Behind the Scenes Interview with Lauren Peploe (Updated 2025)
Lauren Peploe is a creative and technical designer with a passion for the development of creative ideas into production-ready designs for wallpaper, fabric, and other products.
In this behind the scenes interview with AVA CAD/CAM, I reflect on how my passion for creativity started, the lessons I’ve learnt along the way, and how those experiences shape the services I offer. Whether you’re curious about my process, inspirations, or what it’s like to take the leap into freelancing, this Q&A offers a look at my story.
1. Where did your passion for design come from?
From a really young age, I’ve always had a passion for art and design. There’s photos of me aged four or five, concentrating whilst drawing. It feels like creativity has always been a part of who I am. At school, my art teachers noticed and nurtured that streak, especially Mr White, who encouraged me to spend lunchtimes in the art room creating for the joy of it. Those sessions remain some of my happiest memories and really cemented my love for design.
2. What was your first step on your design journey?
Encouraged by Mr White, I kept developing my creative skills throughout school and carried on into college, where I studied through two design courses to find my place in art and design. Originally believing Fine Art was my path, it was only after seeing the portfolios of the textile design students where I realised I’d found my true direction. That led me to study Textile Design at De Montfort University, where my passion for wallpaper really grew.
4. How did education shape your approach to design?
One of the best lessons I learnt was to not be too precious with my work. In college, I had this tutor who left us to design for hours – only to make us paint over it completely and start again. At the time I hated it, but the second version ended up being better. It showed me that creativity is about process, trial and error, and not being precious – which still shapes the way I approach every project today.
5. Can you talk us through your design process?
My process uses a mix of traditional and digital approaches. If I’m creating the artwork myself, I usually begin with sketches, which I scan and develop using a combination of softwares. I use Photoshop for tidying up and finalising artwork, then move over to AVA for the technical work including building seamless repeats and separating artwork for colouring.
As I often start with client artwork, I might be starting at the separation stage, or creating repeats, or developing colourings to bring out the best in the pattern. AVA lets me handle this with accuracy and efficiency, which means I can spend more time being creative.
6. What is the inspiration behind your work?
Nature is still my biggest inspiration – I love all things flora and fauna.
But as I’ve developed as a freelancer, much of my work involves supporting clients in developing their own artwork into wallpaper or fabric collections. So, whilst nature inspires my personal projects, what inspires me the most is helping clients see their creative vision come to life. Whether it’s developing a painting into a seamless wallpaper, or re-colouring a print to suit a new collection, I get inspiration from being part of their journey.
7. What made you decide to take the leap and go freelance?
Back in 2022, I said freelancing came from a mix of timing, moving closer to home due to the pandemic, and general curiosity as to whether I’d be good enough to do it.
Three years later, I can say without hesitation it was the best decision I ever made. Freelancing has given me the freedom to shape my work around clients and projects I love the most. It’s also allowed me to build genuine, long-term partnerships with some amazing creative people.
8. What industries to you serve?
I work predominantly in the home interiors industry, supporting wallpaper and fabric brands with technical design, separation, and artworking. My skills are adaptable, so I apply them to stationery, giftware, and other surface design areas – but interiors is where I feel most at home.
My focus is helping clients turn their creative ideas into production-ready designs, whether that means preparing repeats, creating separations, or advising on colourings.
9. Do these industries have different requirements?
The biggest difference I’ve noticed is scale. Wallpapers often benefit from larger motifs for impact, whereas fabric designs need tighter, smaller repeats for usability. That said, it’s great to push boundaries – sometimes a small-scale wallpaper can feel beautifully intricate, or a bold, oversized fabric can really create an impact.
10. How does using CAD influence your work?
CAD (computer aided design), especially AVA, plays a huge role in my work. It allows me to manipulate artwork, build complex repeats, and create flawless separations quickly and accurately. For me, AVA isn’t just a tool – it’s what makes professional-quality wallpaper and fabric designs possible. It bridges the gap between creative vision and production reality, and I couldn’t work without it.
