Interview with Jason Soulton, Director
of Jaysoul Designs - 3rd April 2003
How did you get your start?
started my business while still at Swinbourne University
where I was studying my Diploma of Multimedia. I
thought it would be a good idea to register a business
as I was finding myself continuously being asked to
design things for family and friends. Another
reason was the fact that no companies would give any
of us Uni students the opportunity to gain some valued
industry experience. I was constantly hearing;
You sound great, but you need a minimum of 2
did you choose multimedia and graphic art or did it
was always very interested in designing, drawing,
painting etc. In 1997, I was actually the only
student in my VCE Graphics class to do all of my assignments
on a computer. Back in those days we were never
really taught how to design on a PC.
that I always wanted to get into computer graphics.
Thus, my skills in multimedia and website design
do you like most about your chosen profession?
creative and showing people what I can do for them.
The biggest and best challenge is taking a project
from nothing and making something out of it. As
I have done with www.hinch.net Not to mention
the flexibility of working for myself. Even
though, it is difficult to build up a business. Once
you complete a good project for a good client, you
know its all your own doing.
professional and personal achievements?
the Derryn Hinch website. However, there have
been several other jobs such as designing parts of
the membership campaign for the Melbourne Football
are the main awards you have achieved?
have won 8 Golden Web Awards for a number
of website that I have designed in the past couple
of years. Im hoping that there will be
more to come in the future.
know each other via the Derryn Hinch connection. How
did the Derryn Hinch website come about?
it all began when listening to Derryn on his old station
3AK. Derryn mentioned that he was having problems
with his website at the time and that if anybody was
interested in helping him out, they should e-mail
him. So I did. After viewing my online portfolio
and enjoying the letter I wrote him, he chose me out
of about 30-40 established web design companies.
Since then we have established a great relationship,
and continue to work closely with each other.
me about your ups and downs in the business?
are many ups and downs in the business. Its
even more difficult when you own your own business.
The hardest thing is to build up a good reputation
and portfolio. It takes a lot of patience and
hard work to convince people that you are the person
for them. As most of my work comes from referrals,
its very satisfying knowing that I have built
up my business from the early days of designing business
cards for people to now designing websites and graphics
for large companies. We are growing every day.
are the main changes in web design and graphic art
you have noticed in the past 4 years you have been
industry is constantly changing. There are always
new and different methods of designing, different
programs etc. However, the main change in the
industry is that it has become so competitive. There
are even 16-17 year olds still at school, who are
freelancing for next to nothing.
style of code do you prefer to work with?
have been the most time consuming jobs you have worked
the most time consuming hobs Ive worked was
a shop front which was covered in top to bottom graphic
images. Most of them were 2 meters high and
2 meters wide. Print jobs are usually the most
time consuming as there are so many different variables
you need to take into consideration. Not to
mention that if you make a mistake, it cannot be changed,
therefore it will ultimately cost you a nice chunk
successful and building up my business into something
is the main Jaysoul differentiator? I think
your customer service and follow-up is second to none,
not to mention the exceptional quality shown in your
think my customer service is probably the biggest
difference. I treat everybody as I have known
them for years, and in many cases I become quite good
friends with many of my clients. I think the
fact that I produce great quality work has a lot to
do with it as well.
do you do to relax?
love watching and playing sport. I am a sports
fanatic. You name it, Ive played it. I
currently play soccer (goalkeeper) for a 2nd Division
team in Melbourne. I also enjoy going out and
having a few quiet ones with my friends.
has the internet helped you, and what have you done
to adapt to the internet space?
internet has been a great help to everything. First
of all, if it wasnt for the internet I wouldnt
have designed or worked on over 40 websites. Secondly,
I wouldnt be filling in these questions, as
they were e-mailed through to me.
the course of your career, who has been the best to
Hinch. He is a fantastic guy. He is so
easy to get along with and work for.
you have any mentors?
parents are probably my biggest mentors. They
have owned a number of very successful businesses
in the last 20 years. My dad has given me a
lot of good advice on running my own business.
is the best piece of advice you have been offered
dad once said, Dont worry about what all
the idiots around you do. Concentrate on your
work and business and youll be fine
else you would like to share with me or our audience?
just hope that a young 23 year old like myself has
provided you with an interesting insight into the
graphic and multimedia industry.
more information, examine: www.jaysoul.com.au