OMGLORD’s Gabby Lord on the changes she’s seen over a decade of designing

As one half of independent branding and design studio Superkeen with Lauren Wong, Gabby Lord has become a respected voice in the design community, sharing ideas, resources, and personal reflections through her long-running newsletter and resource website, OMGLORD.

This year, the Australian designer, now based in Brooklyn, is celebrating a milestone: OMGLORD’s 10th anniversary and is planning a major overhaul.

If you haven’t checked out OMGLORD yet, we invite you to do so. In the founder’s words: “It’s a pretty broad range of topics, but always through a common lens of design and creative thinking. All resources and links are shared solely because I think they are interesting or useful. No content on this website is sponsored unless explicitly stated.”

We caught up with Gabby to learn more about her creative journey so far, the changes she’s seen over the past decade, and what’s in store for her in the next.

How it all began

The genesis of OMGLORD dates back to 2014, a year that Gabby describes as “huge,” both personally and professionally.

“I was a young, hungry creative with a few years of agency experience,” she recalls. “But overall, I was pretty unfulfilled. There was absolutely nothing wrong with what I was doing at the time, but I turned it around, and it was my life regardless. I quit my job and sold everything I owned—except for one suitcase—for a one-way flight to Berlin.”

This bold move coincided with the launch of his newsletter, born from a desire to share his experiences and lessons after voluntarily turning his life upside down.

“I was at such a pivotal point in my career,” she explains. “Everything was new. I was learning so much, living in a new country, and starting a new job. I needed an outlet that the platforms at the time didn’t really provide.”

“At the time, Instagram didn’t even have Stories, let alone links,” she recalls. “And long-form options like Medium felt too corporate or serious to share design-related finds with my friends. Even though email is a common marketing tool, it’s exactly what I wanted to do.” doesn’t I just wanted a space on the Internet to share what was keeping me awake at night, and email seemed like the right format.

Evolution of a design resource

Over the past decade, OMGLORD has evolved alongside Gabby’s career, reflecting changes in the design and technology industries. The newsletter has served as a constant touchpoint for its audience, offering a mix of design resources, personal insights, and industry observations.

“It’s taught me a lot about myself over the years, even though I shudder at so much of what I’ve written,” she says. “It’s helped me realize that consistently showing up without expectations often leads to more inspiration than relying on random bursts of motivation.”

“But the biggest benefit has been the ability to connect with people around the world in a way that feels authentic to me. Even before social media became what it is today, I wanted a medium that was free of vanity metrics, where I could share things because I thought they were useful and nothing more.”

Navigating the pandemic

Like many content creators, Gabby struggled during the COVID-19 pandemic and nearly gave up on the newsletter altogether. “It felt so insignificant and unimportant when the world was experiencing so much death and distress,” she admits.

“There’s still so much pain, and I struggle with that dichotomy,” she continues. “Between what I choose to share and the many contradictions I embody on a daily basis. I’m trying to embrace my messiness and accept that I can’t compartmentalize so much anymore.”

At the same time, when Gabby shared more emotional content, it had a big impact on her audience. “It’s always memorable when a particular topic resonates with people,” she notes. “Those are usually the posts where I’m more vulnerable with what’s on my mind and a lot more nervous about hitting send.”

“I have to constantly remind myself that people are choosing to read my blog and can unsubscribe at any time,” she adds. “I have a right to be an opinionated woman, and it feels really good to acknowledge that I did that for ten years.”

A new chapter for OMGLORD

To celebrate this 10th anniversary, Gabby invested in a complete redesign of the OMGLORD website. Working with Formwork for custom design and Stephen Grace for motion design, the new site represents a significant upgrade.

“This is the first time I’ve invested in this space at this level,” Gabby says. But she sees it as a critical step in the world of 2024. “You’re going to have more and more control over your own platforms,” she says. “It takes time, money, and resources to build them, but I encourage people to start where they can and iterate as they go.”

We asked her what the biggest changes have been since she launched OMGLORD, and her answer was illuminating. “Convenience of content, influence, and the many advances in technology are at the forefront of our minds,” she said. “I also think that today, perhaps more than ever, we crave interactions that feel personal and human, but we don’t always know how to find, build, or maintain those connections.”

She’s certainly not as enthusiastic about using social media like Instagram. “I think it used to be a great way to discover other creators and connect,” she recalls. “I met so many people in New York before I moved here through the app, randomly reaching out to people who lived here for coffee. That still exists, but there are so many other negative aspects that distract you now and make you feel bad about yourself. I find it’s a necessary evil in my life, but I try to use it in the way that works best for me.”

As someone who works from home, she’s also making an effort to connect more with real life these days. “I’m also forcing myself to try things outside of design and my comfort zone,” she says. “It’s humbling to find joy in something while being a little terrible at it.”

Hope for the future

Looking to the future, she is both excited and worried about AI. “Any new technology brings excitement and potential,” she says, “but also fears about how it will be used by those with disproportionate wealth and power. The amount of investment in this space feels like a bubble that’s about to burst.”

Overall, though, she’s optimistic about the future. “I recently attended a conference at Config about building affordable housing to combat the current crisis in the United States,” she reveals. “It really got me excited to see giant robots 3D printing, which I didn’t expect!”

“I feel a lot of apprehension and anxiety about the future in general,” she adds, “but I feel really optimistic about the small, day-to-day interactions in my life. There are more events happening in New York City again. The lady at my local coffee shop is so cheerful, she always makes me smile in the morning. Lauren and I also have some fun projects going on at Super Keen, so I’m excited to bring a few more self-funded projects to life with her.”