2025 Hot New Things: Emma Stein, Toi Rauwhārangi College of Creative Arts, Massey University
Design Assembly profiles a selection of the top graduates from the best Art and Design Schools in Aotearoa New Zealand. We welcome these talented emerging professionals to our industry, learn about their passions, final projects, developing creative confidence and ambitions for the future.
Emma Stein recently graduated from Toi Rauwhārangi College of Creative Arts, Massey University. Find out more about tertiary study options across Aotearoa New Zealand on our Design Schools page.
Tell us a bit about yourself
Ironically, despite my largely illustrative/graphic portfolio, I’m not a visual person, and I can’t see pictures in my head (might be a superpower)! Instead, I’m guided by my gut and the relationships I build with the people I work with, which allows me to create work powered by a deeply human perspective. Challenging the ‘norm’ is my ‘why?’. I believe in using good design to empower people and spark real change.
In the last few years I’ve discovered a love for exploring complex histories and feelings to figure out what makes me tick. I love diving into the details, and getting myself lost in research rabbit holes. Whether it’s an odd fact to share with the unfortunate souls around me or a story that makes me laugh, I think it’s those little things that help me make sense of the bigger picture.
What was the focus of your graduating project?
I started 2024 pissed off! In recent years, there has been a lot of discussion around female healthcare, both good and bad, and (to put it lightly) no one seemed to be on the same page. I found this really interesting. I wanted to find a way to spark conversation between people, no matter their views, and create an understanding of how much of an impact our knowledge of physiology impacted our day to day life.
She’s Mad! is a public awareness campaign that highlights the history of female healthcare. Challenging the (sometimes outrageous) myths created by (historically male) figures in the medical sector over almost 5,000 years, it prompts people to consider the impact of these misconceptions on daily life. With this project, I help us break away from outdated beliefs and leave behind thousands of years of shame.
Why did you choose to study Visual Communication Design at Massey University?
I grew up in Palmerston North, so Wellington just felt like a natural place to go. In all honesty, it wasn’t something I gave too much thought, as I had such a strong idea of what I wanted to do, but I’m glad for what I chose! After a good tour of the campus where I got to see a wide range of graduate work that really inspired me, and between the lecturers and the range of courses, I was pretty set that Massey was the right place for me.
What did you enjoy most about the programme?
From the get go, the way the first year courses were structured really suited me. Having a choice of four different modules across the two semesters can seem a bit daunting, but the variety set me up well for the rest of my degree. Later on, being able to take classes in the dark room, industrial design, and in animation, amongst my usual graphic design work let me think beyond my practice and just enjoy experimenting.
This broad approach to teaching helped me to find what I really loved about being a creative, and solidified that design is more than just decoration, it is a tool to communicate complex problems and make change.
Beyond the range of options, the confidence my lecturers and friends instilled in me, to trust my own work and support others in refining theirs, is something I will carry with me throughout my career.
What was your biggest challenge while studying?
Learning how to talk about my own work. It’s always hard trying to get your reasons for making something down on paper, but being able to speak it loud, and to a group of people no less, was a big challenge for me.
Looking back, the last four years were a bit of exposure therapy. Pre-uni I had always been pretty reticent when it came to public-speaking (and still am, maybe just slightly less so). Each project presentation, critique, and class discussion was an opportunity to practice, and build the confidence I needed to stand by my work and communicate my ideas.
I also learned to see that presenting is just an extension of the project itself, a way to get people on board and see the value, whatever it is you’re pitching. Being able to hop up and clearly communicate my choices has made me a more confident designer, and it’s a skill I know will continue to grow and benefit me in my future career.
Who (or what) inspired you to pick design as a career path?
I was lucky to grow up surrounded by supportive loved ones who encouraged me to explore whatever caught my interest at the time. I was always making things and experimenting, which I think pushed me out of my shell a bit.
As I got older, my teachers saw that spark and helped shape it into a love for art and creativity as a whole. Looking back, I was always taken by the intersection of the arts and the sciences, so my current interests might not be a surprise to some. In high school, I had a fantastic design teacher, Samara Doole, who was super passionate both about design, and her students. She taught me a healthy dose of resilience and really pushed me to look at things from different directions to create whatever I wanted, and when it paid off, that success had me ready for more.
Who is your favourite designer?
This is a hard question! Inspiration comes from everywhere these days so sometimes it’s hard to keep track of who’s making it. However, one of my favorites is definitely Anna-Laura Sullivan (@annalauraart on Instagram). She makes the most beautiful little comics about life and love and what it is to be human. Her art feels like coming home!
What is next for you?
Since finishing my degree in Welly, I went into the great job hunt in Auckland and am now finding my feet in working at an agency and balancing personal projects and freelance gigs. My current passion lies in campaigns, so I’m hoping to get involved in some more projects focused on making change in our communities.
I’m excited to keep building momentum, and the recent win with Red Dot is a real booster! Now I’m just keen to see what’s next and keep pushing the boundaries.
Another highlight in my current work is continuing to develop She’s Mad! with Toi Āria and microbiologist Siouxsie Wiles, on a project called Period People Aotearoa. This project is about building a research community to support anyone with a period, challenging outdated assumptions and making science communication more inclusive and accessible. We’re looking for funding right now, so cheeky plug!
I feel so lucky to have exposure to a bunch of different creative environments, people and processes that are giving me such a good base to use in future projects and wherever my work takes me.
Where can we see more of your work?
My Linktree will take you to all my places, including my portfolio, Linkedin, Instagram and contact details:. https://linktr.ee/Pummpkinsoup.
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