Say hi to Christie Brewster

Over the past 16 years, Christie Brewster has been very busy. She has worked in Sydney, London and New York, providing creative solutions for brands such as Qantas, BBC, Australian Chamber Orchestra, Carnegie Hall, Pinchgut Opera, Open Data Institute, Hitachi Vantara, and TEDx London. We chat with Christie about her career, and how she gets to do what she does.

Tell us a bit about yourself…

I’m currently Senior Graphic Designer for Medium Rare Content Agency working with brands such as Qantas magazine, Coles magazine, Bunning, Officeworks and David Jones. I’m responsible for digital graphic design presence, and also work closely with our Art Director on storyboarding, illustration and mock-ups, to on-location shoots and social media executions – I love seeing a creative project come to life from concept to completion.  

Having studied Photography a few years ago, and choosing to work with a ‘somewhat’ controversial mirrorless camera – I’ve enjoyed approaching photography with consideration between image and typography and partnering the two to generate a meaningful and engaging piece of content.

What is your current business/creative pursuit/job?

I’m specifically inspired by travel, hospitality, the arts and fashion with my short-term goal to be Art Director for a magazine brand. My bigger picture of goal is to own my own creative agency one day. 

How would you describe your career so far and how did you get into this industry?

My role has varied over my career, starting out as a junior designer operating digital print presses, to working as an in-house designer for marketing departments in art organisations such as The Sydney Symphony, BBC Proms, and Australian Chamber Orchestra. These roles contributed to several career highlights, including attending the Last Night of the Proms after-party at the Royal Albert Hall in London, and meeting Ita Buttrose to work on the Sydney Symphony concert brochures,  to photographing Lang Lang at the Sydney Opera House and traveling as the resident photographer for the Australian Chamber Orchestra’s tour to Tokyo, Japan.  I’ve been incredibly fortunate that graphic design has opened my world to travel and experiences that I could never have imagined when I graduated from Western Sydney TAFE 16 years ago.

Last year, I chose to broaden my experience and skills in an agency environment, where I see long-term progression to Art/ Creative Direction. Medium Rare Content Agency delivers high quality, best-in-class creative digital, social, and print native content across a diverse range of clients which I have been fortunate to work with on many levels. I enjoy collaborating and coordinating with internal and external members.

What does a typical work day look like for you? 

At the moment our office is working remotely and the team starts every day with a work-in-progress Zoom call at 9am sharp where current and ongoing work is reviewed and divided amongst the team. Each workday is varied for me – from working on advertorials for brands such as Armani, Destination NSW, or Rockpool Restaurant who advertise in Qantas magazine, to designing HTML 5 webtiles for Amex or Red Energy or storyboarding Officeworks’ latest ‘Geeks to You’ video – each day is diverse and deadline-driven which keeps me engaged and on my toes!

What is the most important aspect of your job/ creative pursuit?

• Creating honest output and contributing quality work that is an asset to my team.

• Researching insights and trends that are occurring in Australia and abroad and applying findings to relevant campaign pitches.

• Sharing knowledge, being helpful and kind to others.

What have been some of the biggest challenges in your career? 

Professionally, making the switch from being an in-house designer to agency designer, when so many others were transitioning the other way. In hindsight, I probably had a lot of anxiety around it because I’d heard many horror stories about agency work. I’m fortunate that my current place of work value work-life balance and are a great team of creatives who genuinely care about creating quality work.

Personally, I’ve really benefitted from having some guidance in defining my career direction, specifically related to how I make the next step to Art Direction. In addition to engaging a career coach, I recently completed the CWC Member Mentoring Program,  a great initiative that provided me with support to connect and develop my skills. I’ve found both experiences incredibly valuable - providing me with a framework for my career, a timeline for my goals and a new way of thinking about the way I can adapt, evolve and transform in my journey.

What are some of the things which inspires you?

Beautifully designed publications that have gorgeous paper, finishing, typefaces or clean font styling, some titles I love are:

• Qantas magazine

• Numéro magazine

• Vogue magazine

• Gritty Pritty digital magazine

Best creative memory?

Managing the editorial design for the BBC Proms Guide in London and designing the first Proms Guide Ebook – an exciting digital development that gained promotion from Apple and met sales target within two weeks.

What would you tell your younger self?

• Listen to your instinct – if it doesn’t feel right, it probably isn’t.

• Make that move overseas you’ve been thinking about – you won’t regret it! 

