My Purpose
Everyone has a purpose. Mine is helping you share yours.
To make an impact, your brand needs to break through the noise, stand apart and be remembered. Good design helps make that happen.
With over 25 years’ experience in London and Australia, I help turn ideas into distinctive brands without losing sight of the vision and purpose behind them.
Together, we can create something that’s purposeful, memorable and full of soul.
There’s no time like the present.
-----------------
Andy Audsley - Independent brand and packaging designer, Sydney
A short interview with Andy
How did you become a designer?
From a very young age I had the uncanny ability to draw, which was nurtured further by my late grandad who used to work as a local sign writer in my home town. When the time came to study at college I was given the choice of continuing with art or exploring graphic design. As you can see I went down the path of design and haven't looked back. I love solving problems with creativity, it's not just a job to me, it's a way of life!
How would you define your design vision, your style?
Through my years as a designer l've worked with some incredible people along the way, which have helped influenced my work today. My mind always goes back to the phrase 'keep it simple stupid' or KISS for short. Always trying to do one IDEA well and striving to never over complicate it with any unnecessary fluff. When choosing a style I carefully pick ones that live on beyond just being a trend or a fad, if you can look back at the work and it still feels timeless then that's always a bonus.
For the future, what are your professional projects?
My main passion is to help 'start' startups for passionate people with a purpose. To create new challenger brands that can help change consumer behaviour in the world. Never faltering and always asking WHY? I really get a kick out of breaking the norm, zigging when everyone else is zagging! Standing out in the crowd when everyone's copying everyone else. Always looking to create the next small brand that takes on the big ones, like David and Goliath.
What do you like the most in your job?
What tomorrow may bring! Because everyday is different. It's never a dull moment when your jumping from one creative problem to the next. Trying to out smart and surprise clients with fresh creative thinking. Always wanting to push the boundaries of what a brand can really do. There are some incredible people working in the industry today, and I always love seeing new and interesting projects hit the market. So, here's to tomorrow!
How do you feel about AI?
AI is a tool, and I’d be daft to ignore it. You either learn how to use it or risk being left behind. But like any tool, it’s only as good as the thinking and experience behind it. A prompt can produce an image, but it can’t sit with a client, understand the awkward bits, sketch until an idea feels right or know why one tiny adjustment to a logo can make all the difference. The craft still matters: the care within an illustration, the judgement involved in shaping a logo and the human interaction that uncovers the real idea.
After more than 25 years, I’ve seen plenty of “next big things” arrive and quietly leave through the back door. I’ll embrace AI where it helps, but I still want to control the idea and the narrative, rather than hand everything over to a prompt. Technology can speed up the making, but it can’t supply the soul. The best ideas still begin with people.