Part Mind, Part Machine: psyborg® brings a different lens to Graphic Design from founder Daniel Borg’s diverse engineering and design background, utilising psychology (part mind) and engineering (part machine) to create unique designs for his clients across Australia.
Daniel runs his Graphic Design business from the shores of Caves Beach, a place he has called home since he was 14 when his family relocated from Western Sydney. Daniel spent his formative years as an avid skater and budding artist, often recreating graphics from skateboard decks.
Fast track to 2023, Daniel’s dedication to his industry led his company, psyborg®, to be awarded the Business Excellence Award for Micro Business for two years due to his notable achievements.
The Birth of psyborg®
Daniel reflected on his educational journey, starting with industrial engineering at TAFE, followed by a start in a Degree in Mechanical Engineering. He noted that his passion for graphic design in his formative years led him to abandon his engineering course and enter the world of graphic design just as the internet emerged.
“The internet was taking off, and I used tools like Netscape Navigator and AOL Press. Coming into this field with an engineering mindset was a perfect collision of both worlds,” said Daniel.
“I started it in my fourth year at university because I could see the internet’s transformative potential in the graphic design space. Taking the risk early to start my own business was significant.”
Opportunities and Challenges for Business in Lake Macquarie
Lake Macquarie has been the location of his business for the past 16 years.
He explains his choice to stay local: “Lake Macquarie is an untapped gem. It’s a unique city around the lake, distinct from the bustling hubs of Sydney and Newcastle.”
However, Daniel noted the importance of establishing credibility as a business in Lake Macquarie’s rapidly evolving environment, “Breaking into the local market can be challenging. You need to establish credibility.”
This need for credibility was one of the reasons that Daniel established Caves Beach Connect, with over 150 members, to connect those in the local community. “Initiatives such as Caves Beach Connect can catalyse new opportunities and collaboration,” emphasised Daniel.
Staying Competitive in Graphic Design
Staying competitive in the constantly evolving field of graphic design is essential; psyborg® employs various strategies to understand cultural changes, trends, and development to inform its design sensibility.
He shares his approach: “Staying current is crucial. We research competitors and aim to outperform existing trends. We also look to renowned clients and businesses, like those in Silicon Valley, which often have leading designers on board.”
Advice for Aspiring Designers and Entrepreneurs
When asked what advice he would give aspiring designers and entrepreneurs, Daniel remarked, “Remain open to feedback. Every project is an opportunity to improve. Go beyond expectations to foster growth. What seems complex at first becomes easier with experience, allowing you to add new layers of learning.”
He emphasises the importance of creating value: “Remember that someone is willing to give you money because they perceive the value of what you offer as greater or equal to what that money is worth.”