Fedi Semaan grew up in Prospect, a suburb of Adelaide, South Australia. Raised in a Lebanese-Australian family, he was surrounded by two worlds: the heritage of his parents and the modern city around him.
“From a young age, I was sketching, experimenting with lettering, and playing with design,” he recalls. Traditional Lebanese calligraphy sat side by side with the clean lines of Adelaide’s galleries and architecture.
At Adelaide High School, he excelled in Visual Arts, Design & Technology, and Information Technology. The mix gave him both creativity and technical skill. This balance would later define his career. “I always felt design should be both beautiful and functional,” Semaan says.
University Years and European Influence
Semaan went on to study Visual Communication at the University of South Australia, graduating with distinction. While there, he spent a semester abroad in Lyon, France. The experience sharpened his eye for typography and introduced him to European design history. “Lyon showed me how history and design can live together. It gave me a wider lens,” he explains.
That global perspective blended with his local upbringing to form a unique style—modern, clean, and rooted in culture.
Starting Small in Adelaide’s Agencies
His first role after university was at a boutique creative agency in Adelaide. He worked on small branding and packaging projects for cafés, wineries, and independent labels. “Those early jobs taught me to respect every detail, no matter how small,” he says. Each project, whether a wine label or a café menu, was a chance to refine his craft.
Before long, Semaan co-founded a freelance collective to share clients and resources. The group gave him space to take on varied projects and experiment. This step helped him grow into leadership roles later.
Climbing into Senior Roles
Over time, Semaan moved into senior designer and art director positions at a mid-sized Adelaide agency. He specialized in brand identity, packaging, and digital design. His portfolio expanded across South Australia’s food, wine, and tourism industries.
He recalls one packaging project for a boutique olive oil producer. “We wanted the bottle to feel like part of the land it came from. The design needed to show both tradition and freshness,” he explains. That project went on to win awards and gained recognition for its clarity and authenticity.
Design Philosophy: Blending Heritage and Function
Semaan’s work is guided by clear values. “Good design should serve a story,” he says. He sees each project as a way to connect people with place, product, and history. His approach emphasizes legibility, usability, and meaning—never just aesthetics.
Sustainability is also central. He often integrates eco-friendly practices into his process. “Care is not just about the client. It’s about the environment and the people who interact with the design,” he notes.
Mentorship and Community Engagement
Beyond client work, Semaan is active in Adelaide’s creative community. He mentors young designers, offers portfolio critiques, and gives guest lectures at the University of South Australia and TAFE. “I know how hard it can be starting out. Sometimes you just need someone to guide you,” he says.
He also volunteers his skills for community causes—designing for non-profits, cultural groups, and local fundraising efforts. This work reflects his belief that design should serve society as much as business.
Personal Passions and Balance
When not in the studio, Semaan turns to photography and painting. He enjoys capturing landscapes and macro shots of plants around South Australia. Hiking in the Adelaide Hills or exploring the Flinders Ranges gives him inspiration.
Cooking is another outlet, especially Lebanese family meals. “Food is part of design too—it’s about presentation, culture, and connection,” he says with a smile. These personal pursuits give balance to his professional life and keep his creativity grounded.
Looking Ahead in Adelaide’s Design Industry
At 33, Semaan has already built a strong portfolio and a reputation for authenticity. His work blends heritage and innovation, earning respect in South Australia’s competitive food, wine, and tourism sectors.
He sees his role as part designer, part cultural storyteller. “Every brand has roots,” he says. “The job is to honor them while creating something that speaks today.”
With a career that moves from sketching in a high school art class to leading campaigns for regional tourism, Semaan shows how design can carry both personal identity and community meaning. His journey highlights not just the evolution of one designer, but the growing role of design in shaping how regions like Adelaide present themselves to the world.
Read more:
Fadi Semaan Adelaide: Designing Identity and Culture in Adelaide
