Industry insights: Game on
by Annette Wagner PAX Australia is the ultimate celebration of all things gaming, technology, and culture. This premiere video game convention was held over three days at the Melbourne Convention and Exhibition Centre, closing yesterday. So what has this to do with CWC?
When I think gaming, I don’t often think of women, but there are increasing numbers of women who work in this industry. According to Giselle Rosman, it’s an industry that is growing quickly as technology continues to change our lives.
Giselle kick-started her games career in 2007, and has worked tirelessly across many aspects of the gaming industry. She currently runs the Melbourne chapter of the International Game Developers Association and is an advocate for women in gaming.
How did you end up working in the game industry as a business administrator at Hipster Whale and executive producer of Global Game Jam?
I had been working as a games educator from 2007 to 2009, a job I’d heard about from a friend when I was itching to get back to work after having had two wonderful children. It wasn't a great time for the Australian industry, with lots of studio closures and very few graduate opportunities for students. Along with some friends, we rebooted the International Game Developers Association Melbourne Chapter (IGDAM) in November 2009. We still meet monthly and have more than 100 game developers attending each time.
Through IGDAM I started running the Melbourne Global Game Jam in 2011, and got more involved on a global scale each year in a voluntary capacity. I was asked to join the executive committee and then had a stint on the board before taking on the executive producer contract in 2015.
I also got to know Matt and Andy of Hipster Whale “before they were famous.” When Crossy Road took off, I offered my business administration skills when they needed them.
What sort of training did you complete, and what program knowledge did you need, to start working as a business administrator and executive producer? My roles in games are a bit “left field,” as is my formal training. I completed an advanced diploma of business administration back in the day, and have fallen into event management roles though my career and hobbies.
As a business administrator and executive producer, what does your job involve?
For Hipster Whale I do general admin tasks, including accounts management, HR, and dealing with office management and email enquiries. I've also been involved in setting up and expediting merchandising plans, and working with film and television studios that are interested in having Crossy Road in their productions. It's been wonderful to see Crossy Road arcade machines pop up all over the world, and to know you had something to do with that.
Global Game Jam is a people and time-zone management role. The buck stops with me for running a 48-hour game-making “hackathon” in January, which in 2016 was held in 93 countries over more than 630 sites. This involves a lot of project and people management, looking after sponsors, and managing social media and the website (globalgamejam.org), about 40 regional organisers, and more than 600 participants (jammers). We have a very busy Slack at peak times!
Game designers often create video games as part of a team. They come up with the game’s concepts, characters, setting, story, and game play. Designers must work with artists and programmers to create the scripting language and artistic vision for a game. Do you have any tips for managing the creative collaboration process?
I am only very peripherally involved in any creative processes with relation to game development, but I do work in a small team at Hipster Whale, and a big team with Global Game Jam, and it always comes down to two things: communication, and respect for your colleagues.
Do you use any apps or project management and time saving processes to remain agile and manage such a multidisciplinary process? I live in Slack and Trello, mostly, with a hefty side-serve of Google Drive. I live by lists!
Game development can be a highly complex, intensive process lasting two years or more, requiring teams of programmers, artists, project managers, writers, musicians, and many others. What projects have you worked on and how long have they lasted?
While I don't directly make games, I was involved in the development of Disney Crossy Road, a process that took twelve months. Given that the original Crossy Road was developed in twelve weeks by three people, it was quite a different process. Working with a publisher like Disney was a great experience, too. The opportunity to visit Pixar when I was in California last March for the Game Developers Conference (GDC) was a special treat.
We also worked with another studio, 3 Sprockets, and Bandai Namco on the release of Pac-Man 256. The process for the original iOS and Android launch took around six months. It's since been ported to Playstation 4 and XBox One.
Global Game Jam takes about nine months of preparation. The first five months are relatively low-key, then the next four are a whirlwind of managing and coordinating all of the elements and organisers involved in such a big and regionally diverse event.
What percentage of the game industry is female? Is this changing? If so, how?
I did some research about three years ago and found that just over ten percent of the Australian games industry identifies as female. Looking at the number of women studying games, there is certainly potential to improve this ratio. There are a lot of great people looking at how to address this imbalance and creating events and spaces for women and girls to get comfortable with game development. Programs like She Makes Games have the potential to inspire the next generation of women in games.
Are some games predictable in their representation of women? Is this likely to change with women behind the scenes?
In short, yes, the representation of women in games is often lazy and relies on clichés and two-dimensional window dressing, with some notable exceptions. I do believe that by including more women in the creative development process, the representation of women can be improved. If you have more women writers, for example, it means their characters will be developed with a closer personal understanding of the nuances and range of what it means to be a woman or girl.
Is there a focus on games made especially for women?
There are games made with women as their primary target market. The industry is recognising that women make up around fifty percent of the market (which is no great surprise, given that play is not a gendered thing). The other market segment that's often overlooked—despite accounting for a sizeable market segment—is more mature game players. The average age of video game players is 33 years. Not 15. Not 20. The industry is learning this. I think in the future more games will be made to meet the needs of a greater range of market segments, especially women and older game players.
