Five Minutes with Nicholas Walker
Members of Design Assembly make up a network of Friends working together to build a thriving design scene in Aotearoa New Zealand. Our ‘Five Minutes’ series profiles the breadth and depth of design practice in our network–today we spend five minutes with Nicholas Walker, Senior Designer at Spruik.
Tell us about your career background:
I knew from a young age that I wanted a creative career. My mum, who works in marketing, was a strong supporter of me pursuing design. After studying a Bachelor of Design (majoring in Graphic Design) at AUT, I started at a small advertising company before moving to a large media and publishing house. Eventually, I found my place in a brand agency, where strategy and creativity are front of mind.
Tell us about the studio you work in–Spruik:
Spruik is an integrated creative agency based on the North Shore, Tamaki Mākaurau Auckland.
We’re a small team of strategists and creators, each bringing unique perspectives and a shared goal of producing great work. Working side by side in the studio keeps us close-knit and strengthens collaboration, whether we’re developing campaigns or crafting brand identities.
What does your design process and philosophy look like?
Good design isn’t just about looking good—I believe it needs to have a purpose and create a real connection with the consumer or user.
It’s important to craft a brand’s story in a way that feels authentic and leaves a lasting impression. That’s why I focus on understanding the brand at its core—its identity, audience, and place in the market—so the design not only stands out but also truly speaks to the people it’s meant for.
What does a typical day in your studio look like?
Most of the team arrives between 8 and 9 a.m., starting the day with coffee and breakfast. We hold a WIP meeting every Monday to review ongoing projects, with smaller check-ins as needed throughout the week. Our systems are well-structured, and our workflow is efficient, making it easy for the designers. The atmosphere is relaxed, and since I’m in charge of the music, it’s my responsibility (or Spotify’s) to set the vibe for the day.
What’s one thing that you would like all of your clients to know?
“We don’t see things as they are; we see them as we are.” Our job as creatives is, first and foremost, to win the hearts and minds of our clients—before we can influence or elicit change in the wild. Healthy client relationships are key.
What are your favourite tools in the studio?
We’re currently designing a website for a product launch, which is a great opportunity for me to dive into Figma—a relatively new tool for me. (Being a past XD user). It has a lot of collaborative features, which is helpful for when we pass the design onto the developer. The flexibility makes it a powerful tool for both UI/UX design and any branding identity work.
Aside from design tools, the coffee machine is my favourite tool (if you can call it one…)
What is your favourite type of project to work on?
I’ve always enjoyed creating new visual identities and working on advertising campaigns. There’s something incredibly rewarding about solving a specific challenge, or communicating an idea—and seeing it have success in the wild.
What project are you most proud of?
Late last year, we developed the brand identity for a non-profit organisation that facilitates spoken poetry workshops in schools and businesses across the country. After establishing their brand positioning in 2023, we set out to create a new visual identity for Action Ed—one deeply rooted in meaning and symbolism, with culture and community at its core.
Through collaboration, we identified the key anchors of their culture, values, and behaviours, shaping a vision and identity designed to inspire true advocates both within and beyond the organisation. As part of the process, we even had the opportunity to participate in one of their workshops—an initially daunting experience that turned out to be incredibly rewarding.
Do you have any advice about our industry for emerging designers or career changers?
Soak up as much as you can from the people around you, always look for opportunities to improve, and never shy away from learning new skills—embrace them. The design industry is constantly evolving, so stay curious, adaptable, and open to growth!
Where do you draw inspiration from?
I’ve been fortunate to work with many talented designers and have friends in the design community who do incredible work. Though I’ve only been working with Stacey Morrissey, Spruik’s creative director, for six months, she has already played an integral role in my career by helping me consider my strategic approach to design. Beyond that, I draw much of my global inspiration from sites like Brand New by Under Consideration—an extensive resource and review platform for new branding and identity projects.
What hobbies or interested do you have outside of work?
Most of my time is spent with my wife and our two little ones (four and one). When I’m not with them, I’m either watching basketball or exercising—which is especially important when you spend most of the day sitting.
Where can people connect with you?
Check out our latest work at Spruik, and follow us on LinkedIn
You can connect with me on Linkedin, too!
