5 Minutes with Donna Robertson
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.
Donna Robertson, founder and director of Robertson Creative tells us about her creative career to date.
Tell us about your career background
I studied Visual Communication at CPIT School of Art and Design (Ara) in Christchurch in the early 90s, and have made my home here ever since. Later, I had my Diploma translated to a Bachelor of Design through the process of Assessment of Prior Learning (CAPL) at Ara. As an employer of design graduates, I felt it was important to continue my education and update my qualifications
I had always wanted to be a graphic designer and have never regretted that choice. I started my working life as an illustrator designing clothing graphics for T & Ski Originals. I switched to commercial roles after finding a love for computer graphics and design for print. I gained a graphic design position at the University of Canterbury Printery, where I learned as much as I could about print production. I then took this experience to the UK, along with a copy QuarkXPress for Dummies. I spent my O.E. years working in Norwich and London at publishing houses and design agencies, including Pentagram in Notting Hill.
Since 2002, I have worked independently as a graphic designer in Christchurch and I am the director of my own business, Robertson Creative.
Tell us about Robertson Creative
Robertson Creative is a home-based business. While I enjoyed having a central city office for many years, I now appreciate the flexibility of working from home—or any location I choose.
My work primarily focuses on visual brand design and communication, applied across printed media, signage, and digital platforms.
My clients include commercial business owners, organisations, and marketing professionals from retail, property, education, local government, healthcare and social service providers.
I enjoy managing projects end-to-end, from client consultations and brief development to concept presentation. While this level of involvement can feel daunting, confidence naturally grows with experience, and it is now one of my favourite parts.
What does your design process and philosophy look like?
My approach to design is structured. It begins by gaining a deep understanding of the business and the project. Good design is the result of asking the right questions—clarifying the client’s needs and defining a clear project brief. Then comes the creative magic. There is a design process that needs to be followed, from research and problem-solving to idea generation and refine, refine, refine. If I follow this process I know I can deliver a final product that will be easy for the client to apply it across all areas of their business.
What does a typical day in your studio look like?
I can’t say my days are very typical in terms of routine. I like to mix things up to keep it interesting. Each morning I handwrite my daily ‘to do’ list. I like to see my tasks neatly crossed off to give me a sense of progress. I prefer to start with a tidy desk and a clear plan. At some point in the day, I will take a break away from project work to do a yoga session or walk my dog. I like to be time flexible for my clients as their needs are often not flexible. At this stage of my working life, I feel like I have the balance right.
What’s one thing that you would like all of your clients to know?
When you engage a designer, you don’t need to have a pre-determined concept for your project. That is the designer’s role. Trust in the process, and you might be surprised at the solutions you’re presented.
What are your favourite tools in the studio?
My Mac, Adobe Creative Suite and my dot grid journal—I can’t work without them.
What are your favourite types of projects to work on?
Working on visual brand projects for new businesses is always interesting. I love learning about new products and services and expanding my knowledge with subject matter that I would otherwise never be exposed to. Every business has its own story, values, and ambitions, and translating that into a visual brand is both a creative challenge and a privilege. I have been fortunate to work with many inspiring and passionate business owners. It is a rewarding journey.
What project are you most proud of?
I’ve had the opportunity to work on many memorable projects, but one that stands out is designing the visual brand and wayfinding signage for developer Shaun Stockman’s commercial buildings throughout Christchurch. Drawing inspiration from each building’s history allowed me to push my creativity while also challenging my problem-solving skills—making every day both engaging and rewarding.
Looking back, I’m proud of the visual brands I’ve built, the work I’ve delivered, and the incredible people I’ve collaborated with along the way. I’m deeply grateful to everyone who has contributed to these projects and helped bring them to life.
Do you have any advice about our industry for emerging designers or career changers?
Build a network of clients and suppliers, act professionally and treat them well–they can be your best advocates. Avoid burning bridges at all stages of your career.
Where do you draw inspiration from?
The world around me. I am always taking random photographs, collecting references of colour and design in nature, in my community and from the places I travel. Most of all, my clients are my biggest source of inspiration. Every project is an opportunity to discover a new topic, explore an industry or research the aesthetics of a particular era. I try to approach each project with curiosity.
What hobbies or interested do you have outside of work?
I am a member of a not-for-profit group called The Kōwhai Collective. Together, we grow and celebrate local artists and creatives by running a little gift shop and art space on High Street in central Christchurch. My current role is secretary, and a couple of days a month I can be found volunteering at the shop.
Our home is full of our adult children who make every day an education, an my downtime is usually spent in the nearby forest with my border terrier Angus. He helps me keep my mind and body healthy.
Where can people connect with you?
My website, Insta, LinkedIn or via email donna@robertsoncreative.co.nz
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.
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