What are your predictions for the game industry?
The games industry is always changing rapidly in terms of processes and tools. Recently, the rise of VR [virtual reality] is notable, and that's not going anywhere any time soon. The use of both VR and more traditional game design techniques in areas like “serious games” will continue to increase. And the integration of game design methodology into non-traditional game spaces, such as advertising and marketing, will also increase.
Annette Wagner is a designer, marketer, creative consultant, artist, and writer. She is also on the board of the Creative Women’s Circle. Obsessively passionate about the arts and the creative process, she is determined to not talk art-speak and instead focus on supporting and sharing concepts and insights most creative types crave to know.
Regional creative: Amanda Cole, designer
By Mirella Marie
Amanda Cole is a graphic designer from Newcastle, Australia. Alongside her husband Scott, she runs Shorthand, a creative studio that specialises in branding. I wanted to get Amanda’s insights into running a business in a regional area after moving from a capital city, and her thoughts on starting up a design studio.
After living and working in Melbourne for many years, how have you found the transition to Newcastle, both personally and professionally?
The transition to Newcastle was actually a move home. I completed my degree in Newcastle, living here before heading to Melbourne. Personally it wasn’t too stressful as I was returning to old networks and my husband and business partner Scott has been there every step of the way (including that dreaded 10 1/2 hr drive!) Professionally it was a bit daunting at first. There isn’t the sheer volume of potential clients in Newcastle like there is in Melbourne. Getting your name out there is tricky, as businesses in smaller places put a lot of weight on word of mouth referrals. You need to be patient as it takes time to build up your reputation. We were lucky in that previous Melbourne clients were nothing but supportive of the move and many have stuck with us even now, two years down the track.
How would you describe your work?
We are first and foremost a branding studio and that is at the core of everything we do. Generally our projects begin with a client requiring a new brand, or a rebrand in the case where a business is evolving. We like to work closely with our clients, spending time getting to know their business first before jumping into creative. Once an identity is finalised we roll-out to any number of touchpoints, be it business cards, stationery, web or environmental design. Visually we are big believers in less is more and find that a minimal approach allows for the clearest communication.
Who is your typical client?
Our studio doesn’t have a typical client and we tend to attract from a variety of sectors, which I have always enjoyed. In saying this, quite often their problems are similar e.g. businesses evolving internally with new technology having a bigger influence on processes. In recent years the studio has attracted a lot of not-for-profit organisations which has been really rewarding.
Which part of the creative process do you enjoy the most?
Presenting the concept to the client is always stressful – but when they love the work and have a big smile it always makes my day. We have an initial collaborative approach with clients and like to involve them in the strategic process. I find working this way really beneficial, as relationship-wise we form a team. This also means when we unveil the concept, the client already has a general idea of what the identity is going to look like so there is no ‘presentation shock’. By getting clients more involved, they take more ownership over the brand as truly theirs which is great!
What advice would you give to someone starting a design studio?
While some manage to pull it off, I would advise against attempting to start a studio straight off the back of study or abruptly leaving a full-time position. The way I got to where I am now was in small transitional steps. I began freelancing after hours until I could no longer manage both it and my day job. After this I began a part-time position and eventually moved on to doing my own thing full-time. Even then I still occasionally took contract jobs or a bit of freelance before I was in a really secure place to start the studio. This was great for me as it’s low stress, low risk, and gives you opportunities to keep earning some steady cash whilst setting yourself up and gaining regular clients.
Once you’re set up, keep your overheads low by setting up a home office – although if you don’t trust yourself to get things done at home, co-working spaces are a great alternative.
Plan ahead. You need to be constantly thinking about the future and looking for new clients to keep the work flowing. Aim to transition your regular clients to retainers to give your business stability. Make sure your website and social media are regularly updated – leaving these jobs until the work starts to dry up will only give you a headache.
Lastly, don’t neglect the admin. Xero is great if you’re looking for some easy to use accounting software and helps you keep an eye on those monthly budgets. Also, figure out what those budgets are! There are lots of easy to find calculators out there to help determine how much and how many hours you need to be charging. If you prefer the printed word, the Graphic Artists Guild Handbook: Pricing & Ethical Guidelines is a great resource.
What is the creative community like in Newcastle?
Really blossoming which is fantastic! There a lot of talented people here doing amazing things. Newcastle has one of the highest retention rates of any place in Australia. This is of great benefit to the area because while people often leave to experience other (bigger) cities, they then bring that experience back home with them when they return.
What does a typical day involve for you?
I jump on my phone with my morning coffee to check any overnight emails, social media and read the news before heading to the office by nine. As Scott and I have evolved our roles within the business, I now spend the first full half of the day on meetings, scheduling, accounts, proposals and emails. After lunch is when I’ll aim to get into any creative work – this can be helping the guys with any overflow or actioning our latest brand roll-out.
