BackCreative Talk with Jeannie Burnside
This month we talk with Jeannie Burnside, a design industry specialist, who has recently moved into consulting and is now the proud new owner of dating company Shortlist Dating.
Jeannie, you started your career as a designer. What inspired you to become a creative?
I've always been creative from the moment I could hold a pen in my left hand and I was raised in a family that really championed creative outlets – thanks mum and dad!
In high school I honestly had no idea graphic design was even a thing until I got to Whitecliffe. Then it all clicked.
You then moved to client service; was this a conscious decision, or was it more organic?
Purely organic. Some staffing shifts at a previous studio meant flexing to suit the client portfolio at the time, and I slid into a hybrid role between design and client service. That's when I realised how much I loved client relationships and building the business side. Having a design background made it all a lot easier, because I could speak both languages. Designworks was my first pure Client Service role which was a scary decision to take on 'giving up the tools' but it was such an incredible collaborative environment that I didn't really miss it.
You have worked with high-profile agencies in your career – did you cherry-pick the agencies you wanted to work for?
I've been so lucky with the teams I've worked with over the years, from Dow to Milk to South to Designworks and now Monolith. I've always had my list of dream studios, but it really came down to timing (and a bit of persistence). Joining Designworks when I did was an absolute pinch-me moment. I learnt so much there and am so grateful to Jef Wong, Mike Pepper and Anzac Tasker for coaching me through. I'm still in awe of how talented our team was. Great work with great people.
How has the transition to contracting been for you? Do you see this as a permanent move?
It's been a huge change and I'm definitely not used to it yet. Being the master of your own day is such a strange concept. What do you mean I don't have to be somewhere by 8.30am? I can't imagine going back, but never say never.
Where do you turn to for inspiration, whether that be design or ideation etc.?
I'm naturally curious with a very busy mind, so I'm always hunting for new ideas and approaches. Instagram and TikTok are a bit of a guilty pleasure. Looking outside the category has always mattered to me too, whether that's history, art, food or culture. Also being surrounded by amazing talent here in NZ!
What are your thoughts on the current New Zealand and Australian markets?
It's tough. Between election year, AI, wars, inflation and rising unemployment, 2026 has felt like punch after punch. But tough markets force clarity. Clients are asking harder questions about value, and I think that's pushing better, more honest work. Here's hoping 2027 is our year. BUT it's more important than ever we rally around and support each other.
Are we seeing the end of global agencies and rise of independents?
I don't think it's the end, but I've definitely noticed a shift in what clients want, what they're willing to pay, and what it actually takes to keep a company ticking over. There are so many incredible small-to-medium studios and contractors here doing brilliant work for brilliant clients. Now that I'm a small business owner myself, I can't shout it from the rooftops enough: back local, and keep more of that value on our shores.
Tell us about Shortlist Dating – what prompted you to buy a dating business?
Welllll… I was ready for a change from my last role and was finding it hard to land on the next thing. I'd been listening to a lot of small business podcasts, and one in particular, Wendy Petrie on buying a Speedy Signs, really shifted how I thought about it. I'm also single! I applied to Shortlist as a client, found out the business was for sale, and thought, "Well, maybe I can buy my way out of my problems." And here I am.
Is there a big market in New Zealand for traditional matchmaking?
It's small, and every company approaches it differently, which is great because there's room for everyone. What I think makes Shortlist different right now is that I came to it as a client first. I know exactly what it feels like to be on the other side: hopeful, a bit sceptical, and over the apps.
That shapes everything we do. I meet every new client in person, because you can't get to know someone properly through a form. From there, we set up blind dates with people we genuinely believe in, and we handle the introductions with care and support along the way. It's human, it's personal, and it's built on actually caring whether it works.
We're also bringing people together beyond one-on-one introductions, with Shortlist events on the way – Curated Connections. The first is a women-in-business event called 'The Common Thread', and the response has been overwhelming. It's shown me there's a real hunger for genuine, in-person connection right now, whether that's romantic, professional or just finding your people. That's really what Shortlist is all about.
We also have our first singles event at Jacuzzi on Saturday 29th November! I will be releasing the details on that next week! Follow us on Instagram @shortlist.dating for updates.
How was the process of creating the brand and website, with yourself as the client?
One of the beauties of buying the business was that it came with a lovely brand designed by Studio South. That was a big drawcard. It felt like another bit of serendipity that it was a studio I'd worked at. Now I get the honour of rolling it out and putting my own stamp on it.
What channels are you using to amplify the brand?
Digital marketing is a big part of it, alongside all the old-school methods: networking events, friends, chatting to people in bars, even down at Commercial Bay at lunchtime. I don't say no to any opportunity, and I put myself out there as much as I can, even when it terrifies me. There's a real fear around self-promotion and being embarrassed, but I've got bills to pay and it's just me, so that's well and truly gone out the door.
Are you using AI to assist with any parts of the business? If so, how are you using it?
It's been a huge help as my silent business partner. I use it as a sounding board for ideas, and to learn the things I've never had to do before, like GST returns. But I'm in the business of human connection. AI has its place, but humans always come first.
Any last words?
If there's something you've been wanting to do, from dating to buying a business, just give it a go. You never know where it might take you.
Website: Shortlist Dating NZ
Instagram @shortlist.dating