What advice would you give to someone who wanted to break into the industry you are in?

• Bring something someone else can’t. I’ve wanted to work in magazines for most of my career, the reason I was got to where I am today was that I could bring a different way of thinking.

• When working on creative projects aim to bring a holistic approach to your design method – look at the end result first and assess how the content will be utilised, whether that be in print or online, then work backward and divide the creative process into manageable tasks to deliver your vision.

To blog, or what to blog? 50 ideas for creative businesses

Over the past several years blogging has evolved from personal journal to marketing platform, given the rise of social media. While platforms such as Instagram, Twitter and Facebook may come and go in popularity, a blog is home to all your platforms. A directory for your portfolio, podcasts, products, services, and information while creating additional online visibility.

Given that blogging is slower and more expensive than social media, the key is quality over quantity. Below is a list of 50 blog topics to inspire you to create original, authentic content for your client base, while building community. Whatever your creative business or niche, you will find inspiration for your blogging content.

Ok, here we go!

Image: Christina Lowry

1. Restate your brand vision. Your why.

2. Q&A - They ask, you answer. Comb through your client emails for your most commonly asked questions, or use social media to put a call out for client questions, then answer them in this post. Invite readers to leave further questions in the comments.

3. Create a library of free training – a one stop post for any tutorials, how to’s, lists of tips etc

4. Include client testimonials and photos of clients using your products – the more creative the better

5. Share behind the scenes of look books or photoshoots – shout out to the team, the location, relay stories from the day

6. Create a mosaic of your nine favourite images from Instagram with a call to action to follow you on Instagram

7. Share your successes – awards, features, published work, do a recap on your/ your businesses achievements

8. Travel diary – going away for the weekend, heading overseas on a holiday or buying trip? Create a travel diary with tips from your experience

9. Summer reads – books that fit your niche that they may not have heard of and will thank you for

10. Curated gift ideas – Create a collection of products from your range that would be perfect for a special occasion, like Mother’s Day. Or, inspire with a selection of local makers products for a Christmas wish list

11. ‘Meet the Maker’ interviews – take five with a crafter you employ or represent, interview a staff member

12. Recipes – whether your brand is food related or not, recipes often add a sense of connection

13. Seasons – from seasonal products, to imagery of the seasons, nature is always a great starting point

14. Tips or advice – your favourite apps, the best way to do something, how to get a job in your industry, share your knowledge

15. Behind the scenes – everyone loves to take a peek behind the exterior and see the details of how things are made

16. Insider’s guide – share the secretes of your niche, your hometown, styling etc.

17. A studio/ workshop/ shop/ office tour – allow the audience to connect with and be inspired by your spaces and what they say about you or your brand

18. How To – use a product, make something, fix something. People love to learn.

19. The making of – a step by step visual of how something is made

20. Sneak peeks – create excitement about an upcoming collection

21. For the love of – share beautiful images relating to your audience. For the love of linen, gardens, lipstick, stationary

22. Highlights from the previous year, season or market – create a round up of images and info

23. Launch details – whether it is a book, product, event, share share share

24. Half yearly check-up – open up on how you working towards your goals, or encourage others to make plans for the next half of the year

25. Summer bucket list – things to do this Summer

26. Brand history – what has changed, what has stayed the same. When and where did you start out and where are you now?

27. Personal or funny stories – what you wanted to be when you grew up, how you thought Tasmania wasn’t a part of Australia, how you got a nick name

28. Create a regular feature – you can create a monthly challenge, feature a maker each week, a weekly editorial, a collection of inspiring images and quotes

29. Future plans – what are your big dreams? What direction do you see the business going in? If you knew you couldn’t fail, what would you do?

30. Write a list of your favourite accounts to follow on Instagram/ podcasts

31. Travel essentials – what do you pack when you go away overnight, overseas, with children?

32. A ‘day in the life' post – people are always fascinated by a day in the life of an entrepreneur or business owner.

33. Your routine – morning/night – do you wake at 5 am to do yoga and write your diary, or are you a night owl?

34. Share videos – video content is getting bigger and bigger. You can make a video out of most of the topics in this list.

35. Celebrate your businesses birthday – do a giveaway, celebrate your achievements, thank your customers

36. Your must-haves – what’s on your rider? Is it kombucha and lip balm? Coffee and a great bag? A certain pen, organiser or night cream?

