Sanda is an accomplished brand strategist, designer, and creative director with diverse experience internationally and in Norway. Currently, she is the Managing Director and partner at Heydays and Eidra. Sanda shares insights from her 16-year career, covering imposter syndrome, the evolving role of designers, and market-driven career growth. She also addresses challenges in today’s creative job market, the value of standing out, and ethical concerns in education and job prep.
WIP What are the main challenges in the creative job market today?
SZ The main challenges stem from an oversaturated market, where too many candidates are vying for too few positions. The lingering effects of global economic downturns and the pandemic exacerbate this. Agencies are receiving a high volume of applications, making it difficult for candidates to stand out. It's not just about being good; it's about being exceptional and finding creative ways to get noticed.
WIP How can young designers overcome imposter syndrome in a competitive environment?
SZ Imposter syndrome is common, especially when starting out and facing rejections or lack of responses. The key is to rationalise the situation—understand that the competition is fierce and does not necessarily reflect your abilities. It's crucial to step out of your comfort zone, be proactive in seeking feedback, and continuously work on your craft to gain confidence and improve.
It's crucial to step out of your comfort zone, be proactive in seeking feedback, and continuously work on your craft to gain confidence and improve.
WIP What advice would you give designers struggling to find work in agencies?
SZ If you can't find a position in an agency, consider freelancing as a viable option. It's important to develop a broad skill set that allows you to adapt to various roles and client needs. Understanding the business side of design—such as writing proposals, managing projects, and setting fair rates—is essential. Networking is also critical; getting out there and meeting people can open doors that would otherwise remain closed.
WIP Do you think the education system adequately prepares designers for the job market?
SZ There's a significant gap between what is taught in schools and the realities of the job market. While schools focus on cultivating creativity, they often overlook the importance of preparing students for the competitive and commercial aspects of the industry. It's vital for educational institutions to incorporate more practical training on business skills and market dynamics to better equip graduates for the challenges they will face.
WIP What is your stance on unpaid pitches, and how do they affect the industry?
SZ Unpaid pitches are detrimental to our industry. They devalue our work and set a dangerous precedent that creativity can be exploited without fair compensation. While it's tempting to take on unpaid work to land a project or gain exposure, it ultimately undermines the profession as a whole. Agencies and freelancers alike need to push back against this practice and advocate for fair pay for their expertise and time
Created and produced as part of Bielke&Yang’s internship programme by students to provide valuable insights into the design industry. Featuring in-depth interviews with established professionals sharing their personal journeys into the field. Aiming to provide a holistic understanding of the design industry and empower aspiring designers to make informed decisions about their own professional paths.
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