Interview: Graphic designer, storyteller and marketeer, Terri Witherden
As part of our commitment to elevate creative voices we are speaking to members to our community. We will be celebrating their work and sharing their story because we think it’s important to champion the people that make our sector so damn good! In this edition we are joined by graphic designer, storyteller and marketeer, Terri Witherden.
Terri Witherden ©
Hey Terri. Before we discuss your work can you tell us a bit about you and why you decided to enter design?
I was always a creative kid but passed up the opportunity to study Graphic Design at BA level when I was 18 (partly due to fear I wasn't good enough and partly because I didn't have any real world references of successful creatives in my life yet). I spent the next chapter in social media and marketing but would always be engaged with the design direction and decisions - even if that wasn't in my remit!
I realised storytelling is my thing, and whilst I am an excellent copywriter and marketer, communicating through design is what really brings the best out in me. I started to offer graphic design as a freelancer before getting agency experience.
Most recently I completed my Graphic Design MA at The University of Portsmouth which really helped me go deep into creative thinking, and also consider graphic design's role and responsibility in society at a much wider level. I loved it!
Where did you study and what were the main takeaways you got from education?
I've always been tinkering away with self-taught graphic design courses online, but the decision to 'formalise' my knowledge with my MA has really helped bolster my confidence in my skill and knowledge. The main take away from my MA was that I wasn't 'behind' for not having a design degree or linear career path into the industry, and that if you bring the enthusiasm and structure, you'll get a lot more out of design education than if you expect to just passively consume the lessons.
You recently completed one of our briefs. How was that experience?
I've completed a few briefs on social media but often found them a little vapid because it asked for a brand but actually, it was just a logo with a few algorithm friendly pictures. When I started the RA brief I loved that it wasn't expected to be a quick afternoon's worth of work, but a guided four week process that included research, understanding the client and their audience, and adapting your design to multiple formats. It felt much more 'real world' and like what I'd done as a Junior Designer.
Terri Witherden ©
We were blown–away by what you designed. Where did you find inspiration?
Thank you! I attended a talk with Ben Tallon and Ragged Edge's Max Ottignon at D&D Newblood in the summer and remember a big discussion about how branding was originally meant to make you stand out, but because we're in echo chambers online, we run the risk of everything looking the same.
So with this in mind when I started I headed to a few local supermarkets to checkout the pizza, olive oil and pasta shelves. I took pictures and noted any reoccurring visual codes and began to piece a few ideas together. I also looked at the Italian section of cookery books at a bookshop and realised that Italian food is often quite simple but the ingredients need to be premium for it to work.
This came through in a lot of the food packaging and editorial design I came across, there were a lot of designs with bold elements that had enough space to work together without competing. Only when I had an idea of direction did I venture online.
Are design briefs something you look to complete regularly?
I love giving myself and my creativity something to work on without the pressure of industry or education, I think it's important to play and flex the 'what if I?' muscle whenever I can. Briefs help me do this and also help me add work to my portfolio more in line with the work I'd like to do. So yes, I'd love to complete them on the regular!
We think self–initiated projects are great for developing knowledge. Has our brief helped push you forward?
I think self-initiated projects can really show my commitment to my own design development and also show future collaborators and clients examples of project management. The timing of this brief was perfect as I was looking to update my portfolio with more brand work after my MA which was more editorial in nature. I teamed this brief with my own challenge to get better at Figma too so yes, it's helped push my forward because it gave enough structure and substance to keep me engaged.
How important is getting feedback when you starting out?
I think it's important at any level, not just starting out! I think one of the biggest pitfalls in industry can be ego, and whilst I don't think ripping work apart for the sake of it is the answer, my best work has always, always come after constructive criticism helped push it to the next level. I never want to think my work couldn't be better and feedback helps me keep pushing and more importantly, keep learning. Feedback can be uncomfortable, but there's always ways to improve a design and if the cost of reaching that next level is doing the 'oh I don't like this' wiggle whilst receiving feedback, that's a price I'm willing to pay.
Terri Witherden ©
What is the one challenge you face as a designer and how are you overcoming it?
I'm always battling imposter syndrome. There's always a day where I'll look at something and question if I even know how to design, or someone will spot a glaring typo in a title and I'll want to crawl under a rock. However, I'm building trust in my abilities and building in times for breaks (usually those moments where I decide I can't design anymore happen when I haven't looked away for four or more hours) . I also know that some of the designers I respect most (like my senior designers in previous roles or even Simon Dixon of Dixon Baxi) talk about doubt, bravery and uncertainty, so I'm in good company and find reassurance in the shared experience. Then I get on with it!
What’s next for you?
I'm itching to get back into a studio after completing my MA. I've loved being back in education but now want to help bring brands to life with other creatives for clients with purpose and similar values. I'm taking my time to find the next position to make sure it's the right one, but am keen to keep developing my design skills always!
Fore more about Terri Witherden visit: terriwitherden.com
Terri Witherden ©
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