Bio The path that led her to this point
I’ve always been a creative, it’s my calling.
I grew up with a family who encouraged my artistic endeavours and I spent most of my teen years holed up in the spare room (which had been converted to ‘my studio’) creating and dreaming of what my life as a Visual Designer was going to be like.
I was also highly influenced by my Grandma who worked as a Ticket Writer in the fashion industry during 50’s and 60’s Melbourne.
Her stunning hand lettering was used predominantly by Sportsgirl and I’m still lucky to have some of those pieces, now framed obviously!
I graduated from Swinburne School of Design with First Class Honours in 1996.
That means I’m clocking almost 20 years of experience in the design industry having worked previously in advertising, design, marketing and IT. You could say I’ve done my yards!
I’ve run my business Imageffect for 10 years. That’s a long time to successfully run a design studio and over that time I’ve come to realise that I am a singular designer.
I like to work autonomously with my clients from the design briefing and right through the creative towards design approval.
I like being an ‘everything’ and I like to be the one who’s responsible for my clients satisfaction.
The bulk of work I’ve completed under the Imageffect banner has been branding for mid-size businesses and corporate partners.
I get really excited over a new branding job and love the process of getting inside a clients head to work out what makes them unique and how I can encapsulate that visually.
Even as a 15 year old I wanted people to come to me for my style of work and that's exactly what has happened.
Clients approach me because they want a clean and contemporary business brand developed.
Most recently I’ve gone back to my roots and started to hand letter again and I’ll be super excited to launch my stationery brand ‘Whimsie & Bliss’ in February this year. So keep an eye out for that!
In my spare time I’m a budding country folk singer.
I still have big dreams, love food (especially the healthy organic stuff) and I am on a journey to find my zen space amongst a busy family life.
Q&A Insider advice & tips
What's been your greatest achievement to date?
There have been three.
Number one, doing what I set out to do and working successfully as a Visual Designer.
Number two, birthing my daughter (now 10) naturally, underwater and being a good (though somewhat quirky) Mum!
Number three, being a consistent and caring Step-mum.
What's been your biggest challenge so far?
Maintaining an easy, flow of life. I can get very involved in my work to the point of being passionately manic and forget about the importance of downtime.
Best lesson you've learned along the way?
Hmmm... that's a hard one. I think one of my biggest lessons is not putting all your eggs in one basket.
It's important to keep your work spread evenly across a number of clients in case one of them jumps ship for reasons which are out of your control.
A website, book or resource that has helped you in your business or inspired you and why?
The business coach I've worked with for the last 18 months. She has helped me become passionate about what I was already passionate about. For me, that has been my hand lettering which enables me to be true to myself creatively.
Which person or brand do you most admire and why?
Diane Keaton. She's wonderfully authentic in a quirky and unique way. I love her!
What advice would you give someone starting an independent business in your industry?
Get your chops in the industry first. Work for a number of different studios so you understand how a design 'business' can (or can't) work. You'll also get a great feel for the designer/client relationship and the creative process.
Finish this sentence
Everything changed for me when…
I decided to be true to myself creatively and step out into the light.
I stopped focusing on the 'next job' and spent time in amongst existing client projects developing something I was truly passionate about - my hand lettering and stationery brand. This has also helped me be more creative in my client oriented design projects. So, it's been a win, win!