What is your artist background?
I’m a graphic designer & Illustrator. Art was always my strongest subject at school (despite some very farfetched ideas between ages 8-11 about becoming a marine biologist), I kind of always knew I wanted to have a career in the creative industry. I studied at Massey University, Wellington and I have a Bachelor of Design (in Visual Communication Design) and a Masters of Design. I’m currently a creative director of my own design agency, Ima Creative.
Where in New Zealand do you live?
I currently live in Ōhope, a small beach town in the Bay of Plenty.
When did you start doing your art?
Hard to pin point, as I’ve always drawn and painted in some form from the time I could hold a crayon. What I’m doing now, I’ve been doing officially after completing my Masters.
When did you start your entrepreneur journey?
Since 2015/16. I was taking on small freelance projects during my studies, then worked as an intern at a design agency after finishing Uni with the aim of going into in-house agency work. The internship was unpaid so, alongside a part time job, I took on a bunch of projects on the side to pay the bills…then realised I liked having my own thing. When the internship didn’t pan out to an agency job, I was actually relieved as I’d already started my own business. I carried on, moving overseas to the UK, then later Spain, where I gained some amazing clients and really got the hang of working for myself, as well and travelling and learning a second language.
Some amazing other work by Ami. Soochi drinks photographer: Kindred Studio
How do you describe your artwork style?
I don’t think I have one consistent style – I’ve always tried different things in order to offer different aesthetics for client briefs. It changes and evolves depending on projects, sometimes it’s ethereal, sometimes playful, often bold and graphic.
Ami with some of her graphic design work.
Have you always done your field of art or was there other types of art that you have done? If so, what types?
Yes, I’ve spent time in other creative fields. I love painting, particularly gouache and oils. At Uni, it was relatively easy to try things so I took some textile papers and loved the creativity involved with a more tactile subject. For my Masters project, I created wallpaper designs which are actually installed at my mum’s house. I’ve also taken workshops in photography, pottery classes, an interior design course and a concept art course with Weta workshops to explore where illustration could take me.
What is the best/ideal environment for you when creating your artwork?
I can work in most spaces since living overseas and travelling, as long as I have a desk/or surface I can set up my ‘zone’. Currently working from home is my go to. Numerous cups of tea. Noise cancelling headphones for sure, with a podcast or audiobook. Sometimes a co-working space for a change of scene. I don’t really need to talk to anyone, but sometimes it’s nice to have people around.
Who is your hero? And why?
Oh Iris Apfel, she recently passed, but she had an incredible creative life and was famously outspoken. Kelly Thompson, Phoebe Morris…I definitely admire lots of other graphic designers and illustrators. I also work for a lot of female-led companies, and many of my female clients are truly amazing with what they’ve achieved in an often male dominated world of business. I’m probably biased here, but my partner, Will, is someone who I really admire, he’s incredibly calm, level headed and super talented whilst being very humble about it. He’s also a designer and works in the world of Industrial and Automotive design so it’s nice to have someone who shares in the creativity industry – both the good and the bad.
What values are important to you?
Humility, authenticity, consideration.
Any advice for aspiring NZ artists?
Ohhhh…so many things…(mine are more entrepreneur-orientated) I wish someone had these for me when I was starting; unless you’ve agreed to providing work for charity out of sincere altruism, don’t work for exposure, ever, you deserve to be paid. Don’t feel ashamed if you have to keep that part-time job while finding your freelance feet, we all have to pay the bills. Everything ebbs and flows, don’t let the ebbs deter you, especially when it comes to comparison. Upskill, upskill, upskill – you are your own investment so the more you learn or experiment, the more you can contribute to your work. Self-initiated briefs or personal work is the best, you can make up your own project and create the work you like and want- I get so much client work from my own ‘pretend’ briefs/clients. Contracts are essential, don’t let people tell you otherwise.
Puzzle art in the making
What was the inspiration behind your artwork for your PieceHouse puzzle?
A couple of things…I recently moved back to NZ from Barcelona, where al fresco is the culture and their tropical plant-adorned balconies and courtyards are incredible. The other part of the inspiration, was the garden area at the back of Olive Café on Cuba street, Wellington. It’s been a while since I lived there, but it was always this lush, secluded solace of socialising, good food and drink that I escaped to when I first started out freelancing. Perhaps this piece is a homage… Ami is the artist that created the The Good Life puzzle.
What do you do to help keep your mental health in a positive place?
It’s probably cliché and obvious, but exercise. I love my job, but not the hours of non-movement that can come with it, so I get outside and walk, hike, run. Something I’m working towards is setting more regular work hours and setting boundaries around those hours. Tactile hobbies that don’t involve a screen, whether it’s gardening or baking. Making time for quality socialising.