Each day ends consistently at five. After working in bigger agencies where it seemed competitive as to who could stay the latest, I'm very aware of leaving on time. Occasionally if there are deadlines looming we will work after hours, but I like to avoid that as much as possible.
I enjoy cooking so most nights revolve around making dinner. Being winter, it gets dark earlier so nights are spent in hibernation, but in summer it’s hard to resist a walk along the beach to the Anzac Memorial Walk (if you’re ever visiting Newcastle I recommend it!).
What are your plans for the future?
Currently the biggest priority is moving into a new studio space by the end of the year. When we established the studio in Newcastle, we started in a smaller space while we got ourselves settled but have quickly outgrown it. Currently we have three team members, with the studio networking with quite a few external creatives on a project-by-project basis. We intend to keep this model moving forward as it allows for the greatest flexibility on projects and personally it makes for my ideal studio balance.
To view Amanda’s work visit http://shorthandstudio.com. Follow her on Instagram, Twitter and Facebook.
Mirella Marie is the owner and creative director of Vertigo, a Melbourne based graphic design studio specialising in brand identity and design. She is also a contributor for Women of Graphic Design, a project examining the work of female designers around the world. Join her on Instagram @studiovertigo.
My Advice: The biggest lesson from 2014…
By Andrea McArthur
Now that we are well into 2015, I thought I'd ask three creatives - Heleena Arabatzis, Textile Print Artist of Ulterior Motif; Bec Mutch, Coworking space founder of The Cowork Collective; and Ilona Topolcsanyi, Ceramic Artist of Cone 11 - for their ultiamte piece of business advice based on what they experienced and learned in 2014.
Heleena Arabatzis, textile print artist, Ulterior Motif
Upon reflection, 2014 was certainly a lesson-filled year. My top lesson learned was one surrounding ‘working life’. Like most creative’s starting out, the path is pebbled usually in the same pattern: graduate, intern, full time gig, do what you really love on the side, juggle both roles, hope that your talents are taken seriously enough you can ditch the 'PAYG job' and focus on the 'love job' for the rest of your days.
Finding the core thing that I actually wanted to do for the rest of my life, and realising that I wasn’t fit for the ‘common’ path was simultaneously liberating & daunting… as was revealing this to my family, partner & boss.
[I surmised] my career intents are not based on world domination, the masses, the high-rise climb, the trends etc, [and this] manifested an honest search for answers to restore feeling where numbness unwilling resided. After several quiet moments, I effortlessly refined it to three elements: Motherhood, Travel and Creation. The first two are still works in progress but getting back to practising the act & art of creating happened to be a swifter one. I left my textile art-room assistant PAYG job to jet off. As a way of procuring extra savings, I went to market with my Ulterior Motif designs, all made as part my graduation showcase. To my complete amazement, Ulterior Motif products were ver well received by local audiences! It truly is the height of satisfaction interacting with others and just exploring an artistic spin on the world (even if it is just displayed on a cushion). [This experience] has ultimately grounded my feet… for now…
Finally, with a new found view on (working) life, I plan on having the most fruitful creative year in 2015!
Bec Mutch, founder of The Cowork Collective
It’s funny, when you start something new, naivety can be your greatest friend. That boundless positivity it delivers, helping you block out all the naysayers, gloss over the doubts and the voices in your head that whisper of disaster. Without it I’m not sure many of us would launch new projects at all. And so we start, we plan and take steps and commit, and our positivity and naivety feeding us along the way.
At some point though our vision generally gets a battering, and we are faced with a reality that we may not like and a choice to give up or keep going. I distinctly remember sitting alone at 421 Lygon St on a day when I thought we might need to give up the lease and walk away. I was filled with anger and frustration that my grand vision [of a unique coworking space] was imploding. I wondered what I’d do next if it did all fall apart, and knew that nothing had changed. I still wanted to create a space that felt positive, inspiring and supportive that blended together the best elements of working from home, a corporate office and a creative studio.
So I kept going, and my family and friends kept offering their support, and I began meeting amazing people whose ideas and encouragement gave me reasons to believe it might all be worth it. The doors opened on December 1st 2014, six months after the lease was signed and the renovation budget had tripled. Although there were times when the adventure felt like a relentless chore, I still knew I wouldn’t want to be doing anything else. Giving myself permission to do something I really wanted to do was one thing. Sticking with it when things got ugly was a revelation. Now I want to shout from the rooftops that it’s so worth it. That even though the roadblocks and challenges along the way may leave you drowning in waves of doubt, if you keep going you’ll end up in a place far better than the one you first imagined.
