Liana Rossi on how to build a career as a designer

If you consider yourself a creative disruptor, Liana Rossi’s story is sure to inspire. Adventurous, entrepreneurial and imaginative, this Design graduate has made a career out of risk-taking – and it’s paid off in spades. Now a content queen at MONA, Liana’s design journey began when she enrolled in Billy Blue College of Design’s Bachelor of Applied Design, Branded Environment. Combining digital media with spatial, interior and communication design, the degree was cutting-edge and multifaceted – like Liana herself. 

Liana’s career to date 

Drawing from her background in advertising, Liana burst onto the design scene as a content creator. From community manager to social director, she’s worked on countless campaigns for big-name clients, delivering content that pushes the envelope. So when Tasmania’s Museum of Old and New Art came calling in 2017, it was a natural fit. Liana started at MONA as their Social Media Manager and became Head of Content in July 2021. 

Whether she’s leading content production or overseeing social campaigns, Liana’s work is original, thought-provoking – and award-winning. Her #comeonin campaign for the Sydney Opera House was recognised by Cannes Lions, while her Air Mofo campaign took out Gold in Destination Marketing at the Tasmanian Tourism Awards. In 2020, Liana was named B&T’s 30 Under 30 Grand Prix Winner. 

Top tips you can apply 

Speaking at our 2021 graduate exhibition INTRO, Liana shared the ins and outs of her career to date, as well as the lessons she’s learned along the way. And for those wondering how she manages to stay ahead of the curve when it comes to content, Liana let us in on her secret. Every day, she and her team look to these guiding principles to benchmark their ideas:  

• Show don’t tell 
• Be honest 
• Don’t pander to the audience 
• Know by doing 
• Don’t drift to the middle 
  
  

In true “show don’t tell” spirit, we’ll let you watch Liana elaborate on all five and more below.  



If you’re ready to start your own Design adventure, take a look at our cutting-edge courses in Communication Design, Interior Design, Fashion Design and Digital Media.