“I think people are starting to feel more welcome to be themselves and showcase what they love. I’m seeing more and more unapologetic palettes and language and interiors.”

Amy Sprague is a multidisciplinary creative director and designer with over 15 years of experience. She has carved out a niche for herself by blending artistic creativity with strategic thinking to craft compelling brand experiences.

After 8 years with PepsiCo as Senior Global Design Manager at the Design and Innovation Center in New York City, Amy took the leap back into the world of consulting in 2023. She now enjoys servicing both global brands and small businesses in a wide variety of industries. She has enjoyed designing, innovating, and illustrating for a wide variety brands, including Pepsi, Mountain Dew, Dove, Kleenex, Softsoap, Colgate, Palmolive, Diptyque, Burts Bees, Molson Canadian, Coors, Diagio, Lays, Cheetos, Tostitos, Happy Family Brands, the Superbowl, Avon, and many more.

Amy studied at the Fashion Institute of Technology, and spent many years balancing her time between New York with international endeavors. She was able to volunteer teaching art in Cambodia, live in a communal architecture project in Germany, and use art to help better hospital experiences for kids in Harlem. These experiences continue to inspire her.

What’s an everyday thing you use that is underappreciated as great design?

I think everything that you touch throughout your day should be great design. Choosing my coffee mug every morning is really special to me. I only have mugs that I adore, some remind me of people who gifted them to me, or special places I got them, favorite shops or artists, and some my partner made himself. I soak up getting to choose which one I use every day and enjoy how beautiful it is every time I touch it.

I try to make most things I use in my home special. Not everything can be, but I strive to love all of the objects I come in contact with every day. From my pillowcases to my pencils. These little things bring me a lot of joy each day. To me, that is great design.

Who's a creative person who people should pay more attention to?

My muse right now is Mara Hoffman. She's a fashion designer and I think she's spectacular. I've loved her for so many years because she changes her style to fit where she is in life, and she uses amazing patterns and inspiration from all over the world.

Throughout her career, she’s embraced sustainability in practical, creative ways. I'm so inspired by her. I think everyone should be in love with her.

What is a sneaky design trend more people should be paying attention to?

Maximalism. I think people are starting to feel more welcome to be themselves and showcase what they love. I’m seeing more and more unapologetic palettes and language and interiors. I love seeing people feel empowered to be bold and quirky and themselves.

“So much is already expected of women, especially working mothers – having to constantly research every ingredient because we can’t trust basic consumer goods feels exhausting.”

What annoys you the most when brands try to appeal to women through design and branding?

I’m only annoyed when what they are trying to sell is ultimately not healthy for women and is being made to look as if it is. So much is already expected of women, especially working mothers–having to constantly research every ingredient because we can’t trust basic consumer goods feels exhausting. It shouldn’t have to be another job of ours.

What was the biggest lesson from your first professional job?

I poured myself into my first design job. I put everything I had into it because I was so young and so nervous about coming into the world of design. I gave everything I had, so many late nights, everything.

I remember watching these freelancers come in and out and I was like, “What, you can leave whenever you want? She's going on vacation?” I admired them and started asking them a lot of questions. I loved how brave they were, these free agents going off and doing their own things.

The lesson for me was don't sell yourself short and take value in who you are and what you bring to the table. I ended up leaving that job and also going freelance for many years because of what I learned from those people. You know, if you're not happy, you need to move on and try something new.

The Fashion Institute of Technology wants you to come back and teach any subject to any class of your choosing. What would it be?

Oh, how fun! I love dreaming up ideas, phase one of any project is my favorite. And I think it’s been a strength in my career that I generally come up with way too many ideas.

I would love to teach a class all about finding inspiration in life. Maybe a creative process class. All about brainstorming, spending time crafting beautiful inspiration boards, taking the time to deep dive into dreaming up what a project could be, taking it beyond the brief and pushing it into other worlds.

Is there an essential piece of advice you give to design students?

Always protect yourself a little, protect your heart. You can't get attached to things, because most of your design concepts are going to die, even if they're spectacular and it's your best work. The best designers get rough critiques, it happens to everybody, and it happens all the time.

You definitely want to put your best work out there, but you're going to have to go through this over and over again for your skin to sort of thicken up.

Great design needs to achieve many goals and work for many people. Not being precious about your work and not getting torn up when things don't make it is crucial. Keep a good attitude and recognize that you're going to lose some battles. Remember you’ll also win some shocking battles. Sometimes you’ll get to direct an awesome photo shoot and put blue lipstick on a beautiful man, and it will be wonderful.

What's your favorite wall decoration in your home?
I was recently gifted giant hand-painted paper mache curtains by my dear friend and incredible artist, Mark Gagnon. I used them to frame my daughter’s play area and I LOVE them!
His art feels whimsical and adds magic to wherever it’s showcased, so I was so happy to get to have some in my home.

What's something that you know a surprising amount of knowledge about?

I've gotten into home renovation, and my knowledge has grown exponentially. My partner and I have done renovations in Brooklyn, Delaware, and Maryland, so I'm learning a lot about construction and the way homes are built.

I wish I had more hours in the day because I would go back to school and become an interior designer on the side. It's so fun and rewarding when you’ve finished a project and get to live in it or visit it. I'll definitely continue to grow in that area.

Amy Sprague