Ashley Hostasek, recipient of Veer’s 2006 scholarship for students of graphic design and the design intern that same year, takes a pragmatic approach to her work. Viewing design as “art with a practical function,” she believes it’s her role “to solve problems in a way that satisfies both client and audience.”

A graduate of the IDEA (Illustration/Design: Elements and Applications) program at Capilano College in North Vancouver, Ashley has a crisp, clean design style infused with a refreshing playfulness — from wine labels with typographic word puzzles to reusable shoe packaging designed to teach children food chain basics.

Ashley’s work has paid off: in 2007, she won an Applied Arts Student Award; was a finalist in the Salazar Awards, recognizing British Columbia’s best young designers; and was published in the September issue of CMYK Magazine. She now works for Hangar 18, a respected Vancouver design firm.

We spoke with Ashley about school, rainy Vancouver, and her time at Veer.

Veer: What drew you to design?

Ashley: I’ve always been creative, but being the editor of my high school yearbook helped me understand a bit of what a designer does; that was where I first fell in love with design. Before that, I didn’t even know that graphic designers existed.

Veer: How would you describe the curriculum at Capilano College?

Ashley: We focus on both illustration and applied design, which prepares us to be job-ready immediately after we graduate. We learn painting, illustration, conceptual design, typography, web design, self-promotion, and marketing.

Veer: What advice would you give to prospective students of design when choosing a school?

Ashley: Know what you want. Just because a school has a good name doesn’t mean it’s right for you. I went to the Alberta College of Art and Design for a year and found that a fine arts background was not what I wanted. I flourished in Capilano College’s applied and structured setting.

Veer: How does your environment influence your work?

Ashley: Getting up in the morning when it’s dark and raining, working indoors all day, and going home when it’s dark and raining helps me get a lot of work done. The sun is distracting!

Veer: Who are your design heroes?

Ashley: I love Milton Glaser for his wit and simplicity and Paula Scher for being a cutting-edge female designer and typographer. But I’m truly inspired by the designers in my everyday life: my teachers, peers, and the local design community.

Veer: Who would your dream client be?

Ashley: Someone who has the confidence to recognize innovation, is willing to take risks, and is someone who I can have an open working relationship with.

Veer: What struck you about working on Veer’s creative team?

Ashley: I was inspired by the team dynamic and how individually each person’s input made something stronger than it could ever be if it was created by just one mind.

It’s a small thing, but something that stands out is when I arrived to the Veer apartment after a 14-hour drive to Calgary from Vancouver. Waiting for me was food in the fridge, flowers on the table, and a handwritten note welcoming me to Calgary and to Veer, signed by all the creatives. It was so thoughtful; I still have that note.

Veer: What did you find most eye-opening or satisfying about your time at Veer?

Ashley: Veer was early exposure to the real world, where no one holds your hand. Having so much responsibility was really scary at first but helped to build my confidence. I was inspired by Veer’s ability to think big and the philosophy that no obstacle is too big to conquer when achieving your goals.