MY STORY
Tracey is a designer who passionately believes that visual communication plays an essential role in improving our world and the lives of the people who share it. Her strong research and communication skills are central to the success and relevance of her design work, seeing her awarded First Class Honours in Visual Communications at the University of Technology Sydney. Recognition for her work first came when she won the Heidelberg Press Design Award for Best Design in 2000, competing with designers from right around the world. Since then, she has won many other prestigious awards. Tracey’s interest and career in design began as an untrained assistant pasting-up ads for the Fairfax paper Sun Herald in Sydney in 1990. Since then she has had years of experience in event production and project management before starting her own business in 1997 concentrating on print based work. Tracey taught part-time at the University of Technology Sydney in typography and in 2001 took up the position of Head of Graphic Design at the University of Tasmania. After four years in the position she missed the challenges of design and the interaction with clients. Tracey has since re-established her practice and set-up a studio in New Town. This website provides a snapshot of some of the projects undertaken in the past 10 years.

DESIGN APPROACH
While each project, client and solution are unique, the process is consistent – research, development and solution. The length and breadth of the research depends on the size and budget of each project, but generally entails getting our head around the client’s business. This may involve reading previous collateral, analysing competitive material, understanding the brand and familiarisation with the client’s overall industry trends and issues. This process is essential for providing context, understanding messages and being aware of the target audience.

The design process involves the development of ideas. This process is a two-way dialogue with the client. A phase that discusses the concepts and ideas and ensures we are all heading in the same direction.

The solution is an extensive visual exploration that translates the concepts emerged through joint discussions with the client until a final solution has been resolved. The measure of any successful project involves these key phases plus effective communication and the ability to understand the client’s needs.