How many people can say they’ve been in the same business for over 30 years, let alone declare they still love it?
Shadia has been creating with “Design at Heart” since 1985. This designer’s continued passion and energy still evident in her work, as she continues to create fresh, relevant visual communication.
Continually impressed with the product AND the woman, we jumped at the chance to gain insight into her multi-award-winning business.
Where do you go for inspiration?
It generally comes from a focus on understanding the essence of the client business. The translation of this into captivating and communicative visual solutions inspires.
What gets you out of bed in the morning?
The opportunity to be different, exciting, and thought-provoking. New approaches. New interpretations. New executions. To ignite interest and create memorable designs.
Communicating with clients to extract their vision must at times be challenging. Do you have any tips on how to manage the design conversation?
If they are passionate about their business/industry/trade it is very easy to chat openly in the discovery of the essence or the “WHY” of what they do. This briefing in turn offers me an insight into the design work to come. From there I can capture the essence of the business vision.
If you had a magic wand, what would you wave it over to change or fix in your business or industry?
No carbon copies – dare to be different! This is the only way to make a statement and move the industry forward, by offering the unexpected. Not computer-generated design, but thought-provoking work with powerful meaning that captivates the audience demographic.
Do you have a personal creative outlet?
Yes. I love to paint, although I haven’t had much opportunity to do so lately. Abstract is my preferred style in mixed media. Plus, I am enjoying our restaurant Hoosegow Charcoal Restaurant – adding a spark of creativity wherever I can. For example, I recently completed a series of staff photographs called CHILLI HEADS.
Perhaps a difficult question, given your immense body of work, but are you able to identify three of your favourite jobs?
Very difficult, so I’m going with four favourites.
My very first important job in the late 80s was to design a suite of items for “The Family Planning Association” which won me two AADC SILVER Awards. The award certificates were designed by my hero, Barry Tucker.
My second (many years later) was my own new logo, brand, and website … and I’m the most difficult of clients. This work achieved an International 2014 GOLD GRAPHIS Award – my first!
My third was reconnecting with Denise Picton to refresh/design the “OzTrain” logo. Denise took a ‘ design leap of faith’ and chose to go with a new logo. In addition, a branding change flowed onto an extensive suite of items including her website. This was awarded an International GOLD GRAPHIS in 2016.
My Fourth was a more recent design for “One Fork Short” restaurant which captures my love for design, painting, and 3D interiors. This was the highlight of my Career winning an International PLATINUM GRAPHIS Award in 2019, and my name on the cover – my first!
