Alumni Stories – Julia Fiorello
Who are you and what do you do?
My name is Julia Fiorello and I am a self-employed creative strategist and graphic designer.
What project/job/event/research are you currently working on? Please tell us a little about the impetus, content, expected impact of this work.
I just hit my one-year anniversary of leaving my in-house job and building a small design business. The majority of the work I do is with mission-driven orgs, many of which are in the education, healthcare, and small business spheres. On top of client work, which has ranged from integrated brand strategies for health systems to interactive exhibits for companies like Equal Exchange, I’ve really been enjoying the opportunity to thoughtfully craft and implement my own business strategy, operational systems, and internal culture. It almost feels like a luxury to be in control of everything.
In what ways did the work/research you did at parsons prepare you for that transition and the work you’re doing now?
With a B.S. in Graphic Design and working in the industry for 8 years, I had a strong knowledge base of how to creatively problem solve, but I didn’t quite know much about the business side of things, outside of my own experiences and observations. I felt the urge to develop a deeper understanding of business, and felt it would only help me to progress in my career.
The MS SDM Program really opened my eyes and gave me the tools to think and develop the inner workings of a business — how to pitch a client (and get business), how to manage people and teams (without being an asshole), and how to apply design thinking to grow and strengthen a business (no matter the size or industry).
List any awards, recognitions, etc. that you’ve received since leaving Parsons.
I haven’t received any, but I’m only a year out. Ask me in 5 years and I expect to have a very different response. 🙂
How has the MS-SDM program challenged you to grow as a strategic designer?
“Strategic Design” still feels like an oxymoron to a lot of people. For me, I’ve always been a designer, but the MS SDM program gave me the knowledge base to expand my thinking and application of design. Now I always make sure to emphasize my focus on strategy to clients – which isn’t always easy. I’ve spent a lot of thought, time, and effort educating clients, but it has paid off.
By asking more thoughtful questions (you know, those pesky “why” and “what if” ones), truly understanding and communicating a business’ brand, and educating clients about the value of design strategy, I’ve really strengthened my business relationships. Clients appreciate my ‘consultative’ approach and now view me as more of a collaborator who’s helping to grow their business rather than a graphic designer who makes things look pretty. It feels pretty awesome, almost surreal, that I am actively contributing to strengthening the general understanding of and appreciation for design strategy as an approach, and even an industry.
If you were to give one piece of advice to current students, what would it be?
Dig in. I know it’s exhausting, but the more you give, the more you’ll get. View every project as a client project that you’re getting paid for, not a student project. This simple adjustment in mindset will help to elevate the quality of your work, which is one step towards getting that kickass job or client after you graduate.
What book are you reading right now?
I’m obsessed with Teresa Amabile’s “The Progress Principle”.