If you’ve got the dream, you’ve got what it takes to bring it to life. Just keep going…
Ilona Topolcsanyi, Ceramic Artist of Cone 11
For Cone 11 ceramics, 2014 was a year of great beginnings as we developed relationships with some of Australia’s most passionate and renowned chefs. Early in the year we were asked to make an exclusive collection of one-off plates for the Harvest Festival curated by The Gallery of Modern Art, where top chefs including Peter Gilmore, Josh Lopez, James Viles, Dan Hunter and Ryan Squires used our tableware to plate up their amazing creations. From this arose a series of major collaborations that would see us developing tableware for restaurants across Australia. The most significant of these (I’m chuffed to say…) was the making of 250 pieces for the G20 working party dinner at the Gallery Of Modern Art in QLD. Yes - Barack Obama himself has eaten dinner off my plate!
It was an exciting and prosperous year for us and many of these projects are gently flowing on into 2015. With the excitement of these commissions comes a little stress, a lot of hard work, many failures but an even greater number of successes with many valuable lessons learnt along the way. The most important for me were learning about setting some limits, knowing when to say 'no', understanding my boundaries and estimating how much work can realistically be taken on without burning out. Above all I developed a new appreciation for leaving time for a little personal creative play – keeping myself in touch with the love of what I do and the passion that drove me into this creative practice in the first place.
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Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as an Art Director and Designer in Brisbane. Type is her true love and goes weak at the knees over strategic design. You’ll find her sharing on Instagram @andyjanemc.
Interview – Samantha Dunne of Dunne With Style
By Andrea McArthur
A creative that does it with style and a smile. Dunne with Style is the culmination of Samantha Dunne’s creative ventures. When asked to describe her blog and business Samantha says that some days it’s decor making, some days it's event styling and some days designing projects.
Tell us about your creative journey so far.
Dunne with Style started as a small side project, a little Etsy store selling cupcake toppers after my daughters first birthday. It soon grew to include an ever-changing range of handmade event décor including cake toppers, backdrops, fabric ‘poms’ and paper flowers.
The past 12 months has seen Dunne with Style grow a few branches and expand to include creative collaborations and projects such as The Creative Exchange (a creative mail swap) and Create (a subscription based box of creative inspiration).
My love for detail and décor has led to numerous event collaborations with the talented cake artist Debbi of Studio Cake and we have just launched our collective event design and styling company Ivy & Oak.
What lead you to starting Dunne with Style?
Dunne with Style came to life just after my little girl turned one. The first 12 months as ‘new mum’ was a whirlwind for me, my life had catapulted from a self-confessed organised control freak exercise physiologist to a stay at home mum with a baby who rarely slept and took away my ability to control everything. I spent my time wondering if I was ever going to feel like I’d achieved something in the day and how I could balance my new life at home with my innate desire to be connected. Connected in the way that I had a place, a venture and a passion. Being creative gave me a sense of accomplishment and then the feedback I received through social media to my initial products was so supportive that I finally felt a sense of pride and purpose again.
Has your blog influenced your entrepreneurial spirit?
My blog has given me a platform to share and interact with like minded creatives and its led to me feeling connected to a community of people I’ve never met. It’s this community that’s inspired me to start turning a few crazy little ideas I had into realities. I knew that if I could bring to life projects like The Creative Exchange I could connect this community that existed in the online world on a deeper level and hoped that I could enrich their lives through creativity as mine had been.
Congratulations on one of your latest projects, Create, I saw that box one is already sold out. Please tell us more about this venture, how it started, how you choose your creative curators and how we can participate in creating with Create.
Create is a quarterly subscription box for creative inspiration curated by leading Australian creatives. The ‘Create’ box is the culmination of two elements, a selection of creative supplies chosen by the box curator – items to inspire a creative project or a little workshop in a box, and a limited edition piece of work from the curator.
Create grew from a desire to be able to connect creative artists and the audience that not only loves their work but is inspired by their entire style and ethos. I wanted give people the opportunity to not only be inspired by the work of our creative idols but to receive a tactile box of products selectively curated to inspire you to get creating.
The first two artists to come to Create were simple choices for me. Laura Blythman was the curator of Create box #1 and Gemma Patford is currently curating box #2 (on sale until the end of September). Laura & Gemma are both artists whose work I love, but who I’m inspired by for their willingness to connect to their creative community. They both have a knack of sharing not only their work as a finished product on the shelves but through social media share a snapshot into the creative process, a look at the creative mess on their bench, the cuttings, the paint splatters and its these insights into their days that I find really inspiring.
Do you have a favourite project that you have worked on with Dunne with Style?
I’m terrible at choosing favourites! The Creative Exchange has probably been the most rewarding project to be a part of and I’m continually humbled by it when people comment on the ‘community’ that I have connected and created.
The Creative Exchange began in January 2014 as a little idea that I initially flagged as ‘crazy’. I wanted a way to take the Instagram ‘family’ of creatives that I had met and connect through more than just inspiring images. I wanted to be able to share tactile creative inspiration and thought what a better way to do so than through the gift of giving. So I set up a creative mail swap, where people were allocated a fellow creative to ‘Insta-stalk’, as we call it, (in a completely positive stalking fashion!!) and put together a ‘creative exchange’ gift, items to inspire them to get creative.
