Tell us about your background, how did you become a designer?
A: I wasn't a very good Artist, so I became a Designer.
It’s an interesting irony—actual artists often turn to design for legitimacy or stability, while designers sometimes long to be seen as artists, chasing romantic ideals instead of feeling like a tool. In university, I discovered that art and design serve different purposes, yet they share a beautiful connection. An artist reveals the beauty and challenges of society, inviting us to think deeply, while a designer focuses on solving problems while keeping aesthetics in mind. From a young age, I’ve had a deep love for drawing and art; it’s an intrinsic part of who I am. For my own sanity, I choose to embrace design as my profession, but I still create art for myself. I love how the two can blend in meaningful ways, forming a rich tapestry of expression and functionality.
One of your first projects when you joined drawdeck, was to rebrand! Can you tell us about that?
A: I definitely wasn’t expecting that! But I’m glad Alex and David recognized that the drawdeck brand had evolved and that the previous branding no longer reflected its identity and audience. The imposter syndrome during the whole process was crazy! Putting the brand on a month-long hiatus to redesign everything was nerve-wracking, and I felt uncertain about how everyone would react. But I’m glad we did it; everything worked out as planned. Though, I wouldn’t wish that kind of pressure on my worst enemy.
What is good branding to you and why is it so important?
A: For me, good branding is all about creating a unique identity that stands out in the marketplace. It’s not just about the visuals; it’s about building trust and fostering emotional connections with people. When a brand resonates with customers on a personal level, it encourages loyalty and keeps them coming back. That sense of connection is what really makes a brand special.
What are common misconceptions or mistakes with branding?
A: That a logo equals branding. A logo without a brand is just a graphic element without meaning. I’d even argue that tone of voice and messaging can be more important than the logo itself.
What are key influences on your branding?
A: My branding style is deeply influenced by the symmetry found in architecture. Before I pursued advertising, I majored in architecture, and I’ve carried many of its principles—like balance, proportion, and composition—into my work. I use the Swiss grid system as a foundation for my designs, which helps me create that sense of harmony I really value.
Why did you change from Architecture to Advertising?
A: Apart from being a not-so-great artist, I’ve always wanted to be an architect since I was a kid. I got accepted into my dream school and stuck with it for a year until self-doubt began to creep in. This fear of failing at something I’d always wanted suddenly became bigger than my passion for it, so I shifted to advertising. Honestly, I didn’t even know what it was; I thought I was signing up for filmmaking.
What should be a designer’s priority when creating a new design?
A: Research AND detachment. Learn everything there is to know about your design, then remember that good design needs objectivity. Easier said than done, though! I always have to remind myself to step back; it helps ensure that my design decisions are based on data and user experience rather than personal preference.
Is there a particular brand or campaign you saw that has had a lasting impression on you or was the catalyst to your creative journey?
A: The Pepsi Challenge campaign really stands out. They interviewed people to see if they preferred Pepsi or Coke. Spoiler alert: Pepsi won! But people’s brand loyalty to Coke was so strong that they overlooked what could have been their new favorite drink. Learning about that in uni made me realize I wanted to be a brand designer.
What would you like to achieve with the drawdeck brand?
A: Aside from consistency and future-proofing the brand, I want drawdeck to foster a strong emotional connection with its employees and customers and for them to see the drawdeck brand as a self-expression of their better selves—like a kaleidoscope that reflects our aspirations and goals. I hope that by choosing the drawdeck brand, it helps them become more of who they truly are.
When you are not designing what do you like to do?
A: Freediving is my favorite way to relax. It’s the only time my mind feels completely quiet.
Meet the Team: Lace
Tell us about your background, how did you become a designer?
A: I wasn't a very good Artist, so I became a Designer.
It’s an interesting irony—actual artists often turn to design for legitimacy or stability, while designers sometimes long to be seen as artists, chasing romantic ideals instead of feeling like a tool. In university, I discovered that art and design serve different purposes, yet they share a beautiful connection. An artist reveals the beauty and challenges of society, inviting us to think deeply, while a designer focuses on solving problems while keeping aesthetics in mind. From a young age, I’ve had a deep love for drawing and art; it’s an intrinsic part of who I am. For my own sanity, I choose to embrace design as my profession, but I still create art for myself. I love how the two can blend in meaningful ways, forming a rich tapestry of expression and functionality.
One of your first projects when you joined drawdeck, was to rebrand! Can you tell us about that?
A: I definitely wasn’t expecting that! But I’m glad Alex and David recognized that the drawdeck brand had evolved and that the previous branding no longer reflected its identity and audience. The imposter syndrome during the whole process was crazy! Putting the brand on a month-long hiatus to redesign everything was nerve-wracking, and I felt uncertain about how everyone would react. But I’m glad we did it; everything worked out as planned. Though, I wouldn’t wish that kind of pressure on my worst enemy.
What is good branding to you and why is it so important?
A: For me, good branding is all about creating a unique identity that stands out in the marketplace. It’s not just about the visuals; it’s about building trust and fostering emotional connections with people. When a brand resonates with customers on a personal level, it encourages loyalty and keeps them coming back. That sense of connection is what really makes a brand special.
What are common misconceptions or mistakes with branding?
A: That a logo equals branding. A logo without a brand is just a graphic element without meaning. I’d even argue that tone of voice and messaging can be more important than the logo itself.
What are key influences on your branding?
A: My branding style is deeply influenced by the symmetry found in architecture. Before I pursued advertising, I majored in architecture, and I’ve carried many of its principles—like balance, proportion, and composition—into my work. I use the Swiss grid system as a foundation for my designs, which helps me create that sense of harmony I really value.
Why did you change from Architecture to Advertising?
A: Apart from being a not-so-great artist, I’ve always wanted to be an architect since I was a kid. I got accepted into my dream school and stuck with it for a year until self-doubt began to creep in. This fear of failing at something I’d always wanted suddenly became bigger than my passion for it, so I shifted to advertising. Honestly, I didn’t even know what it was; I thought I was signing up for filmmaking.
What should be a designer’s priority when creating a new design?
A: Research AND detachment. Learn everything there is to know about your design, then remember that good design needs objectivity. Easier said than done, though! I always have to remind myself to step back; it helps ensure that my design decisions are based on data and user experience rather than personal preference.
Is there a particular brand or campaign you saw that has had a lasting impression on you or was the catalyst to your creative journey?
A: The Pepsi Challenge campaign really stands out. They interviewed people to see if they preferred Pepsi or Coke. Spoiler alert: Pepsi won! But people’s brand loyalty to Coke was so strong that they overlooked what could have been their new favorite drink. Learning about that in uni made me realize I wanted to be a brand designer.
What would you like to achieve with the drawdeck brand?
A: Aside from consistency and future-proofing the brand, I want drawdeck to foster a strong emotional connection with its employees and customers and for them to see the drawdeck brand as a self-expression of their better selves—like a kaleidoscope that reflects our aspirations and goals. I hope that by choosing the drawdeck brand, it helps them become more of who they truly are.
When you are not designing what do you like to do?
A: Freediving is my favorite way to relax. It’s the only time my mind feels completely quiet.