Interview with Tracie Sudesh

Tracie Sudesh ("TS") interviewed on Tuesday, 24 April.

Could you please tell us about your experience as a designer, artist, architect or creator?

TS : Over the last 19 years as a professional, I have lead, managed, collaborated, liaised with various organizations whether in-house or onsite with clients from design studios, advertising agencies, fashion houses, publishing houses, product development companies both locally or internationally. The greatest part of this experience is that I love working. I enjoy every bit of it from idea conception, realization to market response.

How did you become a designer?

TS : I have asked myself that for a good decade, but not until about 9 years ago did I realize that my father was the influence in my choice of becoming a designer. It was his sense of style, fashion, elegance and charisma that played a significant part in me appreciating design which inadvertently took the turn in my decisions to become a designer.

What are your priorities, technique and style when designing?

TS : I work around these three aspects for every design process. Research, Objective and Goals. This evidently supports my accomplishments. I work on various platforms be it in digital or physical, in order for me to achieve a desired satisfaction. As I a minimalist designer, I am constantly trying to find solutions to simplify a design, be it physical or digital.

Which emotions do you feel when designing?

TS : I am always very excited when I take on a project. The first thing I do is not let those emotions take over my adrenalin. I am very calm and relaxed throughout the process. Though as a design progresses, I do get excited, but that is already a different kind of a joy and yet, I remain calm. The process from inception to execution to deliverables is a painful process but really is a sweet journey. The final feeling is always euphoric when a product/project is accomplished but it remains temporary until the next modification, adaptation or iteration.

What particular aspects of your background shaped you as a designer?

TS : I believed the sense of finishing something that I have started and putting things in order have been instrumental in my design life.

What is your growth path? What are your future plans? What is your dream design project?

TS : I intend to collaborate with various design houses, agencies, product development companies working on multiple projects on a stealth mode. This will strengthen my relationship with the industry and push myself to keep up with various demands of the industry. I want to be remembered as a continuous contributor to society. It is all about making that small contribution that would make a significant change. I would like to someday have my own brand with a range of products.

What are your advices to designers who are at the beginning of their career?

TS : Designing is very challenging. A well thought of design will always prevail. It is always important to have some principles in designing.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

TS : Conscious, ethical and responsible practice is key to a successful product, company, corporation, society and environment.

What is your day to day look like?

TS : I start my day reading short news or articles. Then I head for a long run. This is the space I use to clear my mind and to think. I keep the day interesting by taking a lot of breaks. It keeps my mind fresh. Though nights are actively social, this is where I draw my energy and at times I get back and work if necessary. Of course, I run on a 4 to 5 hours of sleep schedule.

How do you keep up with latest design trends? To what extent do design trends matter?

TS : I am constantly in search for new trends across disciplines. I read, research online, travel, visit exhibitions, visit factories, meeting with suppliers and so forth. It is important in the various design jobs that I take.

How do you know if a product or project is well designed? How do you define good design?

TS : First thing I look at it is the finish. Period.

How do you decide if your design is ready?

TS : This is a tough one. I always, find ways to simplify my designs and by doing so, it only means more modifications. I am constantly thinking about past projects and how I could have improved them. Though it may be more than finished for most which is 99.98% it is never finished for me. I have difficulty finding that 0.01%. It is hard to find peace with this feeling.

What is your biggest design work?

TS : One of my biggest work that I am proud of was designing a menswear brand for a company that I was engaged with. I created everything from its concept to its branding to all its products in its retail stores in two countries. What make its even more interesting was, the store was opened in another country from where I was based and all that was done in the nine months. I worked and collaborated with various teams in various countries and continents. It was the never ending support, collaborations, relationship and effort that everyone involved contributed that made it a success. The end results were truly satisfying.

Who is your favourite designer?

TS : I do not have a particular favourite designer. I appreciate various designers from various disciplines and to mention one would not be fair to the other.

Would you tell us a bit about your lifestyle and culture?

TS : I am a fast paced person. I love life in big and crowded cities. It feeds me with energy and keeps me up. That said I do take a break from this to discharge every now and then. I live an active lifestyle and it constantly keeps my adrenaline pumped up. This definitely has an impact in my work. I guess the structure and detailing in my work is a representation of my lifestyle while the minimalism in my design is a reflection of calmness that I desire.

Would you tell us more about your work culture and business philosophy?

TS : I work alone when I have to and collaborate when I need to. In order to achieve great things, we need to work as a team. One of the most important aspects on establishing a successful team is to be transparent and to be able to communicate effectively. I owe my accomplishments to everyone that I have worked, collaborated and engaged with. Though, I may not be an easy person to work with mainly because I have very strong philosophies on near perfection, nevertheless, I have built and maintain a successful relationship with all my vendors, suppliers, manufacturers, agencies, studios, colleagues in a global scale. I suppose, I must be doing something right.

What are your philanthropic contributions to society as a designer, artist and architect?

TS : I have always found ways to give back to the community from a very young age. I have volunteered, I have made regular monetary contributions and I have offered my services wherever and whenever possible. I get that same euphoric feeling as I do when I accomplish a project or product. I know I have helped someone in need and I have been a part of it in some small way.

What positive experiences you had when you attend the A’ Design Award?

TS : A’ Design Award is a great platform to compete. There is no other design competition in the world that is close to this. The reason I believe so is because of its unbiased methodology. Its strict submission requirements are instrumental on standardizing its competition throughout the various categories. The platform also provides preliminary scores that guide participants on improvising their designs or submissions. The continuous effort to promote winning designs by A’ Design Award through various exhibitions around the world is fundamental to any designer’s career. I am honored to be recognized as the Designer of the Day.

Tracie Sudesh Profile