Ruby Slipper Business Ninja: Laure Pennell of Ligerdesign


Recently, I met Laure Pennell – head honcho of Ligerdesign, a web and graphic design company based in Melbourne. Apart from being a plain-talking, big laughing and clever type (just the type we like!), Laure is also someone worth putting your your little black ‘business book’ of addresses for moments when you’re after a keen graphic designer or web-builder extraordinaire. With lengthy experience in both marketing and business development, Laure has worked for top design studios across Australia and NZ – she’s a canny matching pair of graphic-design know how and business strategy smarts. She’s also Ruby Slipper’s Business Ninja of the Week!

1. What makes your business Liger Design unique, setting you apart from other graphic designers and supergeeks?

Great question (I like the supergeeks part especially!!) These are the core elements that set Ligerdesign apart:

  • We start all our branding and website projects with a marketing workshop to assess your target audience, point of difference and to ponder “what are potential reasons someone might hold back from using your services?” to better address overcoming resistance fears with branding.
  • Ligerdesign collaborates with a team of experienced web developers, market leading in business for more than 15 years
  • All of our sites display on mobile and tablets, and are easy for clients to use if they’d like to manage content themselves.
  •  We are a friendly bunch!


2. What are your maddest ‘ninja skillz’ in business? 

Hmmm I had to think about this one! Our maddest ninja skill is our ability to improve our client’s businesses – from brand recognition, increased sales, increased product awareness right through to an improved online presence! We are here to help you kick some serious butt ninja style!

3. How did your lightbulb moment in creating your business come about?

I was doing a bit of freelancing and my design service really started to grow from word of mouth. I loved been able to make all the decisions and treat clients as they should be treated – thus Ligerdesign was born!

4. What is your earliest memory?

A school fair in France (I lived there until I was 10) – it was meant to be fun for the kids but I just remember been scared of all the decorations! I think I was 3…

5. What would your last meal be?

As a devoted foodie this is a very tough question.

Entree: oysters and champagne

Main: I do love duck – I’m going to go Duck orange with a glass of Bordeaux

Dessert: lemon tart with some dessert wine

6. What is your best tip for choosing working partners?

Select people you have a good connection with that compliment your skills and are good at things you’re not.

7. Who would you like to invite to dinner?

Adrian Grenier 

8. What’s the wackiest and most enjoyable project you’ve ever?

Probably a fresh food campaign I did which was all about been obsessed with fresh food – we shot a baker playing cricket with a breadstick, a chicken store owner lying in the sun roasting beside a chicken, a vegetable store owner with a pumpkin in his pram – and more! It was a really fun campaign.


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