Interview – Kylie Lewis, Of Kin

By Andrea McArthur

Kylie Lewis is a Social Media Guru who guides businesses through the waters of online media and content. Her daily mission is to move and inspire people to think more about the things that truly matter to them. Kylie is a woman with a passion for what she does and has a passion for life.

Where did your passion for communication come from?

In primary school I wanted to be a nurse. Then a teacher. In high school I wanted to be journalist, then a youth counsellor. So way back in the day I did a double degree in psychology and sociology. While I was studying I also became a Fitness Instructor and taught group fitness classes. Graduating in a recession, the social sector didn’t seem so lucrative, so I tumbled my way into the business admin and then deliberately pursued ‘internet’ opportunities in the late 90s.

I landed in the first Melbourne Fairfax rollout team for US startup CitySearch, hitting the road selling template websites to small business. I loved how the web offered these little, local businesses a level playing field with the big guys, and that they had a new and powerful way to communicate their messages to the world (I still love this today). This was before most people even knew what a web address was. We were converting email messages to faxes, and Zuckerberg was in kindergarten (*sigh*).

Throughout the years I worked in startups in both the business-to-business and consumer sector, did a stint in a traditional marketing role and then came back to another startup, just as social media was starting to take off. I then jumped to head a small digital agency for a while before grabbing a dream role as Head of Digital for one of my all time favourite brands, kikki.K.

Somewhere in the midst of that I did a Masters in Business (eBusiness & Communication) and started a family. I went back to Fitness Instructing after I had my first child, and started freelance blog writing about 3 years after my second was born.

While I loved my time at kikki.K, I’d reached a point in my life when I needed more flexibility than the job would allow, and I craved the time and space to design a working life that could work around me. Deciding to leave was really tough, but I’d crafted myself a motivating Pinterest board (pinterest.com/kylielewis/wisely) to help push me in the right direction, and already had a few freelance gigs under my belt to help get me over the line. After that it was holding tight, taking a breath and making the jump.

A few of my biggest strengths are a love of learning and curiosity. These have definitely helped me work in the digital space, given how fast it changes, and the scope of knowledge there is to digest. And I love a good chat, a nice cup of tea and have a severe stationery addiction. So it wasn’t a stretch to become a consultant!

I realise now that my work as a digital strategist and fitness instructor, my childhood aspirations of becoming a nurse, teacher, journalist and counsellor have all actually come to be!

Can you describe the function of a Digital Strategist for us?

I help people come to grips with social media, content marketing and digital strategy in a way that makes sense for them. I’m driven to move people’s thinking and build their confidence, so that they’re empowered to help themselves. I do this by sharing what I know with people through one on one coaching, consulting with small business teams, and public workshops.

As a digital strategist, my favourite question to ask is ‘why do you do what you do?’ My next favourite question is ‘where do you want to be?’ And then ‘what are your biggest challenges right now?’ When we can get those three things sorted, we can start building a strategy and crafting solutions. This could be facilitating a team discussion to define their content marketing mission statement, to identifying their buyer personas, to category sorting their proposed blog content, to running customised masterclasses on Pinterest and Instagram, to planning out a content calendar. I’ve worked in digital for over 15 years, so you can throw pretty much anything ‘webby’ at me, and I’ll help you find your way through it.

What does a typical day at work involve for you?

At the moment I’m writing a book, so I’m trying to be an early riser and get a few hours writing in before the rest of my house wakes up. Then its making breakfasts, school lunches and going for a run while the kids get taken to school. I’m loving listening to podcasts while I’m running at the moment – NPR TED Radio Hour, and HBR Idea Cast and Dan Pink are my favourites at the moment. I bypass my local on the way home and while I’m waiting for my takeaway chai latte to steep, I get a bit of stretching in.

Home to shower where I do a LOT of thinking! I’ll reconfirm my priorities I set the night before (a great tip from Lyndall Mitchell, my life coach, is ‘tomorrow starts today’) and get started.

Sometimes I’m onsite with client doing a coaching session or a team workshop, sometimes I’m at my studio planning, researching and writing, and sometimes I’ll squeeze in a lunch with a friends or a nana nap (because those 5am starts catch up on you!). I’m constantly surprised with how much planning goes into managing my week – I spend a good portion of Mondays planning out the weeks ahead and setting myself up to be productive (well, that’s what I tell myself!).

I’m trying to get better at checking my emails only at set points during the day (another tip from Lyndall – only check your email when you’re ready to handle it), so that I find flow with my writing and thinking. I’m also drawing on the Pomodoro Technique (of working in 25 minute spurts) and using Focus at Will for music designed to help keep focus when writing.

School pick up zooms around pretty quickly, and then it’s the usual kids activities and food prep shenanigans. After the kids go to bed, I might do a few more hours work, teach a fitness class, read or actually have a meaningful conversation with my husband!

What was the experience like, to go from being full time employed to becoming a self employed Communications Consultant?

Terrifying. I woke up every day for three weeks in a heart pounding panic saying ‘what have I done?’ I loved my job, but was worn out and needed more flexibility than the position could offer. We spoke to our bank manager before I left my job and knew I could afford to take the risk for a decent length of time. I was still freelancing on the side which helped. I kept saying ‘worse case, I’ll get another job.’ So far, I haven’t needed Plan B.

My biggest challenge in working for myself is boundaries – trying to pace the amount of work I take on at a given time, and carefully choosing who I want to work with and the type of work I want to be doing. I’m a work in progress.

Who have been your business inspirations and how have they inspired yourself or your business practices?

Tony Schwartz and his Energy Project movement. I read ‘The Power of Full Engagement’ three summers ago and it changed my life. I knew in my heart of hearts I could not sustain the pace of full time work, running a family, a house and doing freelance, but it took me a while to work out how to find a way through it. I now try to honour my needs for rest and renewal and be mindful about managing my energy across my physical, mental, emotional and spiritual needs. I don’t always get it right, but I’m chipping away at it.

