Our Final Interview with TDC Scholar Alessandra Smith (Alessandra Smith Design)
The end of a scholarship year is always tinged with a little sadness, as we say farewell to a very special member of the TDC community. The program is an intense 12 months of coaching with a fair amount of pressure placed on the shoulders of the chosen designer.
One thing we know for sure, Alessandra Smith (Ally) has more than proven herself to have been a worthy recipient of the 2024 TDC Scholarship, having thrown herself into every element, from the Business Bootcamp to the 6 month Premium Group Coaching Program, to the Melbourne Design Conference and more!
We've watched with great pride as Ally has taken on board the principles and applied them, not only in her business, but in her personal life also. Throughout this transformative year, she's refined her processes, strengthened client relationships, and built a more sustainable approach to both her creative work and personal wellbeing.
As we reflect on her journey, it's clear that Ally has not only grown as a designer but has established a foundation for lasting success in the industry.
TDC: Looking back at your full year as the TDC Scholarship recipient, where do you feel you've experienced the most significant growth, both personally and professionally?
AS: The past year has been one of growth, refinement, and learning to operate my business in a more structured and sustainable way. The TDC program gave me the tools to streamline my processes, implement structure, and refine the way I manage projects and client relationships. Where there was once a lot of instinct and intuition guiding my business, I now have a clear framework that allows me to work more efficiently, anticipate challenges, and set realistic expectations for both myself and my clients.
On a personal level, this year reinforced the importance of building a business that is both fulfilling and sustainable. The scholarship coincided with a shift in how I approach my own well-being, and I’ve learned that prioritising health, rest, and creative space has a direct impact on how I show up in my work. More than anything, this experience has given me the confidence to trust my expertise, hone my focus, and take on projects that align with my long-term vision.
TDC: In our mid-year interview, you mentioned implementing a structured 6-stage design process. How has this evolved throughout the year, and what impact has it had on your client relationships and project management?
AS: Implementing my 6-stage design process was one of the most impactful changes I made this year. Initially, it was about bringing structure and consistency to the way I run projects, but over time, it has evolved into something even more valuable - a framework that provides clarity, efficiency, and a more seamless experience for both my clients and myself!
Through refining this process, I’ve been able to anticipate challenges before they arise, set clearer expectations, and ensure that each project stays on track. This has not only improved project timelines but has also led to stronger client relationships, as they now feel fully informed and supported at every stage. Having clear deliverables and milestones means there’s less room for ambiguity, which creates a more enjoyable and collaborative experience for everyone involved.
As my business continues to grow, this structured approach has allowed me to scale in a way that still feels considered and personal, ensuring that every client receives the same high level of service, regardless of project size or scope.
TDC: Beyond design skills, running a successful business requires many other competencies. What key business skills and habits have you developed during the scholarship that you believe will have the most lasting impact?
AS: One of the biggest shifts I’ve experienced this year is moving from a project-by-project mindset to a long-term, strategic approach to business. The scholarship helped me step back and see my business as a whole - how each decision, process, and client interaction contribute to sustainable growth rather than just short-term momentum.
A key takeaway has been the importance of business development. While I’ve always placed a strong focus on marketing, I now understand that proactive business development is just as critical for attracting the right clients and maintaining a steady pipeline of work. Learning to cultivate relationships, identify aligned opportunities, and be intentional with how I grow my practice has been invaluable, especially in an economic climate where client decision-making is often more cautious and considered.
Financially, this year has been transformative. Before the scholarship, my financial aptitude was pretty poor, and it was an area where I lacked confidence. I would avoid looking too closely at the numbers, which meant I wasn’t making informed decisions about my business. The TDC program helped to demystify this area, breaking it down in a way that made it feel manageable rather than overwhelming. For the first time, I feel empowered rather than intimidated by the financial side of my business.
This shift has been crucial, particularly given the current economic landscape, which has made things significantly more challenging. With rising project costs, longer decision-making timelines, and a more competitive market, I’ve learned that financial clarity is essential to success. I now take a proactive approach to forecasting, resourcing, and pricing strategy, allowing me to plan ahead, anticipate slower periods, and ensure stability even when the market is unpredictable. Having a clearer grasp on my numbers has given me a new level of confidence, allowing me to make informed, strategic decisions that align with my long-term vision.
