Steri’s core belief, and the essential lesson that she brings to her work, is that true power lies not just in technical skills or creativity, but above all in the ability to give meaning to what is created.

“Every project I work on is an opportunity to weave together stories, values and ideas,” she says. “I love turning a simple visual message into a tool to inspire and provoke deep reflection.”

She vividly recalls her mother, a passionate painter, spending hours with colours and brushes, “trying to communicate a message”.

That lasting image instilled in her the desire to create ideas that could influence people in a positive way.

For Steri, words have the power to transform, as well as both spark and resolve conflict. “Words carry the cultural baggage we all bring with us,” she adds.

Maybe that’s why, from a very young age, Steri began experimenting with writing by creating lyrics for songs. It was the early 2000s, hip hop was all the rage, and she enjoyed writing, rhyming, singing and breakdancing.

“I even produced an LP, and for that I needed a cover,” she reveals, “That’s when I started exploring Photoshop and discovered how much fun it was to create original effects on images.”

Her new passion led her to pursue a degree in communications while nurturing her love for graphic design and curiosity regarding copywriting. Eventually, she began building websites.

And despite her deep affection for Italy, Steri and her partner, Luca, decided to take a leap of faith by relocating to Australia.

“Unfortunately, in Italy, the negative work experiences outweighed the positive ones,” she says. “Freelancing is never easy. In Australia, I found great respect for every type of work and profession.”

The pair arrived in Perth in December 2015. They still remember the year as “exciting and full of adventure”.

“We were free, with no limits,” Steri continues. “On a temporary visa, we had to roll up our sleeves like everyone else, but I’m grateful for every single work experience; from farms to earn a second working holiday visa to hospitality.

“I always had fun because I met so many people, and each experience taught me so much; it helped shape who I am today.

“Working with colleagues, dealing with clients, entertaining them; I’ve brought all those skills into my current field, and they help me understand what a client truly wants.”

In 2016 came the permanent move to Melbourne, a city that quickly became “a daily source of inspiration”.

There, she gradually established herself and embarked on various artistic projects with her partner, a photographer.

The past ten years spent in the world of communication and design have allowed Steri to deepen her awareness and expand her passion, striving to contribute to positive change “one project at a time”.

A closer look at the studio of brand designer and strategist Paolo Steri

“It’s not just about doing what I love the way I’ve always dreamed; it’s about understanding the meaning behind each project,” she explains.

As a brand designer and strategist, Steri helps companies shape their image through visual elements like logos, websites and icons. For her, design should never exist just for its own sake.

What sets her apart from others in her field is her deep desire to create something that is not only effective but also emotionally resonant and capable of communicating a message.

White, black and fluorescent yellow are the colours she’s chosen to represent her new professional path. It’s a fusion of old and new, beautifully woven together during a journey that’s still unfolding.

“Some web designers are simply technical executors; they focus on aesthetics and tools, but often lose sight of the ultimate goal [which is] to create something effective and memorable,” she says.

“For me, it’s crucial that every project, whether a brand, website or package, not only looks good but also serves the company’s communication goals.”

“I believe my strength lies in my ability to ‘connect the dots’, integrating marketing, design and communication. Every element is part of a whole and cannot exist independently of the others.”