Three senior women designers share how they've shaped Canadian design

You’ve had such a long and inspiring career. What are some of the key moments or projects that stand out most to you?

In my career as a designer and art director first, and more recently as a full-time professor of design, many moments stand out to me. I greatly value every single project I have worked on and every single person I have worked with over the years. I’d like to share a fun project, a challenging moment and an exhilarating experience.

A fun project from my time as an art director at an agency involved a client who ran a home décor company. We decided to do something creative for their website so we designed a home decorating game that allowed users to mix and match furniture and accessories from the company’s various collections, all within the blank canvas of an empty living room. Not only was it a complex project involving photo shoots and hours of front- and back-end work, but the sheer number of possible combinations—pairing different chairs with sofas, tables, lamps, rugs, drapes and accessories from six stylistically distinct collections—meant we had to carefully curate the available options so that any resulting combination would still appear artistic and cohesive.

A challenging moment I recall is from more than 20 years ago—though I trust things have progressed since then. I was working on a finance handbook and had selected a photograph of a smiling young black man in a business suit, standing against a blue sky, for the cover. When I presented the design to the client, she said something to the effect of it being “too obvious". I didn’t understand so I asked for clarification. She replied that if this was about diversity, could the image appear somewhere inside the handbook rather than on the cover? I was genuinely taken aback. I hadn’t considered that it would be viewed as a token of diversity. I was also saddened by the implication—that it would be acceptable only if placed in the background. I calmly explained that I had chosen the image for the cover because the model exuded a warm, vibrant and youthful energy that brought a hopeful, promising tone to the piece. The client accepted my reasoning and eventually agreed to go with the design. After all these years, I still remember this encounter as a pivotal moment in my career. Even today, designers may continue to face similar challenges—though perhaps in more subtle or nuanced forms.

An exhilarating experience came during my final year of teaching the 400-level course, Design Thinking II. I had a particularly engaged group of students. Usually, in a class of 30, only a few students are noticeably engaged. But in this class, it felt like the whole group was dialled in. I remember many moments when I looked into their eyes and could tell they were truly thinking about what was being discussed—inspiring design concepts and boundless creative possibilities. Then, one student—and then another—would suggest something brilliant. I was so inspired. If I could distill all my years and hours of teaching into one unforgettable moment, it would be this: the simultaneous spark in an entire classroom, the moment their eyes lit up.

What advice would you offer to younger designers, especially women, entering the field today?

I would suggest they follow their hearts but also base their designs on research. They probably already have most of the skills necessary to execute designs, but there is still a lot to learn in terms of research findings gathered from clients and other reliable sources. Let the facts speak to you and a strong concept will follow. Remember that design thinking is a balance between creative and analytical thinking. As well, don’t be afraid to speak up, your voice and opinion are as valid as anyone else’s. Lastly, be kind at all times. Your design and actions can make a difference in the world.

How have your personal values or passions shaped the kind of work you’ve pursued?

When I was working as an art director, I noticed that I really enjoyed mentoring junior designers; that realization led me to become an educator. As a person, I am passionate about collectively improving the human condition and doing what we can to bring awareness to critical issues that the world faces. I believe that there is a lot of power in creativity. Even though we cannot solve all the world’s problems or right all the wrongs overnight, design, broadly speaking, can creatively offer helpful or even powerful improvements in practical, functional ways, especially when equipped with a kind spirit. I believe that visual design, as a holistic component, integrates an artistic sensibility in the user experience that helps to lift the human spirit. Appropriate attention given to design elements such as form, colour and texture could touch the human psyche sublimely. These beliefs are constant reminders to me that design could be borderless, transcending and cross-pollinating across different disciplines and different geopolitical entities. They have inspired me to pursue design concepts holistically, guided by the overarching principle of doing good for humanity.

What are you most looking forward to in the next 10 years—personally or professionally?

I look forward to being more methodical and rigorous in transforming design concepts into actual projects, perhaps collaborating more with creative people from different disciplines and different countries. While I believe that design should be functional, I would also like to treat it as an art form, letting it speak in a universal, visual, experiential language that reflects the yearning for humanistic dignity, especially in places where any such vocal expression is not possible. When the world is too overwhelming, I enjoy physical labour and solitude in the sanctuary of my garden. Gardening is so organic; it evolves and change is okay. Hard work and planning always pay off. As something dies or withers, something else grows or blooms, mostly predictably but sometimes unexpectedly. No matter how “messy” it is, you can always clean it up and redefine it. A garden also reminds you to focus on the overall picture, to be thankful for the beauty and not be obsessed with undesirable, minute details (weeds!). Indeed, even weeds can be beautiful and useful.

Sharon Lockwood RGD

President at Line of Sight Design Associates Inc. and ZayZay Living

Sharon Lockwood RGD

Sharon is a designer, consultant and educator with decades of experience in branding, corporate communications, packaging and digital media. Founder and Creative Director of Line of Sight Design Associates...

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You’ve had such a long and inspiring career. What are some of the key moments or projects that stand out most to you?

What delights and astonishes me most, after all these years, is that my passion for design is still so alive. I believe it’s because design embodies the challenges of constant change, whether it’s triggered by geopolitics, social change or technology. Mastering this profession demands your total attention on all fronts and with it unquestionable dedication. I have always been a deep diver, it’s where the pearls reside. It's why I love what I do. 
 


