Designing With, Not For: A Conversation on Creativity and Connection
We interact with design every day without really thinking about it, through scrolling, clicking and consuming. But behind those small, everyday moments are big decisions that shape how we experience the world.
So, what happens when you actually stop and think about it?
I sat down with Amelia, a fourth-year student juggling design, media, and a lineup of creative internships, to talk about what design really means beyond making things look good.
For Amelia, design isn’t just about aesthetics, it’s about responding to the world around us.
“Design… looking at current issues in the world and finding creative ways to solve them”
That perspective didn’t always come naturally. She realised a shift when she started studying social impact design, where the focus moved from creating things to creating meaningful change.
Suddenly, design wasn’t just about outcomes, it was about people.
Whether she’s working on a product or a campaign, Amelia keeps coming back to the same question: Who is this actually for?
“It’s… about making sure that the target user and the target market are considered and involved in [the] process”
That mindset also shapes how she sees the overlap between design and media. Whilst they may seem like separate worlds, Amelia sees them as deeply connected through storytelling.
In design, she says, you’re trying to tell a story through a product. Similarly, in media and communication, you are creating a story through a campaign. Either way, the goal is the same: authentic connection.
Her internships in PR and marketing have only reinforced that. In the “real world,” she says, creativity is necessary.
“Many campaigns can feel repetitive or inauthentic if they’ve been done before, so it’s important to develop ideas that stand out.”
And standing out doesn’t mean being louder, it means being real. Amelia thinks authenticity is what actually resonates with people.
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So, what does good design look like?
Amelia describes it as something rooted in empathy, iteration and curiosity. Designing with people instead of for them.
“There may not be a perfect design, but you can continuously improve existing ideas to better meet people’s needs, especially those who are often excluded from design”
Looking ahead, Amelia doesn’t see design and media as separate paths, they are increasingly intertwined. In the end, design isn’t just about what we create, it’s about how we connect.
After speaking with Amelia, five ideas stood out that completely redefine what good design really is.
- Design is about noticing gaps and responding with intention: Studying social impact design shifted her perspective from making things look good to making things matter.
- People aren’t an afterthought, we need to design with people: Amelia highlights the importance of not assuming what users need and instead involving them in the process.
- Storytelling connects everything: Both design and media rely on storytelling. The goal isn’t just to communicate, but to connect in a way that feels authentic.
- Creativity needs authenticity: To stand out, being genuine is crucial. The strongest campaigns are the ones that feel real and authentic, not recycled.
- There’s no such thing as perfect design: Design is something that evolves, improves and adapts. At its core, design isn’t just about what we create, it’s about who we create it with.
About Our Writer
Sascha is a 3rd year student studying Design and Geography at USYD. She is interested in sustainable design, development and urban planning.
Check her out on LinkedIn: Sascha Jones
About Our Interviewee
Amelia is a 4th year student studying Design and Media & Communications at USYD. She is interested in visual communications, creative strategy and production.
Check her out on LinkedIn: Amelia Petrenas
SUEDE is a society driven by students passionate about designing everyday interactions, services, and experiences. SUEDE aims to bridge the gap between theory-based education and practical industry-based learning. We help students be better prepared for the workforce while also creating a community centered around design.