37. Overcoming a creative funk – how do you find inspiration? What is your go to for self-care?

38. Explain one of your services – imagine a client came across your page for the first time and you were explaining what you do, or how a product works.

39. Your road to success – the path to overnight success is usually a long one.

40. Overcoming failure – think of a time when you used a failure to achieve a bigger goal, or to motivate you to do even better.

41. Things you won’t ever do – perhaps you won’t sell your originals, perhaps you will never buy caged eggs, we are as much what we do as what we don’t do.

42. Organisation hacks – do you batch production, are you a compulsive list keeper, are you terrible and being organised and have found ways to make it easier?

43. Create a roundup of your best content – save them from reading the whole blog and create a post that has the best of the best in one place.

44. Staying motivated – what keeps you motivated when business is slow, or you haven’t reached goal, or someone has copied you

45. Charity – do you support an organisation, do you fund raise, do you work with a company that pays living wages in third world countries?

46. How to style – a dress, a cushion, an office

47. Which _____ is the right one for you? This is great if you offer several similar products

48. Re-publish your email newsletter with a call to subscribe

49. Share something new – a product, team member, idea, business cards. People are attracted to new things.

50. Steps you have taking to have less environmental impact – recycled packaging, non-toxic dye, compostable mailers, timeless style.

Now, it’s time to get writing! Grab a cuppa and a notebook and brain storm some of the ideas on this list to create blog posts of value, with personality, that connect with your audience. Use you blog to inform, entertain and ultimately, give them the details that help them decide to work with you.

Working with a Business Mentor

Ever wondered what it’s like to work with a business mentor? We ask Jane Vandemeer, CWC treasurer and board member for her advice.

Jane Vandermeer is a creative & entrepreneurial thinker who doesn’t thrive under red tape or lots of rules. Having worked within the Fashion industry for 30 years, you can definitely say that fashion and small business is in her blood! Her strengths are to problem solve, particularly with a small budget, and to look into a small business to see what areas need help and guidance. Read Jane’s advice on working with a business mentor, and what you can get out of it.  

Part of my story

Not sure about you but I often found it challenging to cost up my garments. There was also the difficult task of promoting myself. Whether I was producing a range, making one-off pieces or providing a service (they were harder actually!), there was always the conundrum:

How do you price something when you are not sure how long it might take?

Perspective customers need a price or price range. So many times, I wanted the sale so I guessed the price, hoping that I was close to right. But it can be hard to remain competitive, cover your time, costs & make a profit!

Having a professional mentor can help

A professional mentor will look at your business from a different perspective. It is so hard to do that yourself when you are in the thick of small business.

Life gets in the way. It can be hard to keep yourself accountable. It is easy to push things to ‘next week’, particularly the things you don’t love doing.

One of the benefits is that having regular meetings with a mentor creates accountability and deadlines. It is one big way that can help propel your business forward, and significantly quicker.

Who is mentoring suited to?

• You are at the start up stage and not sure where to start. This includes important things like where to focus or spend money first.

• You have been in business for a while, feeling like you are working around the clock but can’t seem to get ahead and not sure why.

• You are looking at an exit plan but not sure how to do that

• You are passionate about so many things

• Those who are willing to take advise & learn

• Those who are brave to grow

• Many creatives’ are multi-dimensional but this can be overwhelming. Then comes paralysis…so you do nothing! A mentor can keep you going.

Tips when selecting your mentor

I often describe selecting a mentor as like selecting a councillor. Working one-on-one with a mentor is such a personal experience. If you are going to invest in a mentor, you need to connect and align with the right person.

A good place to start is to spend time at an initial meeting to ‘get a feel’ about a perspective mentor before diving in. If after the first meeting you don’t think you’re the right fit, that’s totally ok. Be upfront - they might also be able to recommend someone who is. 

Do you want your perspective mentor to be someone you admire?

Are they someone who has achieved or brings experience within the areas you need help & support?

Considerations for offerings/packages

In the initial meeting together, whether that is online, on the phone or in person, ask lots of questions. Make sure you are both clear on things like fees and what the mentoring service involves. 

Mentors might have different fee structures depending on the type of service you require. Here are some examples:

• An hourly rate. This is good for casual mentoring where something is project/problem based. 

• A program with a set number of modules. This type of structure gives perspective clients an idea of prices up front, so there are no surprises.

Some areas to consider:

• Appointment/meeting duration

• Frequency of meetings

• Does it include support such as emails, resources, phone calls outside of meetings?