Then along came Brené Brown and her work on vulnerability, perfectionism and scarcity – the ‘scarcity’ of never being/doing/having enough. This woman has decoded what it is to be human. I’m sure if her research was around when I was back studying sociology and psychology I would have run away and formed a cult in her hometown in Texas (I still might…!). Given the anxiety many business people feel about trying to do it all perfectly, particularly about participating online and in social media, I draw on her work a lot to build people’s confidence, and help give themselves a break.

In your CWC bio you write that you are a blogger. Is your blog a mirror of who you are as a person?

My personal blog/journal on my website is something new for me, which I’m still developing and exploring. For the last eight years I’ve blogged for the businesses I’ve worked for and rarely had the time to blog for myself. I still blog for businesses (over at Life Instyle  and Reed Gift Fairs), but I’m loving curating my own stories in my own space. And yes, it’s very much a journal of the things, people and words that personally move me (and I hope you too!)

Your journal is an inspiring read, especially your journey of 2013. What a big year... how can you top that in 2014?

You know, I didn’t set out planning to have such a big year in 2013. In fact, my plan was to take a sabbatical for a few months! What I found was, when I started giving myself permission and space to go towards the people and places that I was drawn to, and honour my true interests, doors opened up. And then there was the serendipitous universe… a guy I hadn’t spoken to in 17 years contacted me on LinkedIn out of the blue with a job opportunity (and I hadn’t even changed my position title from kikki.K at that stage). That kind of thing happened a lot last year.

Stuff just happened when I learned to breathe. So for 2014, I really want to keep doing more of that.

Have there been any social media brand strategy's that have inspired or engaged you lately?

Most recently it would have be Target USA teaming with top pinners to create party products to sell in store. The first collection is with Joy Cho from Oh Joy who has over 13million Pinterest followers (while Target themselves have 150k). The collection is beautiful and my feeds are full of pretty party set ups. Well played, Target.

Who Give’s a Crap is a social enterprise selling toilet paper, with 50% of profits going to improving sanitation in developing countries. They crowdfunded their initial seed fun with a great campaign on IndieGoGo - they live streamed the founder sitting on a loo until the initial $50,000 was raised. You can watch the video and read all about it on their website. Their product is beautifully designed, surprising and delighting. You can’t help but Instagram when your order has arrived. I know. I never thought I’d 'gram TeePee either.

Wittner’s savvy collaboration with Australian fashion bloggers is brilliant. They cleverly use the content from the collaborations across all their platforms from their own blog content, to email marketing, to social media feeds. (Did I mention I have a shoe buying problem?)

I love, love, love Black Milk Clothing for their story, their nylon loving community and their furry friends. Read their About Us page on their website and see photos of their customers of all sizes and shapes wearing their R2D2 and C3PO leggings and getting the love. My Hans Solo and Chewbacca legging are in the post.

West Elm’s inclusion of Etsy sellers instore and doing events with high profile bloggers is awesome. Great excuse to party!

The Holistic Ingredient enticed her 50K Instagram followers to sign up to her subscriber database on her website with a free snack recipe book. Hooked me!

From your past experiences is there a consistent mistake that most small businesses make with their social media plan?

Firstly it’s about actually making a plan! Making a plan built on understanding your customers dilemmas and desires and then bringing your own expertise and passion to them isn’t as straightforward as it sounds. It requires some space and quiet time to be challenged and think. And many businesses get so caught up in the ‘doing’ of their businesses, they work against themselves by not stopping to plan, and make their load easier to carry.

Discipline to stick to the plan is the next thing. Setting up weekly rhythms, support systems and automated tool to help with that is key.

The other thing would be relying only on social media for communicating with customers, and forgetting to always be building their list of email addresses on their own database. I’ve read stories about Facebook and Instagram closing down business accounts to the horror of those businesses – businesses need to remember that they don’t ‘own’ spaces on social media, but they do own their database.

And lastly, in the online space ‘you are what you publish’. Publish regularly from your heart, to the heart of your customers.

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Thank you Kylie for your time and sharing your webby insights with us!

Kylie, alongside Belinda Langler of The Inkling Effect, recently held a Social Media and Content Marketing Class in Melbourne called "Content Kin" in early April. It was an extremely successful and informative event where the attendees made creative spaces, by utilising hands on tools and making actionable plans. The key tools used throughout the day were mindmaps, sharpies, post-its and big sheets of kraft paper, the end of the workshop concluded with each attendee walking away with their own content marketing mission, buyer personas, social media stats and a plan that they can implement over the next six months. If you missed this session contact Kylie kylie@ofkin.com for information on how she can help you develop your own content.

Follow Kylie's Of Kin blog at ofkin.com/blog, or find her @ofkin on Twitter and Instagram.

Andrea McArthur has a passion for all things visual and works as a Senior Graphic Designer at a branding agency in Dubai. Type is her true love and goes weak at the knees over beautiful design. You'll find her sharing design related musings via Twitter and Instagram

Interview – Anna Ross of Kester Black

By Andrea McArthur

Recently you may have noticed that there has been an unprecedented rise in the level of interest in nail art and nail polish. You'll find that there’s even a strong nail art blogging community on the rise (take a look on Kester Blacks Pinterest to see a few Bloggers work). If you were asked to describe nail polish in just one word, I would use – fun. Nails are no longer just manicures, they can truly be coordinated to any look and have become the finishing accessory to an outfit.

Launched in August 2012, Kester Black nail polish was borne out of a passion to run a creative business and create an ethical, all-Australian product. In this interview, Anna Ross – CWC member, founder and director of the fabulous Kester Black – tells us about her background and her personal passion for her product.

