Spotlight | Heidi Eiser, Heidi Lou Design

Arts & Culture

22 Jan

A stylish graphic designer moves home to Toowoomba.

Published 22 January 2020
Photography by Morgan Smith

Heidi Eiser’s style is unmistakable. Perhaps one of the reasons her freelance graphic design business is flourishing, Heidi’s feminine design work with illustrative touches is setting the standard for branding locally — see business such as Dorothy Way, Pole Angels and Blossom House Co Tutoring for evidence!

We sat down with Heidi over a cuppa to learn more about why she moved back to Toowoomba, what she’s working on, and whose work she’s loving.

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First things first: why Toowoomba?

I was born and raised in Toowoomba and like many Toowoomba teenagers, I couldn’t wait to get out. At 17, I moved to Brisbane to study at UQ. After nine years away, I really wanted to be close to my family again. Moving back here, I realised how much this city had changed from when I was in high school. I think we have such a beautiful community full of young business owners all supporting each other.

I really do think Toowoomba is the best combination of a small town with a city feel. We have everything we could want. Great food, great shops, no traffic and easy parking!

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what is heidi lou design?

I design branding for female-led small businesses. I pride myself on creating a full suite for my clients, rather than just a logo. Branding includes colours, patterns, typography and more. I dig deep with my clients to find what their business stands for and then I communicate this consistently across all of their touchpoints. My design style is feminine, sophisticated, timeless, polished and steeped in strategy.

I’m also launching a new project this year. After receiving a number of requests for my designs to be printed as artwork, I will be releasing my own print collection in a few months time! Inspired by the concept of ‘freedom’, the pieces will be simple and elegant. I’m nervous to launch them but I’m so grateful for all of the support I’ve received already.

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What have you learned about running a business in Toowoomba?

Running a business that is mostly online, I’m able to work with clients from anywhere. However, recently I’ve been attracting Toowoomba clientele and I’m loving it. There are so many small businesses starting up here. And businesses that are really passionate about bettering our community.

I currently have three branding projects on the go, all with Toowoomba businesses. I can’t wait to reveal their branding and help them launch in our community.

There are so many opportunities for networking and getting your name out there. I’ve surrounded myself with some beautiful people in Toowoomba. I really do love being a business owner here and in turn, supporting other local businesses.

What does an average day look like for you?

I kick my day off with a workout at Complete Body Toowoomba, then grab a coffee from Pump on the way home. I then settle in for the day working on branding projects in my home office at Highfields. I might be at the beginning stages where I’m creating moodboards or at the end stage where I’m rolling out the new branding to marketing collateral.

If I have meetings, I’m usually working from Parkhouse Cafe (hello comfy chairs) or catching up with clients at Urban Grounds.

I like to take the afternoon easy, maybe a cuppa outside with my dogs, before getting my most productive work in of an evening.

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What does your ideal Toowoomba weekend look like?

A Saturday morning ‘For the Team’ workout at Complete Body Toowoomba, a walk with my dogs and then catch ups with friends somewhere relaxing like Rosalie House. A Sunday yoga session at Good Life, markets at Blank Space and maybe a movie to top it off. Or creating some pieces for my print collection launching soon.

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