Australia has long had a serious “brain drain” issue – young, creative people flocking overseas to the bright lights (big city) of London, New York or Los Angeles. The tyranny of distance made domestic careers seem somehow secondary, a consolation prize.

Now, with new technologies and a truly global market, the tide is beginning to shift. Award-winning designer, author and Art/Creative Director, Emma Carter recently made this trip in reverse, uprooting her successful London agency to resettle right here in Brisbane.

It’s a bold move that trades the prestige and security of her London clients for the (admittedly far more pleasant) streets of Brisbane. But this art missionary doesn’t believe she’s lost anything at all, confident in her recently published bible of branding: Beyond the Logo.

In fact, it might just be possible to make it anywhere.

I caught up with Emma Carter to find out more.

CD: What sort of agency did you run in London?

It was a small branding and design agency doing everything from rebrands to websites. We did a lot of digital work clients, and we also did an awful lot of events as well.

I’d go into the office in the morning and could be faced with all sorts of things. It could be a clothing company one day to a fine arts company the next day.

CD: Why Australia? Why Brisbane?

Our friends moved out here seven years ago and we came over to visit them. We came over to Brisbane and fell in love with it. I just really like the vibe of Brisbane.

It’s definitely got a growing design community, as well.

CD: What’s the biggest marketing mistake you see?

You need to interact with your customers; you can’t constantly shout at them.

CD: What is Beyond the Logo?

It started off as a help book for business owners, entrepreneurs and marketing professionals. I’ve found over the years that they’re so busy sorting out their business that they forget the importance of what a brand is, and how to get that brand to interact with people.

When social media became really popular, everybody just jumped on that bandwagon. Nobody was thinking about the reasoning behind having it. There’s no point in just doing social media or just having a website! To really create a brand you need to think about the wider picture.

CD: And there’s an augmented reality aspect?

There are certain pictures in the book that have an icon on them, and they’re actually activated by the app. There’s also a 3D version as well – when you hold your phone in front of the picture of the exhibition stand, a 3D exhibition stand pops up.

CD: Any advice for those wanting to break into the design industry?

If you’re going to do it, you’ve just got to be brave. Go out there and do it. I don’t think it matters what age you are when you do that. You’ve just got to be bold and strong. Don’t be shy.

(Images sourced from Beyond the Logo)