TDC: You participated in the Melbourne Design Conference in August last year, with keynote speakers Mim Fanning, Fiona Killackey and Sarah-Jane Pyke. Now with the perspective of time, which insights from that experience have proven most valuable to your practice?
AS: With some time to reflect, one of the most valuable lessons from the conference was the importance of building a design practice with longevity in mind. Hearing Mim Fanning speak about the evolution of her studio over decades was a reminder that success isn’t about rapid growth, but about making considered, strategic decisions that allow your business to flourish over time. This has influenced how I approach both project selection and business development. Instead of feeling the need to say yes to everything, I’ve become more intentional about choosing projects that align with my long-term vision - ones that challenge me creatively, contribute to a strong portfolio, and feel personally fulfilling.
The conversations I had with other designers at the conference also reinforced the value of community over competition. The relationships I built during those few days have continued to provide support, collaboration, and inspiration long after the event itself. A timely reminder that we’re all navigating similar challenges and can learn so much from one another.
TDC: Your Elwood Residence project received considerable attention, including publications and award nominations. How has this recognition influenced your approach to subsequent projects and your confidence as a designer?
AS: Elwood Residence was a turning point for my studio. The recognition it received opened doors to new opportunities, but more importantly, it gave me a clearer sense of the type of work I want to pursue moving forward.
Rather than seeing publication and awards as the end goal, I now view them as a byproduct of doing work that feels authentic and aligned. This shift in mindset has helped me become more selective about the projects I take on - choosing those that allow for creative exploration, thoughtful materiality, and a strong connection to the client’s story.
It has also made me more conscious of how I document and present my work. Investing in high-quality photography and sharing the project’s unique design narrative has become a key focus, ensuring that each project is showcased in a way that not only highlights the design but also communicates the thought and intention behind it.
TDC: The scholarship program emphasized the connection between personal well-being and professional success. How have you integrated this holistic approach into your daily practice, and what difference has it made?
AS: At the end of 2023, I took a step back and realised that, in my first year of business, I had completely sidelined my own well-being. I had been saying yes to everything, working late into the night, and moving from project to project without any real sense of balance. I had fallen into the trap of equating business with success, and it wasn’t until I felt the effects of burnout creeping in that I understood something had to change.
The TDC scholarship came at the perfect time, not just for my business, but for my health and mindset. What drew me to the program was its emphasis on building a sustainable business that supports a fulfilling and balanced life.
Over the past 16 months, I’ve completely overhauled how I manage my time and energy. I’ve set clearer boundaries in my work, allowing space for rest and recovery rather than pushing myself until I’m depleted. I now prioritise movement, healthy eating, and quality sleep, knowing that my ability to think clearly and create meaningful work depends on feeling my best. I’ve also made a conscious effort to be more present in my personal life, whether that’s switching off my phone in the evenings or carving out uninterrupted time with my family.
The impact has been undeniable. My work feels more creative, my decision-making is sharper, and for the first time, I don’t feel like I’m constantly chasing the next thing. This experience has shown me that a thriving business should enhance your life, not consume it. Learning to prioritise my well-being alongside my work has been the most valuable lesson of all.
TDC: You mentioned plans to implement a new project management tool and business development strategy in the latter half of your scholarship. How have these initiatives unfolded, and what results have you seen?
AS: Implementing the new project management tool within Programa has been a game-changer for how I structure and manage my workflow. I can now track every task within a project, seeing exactly what’s been completed, what’s awaiting client feedback, and what’s coming up next. Having the ability to switch between board, list, and timeline views has also allowed me to anticipate gaps in my pipeline, which has been invaluable for planning ahead and ensuring I’m resourced effectively. The timeline view, in particular, has helped me forecast both quiet and busy periods and identify when I may need additional support, making my business operations far more proactive rather than reactive.
Alongside streamlining my internal processes, I’ve also been investing time in my business development strategy, with a particular focus on cultivating relationships with architects and real estate agents in my local area. I’ve always believed that great projects come from strong collaborations, and this year I’ve been more intentional about building connections with industry professionals who share a similar design philosophy. These relationships take time to develop, but I’ve already started to see positive momentum, with new opportunities emerging through word-of-mouth and trusted referrals.
Together, these two initiatives have created a more structured, sustainable, and strategic approach to running my business. With a clearer pipeline and stronger industry connections, I feel far more equipped to take on projects that align with my vision while ensuring I have the right systems in place to support my growth.
