• Interview
• Webinar

Under the hood with …Emma East, Design Director at Q Brand Builders

2 months ago by Jess Lowcher

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Can you tell us a little bit about who you are, what your background is, and how you first got started in the industry?

After graduating with a Bachelor of Design from CPIT, I landed my first role thanks to one of my tutors who recommended me for an in-house designer position at Jade Software Corporation. I had zero idea about software development but soon found my feet in their design team. Our work was varied under a House of Brands structure, with the overarching corporate brand, Jade, and four to five product brands underneath. 

During my time at Jade, I helped create the brand identity for a product called Wynyard Group, used by law enforcement and government agencies to analyse criminal data and identify cyber threats. Wynward Group soon became its own company, with global offices, so I took an opportunity in the UK to lead the brand for the London team. In my mid-twenties, I was designing everything from sales collateral and tradeshows events to art directing brand videos featuring top dogs like the former Deputy Director of Cyber-Defense Operations for a British Intelligence Agency.

I came back to Christchurch after my two-year stint in London, ready to step into agency as a senior designer…but not so fast! I quickly realised that with 7 years of experience in-house I had unknowingly pigeonholed myself. So, I set about to prove I had what it takes to design in the fast-paced agency life. I met with Tania, owner of Q Brand Builders, and started as an intermediate/senior designer. A couple of years later, I became the Design Director. I have been at Q for nearly 7 years now, and although things have changed over that time, the clients and team continue to inspire and challenge me.

What project will you be presenting in Under the Hood?

I will be presenting the brand repositioning and refresh of The Palms shopping centre in Christchurch. One of Q’s previous account managers, reached out when she started a role as Marketing Manager for The Palms. Her mission and our challenge was to revitalise the shopping centre that once was quite a retail and entertainment hub, but since many anchor tenants had left for larger premises, leaving The Palms in much need of foot traffic. 

What was the most challenging part of the project and what lessons did you draw from it?

One of the most challenging aspects was creating a brand positioning and identity for a shopping centre that lacked those anchor tenants, we needed to attract visitors and build a positive customer perception without aspirational retailers. We needed to identify what made The Palms unique compared to other shopping centres in Christchurch. We aimed to develop a distinct personality for The Palms, one that could stand out on its own merits. This pushed us to consider other aspects of why customers should have a reason for visiting The Palms—community, convenience and environment.

Was there an ‘Aha!’ moment in the project when things clicked and fell into place?

A key moment came during our discovery phase when we asked friends and family about their thoughts on The Palms. More often than not, their response was, “I used to go there all the time.” I realised I was exactly like them—I spent many weekends as a child and teenager shopping with my Mum or going to the movies with friends. However, now in my thirties, it’s no longer my preferred mall—actually, malls, in general, aren’t my first choice anymore! Yet, there was a feeling of nostalgia attached to reminiscing about The Palms, that we believed we could tap into, and that could have appeal across a wide audience. 

Now that the project has finished, what are you working on? 

I’m working on such a variety at the moment. From designing giant container ship-themed tradeshow marquees for one of NZ’s top exporters to creating recipe shoots for Westgold Butter, to creative campaign work for Milford, and refreshing the website for ANZCO Foods.

What insights to your methodological approach or philosophy can you give us?  

Successful design comes down to uncovering and maximising the unique qualities of a project or brand that resonate with the appropriate audience. Spending the time upfront to truly understand this is crucial. For large projects I often like to sit on the brief for a few days, mulling it over in my subconscious while working on other things. The more time spent understanding and gaining knowledge upfront the more natural and true I find the design process is.   

Outside of work hours what creative projects and/or hobbies are you involved with?

Over the past couple of years, I’ve taken up sewing my own clothes. It started when my partner and I were fitting out our self-contained van and I decided to make the squabs and curtains. Surprisingly, they turned out pretty well! I was also very inspired by my colleague who makes beautiful clothes, so I thought I’d give it a go. My first project was a winter coat – go hard or go home ha! For me, sewing is the perfect mix of creativity, challenge, and attention to detail. There’s something really satisfying about wearing a me made! I’m looking forward to winter just so I can wear my coat, or make another!

And finally, where to next for you? What areas of your work or personal development are you hoping to explore further?

I’m excited to learn more about AI and its impact on design. It certainly isn’t going anywhere so understanding how AI influences our industry and how we, as designers, can harness it, while also determining when it’s appropriate to do so, will be interesting going forward.

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