Interview with Lisa Furze
Lisa Furze is a Sydney-based brand consultant & designer who approaches every project as a collaborator.
Designer Interview
28 May 2019
I studied design at the University of NSW, focusing mostly on graphic design which was always my biggest interest. After graduating, I worked at a design agency in Sydney before eventually starting my own business as a brand consultant & designer.
I strongly believe that for identity design to be truly successful, there needs to be a solid understanding of the wider brand strategy. Because of this, I've built my business and what I do around close collaborations between me and my clients, where both sides are involved in developing the core principles driving the brand. In this way, I can better ensure that the design work I deliver is genuinely adding value to the businesses I work with.
Design is a solution which means for it to do its job properly, the designer needs to understand what problem they're seeking to solve. In brand identity design, this means knowing the answers to questions like, "Who is the target market?", "What message are we trying to communicate to them?", and "What action do we want them to take as a result of meeting this brand?"
I've always been interested in designing brand identities. It's very satisfying to be able to develop a visual language that communicates the tone and experience that a business wants to convey to its audience.
I don't know that there is a particular time when I feel most creative. I suppose there are times when creativity "strikes" because of something I've seen or read. However, I do believe creativity is a skill that can be practised and strengthened. Obviously, that's a really good thing because it's something I rely on a lot for my work!
The most important aspect to keep in mind is always the end-user. Who is going to be the one interacting with the design, and does the design cater to their needs? Those are some of the thoughts I keep top-of-mind when developing a new piece of work.
I think it comes down to a question of how well the design hits its goals. I don't think design should be aimless — there should always be a clear goal in mind. Then, measuring the success of a design is a matter of how well the design was able to reach that goal.
Design has the power to affect people's behaviour, so it's pretty powerful. Not to say the responsibility to act ethically is on designers alone, but I think they should at least recognise the influence they can have and strive to do good with their design choices.