Out West: Interviews with WA Designers : Brad Street

8th December, 2009

Sean McKay bring us a series of interviews with some of Western Australia's most renowned graphic designers.

Brad Street has worked in the design industry in Perth for nearly 20 years. He is creative director of Luminosity, a boutique branding consultancy that he runs with his wife, Juliet. They focus on branding programmes that span pretty much all areas of branding and marketing communications, with the exception of broadcast advertising.

How and why did you become a graphic designer?
I felt that design was a great fit for my creative, technical and problem solving bent.

Who were you influences earlier in your career?
No individuals or studios in particular, more-so quality design both locally and internationally.

Where did you initially work?
I freelanced for Glendinning Ratten and Style Graphics for one year. I then started my own business.

What are some of your favorite projects that you have worked on and why?
Any project that helps a company to grow or move forward in tangible ways is a favourite.

What is the most fulfilling aspect of your job and why?
Helping clients to grow their businesses is very rewarding. I like to think that our work ultimately improves the lives of the business owners and/or staff.

What professional accomplishments are you most proud of and why?
Founding and running a successful design business for nearly 20 years in Perth is an achievement (or stubborness!) that I'm proud of. Various local and national design and print awards are always nice, not that we enter many awards, and being a finalist in the Inventor of the year award for a web-based system was a buzz. We pulled out due to lack of time to develop the panel presentation, but it was great to see it won by a design giant in Perth (and my mentor while in 3rd year at uni)- Roland Butcher.

How do you feel graphic design has changed in Australia since you began work?
There are these things called computers now, which make possible what was literally impossible when I first started in design, so I've seen major techincal changes and improvements in my time. Design solutions are so much more sophisticated thanks to Apple. More importantly though, savvy businesses are finally starting to acknowledge the value and power of quality graphic design in growing their businesses. And the whole concept of what we call "brand identity", and branding in general, is finally starting to be understood by people other than graphic designers.

How do you see the direction of graphic design in Australia going?
Hmmmm, big question. I suspect the industry has a lot of work to do in developing into and selling itself as a provider of strategic business solutions if it is to make significant headway moving forward. I believe the opportunity exists but will the industry, including educational institutions, take the necessary steps to capitalise on that opportunity?

What do you feel Western Australia will contribute to graphic design?
Some very high-end design comes out of Perth, but with limited resources and crazy levels of competition, its difficult to know what the industry here will contribute. It will probably take a very talented designer who is a great business-person and a powerful communicator to make a real contribution to graphic design as a discipline.

What has been your personal key to success?
Integrity; focusing on the clients business needs and best interests; passion for quality; efficient business and process management; great staff.

What do you feel are the most important skills to have as a graphic designer?
Aside from a sharp eye for detail and design talent: strategic and lateral problem solving ability, a "do what it takes to get the job done" attitude, and good time/multi-project management skills.

What wisdom can you offer a graphic designer embarking on their career?
It's not all about you, and there's more that you don't know than you do. Under good creative direction, adaptability, teachability and good listening skills will help to speed up the process of learning and becoming a better designer.

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