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Peter Wade

It’s been a busy spring so far at BrandCulture – so busy, we have just welcomed two fabulous people to our team.

Designer Peter Wade joins BrandCulture all the way from California, where he is currently applying his passion for urban design to a complex wayfinding project for Transport for NSW (TfNSW).

Texan-born and raised in San Francisco, Peter moved to Australia right after graduating from the Southern California Institute of Architecture (SCI-Arc) in 2013.

“I was drawn to this opportunity at BrandCulture because it’s a very interdisciplinary studio. It has a lot of irons in the fire, which is interesting to me,” says Peter.


So how did a Californian architect find himself working as a wayfinding designer in Sydney?

“I have always been interested in how people move through urban spaces. I used to go to New York every summer and I loved to sit and people-watch from parks and cafes. I’d think about how those spaces were created – it’s always been an interest of mine, so wayfinding design caught my eye.”

“I never saw myself simply drafting [architectural plans], I was a lot more drawn to design. I enjoy discussions around spatial design, and thinking about how to make new innovations happen in cities. Most design projects need an interdisciplinary approach, which appeals to me.”

Outside the office, Pete loves to travel – mostly to big cities. “Deserts tend to scare me, they remind me of horror films. I grew up in Oakland California where there are lots of people from lots of cultures around all the time.”

Surprisingly for a wayfinding designer, he avoids maps when he arrives in a new city. He just jumps on a bike or walks for hours. “You experience a city differently when you’re not afraid to get lost.”


Katrina Innes

Katrina Innes has also joined BrandCulture as Project Manager leading a complex wayfinding project for TfNSW.

A professional business coach, project manager, organisational wizard, and mum to two year-old Ruby, we’re delighted she’s now part of our team at BrandCulture.

Having worked as a management coach for the likes of PwC and KPMG while now running her own business consultancy, Bright Bubble, this is Katrina’s first time working inside a design studio, and already she’s seeing the world differently.

“I’ve certainly had a crash course in wayfinding design. I very quickly found myself looking at public environments through a new lens. I was warned when I first started that I’d start to see wayfinding in a whole new light. In fact, I visited a large Sydney hospital within my first week at BrandCulture and was struck by how poor the wayfinding was!” she says.

Curious to discover ways of doing things better, or differently, she decided to deepen her knowledge of professional coaching while studying at the Institute of Executive Coaching and Leadership – all while juggling the demands of being a mum.

“After spending years either leading or being part of change projects within organisations, I saw change initiatives that had worked well whilst others failed miserably to deliver on the objectives. I was keen to understand how I could better inspire people and organisations to implement sustainable change.”

It’s a role that requires a mix of creativity, strategic thinking and practicality: “When I’m coaching others, it requires creativity to find relevant and powerful questions that assist people to arrive at the best solution.”

When not in the office, you’ll find Katrina on her family hobby farm in the Hunter Valley. “We have so much fun! I recently project managed our house build there and turned my hand to interior decorating for the first time, which played nicely to both my structured project manager and creative sides,” she says.


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