Interview with Katrina Stevens

I have a need to always be creative and simply cannot see myself doing anything else.

When it was time to choose a course to enrol in at University, Graphic Design was the only one that stood out to me so I decided to give it a go. I really wasn’t interested in studying a subject that didn’t allow me to be creative.

My main focus is creating brand identities and re-designing old ones. Taking an old, outdated brand and turning it into something fresh is very satisfying to me. In the future, I’d love to switch my focus to UI and UX design. It involves a more methodical approach which I thoroughly enjoy.

A good designer is someone that can create a concept that is visually appealing on the surface. A great designer is someone who can give that concept meaning.

As I mentioned above, really good design is design that has meaning - it is more than a pretty picture. Good design is design that makes me think.

Good ideas!

Other designers inspire me but not to the same level as music. There’s something about music that is directly linked to my ability to create good work. Not really sure what I would do without it.

It is the design that won me the A’Design Award, logo for MAAC (Music Against Animal Cruelty). I’m particularly proud of this concept as it encapsulates everything that I hold dear as a designer - it's clean, minimalistic with a solid idea.

Lots of research and brainstorming! Brainstorm until you can’t anymore. I guarantee that the idea will be there, you just have to pluck it out.

To be honest, I don’t know. I have tried other professions/career paths and none have sparked as much interest and motivation as graphic design. I don’t think not becoming a designer was ever an option for me.

My biggest supporter was one of my old bosses, Julian Melhuish. He is an award winning designer himself and has taught me an invaluable amount of information.
My University also played a big role. My tutors preferred practice over theory which I believe has helped prepare me for the real world. Once I started working as a professional designer I learned a lot from my senior colleagues.

Too many obstacles to count. But as cheesy as it sounds, overcoming those obstacles is how you become successful.

However they see fit. I don’t think there’s a right or wrong way.

I am currently working on a brand identity for a new online business. This involves creating the logo, all their packaging, and digital content. Unfortunately I cannot say more than this.

To be able to hire a small team of designers to work alongside me and start my own Graphic Design studio.

As mentioned above, I am currently working on a brand identity for a new online business. This one in particular excites me because the business idea is something that I am very passionate about.

A couple of years ago I worked on a project with my team at Melhuish & Co which involved re-branding a big corporation. The client chose my design concept and it was surreal to see it printed on all of their company collateral.

I find our profession to be under-appreciated. Many years of study and experience go into being able to create good design and I'd like this to be reflected in our wages. I'd also like to see an end to graphic designers lowering their standards in order to get paid. I understand how important money is but charging $10 for a logo not only hurts yourself but the industry as a whole. It also lowers client expectations and prevents good designers from being hired/paid what they deserve.

This depends entirely on the project. Sometimes it only took me a day to come up with the idea plus another day or two for execution. But then I’ve also had projects which have taken months to finish. Those are usually ones for big clients - such as corporations and government.

I like to start working on the idea first - at this stage I will only use pen and paper. Once I’ve come up with a solid concept, that’s when I move to the computer.

Less is more!

Trends set design.

Technology is there to help me execute an already developed idea. I never use it at the beginning of a project.

I use the Adobe Creative Suite and the Apple Pencil with my iPad. The software is installed on both devices therefore it is easy to switch between the two.

I do believe in co-design wholeheartedly. My ideal partner is someone who shares the same design philosophy.

My old boss, Julian Melhuish. No one else has taught me as much as he has.

Practice, practice and more practice. I also like to re-brand existing logos in my head to see if I’m able to come up with a better idea. I like to do this while I’m driving.

Favourite colour: Pink

Food: Anything Ukrainian

Season: Spring

Thing: Music

Brand: Too many to choose from.

As a freelance designer, I tend to spend a lot of time at home which isn’t healthy. So what helps motivate me are walks around my neighbourhood. Nature is a wonderful source of inspiration and it's a great way to clear your head. The other thing that motivates me is music - I cannot create without it.

It wasn’t. I didn’t even know this profession existed. It wasn’t until I moved to Australia that I started to realise what it was and what I was capable of.

Judging by the way our world leaders are handling the climate crisis, we’ll probably be under water or on fire. This is an issue that I’m deeply passionate about and it breaks my heart knowing how little our governments are doing to tackle this issue - especially here in Australia.

I’m also a DJ.

I work as a freelance designer from my home studio. I have been doing so for over a year.

To me, “design” (and Graphic Design in particular) is problem solving.

