"We really punch above our weight," says Gillian Vosper of the NZ design industry. And she knows what she's talking about. Currently Managing Director of creative technology firm Chrometoaster, Gillian has more than 15 years' experience in brand development, management, marketing and interactive media. Whether you know the name or not, chances are you've seen Chrometoaster's work - maybe even had a good chuckle over it, in the case of their 2006 campaign for The Hutt."We really punch above our weight," says Gillian Vosper of the NZ design industry. And she knows what she's talking about. Currently Managing Director of creative technology firm Chrometoaster, Gillian has more than 15 years' experience in brand development, management, marketing and interactive media. Whether you know the name or not, chances are you've seen Chrometoaster's work - maybe even had a good chuckle over it, in the case of their 2006 campaign for The Hutt.What time of day do you feel most inspired?
Late, late, late. The later the better. Seldom in the morning.

Which major designer has had the most impact on you?
Chanel. (It's a loooong story.)

How do you think New Zealand design shapes up internationally?
I think we really punch above our weight in design - in the broadest sense of the word. Working with a huge range of companies across numerous sectors I see outstanding design at every stage of the value chain - from systems and product design to storytelling. We get inspired by our clients.

Can you describe an evolution in your professional design practice from your childhood?
My sister and I loved creative writing. We would spend hours writing 'stuff' that was unstructured and wacky. At Chrometoaster our design team is encouraged to look at every job afresh; try new things and be as creative as they can. It's good for the soul as well as the outputs. Our best results have come from dreaming and problem-solving.

What's your dream commission?
A product brief with a USP that states "we make people happy" - no other brief and an unlimited budget.

What is the best thing about the culture you have created at Chrometoaster?
We've managed to assemble a unique group of individuals who are passionate about what they do and have immense integrity in their work - designers, programmers, information architects, motion graphics artists and project managers. What this means is that every result for a client is one we are (collectively) proud of.

What makes for a really good web navigation experience?
There are so many lengthy texts written on this, but to me in summary, these days it's all about highly intuitive and intelligent web design (based on a good understanding of audiences - who they are and how they want to use the site) and use of modern web technologies that allow for such things as network effects, mash-ups, tagging and a high degree of personalisation.

What's the cutting edge of interactive design in creative technology?
We've retained our original ethos in terms of creating aesthetically beautiful and highly usable online experiences, but have embraced the Web 2.0 philosophies/principles of participation, openness and communication. Cutting edge is still about giving people what they want.

What project to date has given you the most personal satisfaction?
That's a tough one as every job I am involved with has given me a certain level of personal satisfaction. Chrometoaster as a project has probably been the most rewarding. Seeing a small and disparate group of creatives evolve to a successful business with offices in Wellington and Auckland, whilst still retaining our original ideals has been very satisfying- so far.

As Managing Director of Chrometoaster, how do you move between global and details thinking?
With difficulty. I have to make time for global thinking and it's usually done late at night when the kids are in bed and it's just me and my computer. It is easy to spend the whole day on tactical operations, but the strategic stuff needs planning for.

What's your number one business tip?
Love your job and your customers.

The worst design excess you know of?
Palm Islands in Dubai -

What, in your opinion, is the best designed website ever?
Google.

If you could go back and choose a completely different career path to the one you've chosen, what would it be?
Copywriter by day; novelist by night.

What time of the day do you get up?
7 - 7.15am during the week. Then it's a mad rush to get everyone out the door by 8am to get to school, work etc.

How do you get your news?
In as many ways as I can: National Radio in the morning, RSS feeds and email at my computer, DomPost on a coffee break, TV3 late news before bed. I love news!

You are given a piece of string, a stick and some fabric. What do you make?
A kite - I live in Wellington.

What place is always with you, wherever you go?
Kennedy's Bay - where I spent every summer holiday when I was growing up.

What's your favourite word?
Yes.

What's great about today?
It's not too windy!

Interview by Jacquie Clarke

8/5/07