Hot on the heels of our Creative team expansion is the new role of Art Director, helmed by Deborah Sze, who has had more than a decade of experience in digital creative. Here she talks about her inspiration for her work and her coffee addiction.
Deborah Sze joins as art director
Deborah Sze joins ROOTS as Art Director
Deborah Sze has spent more than a decade working in the digital creative industry, where she specialized in online branding, digital marketing and UI/UX. She joined ROOTS to expand her experience in fusion marketing, to provide clients with an end-to-end solution. When she’s not working, you can find her painting or taking photos on road trips.
What kind of digital creatives did you work on previously?
I’ve worked on websites and mobile apps, often focusing on the UI/UX.
Any interesting projects?
There was quite an interesting project I did for a telco company in the Maldives. Locals there use the internet a lot; there are no shopping malls like we have here so surfing the web is one of their few choices of entertainment. But to pay their bills, they have to take a boat journey, some as long as three hours, to the capital, Malé. So we built a website that enables an online payment system, since people were already connected to the internet. It’s a powerful example of technology changing people’s lives and how design can play a part in that process.
How different was your previous work in digital versus in a more integrated capacity at ROOTS?
I still have to put myself in the shoes of others who will be seeing our work, and think about how they will likely interact with it. The difference is in the medium – in digital everything is projected on a flat screen, but now I’m also dealing with physical collateral that people can touch and feel. The ways that people interact with these two mediums are different. People might want to take pictures with a bunting but they won’t want to do that with a digital ad. Another difference is that my previous clients were more corporate whereas there’s a greater balance now with consumer clients and working with different internal teams.
Where do you get your creative inspiration?
Instagram. I can live without other apps but not Instagram. That’s basically where all my mobile data goes. I’m also into photography and drawing (I doodle).
What would you say is the most important or challenging aspect of being an art director?
Staying constantly updated on trends, not only creative trends but also trends across a range of client industries. I try to read creative blogs and follow the news to be aware of things.
Is there anything you hope to change/improve in our creative team?
I hope that we are able to implement a more efficient work process to manage our resources and scheduling so that our designers can have ample time to explore their creativity and generate more innovative ideas for our clients.