Dana Tomić Hughes
THE DESIGN BLOGGER
best known as the founder of Yellowtrace, the award-winning, go-to Australian design blog.
When Dana Tomic´Hughes set out to launch Yellowtrace eight years ago, she had no idea how big it would become. “It was a passion project,” she says. “It took time to find my own voice — writing as you talk went very much against the rules of design writing, especially back then.” She was a practicing interior architect at the time, so named the site after the Yellowtrace paper she used day-to-day. “The sketching phase,” she says, “is where most of my ideas and concepts were born.” Tomic´ Hughes believes that women offer something unique to the industry. “Women are generally more driven by their gut, which taps into the emotional, compassionate, intuitive way of making decisions.” She sees a bright future for women in design. “I cannot wait for the time when we don’t need to have gender conversations,” she says. “This is when we will know everyone is truly equal.”