Phoebe Glasfurd Overcomes Obstacles With Empathy

The creative director lets us in on her biggest challenges, proudest career moment, and what it will take for HNN Vancouver to succeed.
Phoebe Glasfurd
Phoebe Glasfurd.

The second edition of  GRAY’s HOT NEW NEXT competition takes place Tuesday, June 11, at  Salari Fine Carpets in Vancouver. This Shark Tank-style live event offers contestants the chance to present a rapid-fire pitch of a new design-related concept or product to an expert panel of industry veterans, who will select a winner in a final round in September during the Interior Design Show (IDS) Vancouver.

Leading up to the big night, we’re checking in with each of our judges to learn more about their work, background, and what makes them tick. This week, we caught up with Phoebe Glasfurd, cofounder and creative director of Vancouver-based design studio, Glasfurd & Walker.

RSVP to HOT NEW NEXT Vancouver here.

What has been your proudest moment as creative director?

I feel fortunate to work with a group of people that have different perspectives, points of view, and ideas that are then filtered and developed for one voice and narrative for each brand we create and build.



If you weren’t working in a creative field, what would you be doing?

I’m interested in behavioral economics and psychology, so I’d probably pursue work in something related to those fields.



What has been your biggest creative challenge?

Working with big client teams that have multiple goals, points of view, and ideas for projects. The way to overcome an obstacle is to really listen, be empathetic, and to consider all ideas with the same weight and worth. This always leads to a better outcome in the end and these perspectives make for a richer and more interesting project.



What is the most exciting thing happening in the design world now? This could be local or global.

I’m particularly interested in where typography is going in digital platforms. Variable typefaces and how they move and live online is something that’s new and interesting.



As an HNN judge, what will you be looking for in a successful pitch?

Uniqueness in thought and concept, a passion for the craft in the execution of ideas, and a strong desire to grow, learn, and push boundaries.

Five Questions For is GRAY’s candid Q&A session with design industry luminaries that delves into all things personal, professional, and occasionally humorous.


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