TDC: You’re competing in the Mother’s Day Classic and plan to run 11km, whilst helping to raise funds and awareness to fight breast and ovarian cancers. What prompted you to do this, and how can we all help?
AS: At the start of this year, I set myself a goal to start running again. I ran competitively as a child but it’s something I had completely avoided as an adult. Over the past few months, I’ve really started to fall in love with running again! Whilst it’s no doubt, physically and mentally very challenging, it feels incredibly rewarding to look back and see how much progress you’ve made. In May, I’ll be taking on 12km in the Mother’s Day Classic - a fundraising event dedicated to breast and ovarian cancer research. Like many people, I’ve had family impacted by breast cancer which makes fundraising for this event even more rewarding. What makes this even more special is that my husband will be running alongside me, and my parents will be walking the event with my 4-year-old son, Hugo.
I set myself a $1000 fundraising goal, and throughout March, I’ve been waiving my initial consultation fee in exchange for donations. The generosity and support from my clients and community have been overwhelming, and I’m so excited to share that I’ve now exceeded my goal! It’s a reminder of how powerful community can be, and I’m truly grateful to everyone who has contributed, whether through donations or words of encouragement.
While I’ve reached my goal, donations are still open, and every contribution helps fund life-saving research. If you’d like to support this incredible cause, I’d love for you to be part of it.
TDC: What are your ambitions for the next chapter of Alessandra Smith Design, and how has the TDC program shaped these goals?
AS: The next chapter of Alessandra Smith Design is about pushing creative boundaries while maintaining the structure and balance I’ve worked hard to establish. Over the past year, the TDC program has helped me get clear on what truly fulfills me in my work - projects that challenge and excite me, strong partnerships with aligned clients, and a thoughtful, narrative-driven approach to design.
One of the biggest shifts has been learning to think bigger, not just in terms of projects, but in how I position and evolve my business. Moving forward, I want to curate a body of work that reflects my design ethos, ensuring that every project feels deeply considered, layered, and reflective of the people who live in these spaces. I also want to see my work published and recognised at an industry level, continuing to build a portfolio that I feel truly proud of.
Beyond the work itself, I’m also thinking about the long-term vision for my business. A key goal is to work towards establishing my own studio space. This would be a space that showcases my design style, allows me to meet clients in an inspiring environment, and provides room to grow my materials library. I’m also excited by the idea of refining my brand identity, eventually engaging a branding professional to elevate my presence and ensure that every client touchpoint reflects the level of thought and detail I bring to my projects.
This past year has reinforced that design, and business is an ever-evolving journey, and I’m excited for what’s ahead. Ultimately, I’m looking forward to working on creatively fulfilling projects, deepening my industry connections, and continuing to build a business that feels both intentional and inspiring.
TDC: We’re so appreciative of our sponsors Halliday and Baillie for making this scholarship possible. You got to meet director Tanya Rive during the year, where she shared some valuable advice on running a business. What would you like to say to Tanya and the team at Halliday and Baillie?
AS: Meeting Tanya and hearing her perspective on running a business was an incredibly valuable experience. Her insights into growing a brand with longevity, clarity, and purpose really resonated with me, particularly as I refine my own direction and long-term vision for my studio. I was so inspired by her tenacity and boldness in establishing Halliday and Baillie in Australia. It was a reminder that building something meaningful requires both courage and a clear sense of identity.
To Tanya and the entire team at Halliday and Baillie, I can’t thank you enough for your generosity in supporting this scholarship. Your commitment to fostering emerging designers has had a profound impact on my journey, and I know that the knowledge, confidence, and community I’ve gained through this experience will stay with me for years to come. This program has been truly transformative, and I feel incredibly grateful to have been given this opportunity.
As we conclude our time with Ally as our 2024 TDC Scholar, we couldn't be more proud of her achievements and growth. Her journey exemplifies exactly what the scholarship program aims to foster: designers who can balance creative excellence with sound business acumen and personal wellbeing.
We extend our deepest gratitude to Halliday and Baillie, whose generous sponsorship made this program possible. Their commitment to nurturing emerging design talent continues to create ripple effects throughout the industry.
While Ally's official scholarship year may be ending, we're excited to see where her journey takes her next. Her thoughtful approach to design, commitment to quality, and newfound business confidence position her perfectly for continued success. Ally will always remain part of the TDC family, and we look forward to celebrating her future achievements!
Thank you for joining us in recognizing Ally's remarkable year.
Stay well, and believe in you!
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