I enjoy creating brand identities, and especially, re-branding. Taking an old, outdated brand and turning it into something fresh is very satisfying to me. I also enjoy UI and UX design. It involves a more methodical approach which thoroughly enjoy.

It was a logo and website for a friends new online business. I did this in my first year of University.

Pen and paper.

Unfortunately I feel the most creative while I am trying to fall asleep - ideas pop into my head out of no where. Sometimes I get up to write/sketch them down, sometimes I don’t. The other time I feel the most creative is while I'm listening to music. Music is directly linked to my ability to create good design.

I focus on giving my designs meaning. I strongly believe that graphic design should be more than just a pretty picture - it needs an idea behind it. Good design should make you think.

I’m not going to lie and say it is all smiles and rainbows. Sometimes I can feel frustrated and impatient but the best ideas come from overcoming these feelings and persevering.

It's not so much emotion but a sense of achievement. I am a very goal oriented person and when I achieve a goal, it is the best feeling in the world.

As I mentioned in one of my previous answers, graphic design needs to be more than a pretty picture. The first thing I do is look for the meaning behind the concept and then I analyse its execution.

To create work that is going to stand out from the “noise” that constantly surrounds us.

As a freelance graphic designer, I tend to spend a lot of time at home which isn’t healthy. So what I find helps feed creativity is taking a break and going outside. Nature is a wonderful source of inspiration. The other thing that inspires me is music. I cannot create without it.

My design style is clean, straightforward and sometimes minimalistic. I was taught in my first year of University that less is more and this has stuck with me throughout my whole career. I refuse to create work that’s going to “clutter” up our already noisy and cluttered environment.

I currently live in Melbourne, Australia but as of June, I will be living in Paris, France. I don't think my heritage affects my designs. I grew up in a small town in Ukraine and have moved around ever since.

First and foremost, it is important to give the designer breathing room. I understand how important deadlines are but these deadlines need to be realistic. Creativity isn’t something that can be forced. This will not only benefit the designer but also the company as it will ensure they receive the best possible final outcome. This in turn will help facilitate good design and reduce the “clutter” I was talking about in one of my previous answers.

In terms of companies selecting a good designer, they need to ensure the designer is able to produce designs with meaning. If a concept has meaning - even if it hasn’t been executed perfectly - means the designer is able to think creatively and beyond what they're presenting on the surface. This takes precedence over technical skills as technical skills will be developed over time.

This depends entirely on the project I’m working on and how much time I am given. But the first thing I do with every project is sit down and focus on creating a clever concept using only pen and paper. This usually takes the longest but once the idea is there, the rest is easy.

Some of the positives of being a graphic designer are:

1) You get to exercise your creativity daily. Most people only reserve their creativity for weekends/after work hobbies but we get to do it for a living
2) The option to work remotely and be your own boss

3) Being able to work anywhere in the world

The negatives of being a graphic designer are:

1) Being your own account manager if you are working for yourself. Chasing invoices is a big part of the job.

2) Time constraints
3) These days, you are no longer just a graphic designer. You have to also be a web developer, fine artist, typographer and many other things...

Create meaningful design that goes beyond the surface. If it makes people think, then you’ve done a good job!

The ability to problem solve. Many think that drawing is a big part of being a graphic designer when in fact, it is a least important skill.

I use the Adobe Creative Suite and the Apple Pencil with my iPad. The software is installed on both devices therefore it is easy to switch between the two. But my favourite is classic pen and paper.

I like to allocate 50% of my given time to the initial part of the design process - the idea. From then onwards, the rest comes easy.

This depends entirely on the project. There was a time when it only took me half a day to come up with an idea plus another day or two to execute it. But then I’ve also had projects which have taken months to finish. Those are usually ones for big clients - such as corporations and government where there are a lot of people involved.

Do you need to be a good artist to be a graphic designer? The answer is no.

A couple of years ago I worked on a project with my team at Melhuish & Co which involved re-branding a big corporation. The client chose my logo concept and it was surreal to see it printed on all of their company collateral.

I am taking a giant leap, packing my bags and moving to France. I love Australia but I feel a strong connection to Europe because I was born there (in Ukraine). Once I arrive I plan on continuing working remotely.

I worked as part of a team for around 4 years but now I develop everything myself.

I am currently working on a brand identity for a new online business. This involves creating the logo, all their packaging, and digital content. This one in particular excites me because I'm very passionate about the business idea.

Please use the contact form on my website or email me directly at info@katstevens.com.au