What led you to starting Kester Black? Kester Black began 4 years ago as a clothing label while I was studying a Bachelor of design, majoring in fashion in the South of New Zealand. When I graduated, my wise mother dearest suggested I broaden my horizons overseas which would bring more opportunities than staying at home and working on my label. I packed my bags and began searching for a job in Melbourne. The experience didn’t quite work out the way I was expecting it to.

After landing myself a job in retail, I thought I’d better get something creative happening to keep my portfolio growing. I began making jewellery and selling it back to New Zealand where that seemed to be quite successful for a few years. After a year in retail, I finally landed my dream job: design assistant for a well known Australian fashion label. I worked in that role for just over a year until I was offered a production manager role for another large company in the industry. The pay they were offering was more than double what I was on, but the catch was that I would have to give up my own little business. I felt like I had worked so hard for the last two and a half years to just give it all up. So I turned down the job, and worked on building my business.

In the mean time, I had decided I was bored of merely working with sterling silver and began researching enamel paints to use on the jewellery I was making. It led me to looking into nail polish, and I really saw a gap in the market. I decided to manufacture and sell my own nail polish line to complement my jewellery. It was a major turning point in my career when, as the jewellery market had become really saturated and my nail polish sales were going through the roof, that I decided to focus solely on the nail polish side of things and lay the jewellery to rest.

How did you go from an idea, to tracking down a manufacturer, to launching your own range of nail polish? It was pretty challenging to begin with. It took me eight months just to do the research, and in the mean time I had to save my pennies to get enough money to invest in the business. It was also a massive risk. I didn’t know how my product would be received, and I’m just lucky people have really supported me and my business. I couldn’t have done it without the constant advice from my friends and family. When I finally found a manufacturer who took me seriously, it was such a relief and things just naturally began flowing. I had my website redesigned, and engaged an amazing photographer (Eve Wilson) whose photographs really brought the presentation of my brand to the next level. I still feel like I have a really long way to go but I am excited about what the next phase is going to bring to my ever growing little business.

How have you managed the carcinogenic-free side of the production process? Did you come across any manufacturers who weren’t flexible enough to develop your ethical product with you? I have actually been working closely along side a chemist who helps me with that side of things. I wanted my product stand out and meet all of my ethical values while still maintaining a durable quality without sacrificing the fun colours. I researched the industry and manufacturing processes in depth and was a little afraid I wouldn’t be able to achieve what I wanted my final product to be. I wasn’t  impressed with what some of the bigger corporate companies manage to get away with these days.

It’s just so silly that consumers should even have to think about it, so I did a lot of research on how to make my formula non toxic. Before choosing a manufacturer I asked every one to supply me with their core company values. It was really easy to narrow the field down when I asked to create a non toxic nail polish base. There were definitely some manufacturers who we not willing to change the way in which they do things.

It appears that you surround yourself with like minded business women. Can you explain how the co-written and self-published book “The Hand Book, A guide to nail art” with Chelsea Bagan come about? When I received the first of my six colours of nail polish from the manufacturer, I was interested to see if my product was as high quality as other brands. So I sent out some sample packs to nail artists I found online. Chelsea happened to be one of them. We were in touch over email for a month or so before I decided I would like to create a book on nail art. I asked her on a bit of a 'blind date' to propose my book idea. After the classic ‘I’ll be wearing light blue jeans and I have dark hair’ line we met up and I pitched my idea to her. From that initial first meeting, it only took us 6 weeks to write, shoot and print the book. Chelsea and I have very similar aesthetics and that made working together on such a big project really easy. We have since become great friends and are in touch almost every day.

Originally described as the “Hipster Mani”, how would you describe the new style of nail art seen in your book? After seeing so many awful manicures trending while I was researching, I was excited when I stumbled across Chelsea’s slick work online. I don’t know if I can give you an exact phrase, but the style of nail art that featured in our book seems to be a little more simple, refined and fun. I love the colour combinations we use. I like the cartoon-style nail art much better than the really realistic palm trees and sunsets you see elsewhere. I also believe the nail art in Melbourne is reflective of our creative and artistic culture.

What does a typical day at work involve for you? Well I’m usually awoken at the first sign of light by my little brown Burmese cat George Von Whiskers, nudging me to let him get under the blankets for a morning cuddle. This is the point in which I grab my laptop from beside my bed and set up shop for the morning. I check my emails, do my accounting and try to clear my inbox before it gets swamped again later in the day. I’m always surprised at how many emails I get overnight. After breakfast and a shower I pop into my home office and pack up all the orders I need to send out for the day. Then depending on what time of year it is, I could be mixing up colours for a new collection, researching photo shoot ideas, updating the website and all the while trying not to move too much as to upset the cat sleeping in my lap.

Being a creative I find that my personal and professional life seems to blur. Do you find that Kester Black is a reflection of who you are as a person? Absolutely. Kester Black’s aesthetic is just a combination of all the things I love. My Pinterest and Instagram accounts are a bit of a reflection of that. I am also a very efficient and fast-working person and I think that reflects in my work. I can often be too hasty in evolving my business and I think that shows sometimes. I’m working on improving that!

The people I surround myself with are often other creatives or professionals. I find myself going out for a glass of wine with friends and instead of talking about holiday plans or what has been happening at home, we are devising ideas for an upcoming photo shoot or a list of people who I can approach for collaborations. I’m constantly picking the brains of my ‘not so creative’ friends about investments, accounting software or website coding, all things which I would love to know more about to better my business. In my experience as a business owner, there is no ‘off switch’ at the end of the day, although I do think it’s important to have balance and I have been working on that a lot over the past year.

