Victoria Petrie

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Hi, I’m Victoria. I’m passionate about the intersection of business and design. I’m pursuing a Bachelor’s in both disciplines, recognising how designers influence business through product, identity, and interaction design. As a Graphic Communication Leader at IKEA, I create impactful visual experiences across print, digital, and installation. While I enjoy brand strategy, I believe the future of design is in UX and Interaction Design, aligning with my customer-centric approach and interest in human behaviour. I aim to create designs that drive business success and make a positive social impact.

Outstanding Project: Activation

Kook Ocean Lessons

Kook Ocean Lessons is a children’s book designed to teach the basics of surfing. Made from flexible, waterproof material, it can be easily clipped onto a surf bag for beachside adventures.
More than just a guide, the book serves as a source of inspiration, sparking curiosity and excitement in young surfers. Its playful, colorful illustrations encourage a sense of possibility, inviting readers to embark on a journey of discovery, self-expression, and joy in the vast playground of the ocean.

Kook Ocean Lessons

Research Design Kit

The research design kit includes a set of activity cards and a logbook activity for users to record their phone usage.

Hey Stranger campaign

The primary outcome for Hey Stranger is a free-standing graphic installation designed for public spaces to spark conversation. It invites people of all ages to engage, encouraging interaction and the sharing of personal experiences. At the heart of the design is the concept of play, helping individuals feel comfortable opening up. This is achieved through the playful use of the cup phone concept, which adds a nostalgic and inviting element to the experience.

Many People, Many Stories

Many People, Many Stories is a wall graphic that was designed as part of the Hey Stranger Campaign. The design celebrates the diversity of human experience and connection encouraging pedestrians to interact share and exchange experiences by responding to a series of prompts.

Distance album cover

The record sleeve for Distance was designed as a visualisation of sound from the Hippie Sabotage song. Listening to the music, I visualised particular sounds in motion, for example, a descending sound was represented by a vertical stroke that descended, a drum beat by a dot etc. This allowed me to create a visual language that effectively expressed the rhythmic qualities of the song.

Outstanding Project: Activation

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