Creative Journeys with Zander and Thomas from Daymark
Creative Journeys powered by Squarespace is a series of free, in-person and online events taking place across Aotearoa New Zealand for 2025. Coming up on 15 October in Kirikiriroa Hamilton, Zander and Thomas from Daymark will be chatting ‘How to nail brand strategy’. Register here for your free ticket.
Kia ora Zander & Thomas. Can you share a bit about your backgrounds and what led you to pursue a career in your creative field?
Zander: I grew up on a small farm in Nelson and was fortunate to have a very crafty and musical family. We were encouraged to create & “get outside” so I spent a lot of my childhood building stuff and having fun outside with my siblings. This led to a passion for brand, product design & architecture and an appreciation for craftsmanship.
Thomas: Howdy. I also grew up in a rural environment, just outside of Matamata, before moving into town around intermediate age. Growing up I was always interested in drawing and creating things, and drawn to making books and objects which inevitably led to design, despite painting and moving image being my original goals.
What are some key challenges or experiences that have shaped your creative journeys?
Zander: My first proper job out of design school was designing hospital beds and medical accessories for a great family-owned business in Taranaki who export all over the globe. We were involved in the entire process, from research in hospitals, R&D, design for manufacture, marketing and support. It gave me an invaluable foundation in design and business that I’ve been so grateful for. I’ve always tried to keep the end-user top of mind and am a big believer in a user-centred design approach with every project.
Thomas: My experience has been a bit all over the show, starting out in print shops before a stint in publishing for a few years, followed by jobs in Whakatāne, London, Auckland and now Kirikiriroa, working across brand identity and packaging design. I’ve largely worked in small teams, so seeing projects through from start to finish has given me a grounded approach to being a part of the whole process. It has shown the importance of a strategic foundation to drive a project, which the best way to learn has been by seeing how others deliver strategy and building my own approach over time.
How have your personal values and lifestyle choices influenced your career and creative processes?
Zander: I’ve always believed that everyone is born creative, and that expressing it is what makes us human. That belief has shaped the way I live and work, leading me into a career in design. In my process, I’m always searching for the thread of creativity that runs through each brief—because finding that thread is what allows a project to move beyond the expected and become something meaningful.
Thomas: Growing up around DIY music and skateboarding culture definitely showed the joy of creativity and just getting in and making things for yourself. Although a bit of a dirty word in that context, you can see the power of brand present in bands like the Misfits or the Ramones through to companies like Toy Machine or Antihero, or the care people like Hydrahead Records took with their art and packaging. That influence instilled a lifelong interest in trying to make things that resonate with others. Every brief is a chance to make something cool, for lack of a smarter word.
Ahead of the Kirikiriroa event on 15 October where you’ll be presenting ‘How to nail brand strategy’ can you give us a taster as to what folks can expect to learn?
Zander: As designers, we know a brand is so much more than how it looks—it’s about the story it tells and the value it creates for people. Brand strategy gives us a framework to guide clients with clarity, bring them on the journey, and take the subjectivity out of creative conversations. Thomas and I will show you how strategy can help define the audience, sharpen positioning, and create a clear direction before jumping into concept work. We’ll walk through the process together, using recent projects as examples, so you can see how to integrate this thinking into your own practice.
Thomas: What I like most about strategy is it is a chance to listen to people and try to distill what they’re doing down to its simplest and most impactful form, before exploring what that sounds and looks like. It is the unsung hero of the creative process, so hopefully we can share the importance of a good strategy.
How do you balance the business side of your work with your creative pursuits?
Zander: To be honest, it’s been a real balancing act—juggling winning work, creative direction, and still finding space to stay hands-on and keep learning. These days my role has shifted from being the sole designer on the tools to leading a studio, directing a range of projects, and managing the day-to-day of a creative business. Outside ofwork, most of my creative energy is spent with my three daughters, who have a huge appetite for drawing and crafts. I also find inspiration in the garden and through entrepreneurship, having helped found and direct other creative businesses.
Thomas: This is a little easier from my perspective, as I’m very much on the tools in terms of writing strategy and doing creative work. The projects at Daymark largely keep the creative outlet under control, even if it means burning through the more out-there ideas to get to the sweet spot of creativity that works for the client. Outside of that, I try to keep a sketchbook or notes doc of ideas on the go, or create design just for fun. But having a 2-year old child largely means drawing an endless amount of horses on his command.
Lastly, where can people find you online?
You can follow the studio on IG @daymarkstudio and on LinkedIn @Daymark
You can DM Zander directly @alexanderwastney and Thomas @mysta_cool
Register for your FREE ticket to the event here.
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