Melbourne-based art director and designer Katrina Tesoriero has carved out a bold, image-led niche across fashion, beauty and brand. From her early agency days to shaping art direction at Three60, Katrina shares how leaving the traditional ad world gave her clarity, and why great design is never just a luxury — it’s essential. In this interview, she talks creative pivots, visual storytelling, and the power of creating work that makes you proud.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
Straight out of uni, where I studied Communication Design at Swinburne, I landed a role at a mid-sized agency working on retail campaigns and collateral for a well-known bathroom retailer. It gave me a taste of Ad Land, but I quickly realised my heart was more in design than advertising. So, I made the call to jump ship to Studio Brave — where I had my ‘aha’ moment, knowing I had found my place in the design world, doing the kind of work I loved for the clients I was most passionate about.
After three years at Brave, I took the leap into freelancing, working with a variety of studios, which eventually led me to Three60. That’s where I truly honed my passion for photographic art direction, fashion and beauty — a space I’ve largely remained in ever since.
What lessons from your career have most shaped your style and approach?
I’ve learned that there’s no such thing as a bad idea. Even if a concept or design approach isn’t right for a current project, it might be perfect for the next one. That’s why saving ideas, explorations, or even references for later is such an important part of the process — it can often help shape the outcome of future projects down the track.
Tell us about the core values or philosophies that guide your creative practice.
I'm a big believer that good design isn’t just a luxury or a ‘nice to have’ — it’s essential for any brand selling a product or service directly to consumers. Whether we’re buying a budget-friendly bed from IKEA or a high-end designer piece from Jardan, we instinctively judge a brand (or product) by how it’s presented to us. And why wouldn’t we want that product to be showcased in the most compelling way possible.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
For emerging creatives, working on great projects is crucial — it gives them the chance to see their own ideas at the core of a creative direction. When junior designers aren’t given opportunities to shape projects meaningfully, it can stall their career growth. When they haven't had the opportunity to take the lead, they often question whether a project is truly portfolio-worthy if they weren't at the core of the creative process. Ultimately, the more opportunities they have to help shape a project, the more exposure a young creative can gain.
How important is it that creative professionals find their unique voice?
In order to stand out and avoid disappearing into a sea of sameness, I think it's imperative to have your own voice in this industry. I also believe that while we can all work across various sectors and industries, there is real strength in narrowing this focus so you can truly hone in on being a specialist in a particular area, rather than a generalist across everything.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
I hope that better gender equality in the coming years will result in more women in leadership roles as creative professionals. I believe this can only happen if more studios and agencies offer the flexibility of part-time roles, allowing women to remain in our industry after having children, without having to choose between the two. After all, women currently control approximately 75% of discretionary spending, a figure projected to rise to 85% by 2028. Without more women in the design and advertising industry shaping how products reach consumers, it could be detrimental to both the female workforce in our industry and the clients we work for.
How much does your city influence your work?
Good design, food, arts and culture have always been at the heart of Melbourne, so it’s no surprise that the city I call home has shaped my approach to design. With a wealth of design talent here, I’ve been pushed to elevate my work—not only to stand alongside the remarkable designs already out there but to make an impact in a city that’s leading the way.
How much does your culture influence your work?
I believe that what we surround ourselves with inherently impacts the way we design. Living in a culture rich in architecture, the arts, and culinary experiences fosters creativity and a deep appreciation for craftsmanship, inspiring designers to infuse the same level of thought and detail into their work. Cultural influences can inform everything from design principles and material choices to colour palettes, typography and spatial composition.
Tell us some of your favourite, creative professionals and inspiring places in your city!
For unexpected inspiration, I often find that a simple dose of Melbourne's retail therapy can spark ideas—whether it’s an interesting visual merchandising display, an online shopping experience, a beautifully designed package, or the art direction of a campaign.
When I need a creative reset, a visit to the NGV or ACMI always fuels the soul, offering fresh perspectives through art, design, and culture. Even something as simple as a coffee at a local café, taking in the surroundings, can lead to unexpected bursts of inspiration.
What should emerging creative professionals keep in mind as they begin their design career?
If you're not creating work you're proud of, start looking for opportunities where you can — whether it's a pro bono project or a rebrand for a friend. There are countless opportunities out there, and all you need are a few strong examples to showcase your design capabilities. Look at the studios or agencies that inspire you and ask yourself whether your current work would sit comfortably alongside theirs. If the answer is no, aim to create a couple of folio pieces that would. That’s the ultimate gauge of where you are and where you need to be.
Is there anything else you'd like to add?
I'm a big believer that the most inspiring thoughts often happen away from a computer. If you're stuck or need a reset, step outside and change your surroundings. It's an instant refresh.