Over coffee at Wild Oats Café, Josie Askin sat down with Peter Velkamp for the very first GoCarterton Business Spotlight — a conversation about design, communication, community and the creative process behind helping people bring their ideas to life.
Peter runs AskPeter, a Carterton-based graphic design and communication business. He also operates Carterton Print, a digital printing service, and works with clients ranging from national brands to local businesses across Carterton, Wairarapa and beyond.
After moving from Wellington to Carterton more than 12 years ago, Peter found that the Wairarapa offered something different.
“Wellington was good for my career, but Wairarapa is much better for me as a person.”
That move eventually shaped not only where he lived, but how he worked.
For Peter, design is not simply about making things look attractive. It is about listening carefully, asking questions and helping people express something they may not yet know how to articulate.
Many of his clients are small businesses or people just starting out. They may have an idea, a service or a dream, but not yet know how to present it clearly through a logo, brand, brochure, website or piece of marketing.
Peter sees his role as translating those early ideas into something visual and useful.
“Design comes from the outside. It’s up to me to listen and translate what I think I hear.”
Sometimes, he says, people find it easier to explain what they do not want than what they do want — and that can be just as valuable.
The process often begins with questions, brainstorming and exploration. Peter describes it as asking “why” repeatedly, almost like a two-year-old, until the right words, feelings and visual direction begin to emerge.
For him, good design is part creativity, part communication and part problem-solving.
It also has to work.
While software such as Canva and other design tools can help people create attractive material, Peter believes the real value of professional design lies in the thinking behind it. Every colour, shape, layout and decision should have a purpose.
A strong brand gives people something they can build on — whether they continue working with a designer or create their own material later using templates and tools.
Peter’s own path into design was practical and hands-on. Without formal design training, he began by teaching himself publishing software while working with his family’s small publishing business. A major turning point came when he connected with a traditionally trained graphic designer who had deep design knowledge but limited computer skills.
The partnership became an informal apprenticeship. She brought the design thinking; Peter brought the digital tools.
At a time when computers were far less advanced than they are today, that experience forced him to find creative solutions and build a strong foundation in both design and technology.
“The design process is about the creativity and the thought behind it. It’s not just about making it look pretty.”
The conversation also touched on one of the realities many sole traders face: isolation. Working from home brings freedom and flexibility, but it can also mean missing the feedback and energy that comes from working alongside other people.
That challenge was part of what drew Peter into local business connection and co-working spaces. Having people nearby to ask, “What do you think of this?” can open up a new perspective and help move a project forward.
Community involvement is a strong thread through Peter’s story. Alongside his business, he has contributed to local projects, committees and events, including GoCarterton and Carterton Space Week.
For Peter, helping other people succeed is one of the most rewarding parts of both design and community work.
“My reward is seeing other people succeed.”
Peter Velkamp
That same motivation sits behind his wider community involvement. Whether through design, local events or civic participation, Peter is interested in helping people achieve things that matter to them.
One example is Carterton Space Week, where Peter helped shape the event’s visual identity. His design approach was simple, cohesive and slightly retro — creating a look that could work across different materials while still feeling connected to the night sky and the spirit of the event.
As Peter explained, strong design does not need to be elaborate. It needs to belong together, communicate clearly and give people a consistent visual experience.
That philosophy runs through much of his work.
Peter’s story is a reminder that good communication starts with listening. Whether he is designing a logo, helping a small business find its voice, supporting a community event or contributing to local initiatives, the work begins with understanding people and helping their ideas take shape.
As the first guest in the GoCarterton Business Spotlight series, Peter set the tone beautifully: local business stories are not just about what people sell, but about the creativity, generosity and community spirit they bring to Carterton.
This conversation was originally recorded for the GoCarterton Business Spotlight series on Arrow FM, celebrating local businesses, stories and community connections across Carterton District.
