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CASS DELLER’S BE­SPOKE GRAPHIC DE­SIGN, IL­LUS­TRA­TION AND LETTERPRESS BUSI­NESS ‘JUST GREW OR­GAN­I­CALLY’

Life & Style Weekend - - WELCOME - PHOTO: RE­BECCA COLEFAX

Re­cently I at­tended a gor­geous wa­ter­colour class held by Cass Deller that was so in­for­ma­tive and hands on, it led me to cre­ate cus­tom art­work for my in­te­rior styling clients. Cass’s work is noth­ing short of per­fec­tion: it’s be­spoke, beau­ti­ful and full of rich colour and el­e­gant patterns. Start­ing out in in­te­rior de­sign spe­cial­is­ing in re­tail de­sign, Cass even­tu­ally fol­lowed her heart to study graphic de­sign and be­spoke letterpress, and now has a wealth of de­sign knowl­edge and ex­pe­ri­ence be­hind her. I sat down with Cass to dis­cuss all things Cass Deller De­sign. What in­spired you to launch Cass Deller De­sign? “Launch­ing my busi­ness hap­pened very or­gan­i­cally, with­out much strat­egy be­hind it. I knew that I didn’t want to work for a graphic de­sign firm, where I would have to work my way up, so to speak. I al­ready knew the type of work I wanted to do, and the type of clients I wanted to work with, and the eas­i­est way to do that was to work for my­self. Ev­ery­thing just grew nat­u­rally from there.” Tell us about your busi­ness. “My busi­ness is cen­tred around pro­vid­ing graphic de­sign, il­lus­tra­tion and let­ter­ing ser­vices to wed­ding cou­ples and com­mer­cial clients look­ing to cre­ate a unique cus­tomer ex­pe­ri­ence through brand­ing, sur­face de­sign and tex­tile de­sign. The beauty of my work and my style is that I at­tract clients from all around the world, so my lo­ca­tion doesn’t limit me to the type of cou­ples and brands I can work with.” What’s trend­ing? What’s the most pop­u­lar de­sign trend you cre­ate? “Wa­ter­colour, with­out a doubt. In 2012, I re­mem­ber one par­tic­u­lar pack­ag­ing project where I used this medium for the hero piece of the la­bel de­sign, and from there I fell in love with it. By 2013, I started us­ing wa­ter­colour reg­u­larly in my sta­tionery de­signs and it just took off. It’s my favourite medium to work with and I’m so glad it’s still pop­u­lar and I think it will still be favoured for years to come.” What’s next for Cass Deller De­sign? “To be hon­est, I try not to plan too far in ad­vance and I like to see the busi­ness grow or­gan­i­cally. Tex­tile de­sign has been a large fo­cus in 2017 since my wa­ter­colour il­lus­tra­tions have been no­ticed by ex­cit­ing fash­ion la­bels. In Septem­ber, I launched the Cass Deller De­sign Col­lec­tion, an on­line li­brary for qual­i­fied buy­ers to pur­chase print and pat­tern de­signs for a range of medi­ums like swimwear and home­wares. It’s a pas­sion project that’s turned into a real-life project and, at the end of the day, my aim is to cre­ate beau­ti­ful work that in­spires me, keeps me cre­atively ful­filled and pos­i­tively im­pacts the world.” See more at www.cass­del­larde­sign.com.au.

Cass Deller.

Wa­ter­colour is a favourite medium.

PHO­TOS: RE­BECCA COLEFAX PHO­TOG­RA­PHY

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