Tya Amelia: Design and Women’s Leadership
Today, more women are stepping into leadership roles in the design industry, which remains predominantly male. Many female designers have navigated tough roads to gain recognition, break hierarchies, and redefine leadership. One of the women making her mark in the global design industry is Listya Amelia, better known as Tya, the Design Director and Partner at OlssønBarbieri in Norway. Grafis Masa Kini had the opportunity to speak with Tya about workplace culture and the position of women in the design industry based on her experiences.
Tya’s journey in design has been colorful and full of surprises. Graduating as a designer in Jakarta in 2008, she remained steadfast in her dream of exploring the world, which led her to work in India, Singapore, and eventually pursue a master’s degree through a scholarship from the Norwegian government at the Royal Academy of Art in Bergen, Norway. Despite her many challenges during her studies, she graduated successfully and began building her career in Norway’s design industry. From Bleed Design Studio in Oslo, Tya moved to Bakken & Bæck where she took on a leadership role to establish and lead the Brand Design Team. She then continues her leadership journey as Design Director at Bold Scandinavia, exploring and learning different challenges. These experiences eventually brought her to her current role at OlssønBarbieri, a design studio where she continues to grow and evolve. After more than a decade of working in Norway, she has met numerous creative professionals and gained invaluable lessons. “I started as a curious designer, and I still am. Learning never ends, it keeps me passionate about design and excited for the future,” said Tya.
As Design Director at OlssønBarbieri, Tya is directly involved in projects—making creative decisions and collaborating with fellow creatives. Her role is closely tied to every project and its creative process, from conceptualization to execution. Given the studio’s small team, Tya shared that OlssønBarbieri operates on a structure based on trust and collaboration rather than rigid hierarchy. The studio embraces a collaborative work culture, opening opportunities and possibilities within the creative process across different disciplines. By working together, designers learn to communicate ideas from the beginning to end. This working culture differs significantly from that in Indonesia, especially in terms of hierarchy and trust. Having experienced both, Tya noted the impact of these cultural differences, particularly on women. “I have a youthful appearance and an easygoing nature, traits that often lead people to underestimate me,” Tya shared. “In Indonesia, I’ve found that if you dress casually, take things lightly, and don’t conform to certain expectations, you risk not being taken seriously.” While working as an Art Director in Jakarta, she was once mistaken for an intern. Only after leading a client presentation in her first week did people realize their assumptions were wrong and started treating her differently.
In contrast, in Norway, roles define responsibilities rather than establishing superiority. “The work culture here feels more mature, and everyone’s opinion—regardless of ‘position’—is valued.” However, as a woman, Tya still faces challenges, even in Norway. From her experience, she has observed that strong-willed women are sometimes perceived as “difficult,” whereas men expressing the same opinions are seen as authoritative. “It’s a challenge we still face, but one worth pushing against,” Tya asserted. Despite these challenges, she considers herself fortunate to be in an open and supportive environment—one that provides space for women to speak, be heard, and be trusted. She has also learned to embrace her flaws and trust herself, allowing her to accept imperfection without seeing it as a weakness.
As a Southeast Asian woman working in the global design industry, cross-cultural experiences have also shaped the way Tya views design and leadership. Like many women in Indonesia, she grew up with cultural expectations that often limited female ambition. “I struggled with the tension between cultural expectations and personal aspirations; balancing these influences took time,” she reflected. Through personal growth, Tya has learned to embrace vulnerability and turn fear into actionable steps toward her goals. “This journey also shaped my perspective on leadership—challenging what is traditionally expected in Indonesian culture,” she added. In Indonesia’s deeply ingrained system, leadership is often associated with vocal, hierarchical, even intimidating figures—masculine stereotypes that are hard to escape in a patriarchal environment. Tya’s leadership style, however—aligned with the "leading from behind" approach—prioritizes guidance, support, and empowerment rather than command and control. “This leadership style feels more authentic to me and fosters a more collaborative and effective way of working,” she explained. It also creates a safe space for everyone involved, supporting a healthier and more inclusive work process. This mindset influences Tya’s design process as well, driving her curiosity and openness while helping her explore design solutions with flexibility and confidence in the face of challenges. “Cheers to all my wonder-women peers,” she said.
Beyond gender bias, which remains a major issue in the design world, Tya has also found design trends themselves to be a challenge, particularly in the creative process. While social media provides broad access to global design developments, she is concerned about how “inspiration” often turns into imitation. “As designers, we need to be more critical and reflective about this issue. Sure, nothing is original, but I believe there are countless ways to engage with inspiration in a thoughtful, problem-specific way that is rooted in genuine references rather than imitation,” Tya emphasized. Unfortunately, this issue extends beyond graphic design, affecting other design disciplines as well.
Amid the various challenges in the global design industry, Tya chooses to nurture curiosity, maintain kindness, and embrace every step of the process. With OlssønBarbieri, she aims to drive change, challenge overconsumption, and create meaningful work—contributing to a positive movement through design. For Tya, design is not just about making something beautiful; it is about shaping mindsets and raising awareness of the world around us. “Our role is not just about aesthetics but also about shaping attitudes and fostering a deeper awareness of our relationship with the world around us.” In an industry still striving for greater inclusivity for women, Tya Amelia stands as proof that women leadership in design is not only possible but also capable of bringing profound and lasting impact.
Credit for cover image: Anne Valuer