• Are there certain days you can communicate?

• How is the payment system structured?

• Many do offer payment plans. This is often great for cash flow for small businesses.

Don’t be afraid to ask for clarity if you are not sure and get everything in writing. 

Expectations

It is good to set some expectations between yourself and your mentor too. Do you want someone to ‘teach you’ how to do various tasks/aspects of your business? Or do you want someone to ‘do it for you’?

Different mentors will have different approaches. For me, I have always come from the space of teaching & sharing knowledge, so that you are empowered to know, understand & grow. Everyone works in their particular way and there will be a mentor which will suit your style. 

Here is an example of what a mentor does…. 

A beautiful client of mine had been in business for over 5 years (so not a start up). She was working very hard yet not making enough at the end of each month.

After spending the time to understand her costs and sales. I discovered that she was only making 2% profit margin on many of her services!

We worked on a solution which gave her four options/strategies to increase profit within those existing services. The important thing was that they were all practical & easy to implement.

Her services were back up to 75-90% profit margin and best of all, it didn’t require that business owner to work any harder. 

A final note…

Different ideas can provide a different perspective to a business. Professional assistance can help set up ways to attract prospective clients who happily and joyfully pay for your beautiful and considered work!

Jane is the owner of Finesse Business and Style which provides services in business mentoring and styling. She is also the founder of Intuitive Whispers which provides intuitive products for the heart and soul.

Advocating for the recognition of creative women

3 min read
At Creative Women’s Circle we know the work women do is valuable and deserves recognition. And not only the paid type, it is also all those unpaid hours which need to be celebrated and championed – whether raising a family, volunteering for a good cause or contributing hours to the creative community.

The Australian Honours System is one way that our Government celebrates such achievements, through awarding medals for achievement and distinguished service. In 2018, extraordinary women like Liz Ellis, awarded for her support and advocacy for young women and contributions to netball, the late Betty Cuthbert, awarded as an advocate for research into a cure for multiple sclerosis and her distinguish athletics career and Evonne Goolagong-Cawley, the eminent tennis player, all received Appointments as Companions (AC) by the Governor General.

Although this list of high achieving females is impressive, the reality of the Order of Australia is that since 1975, only one third of the nominations for all categories have been women and only 30 women overall have received appointments. The creative sector is also quite underrepresented, with only a handful of architects being nominated in the history of the awards.

One of our core values at the Creative Women’s Circle is empowerment and we take our mission —to champion, support and connect women, very seriously. Early in October, Samantha Jayaweera, our new President and myself, attended the Recognition Matters co-design workshop held by the Department of Premier and Cabinet and Office for Women. Here we heard the disturbingly common statistics about the systemic undervaluing of women in our society. As I write this, the media is reporting six deaths of women to domestic violence in the past seven days. Gender inequity is not only desperately unfair but also life threatening.

Upheavals in the structures of our society need to be made before any changes can be affected. Nominating more women for an Order of Australia might seem meagre in the grand scheme of things but, the narrative surrounding women needs to change from vulnerable to empowered for these behaviours to change. We believe that having a 50/50 ratio of female nominations in the Australian Honours System is one way of doing this. As Emily Lee-Ack, CEO of the Office for Women, said at this workshop, “If you’re not advancing equality, you’re reinforcing inequity.

At CWC, we believe that creative women make an impactful and important change in our community and that (unlike Wayne from Wayne’s World) we are worthy of recognition in this platform. So we challenge you to think about who, in your sphere of influence, deserves this and to put them forward for an Order of Australia. The process is surprisingly easy and you can band together with friends and family to complete the form.

It’s a common belief and harmful social norm that women often shy away from applying for jobs if they don’t meet all the criteria. Sadly, this mind set extends to other forums for achievement and recognition like Order of Australia nominations. Let’s start to change this by thinking about the strong, talented, generous women in your life that you could nominate in these categories. The criteria on the four categories are very simple, for example:

·       The Companion of the Order of Australia (AC) is for eminent achievement and merit of the highest degree in service to Australia or humanity at large.

·       The Officer of the Order of Australia (AO) is for distinguished service of a high degree to Australia or humanity at large.

·       The Member of the Order of Australia (AM) is for service in a particular locality or field of activity or to a particular group.

·       The Medal of the Order of Australia (OAM) is for service worthy of particular recognition.