11. What is your favourite creative feature in AVA?
I still love the textures in the filter browser. It’s a great way to add depth and character into designs. But since 2022, I’ve also come to appreciate how powerful AVA is for building repeats, no matter how complex.
And now, with new AI-assisted features, it feels like the software has taken another leap forward. The features complement the way I use AVA – speeding up some technicals steps so I can focus more on creativity.
12. What are your areas of expertise?
Over the years, my experience has continued to develop in the full lifecycle of wallpaper and fabric design – from concept to production. My specialist area is digital separations, where I prepare art work so every colour, layer, and repeating tile is production-ready.
Alongside separations, I work with clients on creating repeats, colourings, and technical artwork preparation. This allows me to support clients through the whole journey of developing a collection – combining creativity and technical precision.
13. You mention you specialise in separations; can you explain what procedures are involved in this?
Separations involve splitting a flattened image into layers so it can be recoloured, adjusted, prepared for production. Using AVA CAD/CAM, I pull out each colour and it’s tones, placing each on to it’s own layer until the separated artwork becomes a version of the original flattened image.
This process gives complete flexibility – colours can be swapped and replaced, or new palettes tested, without having to recreate the artwork. Separation also offers complete control over colours during production.
14. How did the last 2 years shape your approach to being online?
Back in 2022, I said the pandemic gave me the push to go freelance and build an online presence. Now, in 2025, I can see how important that leap really was. Being online has allowed me to connect with clients I’d never have met otherwise, and three years later, I’m still grateful I took that leap of faith. It’s really been the foundation of my freelance business.
15. If you could give one piece of advice to designers thinking of going freelance, what would it be?
Believe you can do it and be prepared for the rollercoaster. Freelancing has its ups and downs, but three years on I can say its still more than worth it for the freedom, growth, and variety it brings. That rollercoaster feeling never goes away, but you learn to enjoy the ride!
16. What advice would you have for new designers?
Find your niche and make sure it’s something you love. You don’t need to be good at every style or tool – focus on what you’re passionate about, because that’s what keeps you motivated. Enjoying the process is a huge part of what makes the work sustainable in the long run.
New questions for 2025...
17. What's been a highlight for you in 2025 so far?
It’s not one single moment, but rather a collection of moments – every client who has come to me this year thinking their dream collections aren’t possible. Then, helping them turn those ideas and dreams into real, tangible wallpapers and fabrics (and seeing their reactions) has been the highlight of my year.
18. How do you see surface design evolving in the next few years?
I think AI will play a pivotal role in the industry, but not necessarily in the way people worry about. AI can’t replace the creative energy and “human-ness” designers bring. Instead, I see it as another tool (just like Photoshop and AVA) that can make work flow faster and more efficient.
In the past year alone, AI has already integrated into design tools in meaningful ways, and I think we’ll continue to see that enhance, not replace, creative processes.
19. What advice would you give to someone thinking of lauching a wallpaper/fabric collection in 2025?
Do it. Most of the clients I’ve worked with this year are small brands, or solo designers, who were nervous about taking that first step.
With the right support, especially through more complex processes like separations and repeats, it’s absolutely achievable. Helping them bring their ideas to life is an honour, and proves that you don’t need a big studio to create something beautiful.
Behind the Scenes Interview with Lauren Peploe (Updated 2025)
Looking at these questions three years on, I can see how far I’ve developed as a freelancer. What started as a childhood dream has grown into a career helping brands and designers bring their ideas into production-ready wallpaper and fabric designs.
If you’d like to explore more of my journey, take a look at my blog – A Visual Journey of Design – where I post behind the scenes insights, client case studies, and practical guides for wallpaper, fabric, and surface design. You can also follow me on Instagram (@laurenpeploedesign). Or, if you’re ready to chat about your own project, get in touch with me here.