What was the best piece of business advice given to you over your journey that you can share? I was once told to begin your business the way you intend to run it. I was lucky enough to get it right the third time round. While my business was in it’s clothing and jewellery stages, I was doing everything myself. When I made the switch to nail polish I really made the effort to refine my procedures. For starters, I upgraded to Xero for accounting which has actually made accounting pretty enjoyable. I created a marketing plan and began thinking long term. Kester Black was officially an after school job no more.

What is your personal favourite Kester Black nail colour?

I’d love to quote my mother and give the democratic answer “I love all of my children equally” but I won’t. Lilac is my current fave, the new winter colour just released this week.

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Thank you Anna! Fall in love with Kester Black at www.kesterblack.com and keep up to date with what Anna is up to by following her adventures on Instagram.

Andrea McArthur has a passion for all things visual and works as a Senior Graphic Designer at a branding agency in Dubai. Type is her true love and goes weak at the knees over beautiful design. You'll find her sharing design related musings via Twitter and Instagram

Interview: Julia Denes of Woodfolk

By Andrea McArthur

For my final interview of 2013, I am delighted to reveal the story behind a creative new accessories label, Woodfolk.

I discovered Woodfolk at the Finders Keepers Market held recently in Sydney, but it was not long before this that Woodfolk was officially launched at Life Instyle Melbourne. Despite its infancy, word of this stylish label is certainly spreading fast.

Julia Denes is the founder and jewellery designer behind Woodfolk. Julia created the label as a break from the fast moving modern world in which we live, with the aim to bring you down to earth. Woodfolk achieves this through simple design, a gentle colour palette and by using only natural materials and fabric.

All Woodfolk products are Australian designed and proudly made by Nepali artisans, throughout local and remote areas of Nepal. The Nepali artisans use their master skills to create beautiful and quality accessories through traditional carving, natural dying, knitting and weaving techniques.

What led you down your current path?

I originally studied a Bachelor of Fine Arts at COFA majoring in Photography, before taking off around the world on a two-year travel adventure that took me to 21 different countries. After spending the last six months of my trip in Central America stringing seeds and shells on banana tree vines, I knew jewellery was my calling.

When I got home I straight away enrolled at Enmore Design Centre, got myself an apprenticeship and began learning to hand-make fine jewellery. Over the years I worked for some of Sydney’s most prominent jewellers both designing and making. In 2009 I started my first business Julia Denes Jewellery that specialised in custom one-off pieces.

Starting Woodfolk felt like a very natural progression. The idea was born after feeling the need to work with more earthy materials and all things natural, combined with my love of travel. I worked on the business for about a year before I launched it at Life Instyle Melbourne a few months ago. It’s got such heart to it, I absolutely love working on it and love the response I’ve been getting from stores and customers.

Who do you admire in Australian accessories design?

I have a lot of admiration for natural, authentic, down to earth businesses like Elk, Nancybird and Ink and Spindle, just to name a few. I find it very inspiring the way they run their businesses. I also love and appreciate all the (much needed) real life, motivational work Clare Bowditch is doing.

What has been your greatest career achievement to-date?

Starting my new business Woodfolk has been my greatest and proudest achievement so far. One of the obstacles I faced in the earlier stages was finding the right people to work with overseas to make the wooden components of my jewellery. I knew I could have gone somewhere like China or India and work with a factory, however that seemed to defeat the purpose of my business. So after lots of research and time spent in Nepal, I found the most lovely, talented family to work with and I’m so happy to be supporting them. I already have my eyes set on a couple of other countries for new product ranges as well.

Describe a typical day at work…

I don’t really have a typical day as I’m running two businesses at the moment and wearing many hats. However, mornings generally start with emails and lots of cups of tea. Days can be filled with stringing and finishing all the wood jewellery; making the ceramic jewellery; getting Woodfolk orders ready and sent; preparing for different design markets and trade shows; liaising with stockists and contacting new stores; creating custom jewellery pieces; developing new ideas to build on the Woodfolk range; all the usual business stuff; and the list goes on. I do like to finish my day with some yoga, pilates or a walk to clear my head – otherwise I start to become a crazy person!

What future plans do you have for Woodfolk?

I have a lot of plans for Woodfolk and see a lot of potential. I’m planning to expand the jewellery line to include more ceramic pieces which have had a great response. A new line of natural style market bags and hand-dyed cotton scarves are already in progress, and I’m considering including some homewares to the range for next year. I’m in no rush though, so I’ll let the nature of this business take its course rather than try and do everything at once.

5 Questions in 5 minutes – Getting Personal:

Studio Sounds, what's playing?

Always something chilled like Ray LaMontagne or Birdy.

What are you currently reading?

Daring Greatly by Brene Brown.

What are you looking forward to?

My upcoming (and much needed) holiday to Vietnam with my husband.

Can you share your go to resource for inspiration?

Blogs like The Design Files, Design Sponge, Books Kinokuniya on George St in Sydney (such a great book store) and I’m a total Pinterest addict (find my page at pinterest.com/woodfolknatural)

What is your local area's best kept secret?

There aren't many secrets left unfortunately in Sydney but I can share some favourite spots: Bondi Beach Farmer’s Markets every Saturday; Breakfast at Bread and Circus in Alexandria; and afternoon/evening walks in Centennial Park.

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If you've fallen in love with Woodfolk like I have, enquiries can be directed via Julia's website, Facebook or follow her on her blog.

Andrea McArthur has a passion for all things visual and works as a freelance Graphic Designer. Type is her true love and goes weak at the knees over beautiful design. You'll find her sharing design related musings via @andyjane_mc

Interview: Carla Hackett

By Andrea McArthur

Carla Hackett has taken her love of type and turned it into a blossoming boutique lettering and design studio called Foxglove Lettering. Foxglove is based in Melbourne at Little Gold Studios, a shared creative space where Carla hand-crafts lettering for a range of clients in creative industries, including fashion, music, food, branding, retail, hospitality, magazines, books, weddings and conferences. Carla established Foxglove Lettering with the aim of bringing a warm, unique, human element to a world dominated by digital fonts and design.