So, gather a group of CWC friends, brainstorm a nomination and make it happen. After all, we all make valuable contributions and deserve the recognition.

Jane Connory is a PhD candidate at Monash University, and is working towards a gender inclusive history of Australian graphic design. She has been a practising designer and illustrator in the advertising, branding and publishing sectors, in both London and Melbourne, since 1997. When she’s not teaching at Monash University you’ll find her being the National Head of Communications at the Design Institute of Australia.

Establishing your creative niche in a crowded marketplace: why the world still needs you

We’ve all been there.  Watching wistfully from the sidelines at our competitors’ online followings, high-profile customers and sales, or all-round enviable lifestyles as we mildly indulge in cyberstalking them (social media reflects reality, right?).  Then it hits: retreating into a cloud of paralytic inferiority, we wonder why we ever believed in achieving something similar. Surely, there can’t be space for us in a crowded marketplace already served so well?

The good news is that we are not alone in feeling this way – but what will define our careers is whether we stay in this place, or choose to move through it.  The bad news: in case we were hoping to copycat our way along, true and lasting success is all about authenticity, and will require us to dig a little deeper. It’s time we challenged ourselves to release the need to seek attention or to ‘stand out’ in preference of pursuing something more meaningful and lasting – after which, the rest will follow more easily.

Some reasons why you can have confidence to proceed with a genuinely valid product or service, even when the market seems saturated:

• It’s a big world out there, with plenty of potential customers;

• If others are succeeding in your sphere, it proves that there is an audience for it;

• Popular products will always need more than one supplier to keep up with demand;

• Variety is the spice of life! Just because someone (or many others) are doing very similar things, doesn’t mean your product or service isn’t valid.  After all, don’t you listen to music by a variety of musicians, buy clothing from different stores, and drink coffee from many cafés?

Next steps - where should you begin when cultivating a unique identity (ie. branding) for yourself as part of establishing your niche?

1. Know yourself better! Successful creatives have a strong sense of identity and purpose, and truly understand what makes them tick.  Customers and audiences intuitively gravitate to them. What motivates you in this sphere? Far beyond the token ‘finding fame and fortune’ is where the truth lies.  Does your work make you feel incredibly alive, or perhaps express a deep conviction for social justice? Does it allow you to invest in your community, or support working parents? Whatever it is, be brutally honest and know that this purpose must shine through;

2. Allow the most authentic version of yourself to be seen – loud and proud! It’s completely terrifying, but this is where the magic happens. As the saying goes, ‘if you want something you have never had, you must be willing to do something you have never done.’ It is so important to properly establish the groundwork for a distinct branding that people can engage with, believe in and share with others.  Many of us tend to draw the line at this level of public vulnerability and only pursue goals until we can cover our tracks if/when it doesn’t work out. This is one situation, however, where it’s all or nothing;

3. Deeply consider the role of your audience: who they are, what they value, and how you can serve them in a way that aligns with your fundamental purpose.  Authentically honouring the needs of your audience also gives them permission to be the best versions of themselves – and you will see the results.

In consideration of your audience’s needs, can you add value (before they are even your customers)?

You could try:

• offering regular professional insights via email newsletters, a podcast or social media;

• delivering pop-up events or workshops;

• building a community of like-minded people to champion a cause strongly aligned with your product or service;

• situating yourself as a leader in your sphere by inviting colleagues to come together, sharing common concerns and driving initiatives to support your industry or region.

Delivering this level of consistent connection is the key to building your core tribe, and steadily accelerating your career. Treat this relationship with the utmost respect: if customers can get similar products or services elsewhere, they will choose to support you because of the bond you have built and what you continue to offer them. Ensure that potential collaborations or changes in direction remain aligned with this audience (unless you are trying to build a new one). 

As a final note on the true nature of competition with colleagues, I think it’s time we left behind notions of ‘us versus them’. We are all in this together, and innovation within the creative industries is hindered by our fragmented communities and general insecurities. This is particularly evident in Australia, where we are also relatively isolated from the rest of the world. Time spent glancing sideways or undermining each other is time taken from developing the best versions of ourselves and succeeding – which ultimately benefits everyone.

Drawing from diverse backgrounds in health, science and the public art gallery sector, Liesl Harvey’s passion lies where the creative industries intersect with business and audience development. She explores a variety of relevant topics and shares inspiration from around the globe via her Instagram account, @thedailyculturepreneur.