Lorraine Gumede was working as a graphic designer at Interface Media when she first heard of Flow Communications: “There was something intriguing about the name ‘Flow’,” she remembers, adding, “The portfolio was still small but impressive. So I sent out my CV, was called for an interview and the rest, as they say, is history.”
When Lorraine started at Flow over three years ago, the company had just started out. But she is proud of what Flow is becoming, calling it “a force to be reckoned with”. She says, “Flow is going places and I want to be part of it!”
Lorraine or “Rainy Roo”, as she is fondly known, is an all-rounder who is expert at designing booklets, brochures, online banners and buttons, and websites. She has been the lead designer on many of Flow’s websites, including sites for law firm Adams & Adams to, recently, www.madikwe.com, for the 5-star Jaci’s Lodges in Madikwe Game Reserve, in the North West province of South Africa.
Lorraine loves the variety of projects and clients she gets to work on, and enjoys the fact that designers are given the opportunity to perfect their craft.
“We have a diverse crowd, with strong personalities, where someone lacks, there is always someone to substitute,” she says.
Design Studio Manager Janet Berger describes Lorraine as reliable and dedicated, adding that this, along with her great sense of humour, makes her a pleasure to work with. Fellow graphic designer, George Xafis says, “Lorraine is a caring, understanding person who respects all those around her.”
Another design team member, Neo Male, echoes the sentiment, calling Lorraine everybody’s “chommie” (“friend”): “She is friendly and helpful and we love her lots,” Neo says.
When asked what sets apart a great designer from a good designer, Lorraine says there are two things: creativity and attention to detail.
“A great designer is someone who isn’t afraid to experiment to come up with a great concept to kickstart his or her design. A great design should be simple yet effective – a user should be able to find what they are looking for,” she says
In her downtime, you will find Lorraine at art galleries, the movies, vintage clothes stores or relaxing at home with friends. If she wasn’t working at Flow, Lorraine says she would be travelling, painting or on a TV reality show (she suggests the reality show in question would have to be something like Keeping Up with the Kardashians, although perhaps under a name like The Golden Gumedes).
Lorraine is one of four girls. Born in South Africa, she grew up in Botswana and then moved back to South Africa after completing her high school education.