23 Questions!

What sparked your passion for design?
I'm a born communicator, so for me design has always been more than 'aesthetics'. It's where communication, function and psychology meet – where a core insight drives a solution.

How creative were you as a youngster?
Let's just say I was never one to colour within the lines...

Do you come from a creative family?
My father is in film and my mother in fashion. I was never going to end up as an accountant...

Were they supportive of your desire to be a designer?
Given my dalliances with science, psychology and social economics at uni, they were very happy when I finally settled on my true calling.

What sort of education and training have you had?
I've adventurously zig-zagged my way to where I am now. Starting of as an industrial designer, then to graphics, then to art director and 'sometimes-copywriter' and now to strategy. The best education of all is just getting out there, doing it and evolving.

Who did you want to work for when you first entered the industry?
Buzz Products. Amazing company and amazing culture.

Tell us about your first project and what do you feel about it now?
My first project was designing Christmas themed gift-bags for Diana Ferrari. It stands the test of time as one of my favourite projects to date.

What is your preferred software to work with and what has been the greatest
advancement in technology over the past 5 years?
Indesign for when I am a layout queen. Photoshop for all of my image tomfoolery. Notepad and pen for my 'chicken scratchings'. But most importantly, itunes to keep the creative juices flowing.

Greatest technological advancement in last 5 years?
The iphone. How on earth did I ever survive without one...

Is digital technology going to eliminate the need for print?
Digital may 'reduce' the need, but will only replace print when it can replicate the same textural clarity of good old-fashioned hard copy. As humans we desire tactile interaction.

Whose work do you really admire and why?
IDEO. Because they really observe human behaviour and design accordingly rather than jumping to assumptions. True observation, really seeing the world around you is where insights and novel solutions lie...

Who has been the greatest person that you’ve ever had the pleasure of working with and
what have they taught you?
Leonard Hamersfeld. He taught me the art of devising a makeshift bed to survive long-haul flights. I will forever love him for this.

How would you describe your work?
Ideas first. Everything else later.

What are your plans for the future?
To zig-zag my way into strategic planning... Then someday, launch my very own brand.

What sort of company would you like to work with next?
Any company who have a passion for design as a strategic problem-solving process.

What is your opinion of Australian design?

What is the best/worst thing about being a designer in Australia?
The fact that as an industry, creativity tends to be undervalued. We are often forced to resort to what will 'look good' and 'make the client happy' rather than really challenging a brief that sits before us.

In your opinion, what is the greatest challenge the Australian design industry has to face
in the near future?
As technology advances the world indeed becomes closer. Competition is no longer in our own backyard. We need to look outwards and be innovative in a global environment.

What is your creative outlet outside of design?
Boxing. Some people mediate or do their best thinking in the shower. I do mine punching the bag...

What is the best designed bar in Melbourne?
For sentimental reasons, Black Cat in Fitzroy. In my opinion, couches are never meant to match.

What are your top 5 websites at the moment?
facebook.com predictable but the best way to keep close to all my loved ones scattered about the globe
penzu.com an online journal to pen my thoughts
postsecret.com an incredible idea with legs
43things.com a nice idea to help set goals and stay motivated
colourovers.com the only way to explore thousands of colour palettes for inspiration

What CD are you currently listening to and is it any good?
Listening to 'Is This It' by The Strokes, getting amped for their July tour.

If I was a font, I’d be...?
One that is not invented yet...

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