When I launched the idea I was petrified no one would be interested and had everything possible crossed just to get 20 people to participate. In the first 2 days I had 30 people sign up and by the end of the two weeks sign up period I had a list of 70 people who joined the exchange. I was blown away. As we started to share the project on Instagram, I was flooded with enquiries of running a second exchange and expanding it to include overseas countries as well. In April I ran the second Creative Exchange and connected 140 people from Australia, NZ, UK and the USA.
To watch a community develop, grow and interact in the way it has and to hear from people who have made connections and friendships, learnt new skills, picked up old pastimes has been so rewarding and exactly what I wanted to achieve with the exchange, except it's on a scale that I truly never imagined.
How has your digital voice grown and changed since you first started blogging?
I feel my digital voice has changed a lot since I first started blogging which has led to a very recent revamp of my website and blog to allow me a fresh platform to share what I now feel is an authentic and valid voice. I think I’ve always thought I had a story to tell but it’s only of late that I feel that I have a valid voice and I’m really looking forward to having a concise platform to share my dialogue.
Any advice for others considering a creative business?
Just start.
There is so much information out there about what to do and what not to do, but I think you can get caught up in all of the ‘advice’ and spend way too much time (and often money) planning for something that you need to approach as more of a journey. Start small and stay authentic, do what’s close to your heart and what you truly feel passionate about: honesty radiates.
You can't keep a good woman down! Thinking out loud, what would be your dream project with Dunne with Style?
I’m such a dreamer, so I could almost write a list here! My big dream is to be able to take the next step in connecting the creative communities in more face to face settings. I would love to be able to facilitate Creative Exchange participants to be able to meet the exchange-ee’s they have connected with. I would love to spend more time creating amongst like minded people in inspiring settings and am always dreaming of my next collaboration.
How do you fit everything in to your week, with a blog, business, kids, husband and still be smiling in every photo?
If you truly love what you do then the smiling part is a given. I think a lot of the ‘juggle’ is about mindset, I frequently say everything that needs to get done will get done and for everything else there’s always tomorrow. Each day I prioritise all of the non-negotiables - the things that must get done - and then I’m realistic that everything else will have to wait. I don’t really define my work hours from my family hours and whilst plenty of people tell me that I should, I started Dunne with Style to be able to stay at home and look after my kids and I love that it has stayed that way. When I’m creating products in my studio there’s always little fingers dabbling in my ‘scraps’ under the desk and when I’m on a styling job I often have a mini assistants attached to my hip or following me around like a shadow. I’m blessed to have a supportive family who are always there to help with the juggle but I really want to show people that you can be a stay at home mum and live out your dream... the two don’t have to be mutually exclusive.
You are an inspiration for fulfilling your ideas. What inspires you? Please tell us about some of your creative resources (or passions).
I read, I watch, I listen.
I find the written word alluring and powerful and I love to hear people’s stories. I can generally be found looking for reassurance, grounding and inspiration from some of my favourite bloggers such as Teacups Too.
I’m also a really visual person, and whilst a lot of people talk about finding social media quite uninspiring I am a self confessed Instagram and Pinterest addict, simply because I’m forever blown away by the beauty that can be captured in a single square frame. I love the diversity that I can flick through in 30 seconds and that it can be something as far removed from my own craft or skill set but I’m still inspired by their choice of colour, texture or shape.
I think musicians are amongst the most passionate people about their craft and whilst my musical skills might have a lot to answer for I find most creative blocks and staleness can be cured by a good playlist.
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Thank you Samantha for your participation and words of inspiration. If you would like to find out more about Create or Dunne with Style view Samantha's blog at www.dunnewithstyle.com. You can also see Samantha's styling treats on Instagram (@dunnewithstyle).
Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as a Senior Graphic Designer in Dubai. Type is her true love and goes weak at the knees over beautiful design. You’ll find her sharing image musings on Instagram @andyjanemc.
Interview – Amanda Henderson of Gloss Creative
By Andrea McArthur
CWC Member Amanda Henderson is the Founder and Creative Director of Gloss Creative (Melbourne), one of Australia’s leading visual houses specialising in three-dimensional design and custom made brand environments. Everyday Gloss Creative forges the path for the cross over of Visual Merchandising and Design.
Gloss Creative’s client list is impressive and spans many of Australia’s most style conscious companies in the fashion, luxury and travel industries. Their portfolio includes designs commissioned for brand marquees at the Melbourne Spring Racing Carnival, runways, set and event designs for Myer, Penfolds and Omega as well as fashion window concepts and installations for Kookai, Sportsgirl and Emporium.
Simply put, Amanda and the Gloss Creative Team create environments that dreams are made of, and worlds that envelope you in total sensory experiences.
Thank you Amanda for your time and sharing your story with the Creative Womens Circle. There are so many pieces of wisdom in your writing.
Tell us about your background.
