In conversation with Bachelor of Design graduate and Broadway Tarot creator Ella Witchell
Ella Witchell graduated in 2023 from the Bachelor of Design (Graphic Design & Performance Design). On the same week she graduated, she was offered a job at Broadsheet Media, where she has worked on two magazines for Domain Real Estate, and events for global companies like Netflix and Mastercard.
Ella’s illustrated deck of tarot cards featuring 78 Broadway musicals, Broadway Tarot, designed as part of her final assignment at the VCA, was published through Smith Street Publishing in April. We spoke to Ella about her journey to date.
Can you talk a little bit about your tarot card project?
The tarot card deck started as my final assignment as part of my capstone subject. The assignment was to create something research-based. Being a semester long project, I wanted it to be something that I was really interested in.
I already loved and knew heaps about musical theatre, so I was leaning into that space. And then our tutor, Ela, was listing off potential product ideas for inspiration, and mentioned playing cards. And I thought, ‘why not tarot cards?’ I had always wanted to learn more about the practice of tarot and saw this as the perfect opportunity.
Each of the 78 cards in the deck is based on a different musical, and I also created a little booklet that comes in the pack which has a little write-up, explaining the relationship between the card’s meaning and the musical it was paired with.
How did the cards end up in the hands of a publisher?
I submitted my assignment in October. At the time, it was a tiny little box, with just the Major Arcana (22 cards). Ela, my capstone tutor, passed on my details to one of her friends, who got me in contact with the Managing Director of Smith Street Books.
I had just started my new job at Broadsheet, and a couple of weeks in, I got an email from someone from Smith Street saying they were interested in producing the deck. He asked me to send over a couple of new card designs to show how the Minor Arcana suits would work, so I submitted those in January, and by February we were writing out contracts. It was a pretty tough year, juggling the publishing deal with a full-time job, but I had everything submitted by November last year.
What drew you to study Design at the VCA?
I had applied for VCA back when I was in year 12 and I didn't get in, but thought it was worth trying again after doing a year of a film course at another university and not loving it. The Bachelor of Design course really appealed to me because of the mix of graphic design and production design. Studying at the VCA had been a dream of mine, and the second time I applied – to my surprise – I got in!
What were some of your highlights from the course?
I really enjoyed studying at the Southbank campus. The Elisabeth Murdoch building on St Kilda Road felt like my second home after a while because that’s where all my classes were for over two years. It had a real community feel, and I made some wonderful friends there.
Also, all our tutors were still working in graphic design in addition to teaching, so it was really interesting and inspiring to hear all the stuff they were doing in the industry.
What sort of practical skills did the course give you that have helped you in your job thus far?
Everything to do with the Adobe suite — The final year practical classes really drove it home. For example, learning how to properly typeset in InDesign was a game changer.
I use this typesetting knowledge every day in my current job, where I create pages for a weekly magazine. Being able to take that knowledge and put it into practice has been so satisfying. I don’t think I would have gotten the job without it!
Can you talk a little bit more about your role now?
I'm the junior graphic designer at a publishing company called Broadsheet Media. My role started off mainly running the design for the Domain Review magazine in partnership with Broadsheet. Earlier this year, that magazine has shifted from a Melbourne-based publication to an Australia-wide one, called Domain Prestige which is distributed in The Age and the Australian Financial Review.
I still work a little bit on that magazine, but I'm also getting to do some other really cool projects across the business, like event design and sales pitches. I'm currently working on a food festival which is launching in a few weeks, and have been working with global brands like Mastercard and Netflix. It's been really, really surreal.
Broadway Tarot is now available through Readings, Booktopia and all major Australian bookstores.
You can check out more of Ella’s work on her Instagram @byellawitchell