CREATIVE DIRECTOR, SIBLING RIVALRY, NEW YORK NY

Frances Yeoland is a Creative Director at Sibling Rivalry, an independent creative company  crafting ideas, brands, and films designed to move people. With over 15 years of industry experience, Frances has delivered sensitive and imaginative work for clients across sectors from fashion to finance, including National Geographic, NBC Sports, Apple, and more. In fall 2025, she creative-directed the 360° brand campaign launching MS NOW, honoring the voices of all Americans with the powerful, unifying platform “We the People”.

Sibling Rivalry is more than a name – it’s an ethos. The team challenges each other and their partners to push what’s possible. Based in New York and Los Angeles, Sibling Rivalry powerfully unites branding, marketing, and production to deliver a seamless experience fueled by curiosity and collaboration. By leveraging tension and testing limits, Frances and the Sibling Rivalry team create work that clarifies and inspires.

Between now and 2030, which specific skills, technologies, or priorities will matter most in shaping the future of graphic design?

For us to continue as an industry making genuinely anomalous creative and nurturing diverse talent, we will need to rethink our balance between people and profit. It may be part of a wider societal imperative, but we have to get our priorities in order: put people  first, honour the creative process, and then, I believe, the groundbreaking work will follow.

What principles guide your design decisions?

I strongly believe in a democratic design process with clear, organized decision making. I get to work with exceptionally talented people, like Design Director Eduardo Palma and Sibling Rivalry director Bethany Mollenkof, who partnered with me on Sibling Rivalry’s 360° brand campaign for MS NOW. I strive to create an environment where everyone feels excited to share their weirdest ideas, because that’s what ignites the most vibrant work. I am also a romantic, in both life and design. I look for chemistry with a project, for that sense of obsession. One must be infatuated with the idea, and it’s that passion that drives the process.

What trend do you think the industry is overvaluing – and one it’s overlooking? 

Automation of content will be the death of good storytelling. Investing in a shoot and creating distinct, ownable visuals for your brand (rather than relying on stock, for example), drives a far more powerful and lasting connection with audiences. We must not underestimate what a powerful competitive advantage that is. On the other hand, doom-scrolling on TikTok is surprisingly underrated. For me, it’s like a little boat ride along the social current, and I adore how fast it moves. It’s deeply communal and reflective. Ideas and their execution (visual, audio, movement, graphics) layer at breakneck speed without anyone being too precious. It’s a fascinating and satisfying ride.