Women Designers You Should Know: Episode 046 - Sharon Werner on Imposter Syndrome

Host: Amber Asayee
Guest: Sharon Warner, Founder of Warner Design Works
Release Date: July 22, 2025

Introduction and Background

In Episode 046 of Women Designers You Should Know, host Amber Asayee sits down with Sharon Warner, the founder of Warner Design Works, a Minneapolis-based studio celebrating nearly 35 years of impactful design. The episode delves into Sharon’s extensive portfolio, including projects for notable brands such as Nick at Nite, Moet Hennessy, and Planned Parenthood. Beyond her professional achievements, the conversation explores Sharon's personal journey, the challenges she's faced as a woman in a male-dominated industry, and her honest perspective on imposter syndrome.

Early Influences and Childhood

Sharon’s passion for design was kindled in her childhood in a small Minnesota town, where creativity became her refuge.

• Sharon Warner [03:37]: "I spent my days cutting up paper dolls and building Barbie furniture from packaging scraps."

Growing up in a large family with seven children, Sharon found solace in magazines and catalogs, which she repurposed into creative projects despite limited resources and strict parental guidelines. Her mother’s homemade drawings and her father's farm implement dealership introduced her to the tactile world of packaging, laying the foundation for her future in design.

• Sharon Warner [05:42]: "I loved paper and print, and drawing. My dad’s dealership introduced me to packaging, which became a big part of my design interest."

Education and Career Beginnings

Sharon initially pursued an accounting major but quickly realized it wasn't her calling. Influenced by a fellow student’s passion for art, she transitioned to a Bachelor of Fine Arts with a concentration in graphic design, graduating in 1985.

• Sharon Warner [07:16]: "I couldn't stay in accounting. I found more joy in art, even if my parents thought I’d end up selling velvet paintings on the corner."

Despite her parents' skepticism, Sharon’s commitment was unwavering. Her parents ceased funding her education once she pursued art, prompting her to take out loans and prove her dedication. This period of independence fostered resilience and a strong work ethic.

Experiences in a Male-Dominated Industry

After graduation, Sharon began her career at Duffy Design Group, where she worked for seven years. During this time, she navigated the challenges of a male-dominated environment with determination and grit.

• Sharon Warner [11:12]: "I didn’t really feel held down because I worked as hard as my male counterparts. But interactions with suppliers and pressmen often undermined my authority."

Sharon recounts instances where gender biases surfaced, such as being called "little lady" by pressmen or facing assumptions that she only designed for women. However, she addressed these challenges head-on, asserting her expertise and maintaining professionalism.

• Sharon Warner [12:24]: "If they want to make it easier for you, that’s not my concern. It’s about getting the best product for our clients."

Founding Warner Design Works

In 1991, leveraging her experience and industry reputation, Sharon took the bold step to establish her own studio, Warner Design Works. Starting with minimal resources—comprising a dressing table, a telephone, and a moving cart—she embraced a scrappy, hands-on approach.

• Sharon Warner [15:23]: "I didn’t have any clients initially. I just went out and started finding them, pounding the pavement despite the fear."

Her first significant breakthrough came when a client mistakenly contacted her previous employer for a project she had handled independently, demonstrating the importance of maintaining strong professional relationships.

• Sharon Warner [16:33]: "Our past employer became our mentor and referral. It was critical not to burn bridges."

Managing Imposter Syndrome

A central theme of the episode is Sharon's candid discussion about imposter syndrome, a persistent challenge even for seasoned professionals.

• Sharon Warner [21:41]: "Every day I have imposter syndrome, especially at the start of new projects."

Sharon shares her strategy for managing these feelings by allowing herself a few days to process doubts before diving back into creative work. This approach helps her reset and generate fresh ideas without forcing creativity under pressure.

• Sharon Warner [22:58]: "I allow myself to have those days, then come back with ideas firing in my head."