What led you down your current path?

After studying graphic design at university and six years’ working at some of Sydney’s top agencies, I escaped to Berlin to soak up some international inspiration. It was a fantastic city to be based in as the living expenses are a lot lower than Australia and there is lots going on there creatively. Not to mention being on the doorstep of Europe for travel fun times!

I went along to a two-day hand lettering workshop with Ken Barber from House Industries. From that moment I was completely hooked! It was the perfect mix of illustration and typography that really appealed to me. After the workshop, I began feverishly lettering a bunch of personal work. I had a side project called Deutsch Doodles where I illustrated funny German words and it lead to a commission where I illustrated Berlin Bingo, a hipster guide to Berlin.

Once I’d had my ‘Bowie years,’ I decided to move to lovely Melbourne at the end of 2012. I’d always wanted to live here and it really was the best decision as I’ve found there is a great supportive community of creative business owners here. I decided to focus on my lettering and move into Little Gold Studios and start Foxglove Lettering in March this year. It’s been a journey to really take a step back and hit a reset button before finding what I am really passionate about.

Since then it’s been gaining momentum. I had a little boost of inspiration in March, winning a scholarship to go to Clare Bowditch’s Big Hearted Business Conference. Clare saw my chalkboard in my video and asked me to be the first BHB Inspiration Bomb artist. It was that fantastic exposure and going to the conference that really solidified in my mind that I was on the right path to doing what I love and making a living.

Who do you admire in the industry?

There are some amazing letterers who inspire me greatly. They’ve managed to carve a niche career with this specialty skill. Jessica Hische, Erik Marinovich, Mary Kate McDevitt, Jon Contino and Dana Tanamachi. And locally Gemma O’Brien, Dave Foster and Luke Lucas are producing phenomenal work. My studio buddies at Little Gold inspire me everyday with their energy and passion for their creative businesses. It’s amazing to be around.

Do you think hand-lettering is having a resurgence? Why?

Definitely! I think there is a real yearning for hand-crafted things in this digital age. The nostalgia and ephemeral nature of chalk has its own appeal nowadays. My mentor is a former ‘Ticket Writer’. She made a career out of hand lettering signage for department stores in the 1950s and 1960’s. The sign writing courses have cut most of the hand painting part of the course - it’s all done on the computer. I want to learn this skill so that it can live on!

Can you talk about the difference between hand-lettering and other type-related terms?

By definition, lettering is drawing. Lettering is closer friends with illustration than typography. Let’s also just clear up that calligraphy is writing and typography is a predictable and repeatable system of letters - a typeface.

What has been your most favourite project in recent years?

Earlier this year I got to work with my great friend Irena Macri from Eat Drink Paleo who runs Australia’s most popular paleo recipe site. Irena commissioned me to art direct, letter and illustrate the book's cover, chapter introductions and feature pages. All images were chalked by hand and photographed alongside the ingredients and prepared dishes. The best part was getting to eat all of the healthy delicious food once it was photographed!

What does a typical day at work involve for you?

I ride my bike to my studio in Brunswick where I’ll make my Aeropress coffee. Just this short bike ride and sitting down at my desk is a trigger to switch into creative mode. I try to do most of my creative work first up when I have energy and do some business/admin stuff later in the day. My days could be quite varied, some days I could be out on an on-site chalk job, some days I could be lettering on paper or lettering on my chalkboard, or lettering with paint and a brush! It depends on the project. But as long as I have picked up a drawing instrument everyday, I have practiced my craft so I can get better and learn. There’s also emails and business stuff to stay on top of and posting behind the scenes pictures to Instagram and Facebook!

What future plans do you have for your lettering business?

I really want to keep honing my craft and practicing lettering in all forms. This will mean making time for personal work amongst client work. I feel some great momentum happening, and I’m super excited for more great opportunities for collaborating with interesting brands and Creative Directors on some super fun projects. I’m also learning the ways of combining creativity and business so that I can continue to make a living doing what I love.

I’m working on producing a small range of hand lettered greeting cards as a side-product with my soon to be letterpress printing skills. I eventually would like to run workshops to teach people the process of lettering. I’ve had a few enquiries already!

5 Questions in 5 minutes – Getting Personal:

Studio Sounds, what's playing?

We have rdio set up on a mini iPad in the studio so everyone can control the music from their computer so we always listening to our collection on random rotation. But in particular we’ve been loving the new Snakadaktal - Sleep in the Water. We also love 60’s girl band ditties!

What are you currently reading?

Manage Your Day-to-Day by 99U. It has some fantastic interviews with people like Seth Godin and Stephan Sagmeister on how they manage to do great creative work in these times of many distractions.

What are you looking forward to?

I am super excited to be doing a letterpress workshop with Amy from St Gertrude Design. Amy is going to teach a few designers how to use her 100 year-old press ‘Gordon’ (who moved in Little Gold Studios two months ago) so that eventually we can print our own designs. This is an inaugural workshop and will be open to other designers in the future.

I’m also looking forward to getting back to nature in late December down in Tasmania. We’ll be camping at Freycinet National Park with some hiking, relaxing, sampling the local wine and food, and also get over to the amazing Mona for some art inspiration.

Can you share your go to resource for inspiration?

I have some fantastic lettering books from Louise Fili - ‘Scripts’ and ‘Vintage Type and Graphics’ full of her personal collection of vintage lettering and my 1959 Photo Lettering Catalogue full of original hand-lettered typefaces that Don Draper would have used!