I think my story might be typical of many creative people of my generation. I got through my schooling by connecting with all the ‘extra curricular’ activities our school had to offer – I hung out in the drama group and the art room at a time when they were not considered to be ‘real subjects’ or at least not the beginnings of any kind of sustainable career path. I was lucky enough to have forward thinking parents and teachers that validated and encouraged my interests and was I was free to explore the possibilities that might lie ahead.
After a very short year doing drama and economics subjects at uni, I realized that the working world would provide me with a better structure for learning and experimentation than a university.
I had been working at Sportsgirl while I was at school giving out fitting room discs on the weekends, and it was there tht I had wide exposure to complete retail marketing wizardry and creative growth. It wasn’t long before I had entrenched myself in the creativity that visual merchandising provided.
The process of team-based ideas generation and concept development was a critical learning for me at that time and still is the basis on which my team and I design today.
After the birth our two children I returned to work and held National Visual Merchandising Manager positions and Creative Development roles at Sportsgirl and Country Road.
In 2001 I started my best role to date – Founder and Creative Director of Gloss Creative.
Have you always wanted to be a creative business owner?
Not initially. I could say I was looking for a platform where experimentation and collaboration was the everyday. I also was looking for individual recognition for my work – large companies are amazing to be apart of, but sometimes it’s hard to get credit for what you’ve achieved.
As Gloss Creative grew I realized I enjoyed both the creative and business challenges of a small business. We are proof that high quality small design business can successfully work with large organisations.
My business allows me to immerse myself in all aspects of our projects, designing and working with our team. The freedom in the way we work has meant we have been able to work across many different disciplines.
How do you balance your creative projects with the administration / organisation / planning aspect of creative work?
Luckily, Visual Merchandisers have combined skill sets of creativity and practicality - I think this is because we have to deliver dreams into reality. Planning and organisation come naturally as a part of our process.
I’d like to debunk the often misguided theory that “creative types” can not also have business skill sets. Some of the most visionary professionals I know are brilliant business people!
Our team are highly diverse creative people - no one person can have all the attributes to complete a business. It’s the combined headset that makes the magic.
What have been some of the challenges or blessings of keeping Gloss Creative running since 2001? And how has your business focus changed since the beginning?
Honestly, I can only think of blessings. I’ve been able to run a high quality small business together with an amazing team of people and suppliers who have loved creating installations for all some incredible brands. We have had so much fun while we have worked over the last 14 years.
I guess the only continuing challenge is that you’re only ever as good as your last project. Despite our significant body of work we need to prove ourselves for every project, maybe this is why we put so much into each project, so we keep on our toes, we constantly try to bring newness into our work, we love trying new things on every project, its not always comfortable but it can be rewarding!
Our business focus has always been constant: we create ‘Grand Simplicity'. We create emotion with sophisticated visual impact.
How has your employee base grown or have you chosen to keep creative control of your business?
When I started it was only myself and my niece Kimberley Moore. On any Thursday now you’ll find seven people working in our studio. We are still small enough to act like a tribe, so creative control is no problem within our team.
Creative control beyond you team depends on the brands you are working for and the skill level and stakeholder interest for a particular project. You will have radar for this as you grow in experience. Always trust your gut instinct.
You need enough creative control to ensure that your idea remains strong, some times collaborators influence can make things even better! You don’t have to be a control freak but you do need to stick with your creative intent.
What has been you main form of business marketing to date?
Early on I decided that taking high quality photographs of our work by architectural photographers was useful as a record of our work.
I began by sending these images to the design press and they published them. We have always just ‘put our work out there’. Dianna Snape, Marcel Aucar and Rocket Mattler have been constantly photographing our work over the last decade.
We’ve had a website since 2006 and blog since 2010. We are really enjoying the community that Instagram has created!
Gloss Creative is diverse in its scope of work. Has there been a major project that you are particularly proud to share with us?
Mostly I’m proud that each project our team works on is considered with intelligence that each brand deserves. Diversity has provided us with long term inspiration and has meant we haven’t been type cast - every day is interesting.
There are some projects that stay with you as ‘milestone’ projects, the ones that take you to another level of believing in yourself.
Winning a 2013 Australian Interior Design Award for Installation Design for Myer's ‘Shadowlands' was pretty special. I loved that design for its visual emotion and simplicity, and for visual merchandisers to be considered a part of the design industry was a milestone for us. We are proud that maybe in some way we have widened the scope of Visual Merchandising over the last decade, pushing into design markets normally handled by interior designers or architects.
What advice do you have for others who might be considering a jump into a creative business?
You will know when the time is right - a wave of confidence and momentum will over take you and the fear of not following your dream will become bigger than the doubts you may have.
On a more practical level: get a bookkeeper, and hone your craft. Make relationships with people you trust and have fun with.
Always be close to your client. The further away from your client you are the more risk you take on.
What passions keep you creative?
