Growing up, Imelda Suriato was always drawing, cutting and pasting things together. But it wasn’t until she worked as a journalist and saw an art director working with linotypes on a light table, that she got her first look into the world of design. It was at that point that she realized that what she loved had an actual job title. When the World Wide Web came along as a "medium," it was as if she'd found her "Yellow Brick Road," the perfect combination of a fascination with technology and design.

In 2006, she was invited to join Squeaky Wheel Media as their creative director. It's her job to ensure that what the studio delivers its clients offers their customers a productive online experience—it's a great position that allows her to put all the pieces together.

08.06.08

Drawing, Cutting and Pasting

If you have a degree in what field is it? An MA in public communication studies and a MS in advertising from Syracuse University’s SI Newhouse School of Public Communication.
 
What's the best site you've seen lately? What’s so great about it? SmashingMagazine. It’s full of cool info about Web design, innovative technologies, user experience, etc. It groups things together based on the highlighted features, which I find very helpful.

If you were to change professions, what would you choose to do? I’d love to be a photojournalist, documenting the issues plaguing developing countries, writing social commentaries and tryng to make a difference by generating awareness.

Design or technology? Which is more important? Why? Design and technology are so intertwined that they influence one another. I’ll often find a new technology for gathering, kneading or presenting information that then becomes the inspiration for the concept; other times, the design pushes the boundaries to a point that it drives technological innovation.
 
From where do your best ideas originate? Random things, really. Photographs, textures, books, a random moment seen or heard. At Squeaky, I work with a diverse group of people, most of them with loud personalities. Feeding off each other’s thoughts is how most ideas develop.
 
How do you overcome a creative block? Step back, take a break, discuss it with someone new. Ideas need to marinate before they can grow into something great. You just have to be patient.
 
In one word describe how you feel when beginning a new project? Excited.
 
What well-known site is most desperately in need of a redesign? Zappos. This young company has managed to push footwear e-commerce into one of the smartest online stores with great customer service. But, the design of its site could be a lot better. Seriously.
 
Do you have creative outlets other than Web design? Cooking. It’s very satisfying actually. I can get really creative with ingredients, flavors and pairings. I would throw more frequent dinner parties but my friends don’t help with the cleanup.

What music are you listening to right now? A various lot, from Cream and Bowie to Rage Against the Machine and Gravediggaz.
 
What product/gadget can you not live without? Nothing really jumps at me except the basic necessities—and a good coffeemaker.
 
What’s the strangest thing you’ve bought online? Possum-fur products from New Zealand. They were gag gifts and were a huge hit.
 
What’s your favorite quote? “If you enjoy what you do, you'll never work another day in your life.” —Confucius

Do you have any advice for people just entering the profession? Work hard. Keep an open mind. Never stop learning. Share your knowledge. Take criticism and rejection well (huge egos are unappealing).
 
What's one thing you wish you knew when you started your career? To build and maintain my professional network. I met a lot of cool, innovative, courageous and like-minded individuals in college, graduate school and in various fields before the dot bomb. I wish I were more diligent about keeping in touch with them.