THE KANGAROO ROUTE

The art of the possible … from Bassendean to the Big Apple

She's a New York-based creative director with more than 20 years experience in her field, from fashion and advertising, to publishing and design. Over the years Deanne Cheuk has been commissioned by leading brands such as Apple, Chanel and The New York Times Magazine … but life for this 1991 Leaver began at a much simpler pace.

I grew up in Bassendean with the Swan River in our backyard, I was always outside - I think that’s part of why I ended up in the opposite living situation - apartment living in a big city. I got my fill of the outdoors when I was younger, though I do miss all the fruit trees and vegetables my dad used to grow. My childhood was full of travel all around the world, my parents instilled in us the joys of adventure and being surrounded by new sights and sounds. I am still driven by this.

So you then get to Perth College. What grade and what was that like?

I started in pre-school - I was at Perth College for 14 years! I was born at the end of the year so when I started at PC I was actually only two years old and I finished Year 12 when I was 16. I was never the new kid and instead I got to watch the new girls as they arrived each year. I think that gave me an advantage and also confidence. PC was so different back then - there were so few students in primary school that some of my grades were combined with other grades.

Did you discover art at Perth College … or where did that seed of creativity come from?

My older sister Joanne, who also went to PC, inspired me with her drawings from when she was younger and my mum was always very encouraging. Also, my art teacher Mrs Wilson was particularly inspirational. She set me on the right path for my entire career. Art was the only class I really loved and felt connected to. It was Mrs Wilson who told me what graphic design was when I had no idea what I wanted to pursue at university. I have always wanted to thank her. I wanted to be an art teacher as my first choice but not enough people applied for it and the course was cancelled! My second choice was graphic design at Curtin University and that’s where I got my degree.

"Art was the only class I really loved and felt connected to. It was Mrs Wilson who told me what graphic design was when I had no idea what I wanted to pursue at university. I have always wanted to thank her."

What was your first job out of university and what did it entail?

In my last year of uni I had an internship at a magazine in Perth called REVelation magazine and when I graduated they asked me to stay and be the art director so at 19 I had my first job with my degree but before then I had already had a few graphic design jobs in Perth during holidays and part time. Back then jobs were listed in The West Australian newspaper and I used to apply for everything and anything to see if anyone would hire me.

Why did you decide to leave Perth … and why New York?

Before I turned 26 I wanted to work in London while I could. I went over and stayed with friends and did various freelance graphic design jobs, never really feeling at home - it made me realise I wanted to start my business in Perth when I got back. Then one weekend I got cheap flights and flew to New York with a friend - as soon as I stepped out of the airport and breathed in the NY air and saw yellow cabs going past I just felt an intense feeling of being where I was meant to be. I ended up staying for 12 days and four months later I moved to New York permanently. Of all the places I had travelled in the world it was the first city where I felt like I belonged.

Did you have a job to go to … and how did you navigate the visa requirements?

No job! I had $5,000 in savings. I went during the dot-com boom so I literally had my pick of jobs - I got an advertising agency job within a few weeks (by this time I had an extensive portfolio from seven years of work experience) and through them I got a lawyer to get my visa and they were also the guarantors for my apartment. I remember being overwhelmed at one point at the beginning because I had no job, visa, apartment, credit, phone - and all of those things needed the other to happen but it all came together. I was 26 in the year 2000. I landed in NYC on 4 July to fireworks! It was the greatest feeling.

You’re described in many ways … artist, graphic designer, illustrator, art director … in simple terms, what do you do?

All of those things! My day job is as an art director - this is my third year of working from home because of the pandemic. I wanted to be back in an office the first year but now so much time has passed and I love the luxury of working from home. Outside work hours, once the kids are in bed I freelance as an illustrator - I have an agent who handles those projects for me. Most recently I did two illustrations for a virtual reality story for The New York Times Magazine which ended up being reprinted in The Australian Magazine too.

So 22 years later in the city that never sleeps … how has your career forged in that time?

Yes it’s been 22 very fast years! I started in magazines and have moved to fashion. I’m currently at the brand Kate Spade but for 10 years I also built the brand identity of the accessories brand Henri Bendel. I feel so fortunate to work at iconic storied brands with such rich histories and connections with their customers - I love my job!

You’re now very successful, what has been your greatest

achievement? When I was in Perth I published five issues of a magazine called mu, which I am still very proud of, and when I moved to NY it turned into a micro zine called neomu, which was the world’s smallest magazine and the first of its kind. I published eight issues of that and all of the proceeds went to charities. Through both I met incredible artists and made great friendships. I think of those as great work achievements though it’s impossible to choose the greatest.

What would be your advice to anyone considering leaping to the USA now?

I think it’s important to find where you are meant to be in the world. I grew up always knowing I wanted to leave Perth and it wasn’t because of any one thing, for me it was an innate knowledge that I was meant to be somewhere else and it took me a while to find that place. I didn’t come to NY knowing I was going to move there until I really landed.

… and on the family front?

I have a 16-year-old daughter Lake (who is cooler than I ever was) and I have identical twin toddlers who are almost three, Enzo and Rio. The juggle of work and two toddlers is not easy – thank goodness for day care and a very supportive husband. When I go to Perth, I visit my dad, one of my brothers, my cousins and friends. I hope I can come back and visit soon!

We hope you can visit too Deanne … and breathe in some fresh WA air. But wow, what an incredible career. Congratulations! You’re doing PC proud.