Creative Minds: Sally Anderson is always asking 'how can we make it better?'

Name: Sally Anderson

Place of origin: Australia

Places lived and worked: Australia, China, the US, Fiji, South Korea, UAE, and most recently Saudi Arabia.

Pronouns: She/her

CV:

• MetaDesign China, chief creative officer, 2014 to-date
• Brand Union, China, creative director, 2013 - 2014
• FutureBrand, Australia, design director, 2005 - 2012

1. How did you end up being a creative?

I was drawn to graphic design before I even knew what it was, spending hours as a child drawing alphabets in different styles, and designing endless variations of my signature. My fascination with posters, colours, and compositions led me to study graphic design at university and I quickly found my way into the niche world of corporate branding. I was very fortunate early in my career to be surrounded by talented creatives who generously shared their knowledge and inspired me.

2. What’s your favourite piece of work in your portfolio?

Leading the rebranding of Fiji Airways holds a special place in my heart. It was a remarkable journey that celebrated Fijian culture and identity. Collaborating closely with local artist Makareta Matemosi, we transformed traditional Fijian masi art into a modern design that resonates with authenticity, creating a new narrative for Fiji's national airline. I was fortunate to be involved in every aspect, from aircraft interiors and exteriors to uniforms, and even a decade later, friends and family still share photos of the plane design when they spot it.

3. What’s your favourite piece of work created by someone else?

It's difficult to pinpoint a single favourite piece, but right now, I have a real appreciation for Paula Scher's typographic maps, Fabienne Verdier's bold ink artworks, and the vivid forms and impressive scale of Anish Kapoor's sculptures.

Maps by Paula Scher

4. What’s the craziest thing you have ever done?

Moving to Beijing over a decade ago was probably the craziest thing I've done. I dove in without any contacts but with the notion that it would be an exciting career challenge to be involved in shaping a new generation of future brands. It was a youthful leap into adventure—the chance to immerse myself in a new culture, aesthetics, and business practices. The experience pushed my boundaries and enriched my perspective on design, life and work in ways I never imagined.

5. Do you work best under pressure, or when things are calm?

After years of practice, I’m conditioned to work in both modes. I appreciate that pressure demands getting closer to a target faster. The design process becomes more focused and direct, like a bullet train. In a relaxed setting, there is a real pleasure in having time to think more deeply and obsessively craft the details.

6. Tell us about an artist (any medium) that we’ve probably never heard of.

Rosalie Gascoigne who spent her artistic career in my hometown, Canberra. She was known for her unique sculptures that blend elements of graphic design using found materials like old wood and signage to create striking textures and typographic artworks. To me, they capture the essence of the Australian landscape, which she described as ‘all air, all light, all space and all understatement’. Her design philosophy was all about finding beauty in the overlooked, transforming everyday objects into captivating pieces of art. Somehow, they are timeless, and even though they are old, they look like tomorrow’s art. 

7. Tell us about your guilty pleasure.

Travelling. Because I really do enjoy the escape and immersion of a different visual world. Exploring new places, different cultures, seeing different colours, patterns, designs, smells…it renews my creativity. It's that perfect blend of adventure and indulgence, offering excitement, and a touch of luxury that makes you feel a bit spoiled yet wonderfully alive.

8. Do you have a catchphrase?

In design reviews, I will often say, "How can we make it better?" and later "Let's make it happen." While they might not be the most witty or punchy, they serve a practical purpose. These phrases remind us to continually reevaluate our work as a team, encourage open and creative discussions, and challenge us to make better work.

9. What makes you really angry?

Wasting time.

10. What makes you really happy?

Chemistry. It’s rare to have the right timing, right client, right team to make something special. But when it all comes together, those occasions create the momentum to keep going for future projects.

11. Early riser or night owl?

I aim to be an early bird, but the reality of our projects in China often turns me into a night owl. My mornings have the best intentions, but my nights steal the spotlight. Eventually, I'd love to find a rhythm that doesn't involve negotiating with my alarm clock!