I’m inspired by originality. I’m inspired by anyone who’s creating beauty. Both locally and globally I love theatre, ballet, set design, art, craft, fashion, accessories, store design, illustration, music, should I go on?
What is a typical day for you at Gloss Creative?
Our day starts with coffee and post Offspring analysis usually – no seriously we talk a lot in our studio! Then we get down to it. We talk about designs, we draw and plan, we come up with some bad ideas then work on them until we love them. Steff Dalberto and I might meet with suppliers, present to clients or install our projects. We spend quite a bit of time going up and back to Sydney.
I’m always on the phone talking about our ideas. It’s my role to manage expectations, which is time consuming and often challenging in an environment where creativity and financial management are both important. We love clients that are strategic thinkers, the results are magic if your clients are collaborators !
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Make sure to check out Gloss Creative’s posts on the studio blog and all of their sneak peeks on Instagram (@theglossarium).
Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as a Senior Graphic Designer in Dubai. Type is her true love and goes weak at the knees over beautiful design. You’ll find her sharing design related musings on Instagram @andyjanemc.
Interview – Tina van den Broek, illustrator and artist
By Andrea McArthur
'Doing what you love' is paramount to artist and CWC Member Tina van den Broek, who also goes by the pseudonym The Food Artist. Tina creates tasty illustrations for businesses, products and services that are looking to spice things up. It's a new and unique industry niche she calls 'Food Communication'!
Tell us about your background. What has led you to starting The Food Artist?
I have a background in visual arts. I did a fine arts degree in Auckland, New Zealand, majoring in sculpture, with minors in printmaking and fibre arts. I also have a keen passion for making food. While studying I worked part time in a restaurant and worked in southern France for six months where I would cook, clean and entertain guests. I gained advertising and marketing skills while working for a boutique agency in New Zealand, and also larger companies like gumtree.com in London. In the last few years I have been working in online marketing.
I decided I wanted to pursue my creative interests by creating a business and life that I loved. Something I did because I enjoyed it, which was extremely specific and told a story. In order to articulate what it is that I do and can offer people, I had to think long and hard about my core values, beliefs and passions.
All my life I have loved food. I enjoy freestyle cooking where I whip something up based on the ingredients at hand. I can cook for hours and be in that same ‘happy place’ I go to when I am making art. Previous to this I was working under the name The Visual Citizen doing illustration, visual arts and face painting, which I still do. It made sense to bring my two passions together: food & illustration. Which is how The Food Artist was born.
What skills have you brought into starting The Food Artist and what business skills are you developing?
I bring with me a lifetime of customer service skills. From the age of nine I worked weekends or after school hours in my parents' milk bar and bulk food store serving customers. I have a love of travel, meeting new people and learning about their life and experiences. I like to use my artistic and creative skills to help people and continue to refine and grow these skills. The Food Artist is quite new actually - I started the business in February 2014 and I am currently trying to develop my business and financial skills.
What mediums do you work in?
I like working in black ink pens, fine-liners, watercolour paints and pencils, metallic pens and coloured pencils.
Who are your main clients at the moment?
My main clients are independent food producers, life coaching mentors, health & wellness bloggers/practitioners, chefs and caterers. I look forward to adding many more in the future.
Tell us about a favourite project that you have worked on.
A favourite project of mine would have been creating illustrations for a forthcoming eats, treats and edible beauty recipe book. I was lucky enough to taste a lot of the recipes and I believe that helped me draw them! I also got to try the edible beauty treatments, which blew me away with their tasty ingredients that I just wanted to eat. I learnt a lot about ingredients from this job as the author has food intolerances.
Do you have a favourite restaurant that you frequent or a favourite recipe that you cook?
I’m more of a 'whip something up at home' kind of girl and I enjoy cooking ratatouille, home made banana ice cream, or kitty cat pikelets (which are pikelets made in the shape of a cat).
What advice do you have for others who might be considering a jump into a creative business?
My advice would be that you can’t do everything yourself so get help – a business mentor/coach, have people you can rely on for support and outsource what you can. There is always something you can work on so accept it and set yourself tasks rather than working yourself into the ground in a never-ending attempt to finish just one more thing. Last but not least, believe in yourself and never give up, sometimes things just don’t work so you learn from your mistakes and try another approach.
What future goals do you have for your creative pursuits?
My future goals are to illustrate a colouring in book and children’s book. To take my illustrations from 2D to 3D and do visual merchandising, styling, installations, collaborate with set designers or prop makers on TV, film or music videos. I would also like to license my artworks for use on products.
Thank you Tina for your time and sharing your story with us! Follow The Food Artist adventures on Instagram @thefoodartist and Facebook /TheFoodArtist or for more foodie goodness and to see Tina's work, visit www.thefoodartist.com.au.
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Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as a Senior Graphic Designer in Dubai. Type is her true love and goes weak at the knees over beautiful design. You’ll find her sharing design related musings on Instagram @andyjanemc.
