From his early interest in design as a high school student to leading global design teams and launching his own ventures, Monash Bachelor of Communciation Design (formerly Bachelor of Visual Communication) alum Thomas Williams, has always followed his curiosity. Now a Principal Designer at Xero and co-founder of the spirits-focused brand consultancy MEASURED, Thomas credits his time at Monash with laying the foundation for a diverse and ever-evolving design career.

Finding his path

“I was fortunate to discover my passion early on,” Thomas says. “I loved Visual Communication in school and was fascinated by how new technologies interacted with design. It just made sense to pursue that.”

It was a Monash evening folio preparation course in Year 11 that cemented his decision.

“I did the eight-week course and felt immediately at home. The studio environment and facilities at Monash really stood out compared to other unis I visited.”

That early connection helped shape his direction. “Professor Gene Bawden, Head of Design, remembered me from the folio course when I applied, and that personal connection played a big role in choosing Monash,” he recalls.

A community of mentors and makers

Looking back, Thomas describes his time at Monash Art, Design and Architecture (MADA) as “overwhelmingly positive.”

“There was a real sense of community—both among students and with staff. The lecturers weren’t just teachers; they were active members of the design community.”

He fondly remembers mentors like Gene Bawden, Warren Taylor, and Saffron Newey, who brought an artistic, peer-like energy to the studio. “Saffron had such a unique approach. She connected with us like a peer, and her sense of humour made everything more human.”

The community extended beyond the classroom. “We’d head to exhibitions at Warren’s gallery, The Narrows, or see films like Helvetica at ACMI together. It was inspiring to be part of that broader creative culture.”

Building a global career

After graduating, Thomas’ career quickly gathered momentum. From designing wayfinding at Cox Architecture for major venues like AAMI Park to launching his own design consultancy Thomas Williams and Co, Thomas built a practice grounded in versatility.

His passion for tactile design led him to create MADE, a boutique publishing company responsible for the Process Journal, an award-winning graphic design publication distributed internationally. The publication even made its way into MoMA (New York) and the Design Museum at the Tate (London).

A chance meeting in New York opened the door to his next big chapter. “I met someone from the Wall Street Journal (WSJ) while on holiday. Eight months later, I moved to New York to become their Senior Design Director—and eventually Vice President of Design.”

Thomas spent six years at the WSJ, guiding the transformation from print to digital-first design. “That shift—from static layouts to scalable, collaborative design—was huge. It was where I really began integrating tech, strategy, and design at scale.”

Since returning to Australia in 2021, Thomas has continued to consult for leading global brands, including Apple, and co-founded MEASURED—a design consultancy and beverage brand that blends strategic thinking with high-end aesthetics.

Now a Principal Designer at Xero, he focuses on design systems and the role of AI in shaping new ways of working, often speaking at conferences.

“I spend my time split between designing, and strategy  which are both hands-on and also future-focused.”

Adapting to a new design era

Thomas is enthusiastic about how AI is transforming the design process—not replacing creativity, but accelerating and augmenting it.

“AI helps me visualise ideas at high fidelity in record time. It removes the admin and speeds up client feedback loops. But it still requires empathy, context and curation—human skills that come from foundational design training.”

He outlines four key eras in design—from isolated desktop workflows to collaborative platforms, and now AI-powered tools. “We’re entering a new phase, where understanding the flow of conversation and experience is more critical than just creating a UI (User Experience).”

Thomas speaking about the impact of AI on the accounting industry at the Xero Advisory Summit

The value of foundational skills

Despite the rapid evolution of tools and platforms, Thomas firmly believes in the enduring value of foundational design education.

“Young designers today have more entry points into the industry, but I see a growing gap in core skills like typography, composition, and hierarchy,” he says. “Those principles are platform-agnostic and essential—no matter what tools you use.”

It’s this grounding that he says Monash gave him. “My time at Monash taught me the value of strong design fundamentals. That education still underpins everything I do.”

Advice for future designers

Thomas encourages aspiring designers to stay curious, adaptable, and strategic.

“The pace of change is accelerating , but that just means more opportunities. Make conscious decisions about where to invest your time and energy—learn the new tools, but don’t lose sight of the human side of design.”

He also highlights the importance of business literacy. “Starting my consultancy has taught me that design is only one part of the puzzle. Understanding strategy, finance and how businesses operate is just as critical.”

Staying connected

In 2025, Thomas returned to Monash as a speaker at the ‘MADA Then’ Alumni event. “It was lovely to walk back after 20 years and see familiar faces like Gene and Warren. Monash still feels like home.”

Would he recommend Monash Design? “Absolutely. It’s a respected institution with incredible people, facilities, and thinking. My time there had a huge impact—and still does.”