August marks seventeen years. It still blows my mind.
In 2008, I took a massive jump – scary, exciting, and easily the best decision I’ve ever made. I can still remember that mix of fear and fire in my belly when I launched Alice Pennington Design. I had my business plan sorted and thought I was ready, but you never really know until you throw yourself in. What I didn’t know then was just how much this journey would shape me, not only as a designer, but as a leader, a mum, and a human who loves seeing ideas come to life 💡
What I’ve Learned
- Start before you feel ready. You’ll never have all the answers, but momentum creates clarity.
- Surround yourself with smart, kind people. Freelancers, clients, collaborators, they’ll shape your growth more than any textbook.
- Trust your gut, back it with process. Creative instinct is powerful, but it’s the systems behind the scenes that keep you moving.
- Be small and nimble, it’s your superpower. Especially in a crisis, your ability to adapt is everything.
- Good design is about people. Understanding their needs, remembering the details, staying consistent — that’s what builds brands.
Where It All Began
I started with a degree in IT (yes, really 💻) because back then IT was “the way of the future,” and every teacher said, don’t do graphic design. Adelaide was a tough market, but my heart was louder, and I jumped into Visual Communication. That was the start of everything.
Then came my crash course in the world of fast-paced Adelaide advertising. Sink or swim — and I swam like hell 🏊♀️ Within two years, I was studio manager, juggling high expectations, lightning-fast turnarounds, and courier drop-offs because, let’s be honest, email was barely a thing. It was chaotic, intense, and the best training ground I could have asked for.
Then came Sydney 🌆 I joined a design studio and worked my way up from Senior Designer to Art Director to General Manager. One of my proudest moments? Playing a pivotal role in conceptualising and winning the Cumberland Newspaper Awards tender 🏆 That moment opened my eyes to what I could achieve. I had grown so much in advertising, and bringing that knowledge into a design studio was the ideal mix. I got to work with big names, collaborate with brilliant agencies, and soak up everything I could. Every challenge, every late night, every “how the hell are we going to pull this off?” moment shaped me into the designer and business owner I am today.
By 2008, it was a sliding doors moment – so I backed myself.
Simple as that. I took the leap.
Not long after launching, I had freelancers on board, not just to manage the workload, but because I wanted to create with others, learn from them, and grow something together.
Then came the GFC 💥 A nightmare for many, but oddly, it played in my favour. Being small and nimble meant I could move fast when others couldn’t. Suddenly, I was busy, really busy. I landed work with Wattyl, Fujitsu New Zealand, Dilmah, Genworth, and the Children’s Hospital at Westmead, to name a few. These weren’t just projects , they were relationships built on trust. And some of them, like Wattyl, are still going strong 17 years later 🙌
And What I Know for Sure
Of course, it hasn’t all been smooth sailing. Creativity is subjective. It’s people, ideas, and visions colliding , and that can be tough. There have been heartbreaks, hard lessons, and moments where I’ve questioned everything.
Losing my mum to cancer in 2021 was one of those moments 💔 It broke me and changed me. In her honour, I’ve continued to support NeuroEndocrine Cancer Australia with pro bono work, both before and after her passing. It’s my way of using design for good, to give back, and to keep her memory close 🎗️
Fast forward to today: I’ve gone from those solo days to building Paliant Design, rebranding in 2018, and delivering thousands of branding projects, campaigns, packaging, and publications, all while raising three kids 🧑🏻🧖🏼🧗🏼 Yep, the juggle struggle is real, but hey, it’s worth it.
Seventeen years in, and some things haven’t changed. I’ve never missed a deadline (yes, really ⏱️), I still sweat the small stuff (because the details always matter), and I still get that buzz from seeing a brand come to life.
Thank You & Let’s Do This 🎨
Looking back, I still pinch myself when I think of the brands we work with today, Patritti, 3M, Zenith, Whites Group, AAW, and yes, still Wattyl, to name a few.
This is why I do what I do. The thrill of solving design challenges, piecing together the puzzle, and seeing clients light up when they see the result, that feeling never gets old 💥
To every client, past and present, and every collaborator, employee, and supplier — thank you 🙏 You’ve shaped Paliant Design into what it is today. If this is what 17 years looks like, I can’t wait to see what’s next.
🌟 Ready to work together? Whether you need a brand refresh, standout packaging, or just someone who gets what you’re trying to do, let’s talk.
📩 Slide into my DMs
📧 alice@paliantdesign.com
🌐 paliantdesign.com
Let’s make it brilliant.