I love seeing behind the scenes work of other letterers and artists on Instagram. On the web, I follow Friends of Type and Type Everything blog amongst others. But there is lettering and type all around us everyday that I find really inspiring.

What is your local areas best kept secret?

It’s probably not so secret with the Brunswick hipsters, but when I found Dejour Jeans I was so excited! $50 jeans in lots of colours with free tailoring? Yes please! I must also mention Los Hermanos for great Mexican food and the cute little Save Yourself designer boutique in Sparta Place that sells my favourite Lime Crime lipsticks.

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After reading all of this type and lettering goodness I'm inspired to pull out the brush pens and chalk! If you would like to contact Carla please see all her details below.

Carla Hackett / Foxglove Lettering Website: carlahackett.com Email: carla@carlahackett.com Instagram: @carlahackett Twitter: @canarycarla Facebook: /carla.hackett.lettering

Andrea McArthur has a passion for all things visual. Type is her true love and goes weak at the knees over beautiful design. Andrea works as a freelance graphic designer in Brisbane by day and lectures in graphic design by night. You will find her sharing design related goodness via @andyjane_mc

Interview: Annemarie Duff

By Andrea McArthur

This year we have met a range of creatives from different fields, all who make beautiful items or designs that we can see and feel. Today we meet another creative with a twist, one who makes an intangible product. Meet Annmarie Duff a composer and music producer.

Annemarie describes her work as ethereal and ideas driven. She herself is very driven as can be seen by her involvement in not one but many personal music projects: including three electronica bands Paper Electric, Mmdelai, Pinn'd, an indie band Miniatures and classical albums Shangri-La.

What led you down your current path?

I played piano kind of obsessively from a young age, but only started getting into music production when I was at Otago University. I took a few music technology papers for interest (while studying computer science) and then moved to Christchurch to study audio engineering. After I graduated, I landed a gig working full-time as an in-house composer and sound designer for a gaming company. This contract ended when most of us were made redundant early last year. So I moved to Melbourne for more opportunities and am loving it. I'm still building a contact base over here so am working part time as well.

Who do you admire in the industry?

James Lavelle (founding member of U.N.K.L.E.) - not only is the music he's produced absolutely incredible and moving (no matter what genre), he's also built a scene for himself and built his catalogue on collaboration both in music, film and art. He always works with incredible creatives, whether established or newcomers and doesn't discriminate by genre. He's built this amazing creative business that crosses between industries and has spanned across decades.

What has been your most favourite project in recent years?

I can't pick one – I love the music each of my bands make, they're all very different. If I was to name one moment, getting my special edition marbled silver Mmdelai Vinyls in the mail was pretty amazing, they look so good.

What does a typical day at work involve for you?

I work part time for an IT company, so 4 days a week I get up at 6am and go to the gym, then head back home and do some emails (the bands are each with overseas record labels, so there's a lot of communication online). I get to work for an 8.30am start and finish at 5pm. After work I head straight to band practise/gig/soundtrack work/lesson plans/more emails. On Wednesday afternoons I teach a class at AIE in video game audio which is awesome. I have band practice two nights a week, a gig at least once a week and usually have something to be doing a soundtrack for. I'm always working on new tracks to keep the creativity flowing so I try to make at least one new track a day. I'm still trying to figure out how I can organise it all into a routine, haha.

What future plans do you have for your music?

Building up the work so I can do it full time. Playing more shows and more writing/producing/releasing. It would be awesome to expand on the teaching I've been doing at AIE too, it's so much fun and I've learn a lot just from teaching the basics again.

5 Questions in 5 minutes

Getting Personal:

Studio Sounds, what's playing?

Keep Shelly in Athens, Bonobo, SPC EKO, DJ Lotion's mix for the Lela Jacobs Spring/Summer collection.

What are you currently reading?

"Making ideas happen" by Scott Belsky.

What are you looking forward to?

New opportunities. Gigs over summer and hopefully playing some festivals! Travel/holidays.

Can you share your go to resource for motivation?

My to do list! Have motivated friends!

What is your local areas best kept secret?

I'm not sure if I've been here long enough to count as a knower of local secrets… I do love Annoying Brother Cafe on Nicholson St. They serve amazing coffee and there's a great Salvos store around there too.

To contact Annemarie: Email: duff.annemarie@gmail.com Phone: 0468 452 628 facebook.com/mmdelai

 Andrea McArthur has a passion for all things visual. Type is her true love and goes weak at the knees over beautiful design. Andrea works as a freelance graphic designer in Brisbane by day and lectures in graphic design by night. You will find her sharing design related goodness via @andyjane_mc

Interview: Laura Blythman

By Andrea McArthur

This is the story of a creative woman from Melbourne who moved to Geelong and whose design and illustration work has an interesting balance of being commercial and yet quirky and personal all at the same time. One thing is certain though, Laura Blythman's work will make you smile from ear to ear.

Laura is renowned for her vibrant colour palette and cheeky sentiments. Her design and illustration style is instantly recognisable and increasingly sought after, having designed for some of Australia's biggest stationery brands. Laura’s designs can be found nationally through her work with A Skulk of Foxes, Typo, Click On Furniture, Lark, Peachy Gift, Mr.Wolf, Cotton On Kids, T2 teas, Zoo York, Kiitos – Living By Design, Swan Emporium, La De Dah Kids and Stuck On You.

What led you down your current path?

I pretty much spent my whole childhood cutting and pasting and drawing and I was always in awe of everything creative so when it came time to consider careers I just assumed graphic design would be my gig. Of course, as a teenager, my imagined ‘dream world’ of graphic design narrowly involved designing posters and CD covers for my favourite bands and that’s about all. I spent a few years after high school being 'floaty' (and had a short stint as a hairdressing apprentice!) but a friend gently nudged me in the direction of The Australian Academy of Design and three years later I’d scored myself a BA in Graphic Design and a job at Hallmark Cards Australia.

