music albums, brands like Nol Collective, and the photography of Sara Benabdallah are constant sources of inspiration. She’s energised by the richness and authenticity flowing from these creative scenes and how they challenge prevailing design narratives.
As for the future of design more broadly, Louiza sees a shift on the horizon. “AI is here, and it’s reshaping workflows, but it can’t replace human intuition, cultural nuance, or lived experience,” she says. “I think we’ll see a return to slower, more intentional design, where storytelling and empathy matter even more.”
Beyond the studio
When Louiza isn’t working at Magnetic, she’s busy mentoring emerging creatives and shaping the future of design closer to home. Recently appointed to the Northern Design Festival board, she’s committed to elevating voices from outside the usual creative hubs.
“There’s something so grounded and experimental about Northern creativity,” she says. “It’s raw, honest, and often rooted in community and purpose.”
Louiza’s advice for aspiring designers is straightforward but potent: “Find your people. Seek out mentors and collaborators who lift you up. Don’t wait for permission – start the thing even if you’re only 70% ready. And be kind. You never know who you’ll be working with within five years.”
At Magnetic, Louiza is focused on deepening the studio’s partnerships with forward-thinking organisations and nurturing the next generation of creative leaders. “Jenny, our CEO, has built such a values-led environment,” she says. “I want to help nurture that by championing our team’s talent, strengthening our creative discipline, and making sure we stay curious and courageous as we grow.”