No one project stands out, only the knowledge that each one, whether large or small, successes or otherwise, have all contributed towards making me wiser, more astute and skilled at what I do. Testimony to doing something exceptionally well is gaining the trust and confidence shown by clients returning year after year. My long-held opinion about why so many of our clients have stayed with us for such a phenomenally long time is, of course, because we meet and exceed expectations. But also, because I adopted the attitude that we are an extension of their business, not some external hired hands. It’s all about forging relationships based on mutual respect. Working with like-minded people who share your fundamental values. If that isn’t in place, recognize it and have the courage to move on. 
 


If I have a claim to fame, it’s that I am the first woman of colour in the world to establish and head my own design firm. I started Line of Sight Design, my Toronto-based company, in 1985 and we have been in business ever since. But the sad reality is that it took another 15 to 20 years before any black or brown women in any country would do the same. What does it say about our profession? It was certainly not diverse back then and it has taken an extraordinarily long time to attract and retain black design professionals, proportionate to the diversity of the population. I was considered a trailblazer. So much so, I was offered tenure three times at TMU (formerly Ryerson). I declined each time but agreed to teach part-time. As much because my business was so young, but also the most unexpected addition to my existence, having three children within the first four years of my business. It was an insane and busy time, but also one of the most exciting. 
 


Choosing design as a career path, running a business, raising a family, teaching, and wanting to do it all exceptionally well, was a huge and naive undertaking. But I did it. Stamina and drive are what it takes. I have no regrets. 
 

Since those early years, I have continued in a teaching role at OCADU, George Brown College and Seneca Polytechnic. In all cases, I was the first BIPOC woman to teach design at those institutions.

How have you seen the role of women in the design industry evolve during your time?

The most profound difference is the expanded cultural diversity. Also, seeing the number of women, practising designers who are educators in design colleges and universities nationwide.

What advice would you offer to younger designers, especially women, entering the field today?

My advice is that you delve into who you are. Get to know yourself… Questions can reveal what you want and, ultimately, why. Sometimes it isn’t about questions, but noting your immediate response. For example, read the following list and place in order of priority,(without fear of judgment) for what matters to you most: Money, work-life balance, recognition, marriage, variety, family, security, fun. 

My final word: Don’t anticipate the answers, they’ll unfold. It’s about creating a roadmap, not a racetrack.

What are you most looking forward to in the next 10 years—personally or professionally? 
 
I want to see Canada live up to its full potential at levels never seen before. To help this country thrive by building confidence, self-worth and collaboration. Through progressive and inspired thinking. My contribution is to continue working in my capacity as an educator, design consultant and mentor.

Sarah Prouse RGD

VP, Creative Possibilities at Fusion Design Group Inc

Sarah Prouse RGD

Art Direction Corporate Communications Creative Direction

I’ve been with Fusion since 2005 — long enough to see the industry change, clients evolve, and our small-but-mighty studio grow in both talent and ambition. I started as a summer student answering phones a...

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You’ve had such a long and inspiring career. What are some of the key moments or projects that stand out most to you?

Our work on the Black Excellence Community Library website. This was one of those projects where it really felt like the stars aligned. The client was absolutely wonderful to work with–very collaborative—and they were so excited about bringing their vision to life. We used bright colours, patterns and got to partner with a talented illustrator, Jaida Taylor, to add custom artwork throughout the website. We were so proud of this project, we submitted it to the RGD Branding Awards—and won! 

You recently completed 20 years at Fusion Design. What does reaching this milestone mean to you?

20 years still sounds a little crazy to me. It’s felt both like forever ago and like yesterday that I started as a summer student answering phones. I’ve “grown up” with Fusion, both personally and professionally, and I’m grateful for everything I’ve learned along the way. Hitting this milestone has made me realize how far I’ve come. I’ve really grown into my confidence as a creative and as a leader. I’m excited to keep learning, evolving and mentoring the next generation of creatives.

How have you seen the role of women in the design industry evolve during your time?

I've seen more women stepping into leadership roles in ways that feel authentic to who they are, not by emulating traditional models of leadership, but by bringing their own strengths and perspectives to the table. One thing that’s especially resonates with me is how openly some women speak about their lives outside of work—particularly about being mothers. At DesignThinkers, female speakers are sharing how parenthood has shaped their work, their priorities and their leadership styles. There’s a sense that they don’t have to compartmentalize or downplay that part of themselves to be taken seriously. That kind of honesty is powerful. It points to a more holistic view of what a creative career can look like and it’s something I find really inspiring. 

What advice would you offer to younger designers, especially women, entering the field today?

Be true to yourself. Yes, totally cliché, but it holds up. Trying to be like someone else because they seem to be “more successful”, isn’t necessarily going to get you where you want to be. Teams thrive on different voices, and that includes yours. Speak up, be heard—don’t be afraid to share your opinion or to ask questions! And sometimes just “getting your foot in the door” with a job that isn’t exactly what you had pictured is a great way to kick-start your career (and learn a lot!).

How have your personal values or passions shaped the kind of work you’ve pursued?

I’ve been lucky that I’ve had the opportunity to worth with so many different brands and industries. I’m always interested in learning something new, so it’s nice to have a variety of projects to work on. Beyond the actual work, though, it’s really the people I get to work with. That makes all the difference. And if I get a chance to work with bright colours, bold type and illustrations—I’m totally in.

What are you most looking forward to in the next 10 years—personally or professionally?

Looking ahead to the next 10 years, I’m excited! My kids are getting older, so I’m able to pursue more of my creative hobbies. I’m planning to get into sketching and painting again. There's nothing like the smell of some fresh art supplies!