Celeste Watson

Art Director & Graphic Designer
Melbourne, Australia
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Bio

Put simply, I’m an Art Director / Graphic Designer / Copywriter & sometimes Strategist. I think big for global brands by day and by night I work closely with my creative community in Melbourne, Australia in hope of elevating and amplifying my friends and local talent. I’m currently living a bit of a double life, working full time as an Art Director at Saatchi & Saatchi and freelancing under my alias of GRAPHIC CONTENT ™ at almost every other opportunity. I love IDEAS and I help create and run BRANDS every day.

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Work Experience
Work Experience
Saatchi & Saatchi
July 2019 — Present
Melbourne, Australia
Art Director
SAMPLE Brew
August 2017 — July 2019
Melbourne, Australia
Art Director
CHE Proximity
August 2016 — August 2017
Melbourne, Australia
Digital Designer
Work Experience
University
Royal Melbourne Institute of Technology, Parsons School of Design
Skills
Bachelor of Design (Communication Design) RMIT, Exchange Scholarship Recipient Parsons School of Design NYC, AWARD School Graduate.
Featured work
Tell us why you're the best applicant in under 50 words

My CV tells a story of someone not afraid to give things a go, from design to advertising, art to copy, CMYK to RGB. I’m a born adapter and a quick learner. I perform best when taking a professional plunge and I’m ready for my next dip.

Give us your bio in under 500 words

Put simply, I’m an Art Director / Graphic Designer / Copywriter & sometimes Strategist. I think big for global brands by day and by night I work closely with my creative community in Melbourne, Australia in hope of elevating and amplifying my friends and local talent. I’m currently living a bit of a double life, working full time as an Art Director at Saatchi & Saatchi and freelancing under my alias of GRAPHIC CONTENT ™ at almost every other opportunity. I love IDEAS and I help create and run BRANDS every day.

1. What's the most courageous thing you've ever done?

The most courageous thing I’ve done is have the audacity to truly believe that I could get into exchange at Parsons in NYC. It took a lot of self-belief to apply for one of two places offered by my University. And I got in! It was a true test of academic endurance to score the marks to be considered, despite even facility doubting my chances. And I did it! It may be one of my greatest achievements to date… and the very memory of this courage to forge my own path is what has fuelled my application today.

2. How are creativity and innovation related?

Creativity and innovation are intrinsically linked as the act of creating is unto itself an act of coming to know; both in the asking and answering of questions as they arise. We create ‘new’ at every intersection throughout this journey. In doing so, to be creative is to innovate as when put new ideas into the ether; the world and our minds are never what they were before this defiant act self-expression.

3. Why do companies need clarity and creativity?

Companies need clarity and creativity as the world is in a constant state of flux. The demands of our audiences shift constantly and rapidly and it is the role of creatives to make sense of these waves and deliver solutions that best meet these needs. Companies can now break audiences into segments, target them directly and more traditionally, hone the craft of the good and/ or service they offer. Yet, in this oversaturated global market, it is creativity alone which separates the successful and the unsuccessful. Creativity is the catalyst for cut-through, for wonder and surprise and without this art, companies cannot separate themselves against their competitors and the world would be a much more boring & confusing place!

4. You have 30 minutes of free time. What do you do with it?

I go outside, I get away from my desk, I either take in the sounds of my environment, people or nature watch, or I add a soundtrack. I often find that I come back to my desk with a new sense of clarity and a fresh mindset.

5. What is one risky and bold goal in life you have? Or, if you could dedicate your life to solving one problem, what would it be?

I remember studying in Uni and learning about all the rockstar designers of the 60s, 70s, 80s & 90s. Today, with the rise of the Internet, it’s hard to think if Graphic Design currently has a voice of this generation. There are so many talented people, yet few reach icon statuses. I can think of Jessica Walsh’s career and her impact on trends as perhaps one for the history books. It’s bold, but I’ve always hoped to pave a path for myself as a designer who could one day have this kind of impact on the design landscape. I currently feel behind schedule, yet I think it’s a lifetime’s work which creates this kind of legacy. I’ve been strongly drawn back into my design practice and I now see how much its deeply rooted in both my happiness and sense of identity. I want to create with purpose and platform.

6. Explain your creative process

First and foremost, I’m a listener. The foundation of my practice is in my ability to listen carefully and attentively to the needs of my client. From there, I use my emotional intelligence to get a proper grasp of their intentions, beyond the binary means of typical communication channels. I love to speak to my clients one on one, to hear the tone of their words and what they emphasise. I ask them questions when I need to. From there, I begin to formulate my creative response. My work is always conceptually lead. Hence why I’ve found myself in advertising. Ideas and thinking matter a lot to me. I create ideas for people; of what they are, what they offer and who they want to be. Then from there, my work is usually typographically led, with a focus on colour and pushing boundaries to deliver creative solutions.

7. What is the best advice that you have been given?

Just Do It™ — Nike / my Mum

8. What is your definition of creativity?

My definition of creativity is that it’s an act of play and in turn, to make. Our minds are melting pots of influence and in the act of playing, making; ‘creating’ — we develop new futures at every turn — these both reflect our past, our present and our hopes for what comes next. Creativity is a radical act of influencing the future, be it from V1 to V2 or from one decade to the next. The variant is what we’ve made.

9. What 10 songs are on your favorite playlist right now?

Modern Bliss – Roza Terenzi, Make It Up – Tirzah, Raingurl – Yaeji, Final Form – Sampa the Great, Asylum Seeker – Gordon Koang, The Rock (and the Stars) – Gregor, Werido – Sweet Whirl, Honeybird – Andras, Dewi - Komang

10. How do you want people to remember you?

I want people to feel energised and inspired after meeting me. I have a lot of energy and enthusiasm for life and people and I always hope to be able to leave them with something to think about and percolate on.

Passport is valid for next 12 months

Yes

Which country issued your passport?

Australia

Have you been convicted of a crime and/or a felony? If so, what was the offense? State the city, country, and date.

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