CASS DELLER’S BESPOKE GRAPHIC DESIGN, ILLUSTRATION AND LETTERPRESS BUSINESS ‘JUST GREW ORGANICALLY’
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.
Watercolour is a favourite medium.
PHOTOS: REBECCA COLEFAX PHOTOGRAPHY