We’re excited to introduce you to the always interesting and insightful Alyssa Westman. We hope you’ll enjoy our conversation with Alyssa below.
Hi Alyssa, thanks for joining us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?
The path that led me to Graphic Design and Creative Direction was anything but linear. Growing up, it felt like there was an expectation to have your career figured out by high school, and once you chose it, you followed a set path. I was always drawing, drawn to the arts, and knew my career would involve creating. At the time, I thought theatre design, specifically costume design, was my future. I studied production design at York University, and also spent a brief time in-between studying Fashion Design at Toronto Metropolitan University. After receiving my degree I worked as an assistant designer in theatre, where I was immersed into a world filled with so much talent and creativity. After four years, though, I found myself at a crossroads, feeling unsure about my next steps.
The thought of leaving behind the career I had committed so much to was daunting, but after lots of reflection, and encouragement from my husband to leap, I decided to take a risk. At the time, I had started experimenting with web and logo design. While I didn’t know much and was learning through experimentation, I was drawn to the digital medium. I enrolled in Fanshawe College’s Graphic Design program where I learned the technical foundation for graphic design. Partway through the program, with my additional schooling and experience under my belt, I felt ready to jump into the field. I left early, built my portfolio, and started applying for jobs. A friend encouraged me to apply to sagecomm, a local marketing and communications agency. After an inspiring interview, I was so fortunate to join the team as their Senior Designer, and six years later, I currently work as their Creative Director.
Looking back, I suppose I could have arrived here faster by learning more about the possibilities in graphic design sooner, but the experience I gained in theatre taught me so much. I learned how to work with diverse teams, collaborate creatively, think in bold and abstract ways, and ultimately tell stories that matter—skills that have been invaluable in my current role. As an artist and creative you take every experience and inspiration with you, and you never know what impactful moments and influences you may pull on later in future projects. I’ve also learned through this journey that starting over, taking risks, and pushing through fear are crucial for growth. It’s not easy, especially for someone like me who likes to have a plan, but it’s necessary for creative discovery – and it’s never too late to change your path.
<b>What are some of the essential skills required in your field?
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Some of the most essential skills in my field include:
• Empathy and curiosity – Effective design and connection starts with understanding the mission and needs of the client and their audience(s). An open mind and curiosity to build genuine understanding are key to creating work that truly matters.
• Collaboration – There are countless technical skills I haven’t learned yet, especially in such a fast-paced, ever-evolving digital world. I’m fortunate to work alongside incredibly talented individuals with a wide range of skills that I learn from every day. The most meaningful and effective work is always a team effort. Being able to communicate well with others, lean on your team when needed, and learn from their expertise is crucial not only to producing great work but also to growing as an individual.
• Strategic design – Great design isn’t just about aesthetics; it starts with strategy, research, and discovery. You need to design with purpose and be able to explain your decisions in a way that demonstrates their value to the client and audience.
• The ability to take feedback and collaborate is crucial in design. You’re not designing for yourself; you’re designing for clients and audiences. Feedback from both clients and teammates is part of the process. It can be challenging sometimes to not take feedback personally when you’re invested in a design, but it’s important to recognize what feedback is valuable and use it to improve the work. The ability to discern the feedback, pivot, and adjust where needed is essential for creating something truly effective. It’s a skill that takes continual consciousness and practice. It’s something I check-in with myself and remind myself of often.
<b>Are there any obstacles that stood in your way of learning more?
</b>While you’re always learning on the job, finding time to focus on new technical skills or dive deeper into areas you’re not yet proficient in can be a challenge. With multiple projects on the go, it’s hard to carve out space to experiment, fail, and improve. That process takes time, and time can be the biggest barrier.
Alyssa, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’ve been fortunate to be part of the sagecomm team for over six years, starting as a Senior Designer and growing into the role of Creative Director. It’s been a rewarding journey of growth and development, and I truly value the impact we’ve made together as a team.
sagecomm is a full-service strategic marketing, branding, design, communications, and PR firm, founded in 2008 by Jeff and Lindsay Sage. Our mission is to help organizations matter more by connecting meaningfully with the audiences that matter most to them, creating work that not only meets their goals but also resonates deeply with the people they serve. At sagecomm, we live by our philosophy: <i>“Empathy first. Empathy second. Work third.” </i>We believe that empathy is the foundation for creating work that is not only effective but also meaningful. When empathy leads the way, excellence naturally follows, and this approach is reflected in everything we do.
What sets us apart is the deep strategy and care embedded in every project. We don’t just produce excellent work for our clients; we become partners, fully integrating into their teams and aligning ourselves with their causes. We take the time to listen with intention, ask the right questions, and choose the right path over the easy one. We lean into challenges and are committed to lifelong learning, always looking for new ways to improve, including importantly the integration of justice, diversity, equity, and inclusion into every aspect of our work.
We are a team of talented, compassionate, and thoughtful individuals who genuinely care for each other and collaborate seamlessly. This strong internal culture fuels our creativity and drives the positive impact we have in the communities we serve. We enjoy variety and we’re highly diversified in the sectors we support. Our clients span health care, legal and educational leaders, tourism and economic development agencies, commercial food service and hospitality destinations, growing small and medium sized enterprises in technology, finance, food and beverage, business consulting and insurance; and public and nonprofit organizations who are tackling some of Canada’s most pressing social issues.
For you, what’s the most rewarding aspect of being a creative?
I’m grateful for many aspects of being an artist and creative, especially the opportunity to use my imagination daily to visually translate ideas and tell stories.
What I love about the work we do at sagecomm is the chance to collaborate with such a diverse range of clients and organizations. Whether it’s a nonprofit capital campaign, a business re-brand, a health care communications strategy or a post-secondary recruitment campaign, no two challenges are the same, and that variety is what makes the work so exciting and fulfilling. Knowing I’m working alongside a talented, trusted team always reassures me that we’ll figure it out together.
The most rewarding part, though, is when you see the tangible results and real-life impact of your work. Design matters. Strategy matters. Communication and connection matter—especially now. And when the creative work you do contributes to positive change in the world, it’s incredibly fulfilling.
Any advice for growing your clientele? What’s been most effective for you?
Our clientele is almost entirely built on repeat business and referrals, which I think speaks volumes about the strength of our approach, the care we put into our work, and the impact we deliver for our clients. The values that guide both our work and our culture also shape the way we build relationships. Our very first client is still a client today – 16 years later. We are grateful for each connection we make, and don’t take for granted the trust our clients place in us to help them succeed. From the beginning, our founders have approached each relationship with transparency, humility, and deep empathy, and I believe that’s been the cornerstone of sagecomm’s reputation in the community.
Contact Info:
- Website: https://www.sagecomm.com/
- Instagram: https://www.instagram.com/sagecomm/
- Facebook: https://www.facebook.com/sagecommhq/
- Linkedin: https://www.linkedin.com/company/sagecomm/
Image Credits
Lydia Trafford | LR Studios Branding