Approaches to Client Relationships and Inclusivity

Sharon emphasizes the importance of inclusivity and collaboration within her studio. By involving team members at all levels in client interactions, Warner Design Works breaks traditional hierarchies, fostering a sense of ownership and direct communication.

• Sharon Warner [29:41]: "Having every player involved in meetings ensures that designers build direct relationships with clients. Clients feel like they’re getting the A team, not just junior designers."

This inclusive approach not only enhances team morale but also ensures that clients receive diverse perspectives and creative solutions tailored to their needs.

Navigating Gender Bias and Turning It to Her Advantage

Sharon discusses subtle forms of misogyny encountered across different industries and how she transforms these challenges into opportunities.

• Sharon Warner [37:35]: "With Moet Hennessy, being a woman allowed me to bring a human element that wasn't typical for them. They were more receptive to a human-centric approach because I was a woman."

Conversely, she addresses scenarios where clients pigeonhole her based on her gender, such as expecting overly feminine designs for products primarily targeted at women. Sharon advocates for broader, more inclusive designs that resonate with diverse audiences.

• Sharon Warner [38:54]: "We created a brand for Current State that appeals beyond just women. Men can buy it without feeling embarrassed."

Advice for Young Women in Design

Concluding the conversation, Sharon offers valuable advice to aspiring female designers grappling with imposter syndrome and systemic biases:

1. Love Your Work and Hold the Bar High: Passion and high standards drive excellence.

   • Sharon Warner [41:13]: "Always hold the bar high and be passionate. Love what you do because it will reflect in your work."

2. Embrace Community and Collaboration: Engage with peers to foster inspiration and support.

   • Sharon Warner [41:22]: "Be civil to other designers and share ideas. The community around you is invaluable."

3. Manage Imposter Syndrome: Acknowledge doubts but don’t let them hinder progress.

   • Sharon Warner [41:30]: "Let yourself have imposter syndrome if you need to, then get over it and move on."

4. Stay Lean and Selective: Maintaining a small, focused studio allows for quality control and creative freedom.

   • Sharon Warner [43:40]: "We stayed small and lean, which means we have to turn work away sometimes, but it’s worth it."

5. Define Your Own Success: Success is personal and doesn’t have to conform to industry standards.

   • Sharon Warner [44:04]: "Define success for yourself. Everyone’s success looks different."

Conclusion and Final Thoughts

Amber wraps up the episode by highlighting Sharon’s dual role of being both affirmed in her experiences with self-doubt and challenged to overcome it. Sharon’s journey exemplifies how women can carve out successful careers by staying true to their values, challenging industry norms, and fostering inclusive environments.

• Amber Asayee [44:12]: "Sharon Warner is the kind of guest who leaves you feeling both affirmed and challenged... Her path is proof that you can carve out a creative career on your own terms."

Sharon’s story serves as an inspiring testament to resilience, creativity, and the ongoing battle against imposter syndrome in the design industry.

Key Takeaways:

• Resilience: Overcoming early setbacks and familial expectations can lead to a fulfilling career.
• Inclusivity: Involving team members at all levels enhances creativity and client relationships.
• Managing Self-Doubt: Recognizing and strategically addressing imposter syndrome is crucial for sustained creativity.
• Defining Success Individually: Personal definitions of success can lead to more meaningful and manageable career paths.

Notable Quotes:

• Sharon Warner [03:37]: "I spent my days cutting up paper dolls and building Barbie furniture from packaging scraps."
• Sharon Warner [07:16]: "I couldn’t stay in accounting. I found more joy in art, even if my parents thought I’d end up selling velvet paintings on the corner."
• Sharon Warner [21:41]: "Every day I have imposter syndrome, especially at the start of new projects."
• Sharon Warner [37:35]: "With Moet Hennessy, being a woman allowed me to bring a human element that wasn’t typical for them."
• Sharon Warner [44:04]: "Define success for yourself. Everyone’s success looks different."

If Sharon Werner’s insights resonated with you, consider sharing this episode or leaving a review to help celebrate and amplify the stories of women designers shaping our world.