What role do you play as part of the extended Yellow Door team?
I am contracted as a graphic designer for the Yellow Door team.
Which of the Yellow Door values do you resonate most with and why?
(Integrity, Authenticity, Consistency, Can do, Care why)
I reckon the Yellow Door can-do attitude and authenticity! I always love the challenge of a design project no matter what brief comes my way. And I find when both the designer and the client are 100% authentic throughout the project it always results in a strong, unique story.
Tell us a bit more about your area of expertise, and why you are passionate about it?
Being a graphic designer, my briefs are quite diverse but I must say I really love corporate identity and branding projects. I truly believe with branding that it is essential to make a solid first impression – it takes a customer less than five seconds to look at a design like a package, a business card or a website and form an opinion about it. In that short time, your customer wonders, “Is this what I need? Is this a trustworthy brand? How does this make me feel?”
The most successful and memorable brands definitely evoke a sense of trust, understanding, and connection in their customers. You have to think about the first time your customer will encounter your brand. They may find your website online, get a postcard in the mail, or pick up your business card at their local coffee shop. You want your potential customer to pick something up with your brand on it and immediately get an accurate sense of who you are, and what you do. You want them to feel interested in learning more about your offer and what it stands for. It can sound like a lot of pressure to put on a design but if done correctly you will immediately intrigue your potential customer. You have just a few seconds to capture their attention; and that’s my job (and challenge) to utilise that time as well as possible!
What do you find most challenging about this area of marketing?
Making sure the designs I create make a statement and convey the message it’s supposed to simply, quickly and effectively.
What trends are you looking forward to learning more about/ implementing as part of your approach?
I’m really enjoying being creative with 3D design – which seems to be everywhere at the moment.
What are your top three projects or brands that you’ve had the opportunity to work on?
– I ran the rebrand of Trinity, which is a residential college at the University of Western Australia. This project took nearly a year to conduct and I loved working on the process from start to finish (well if you can say a re-brand ever does finish, haha…)
– I had the opportunity to brand a new boutique hotel that went up in Perth’s CBD called The Nest on Newcastle.
– Working for a company called Quicklix (which is the Australian equivalent of Netflix) – I got to work with a lot of HBO and Disney content to produce illustrative digital designs for the website.
What do you do when you’re stuck for inspiration?
Call it quits for a couple of hours, meet up with friends for a coffee, go for a walk or jump into some other work. The downtime takes the pressure off and usually this is when the ideas start to brew…
What do you do when you’re not working?
I’m a mum of two kids who take up the rest of my time, one of which is only 3 months old so to say I’m busy is an understatement… It’s the most fulfilling job to take care of them but I love the “down time” of the graphic design side just as much. There’s always time for a cup of coffee with the girls and I do enjoy being active, so I try and get in either a swim, a walk or a session at the gym daily.
If you could be any superhero, who would you be?
Hmmm I reckon Wonder woman – I love how vocalised she is about the truth!! And I also wouldn’t mind her super human strength either 😉