I spent three years at Hallmark designing an unimaginable number of greeting cards as well as gift packaging, stationery and so on. I moved on to designing boutique wedding stationery for Cristina Re and then I teamed up with a friend and we focused on surface and pattern design for papers, stationery and home wares. When an amazing senior design opportunity popped up at the newest stationery brand on the block, I pounced in it! At Typo I got to indulge in everything I love most – range design, illustration and creative direction for a massive scope of stationery and home decor products as well as the design and management of the Cotton On Yardage library, focussing mostly on textile patterns for Cotton On Kids and Body.

During these years I also worked on small, freelance jobs designing branding and collateral for start-up businesses or textile designs and so when I left Typo to have my baby Alexander almost three years ago, I amped up my own brand and I've been freelancing ever since, and LOVING it.

You recently said farewell to the Oh! Hello Geelong blog that you developed and wrote with Penny Phipps. The blog was a great success and was featured on The Design Files. Can you tell us about that?

Yes, sadly it was time to bid farewell to our blog this year. I won’t be writing or contributing content any longer but it has been left in very capable and clever hands. I think readers will love the fresh perspective of the new girls Nat and Jen. I’ll miss it a little but it was one of those side projects that grew huge and life got a bit too busy to fit it all in. I’ll still contribute illustrations as needed and possibly even one day create an updated version of the Geelong Map Poster. I’m moving home to Melbourne very soon so maybe a Melbourne map will be next on the cards. I love creating maps and can’t wait to work on the next one.

What future plans do you have for your creative business?

I’ve had some truly amazing opportunities coming my way of late so the plan is to pretty much stick to the path I’m on. I’m absolutely bursting with ideas and wish lists of things to create and share so I’m keen to find some more time to work on my own projects and become a fully-fledged ‘pie hands’. Variety keeps me very happy. I hope to continue working on more and more collaborative projects, designing and illustrating for fun products and ranges, working with new brands and fab clients and hopefully some high profile clients too! I’d love to work on a new collection of artwork which I will hopefully exhibit somewhere…

Another thing I’m looking forward to once I’m back in Melbourne is making plans to move the ‘studio’ out of my home. I absolutely love working in shared studio spaces as I go a bit crazy on my own sometimes.

Do you have any advice for growing a client base?

I met a lot of great contacts in those first few years of working for other people’s businesses and it has kind of organically grown from there. In many ways your work speaks for itself. If people like what they see the opportunities arise from that. Other than that, be kind but not a pushover and work really, really hard.

Who do you admire in the industry?

Oh, I admire so many clever people, brands and businesses for many different reasons. Internationally I'm loving creatives such as: Ashley Goldberg, Ma + Chr, Jessica Hische, Lab Partners, Dana Tanamachi, Julia Pott, and Lisa Congdon. Locally I'm blown away by the work of so many amazing creatives including: Miranda Skoczek, Bridget Bodenham, Lucas Grogan, Harvest Textiles… Really, there are so many more. Far too many to list.

What has been your most favourite project in recent years?

I really loved the opportunity I was given earlier this year to create a new and huge body of work for my solo exhibition (Love, Lyrics, Neon). So many great things, amazing opportunities and collaborations have stemmed from that mammoth effort and collection of work…

Jobs that have elements of both custom illustration and a high level of involvement in creating the brief and setting the style direction for the job are my faves. Illustrating the Geelong Map for The Design Files was a super proud moment. And I loved part one of my collaboration with A Skulk Of Foxes (wooden iPhone covers) so I’m super excited to release some more products with them soon!

What does a typical day at work involve for you?

I only get a few precious full days of work a week so I squeeze as much as possible into these days. The early hours are consumed with trying to convince my 2-year-old that’s it’s a good idea to get dressed, eat something (that isn't dessert) and hop into the car for a fun day at childcare. Neither of us are morning people at all. After I drop him off I grab a drive-thru coffee on the way back to my studio where I park my butt and pretty much don’t move for the rest of day. I begin with consulting the list of ‘to do’s’ (which I generally create the night before) then I cram in an insane amount of emailing, client correspondence, more list making, drawing, planning, scanning, designing, invoice making and estimate creating as well as a bit of making, packing and posting orders from my online shop.

Every day is different and I tend to share the love between a few clients throughout the day. The day always goes waaaay too fast and I find myself also working into the night once my little boy is asleep. The night sessions are mostly saved for my own projects, drawing, packing orders, making custom orders or just catching up on emails… I love the days when I have to travel for meetings or pop out on client or retail visits as I get a bit of change of scenery.

5 Questions in 5 minutes

Getting Personal:

Studio Sounds, what's playing?

At the moment I'm playing a big mix of inc. Theophilus London, Arcade Fire, Chet Faker, Haim, Alpine, Bat For Lashes, The Smiths, Chvches, Yo La Tengo… I can’t work without music.

What are you currently reading?

I’ve just started to read my late Great Aunty Marion’s ‘memoirs’ for the second time. It’s not a published book – it’s just a massive wad of photocopied typed pages in an big black plastic binder – included are some cheeky ‘note’ pages inserted here and there, written by my Pa, Frank. He doesn’t agree with everything Marion recalls and wrote. It’s such a nice insight into the lives of my grandparents and great grandparents.

What are you looking forward to?

• The release of some fun client and collaborative projects I’ve been working on and also starting work on some new exciting projects, collabs and big fun things. Can’t wait to share.
• ‘Fieldtrip’ Jacky Winters creative conference in Sydney! It will be a nice and mini creative break.
•  I’m also starting to plan for my first proper holiday in years – hopefully Bali this time next year with my little guy.

