Design at Heart
How many people can say they’ve been in business for over 30 years, let alone declare they still love it?
Shadia Design has been trading with “Design at Heart” since 1985. Shadia’s continued passion and energy is still evident in her work, as she continues to create fresh and relevant visual communication.
I first met Shadia in the 90s, when she designed a logo for my band “Drama Queen.” Continually impressed with the product AND the woman, I jumped at the chance to have a business chit chat with Shadia to gain insight into her multi-award-winning design business.
Yes, I must mention the list of Awards……as long as your arm.
Where do you go for inspiration?
Having worked in design for over thirty years, your award-winning work is still fresh with vibrant modernity. What point of reference, or what do you look to for inspiration?
I focus on understanding the essence of the client business, and then consider how to translate it into captivating and communicative visual solutions.
What gets you out of bed in the morning?
The opportunity to be different. Exciting. Thought provoking. New approach. New interpretation. New execution. To ignite interest and create a memorable design that finds a solution through visual communication.
Personal Creative Outlet
With a large component of your work based on design briefs for business and organizations, do you also have a more personal creative outlet?
Yes. I love to paint! Although I haven’t had too many opportunities to paint 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 BW series of staff photographs called CHILLI HEADS.
The Design Conversation
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 and discover the essence of why they are doing it – which in turn offers me an insight into the design work to come and I am able to capture the essence of their business vision.
Dare to be Different
If you had a magic wand, what would you wave it over to change or fix about 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 design work with powerful meaning that captivates the audience with a memorable mark/design.
Favourite Jobs
Perhaps a difficult question, given your immense body of work, but are you able to identify three of your favourite jobs?
I think it is VERY difficult to do so. But…. if I can have 4!
My very first important job in the late 80s was to design a suite of items for THE FAMILY PLANNING ASSOCIATION which won me 2 AADC SILVER Awards with the awards certificate designed by my design ‘hero’ Barry Tucker.
My second (many years later) was creating my own new logo, brand and website (most difficult client!) … which was awarded 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 choose to go with a totally new logo. In addition a change to branding flowed on to an extensive suite of items including her website. This was awarded an International 2016 GOLD GRAPHIS Award.
My Fourth was my 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 2019 PLATINUM GRAPHIS Award and my name on the cover – my first!
Secret Sauce?
During our design business chit chat, Shadia and I went on to discuss other common interests. We are both restauranteurs and talk turned to food, service, and environment. In discussing the proposed menu for Jimmy Hornet, Shadia was kind enough to offer up a fabulous idea (which I will no doubt utilise). This is relevant because at the very core of Shadia’s success is “Design at HEART.” It was a wonderful, real-time example of how this extraordinary woman is able to draw out and willing to share information, then spin it into a splendid design concept. It is no wonder that Shadia Design continues to win awards, clients, and the respect of her peers.