Interview – Kelly Holcroft of That Vintage Caravan
By Andrea McArthur
Kelly Holcroft’s path to owning and operating Sydney’s first caravan bar, ‘That Vintage Caravan’, is one of passion, a desire to put heart and soul into doing what you love and an unplanned business. After falling for a caravan intended solely to store the remaining items from her "vintage extravaganza" wedding, Kelly's first caravan "Sweet Jane" was converted into a pink Travelling Teahouse, never actually to be used as storage. From that time ‘That Vintage Caravan’ was born and Kelly has been adding to her family of travelling caravan's with the recent addition of "Spencer" (a more masculine character!).
Usually a creator of experiences for her guests, today Kelly shares some of her own experiences on her ‘That Vintage Caravan’ journey with us!
Kelly, please describe the concept of ‘That Vintage Caravan’.
Our set up is perfect for those looking to create a memorable experience for their guests – one that is talked about for years to come!
Available for hire our beautiful vans are stylish, charming and offer a unique service. They’re perfect for a wedding, engagement party, bucks or hen’s day, kitchen tea, bridal shower, birthday corporate gig, product launch, Christmas gathering – any occasion really! From our handsome vintage mobile bar (Spencer) and delightful travelling teahouse (Sweet Jane) we offer a range of catering options to suit all tastes and budgets - including a simple drinks package morning or afternoon nibbles or a full morning High Tea experience. We’re on wheels so can bring our old world style to you at any place or time. ‘That Vintage Caravan’ is also available to attend fairs, festivals, fetes and as well as private photo shoots.
Can you share your vision of a great event or gathering?
A fabulous party always has a theme or includes an element of surprise (like a vintage caravan bar)! It also involves great company, great music, great food (and wine) and gives people a reason to unite and celebrate in the name of FUN!
Have you always had a passion for vintage?
I love collecting things with a history or a story. It makes them more interesting and precious. I also love a bit of up-cycling. There’s nothing better than giving old stuff a new life. As a child I was constantly crafting so I think it is just a natural progression. I got a new sander for mother’s day last year – it was the best present ever! What led you to making the leap from events to ‘That Vintage Caravan’ business owner? I have worked in finance for the last 7 years and that’s the main reason I started this business. I needed something else in my life other than numbers… a creative outlet and a project that I was passionate about.
The leap wasn’t planned. Things slowly came together after my hubby and I got married. The wedding was a vintage extravaganza. Following the big day I found it hard to part with my special treasures. My collection in fact continued to grow. With our little house bursting at the seams we (my hubby) decided I needed more space and suggested a caravan would be a good space to store my bits and pieces. And it just went from there!
The first van was purchased from the Southern Highlands (it was never used as storage). Sweet Jane is a Travelling Teahouse. She took about 9 months to convert. My handsome Spencer (a mobile bar) followed about 9 months later. He’s the new man in my life!
What skills have you brought over from your previous career experiences into ‘That Vintage Caravan’?
I have been in communications, events and marketing for last 20 years so I guess I bring all of those skills with me. I’ve worked across a variety of fields including the not for profit sector, financial services and local Government. In what seems like a lifetime ago I was also a teacher.
How did you devise the caravan's personalities, Spencer and Ms Sweet Jane?
The personality for each van came easy. Spencer is named after the Charlie Chaplin (aka Sir Charles Spencer). He was a strong, iconic character who made people feel happy… and that’s what I want my business to do. Jane gets her identity from Jane Austen one of my all time favourite authors.
What are your favourite events to work on?
Hard to say really, I love all of the parties that I do for different reasons. We’ve helped celebrate weddings, engagements, Christmas parties, baby showers and hen’s days. Actually I did a 100th birthday not so long ago. That was pretty spesh! Not many get the chance to be involved in such a significant event. It was a really beautiful day, filled with love and joy.
What does a typical day at work involve for you?
I am a bit of a night owl and do my best work late in the evening. My biz is a one lady show so I do it all. I still work 3 days a week (in finance) so I just try to fit things in where I can. There is no routine. I am very lucky to have a supportive partner and a great family who help me – which makes things so much easier.
Where to from here with That Vintage Caravan?
I’d love a fleet of vintage caravans. That’d make me a happy little camper!
What advice do you have for others who might be considering a jump into a small business?
An old boss once told me ‘fake it till you make it’ nobody really knows what they’re doing so smile, be confident and just keep going! And you know what? It’s true!
I use this saying when I start to feel lost or insecure things about how ‘wonderful’ everybody is. Creating a business is daunting. There are so many things to learn and just when you think you’ve got it under control something else pops up. You need to be true to yourself, trust your instincts and work hard!
Thank you Kelly for your time and sharing your story with us! For more vintage goodness follow That Vintage Caravans' adventures on Instagram instagram.com/thatvintagecaravan and to find out more details about Kelly's unique setup go to www.thatvintagecaravan.com.au. _
Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as a Senior Graphic Designer at StartJG Middle East – 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 @andyjanemc.