Can you share your go to resource for motivation?

• The usual offenders: Instagram, Pinterest
• Creative blogs like: Design Love Fest, Design For Mankind.
• Also love reading design/freelance advice by: Jessica Hische and Bri Emery/Katie Evans.

What is your local area’s best kept secret?

Hmmm… I’m not sure it’s really a secret anymore, but my favourite place in Geelong for a delicious feed, yum drinks, good music and a nice crowd is ‘There There’ – Bar + Restaurant. Love it. I also love heading down the highway to Melbourne for my city culture fix. I can’t wait to move home (Melbourne) in January and discover some cool new places. It feels like I have been away for a very long time.

To see more of Laura's work or make contact with her please visit: website www.laurablythman.com.au webshop www.laurablythman.bigcartel.com email laura@laurablythman.com.au instagram @laurablythman twitter @hellolaurahere facebook www.facebook.com/LauraBlythmanishere

 Andrea McArthur has a passion for all things visual. Type is her true love and goes weak at the knees over beautiful design. Andrea works as a freelance graphic designer in Brisbane by day and lectures in graphic design by night. You will find her sharing design related goodness via @andyjane_mc

Interview: Alex Kingsmill of Upstairs

By Andrea McArthur

Have you ever met someone who lives each day to its fullest potential, who has clear direction in their life and career?

With guidance you can also sculpt your life into a more authentic one and become the person you really want to be. Alex Kingsmill is a Creative Women's Circle member with a difference. She does not create with her hands but she moulds with her words. Alex is the founder of "Upstairs" an evidence-based Coaching and Counselling Consultancy. In short Alex helps thinking women work out who they are, where they want to go and how they want to get there. She is a designer of sorts, helping women design great lives.

What led you down your current path?

I had always lived a ‘should’ life, doing what I thought was expected of me. I did well at school, I went straight to uni and studied law because I had the marks and I got a ‘proper’ job even though it was boring and the people were uninspiring. I was doing everything I thought I should do but I was dreading getting up in the mornings.

So I started to look more closely at how I really wanted my life to be, at who I really wanted to be. And I transformed almost everything: I met new people, I moved to a new area, I re-trained, I quit my job and I set up my own business. Now everything is the way I always wanted it to be and I feel really happy. My coaching work focuses on helping other women transform their lives in similar ways.

Who do you admire?

There’s not one single person who I turn to for inspiration. I just generally admire people who live truthfully, folk who have the courage to live a life that is really truly them, one which will make them happy and allow them to be the best person they can be.

It sounds super cheesy but my partner is someone who does that really well. He’s completely honest in who he is; he lives authentically. He also has the biggest heart of anyone I know. He’s a constant reminder for me, of how to Live Life Well.

What has been the biggest / most positive / successful change you have seen in a client?

My clients often amaze me with the exciting and bold steps they take: leaving soul-destroying jobs, starting businesses, pursuing positive relationships, travelling to amazing places, igniting creative projects.

These achievements are inspiring but the most powerful changes I see are the internal shifts: when a client starts to know herself better; like herself more; grow in confidence. I think it takes a lot of courage to really look inside and ask yourself what is needed, to become the person you want to be. So those are the changes that I find most exciting.

What does a typical day at work involve for you?

There were lots of things I hated when I was working a nine-to-fiver but the biggest ones were having no flexibility and working in a grey office. Now I love my days: I work from home in an office that has art and books and flowers and that looks out onto the street – I like watching people walk by.

On a typical day I’ll spend my mornings seeing clients, responding to emails, reading books and writing my blog or an article. Mid-morning I always break for coffee and cinnamon toast and usually get distracted by Twitter, Facebook, Instagram... In the afternoon I might swim or go for a walk or meet a friend – something to clear my head and make my heart happy. Then I see more clients, after they finish work.

What future plans do you have for your business?

I am crazily excited about the future for Upstairs! I am looking forward to meeting more clients, developing group projects, writing a book and hopefully, forming a collaboration. I’m not sure yet who it will be with or what form it will take but I have a feeling it’s taking shape!

5 Questions in 5 minutes

Getting Personal

Studio Sounds, what's playing? It’s super nerdy but I actually work best when it’s quiet… so nothing’s playing!

What are you currently reading? My bedside table is always piled with self-help books… but it’s ok and Not Creepy because it’s for my work! At the moment I’m reading Hugh Mackay’s "The Good Life" which was recommended by a friend, as well as "How to Change the World" and "The School of Life" both by Paul Flintoff.

What are you looking forward to? I just had a little baby girl and I am ridiculously excited about all the changes she’s going through. I’m looking forward to getting to know her better.

Can you share your go to resource for motivation? Whenever I’m feeling flat or unmotivated at work, I drink good coffee and watch a TED talk www.ted.com. It always gets my brain firing again. Otherwise, I hang out in the psychology section at Readings Bookshop in Carlton.

What is your local areas best kept secret? My local best kept secret are the junior entrepreneurs who set up on the bike path near Edinburgh Gardens during the last school holidays. They make their chaperone (Dad) sit (sort of) out of sight, behind the bushes while they sell Chocolate Crackles and Honey Joys to folk who pass by. They drive a (hilarious) hard bargain but their produce is top notch.

Take some time and ask yourself are you living truthfully?

You can contact Alex through the following channels: Email: alex@upstairs.net.au Visit: www.upstairs.net.au Like: www.facebook.com/UpstairsCoaching Follow: twitter.com/Upstairs_Coach

 Andrea McArthur has a passion for all things visual. Type is her true love and goes weak at the knees over beautiful design. Andrea works as a freelance graphic designer in Brisbane by day and lectures in graphic design by night. You will find her sharing design related goodness via @andyjane_mc