What inspired you to pursue a career in the design industry?
I was trying to find my ‘thing’, and art college really appealed to me. When I discovered design, everything fell into place. I am passionate about bringing ideas to life quickly. I also love how design enables ideas to be expressed vibrantly. Ultimately, I feel I have been put on this earth to help others achieve business or personal success.
When you first arrived from London, what was the industry like in Sydney? How much have you seen it change from when you first started out to now?
I arrived in Sydney in 2003. To be honest, the industry doesn’t feel that much bigger now, but Australia seems to understand and value brand and design more these days. It feels like there are fewer small design companies than before and more agencies offering multiple disciplines. Social media has opened up the world of design and put what others are doing on a live feed. It has helped to create a global design look versus a genuine Australian vernacular.
What’s the driving force behind what you do?
I am a huge optimist. I see potential everywhere, every day. I can’t wait to get out of bed each morning and connect with people and organisations that need help.
Can you share an experience that has shaped your journey?
Luckily getting into Pentagram in London as a super-junior assistant and being exposed to incredible design thinking and experiences. I have always fully emersed myself in design projects. Never giving up until cracking the big idea. Saying yes to everything and constantly stepping outside my comfort zone has led me to new experiences and growth I could never have imagined.
How do you keep your design business true to its purpose of designing a better world?
We are all just trying to find our way and do the right thing. Only work with clients that share your values and purpose. Keep questioning everything and surround yourself with other experts and advisers.
What do you consider to be the most important skills and traits for success?
Optimism. A can-do attitude. Relentless energy and curious, playful mind.
What advice would you give to a graduate coming into the industry?
Travel. Keep learning. Work out what you love doing and where you can add value to the world. And be across new technology like AI.
‘Design Your Life’ Podcast