Alecia Groom

I’m a rare blend of creativity and pragmatism, generating high-quality and well-considered graphic design across a combination of traditional and new media. My professional experience encompasses the roles of senior designer, mentor, design teacher and art director. I’m often exploring the ways that ethics, technology and culture constantly shape and guide design practice. I hold a strong belief in staying curious, being resourceful, embracing the unknown and creating with legacy.

A recent milestone has given me cause to pause and reflect on my journey as a designer. The reasons people become designers are many and varied, as are my own. It’s a nice thing to look back on, but what I’m most excited about are the bits I’ll take forward.

Some of those things are to embrace the unknown with optimism, to keep learning, to be less cynical and to stay curious. Create things with legacy, with depth and purpose – things that people will want to stick around, whether they be beautiful or ‘pointy’ and confronting. I also believe in being resourceful. Although a big budget is a nice thing to have sometimes, the lean and mean ones test the creative mettle in ways that generous ones can’t.

On the surface, the work I have created over the years is varied, and stylistically hard to pin down. Rather, I prefer the work to be shaped by its very own nature, its truths and its audience. The ‘stamp’ that I do put on it, is predominantly a cultural one, rather than just an aesthetic one. (That said, its extremely important that my design visually sings!) We spend years shaping and nudging our world views, our relationships and understanding of culture, our personal experiences and our place within social structures. No two are ever the same. This what I like to harness to style unique and compelling work. This is what makes me want to be a designer.

Thank you to the agencies and studios I have worked with over the years, for the opportunities to create great work and the trust placed in me to do so.

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