What inspired your decision to pursue a career in graphic design?
From a young age, I had a deep appreciation for design in all its forms. I vividly remember aspiring to be a window dresser for Harrods and create captivating seasonal campaigns. During that time, I began noticing the subtle design elements that surround us every day from the local dry cleaner’s logo to my school’s pamphlet, even the overnight transformation of Comedy Central’s branding.
It was in these moments of realisation that I knew my calling: to enhance the everyday experience through design, to make things look and feel better. Pursuing my passion, I studied design at Ravensbourne University London where I had the privilege of being mentored by remarkable designers from around the globe. Their guidance equipped me with a diverse range of skills and disciplines that continue to shape my career.
How would you describe your design style in three words?
Curiosity, collaboration, and creativity.
Design, for me, is a process of pushing boundaries, acquiring fresh knowledge, providing solutions, and presenting them in a beautifully-packaged and coherent manner. The most impactful design solutions are those that blend seamlessly into the fabric of everyday life, where you look at it and think “Wow, why didn’t I think of that? It’s so simple!”.
Out of all the projects you’ve worked on at WAF, which one stands out as your favourite?
Singling out a specific project from the two years I have spent at WAF is a challenge, as each one has brought its own unique experiences. However, the recent launch of Dominus and Dominus Real Estate holds a special place in the hearts of our team.
We were involved in every step from conceptualisation to delivery, and it was an exhilarating journey. The brand itself is incredibly inspiring, and witnessing how it seamlessly integrates messaging, tone of voice, and campaigns is truly gratifying.
One aspect that we particularly enjoyed was creating a completely bespoke brand portal. Together, we transformed a mere idea floating around the room into a fully designed and functional website that showcases the remarkable work we’ve done for this new brand. It was a thrilling experience and served as a pivotal piece of work where our team truly excelled. It paved the way for a new offering that was previously never considered.
Nevertheless, many of my favourite endeavours at WAF are the ones that take place behind the scenes. Engaging in informal discussions about our ambitious plans, skills development, and brainstorming concepts for pitches or campaigns for clients allows us to break barriers and constantly challenge ourselves as a team. These moments of collaboration and shared enthusiasm drive us forward and contribute to the success we achieve together.
What advice do you have for aspiring graphic designers?
Never cease your pursuit of knowledge. Embrace a mindset of perpetual learning, both within yourself and for each project you undertake. Never shy away from asking questions and seeking new answers.
In the design industry, it’s easy to fall into the trap of believing that your current skillset is sufficient to carry you through your entire career. In fact, I’ve discovered that my approach to projects has evolved significantly over time; what I did 5 years ago, 6 months ago, even 1 week ago, isn’t the same as today! It’s essential to design in reverse, to let go of preconceived notions and focus on answering the fundamental question: what is the problem, and how can I solve it?
Relying solely on familiar techniques and skills may not solve the problem and hinder your personal growth. And anyway, learning is fun so why not?
“Never cease your pursuit of knowledge. Embrace a mindset of perpetual learning, both within yourself and for each project you undertake.”
