Panorea Kacevalis
Australian Design Studio Owner, Australian Design Studio

Written by Louise Melides on 2009-10-09

Owner and founder of Australian Design Studio

1. Why did you decide to pursue a career in the media and communications industry?

After having four daughters being on my own I knew I needed to get into full time work and make a living to support my children so I decided to put myself through university and began studying business, before I knew it I found my passion for marketing and majored in business marketing at Queensland University of Technology. I began work nearly instantly when I finished Uni and slowly started working up a rapport with clients and learning things about the industry as the days went on. A few years later I opened my own agency and ever since then I’ve been building that up. There are never dull days at work this industry keeps you on your toes and surprises you when you are least expecting it. I guess I decided to open my own agency because I had a passion for helping people make money. I love hearing success stories from work that our agency has created and of course I love celebrating with my staff when we have completed huge jobs and we can finally take a break.

2. What has been your most memorable achievement or experience working as a part of Brisbane’s media landscape?

Oh that’s a tough one, there are too many to list to be honest. I think one of the most memorable one would have to be a book I created for Red Cross called “Women in war”. The book covered the lives of 8 women in Australia and their lives. ADS helped put this together as charity for Red Cross. I guess it felt good giving something back to the community and it opened my eyes a lot, seeing all the tragic stories that people are unaware of. So that is probably my most memorable. One other one that stands out is a big job we did for Queensland State Health, 15 000 booklets on disaster management were sent out and ADS won an award for it. So we were really happy about that it’s good to get credit for our hard work.

3. What are the most important/valuable skills that graduates can bring to your industry?

There is nothing I value more than a good attitude at work and a healthy relationship with my staff. Its important to me that my staff and I trust each other and can talk about anything that bothers us and our future goals. It is also important to have this attitude because the clients value it too. There is nothing worse than going into a shop and the staff are rude and cold. I like my workers being happy inside so they can bring that energy to the outside, then everyone’s happy.

4. What are the biggest challenges you and your organization face as a member of the Brisbane media community?

I guess just the little challenges we face as a team here just normal every day stuff. It’s hard to stay one step ahead in the advertising world so I guess that’s our main challenge. This industry is quite cut throat people don’t want to waste their money, no one does so it’s important to constantly be challenged by this and to inspire new ideas and ways to create the latest designs and that type of thing.

5. Are there any ideas, changes or implementations, which you feel, could improve the function of Brisbane’s media industries?

I think I’d like to see more international stuff coming out of Brisbane’s media Industries. Id like this because I know how much talent there is out there in Brisbane and I feel we could really go places with that. Also it would be great to have social functions that connect Brisbane with the rest of Australia. There is a great emphasis on states such as Melbourne and Sydney that have a lot of magazines and big companies to be known as the places with all the action and I think Brisbane will grow to achieve such a rapport, each day there is new inspirations and graduates such as yourselves that are creating new ideas for Brisbane and its media industry. So I guess I would like to see that too.

6. I noticed there were non English speaking staff at your work can you tell me a bit about them and the nature of their work here at ADS?

Oh my exchange students, love them! You would be surprised how many requests we receive from companies such as Australian Internships and universities, asking if we can take on a few exchange students to do some volunteer work and get some hands on experience. I say the more the merrier, we have a very multi-cultural office when there are a few around and being Greek myself I love the mix of cultures in here we make the most of it and have little cooking days where we each make or bring something from our country. The nature of their work, well they learn a bit of everything; they sit in on meetings, take briefs, learn a bit of Photoshop and design, help brainstorm for T.V ads and slogans etc. a little bit of everything really, I am quite free with them they come and go as they please and they love it.

7. How do you balance work with family life, you have five daughters now and your running your own agency and managing all these staff it seems like your wonder woman?

Yes I have a five year old now and life is as crazy as ever. Balance? Ooh tough question, I guess from a young age I was forced to find full time work and raise a family and with those lessons. I guess what helps is that advertising is something I love and its true that when you love what your doing you succeed because it feels natural. That and I guess a lot of late nights back at work haha its good because my older children are now young women so its like having four girlfriends that help me though each day and help with the little one. Don’t get me wrong though when I say late nights I mean it, I take my laptop home all the time to finish work and get ahead for the next day. I guess it never stops, I tell my children that when you stop everything stops so stay busy, work hard and life will work for you. And of course you have to give yourself time to unwind, there’s nothing better than driving down the coast for the weekend after a big week at work. Life needs to have a bit of both and if all you’re doing is working than what’s the point? You have to live each day and be happy.