MOYO Magazine Issue 10

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Issue 10 - 2017

dive into the exciting world of surface pattern design!

expert advice competitions design inspiration reviews

The ind epend ence issu e:

How to make a living d oing what you love

MOYO Dossier: How to be your own boss

D esi gni ng a lif e you lov e wi th Ell a D ora n Style it up: Fiona Humberstone shares her brilliant branding secrets

Meet Liz Harry

Designer to music legends

Behind the scenes... at Marimekko HQ!


Top tips on sett ing up your own creat ive busin ess PLUS hot trends, pattern showcases, design briefs and more!

Welcome to Issue 10 of MOYO - the Independence issue. This issue is all about making a living doing what you love. We have dedicated a whole issue to this concept, because we believe life is what you make it - that you have the power to create exactly the life you want. All you need is inspiration, vision, passion, dedication and commitment. There has never been a better time for creatives to build a flourishing business with their talents, and we have put together our best issue yet, to inspire that in you. Where better to start than on designing a life you love with one of our design heroes, the amazing Ella Doran? Ella will show you what’s possible when you commit to the creative path, and Fiona Humberstone shares how to style your brand so it really looks and feels like YOU. We also share advice on setting up your own creative business, including insight into how to be your own boss (it’s not always as easy as it sounds!) and top tips for working from home. We meet some fascinating people along the way - from Liz Harry, designer to music legends, to Tyler Spangler, a California-based digital artist creating art for the internet generation. We also take you behind the scenes at Marimekko HQ in Helsinki, where we visited as a team recently to celebrate the fifth anniversary of Make It In Design. And if that isn’t enough, we’ve got Spring/Summer 2018 Trend Stories from Patternbank, and behind-the-scenes reports from three fabulous trade shows - Pulse London, Home & Gift Yorkshire and Licensing Expo Las Vegas. When you’ve done reading, get designing with our regular MOYO Design Challenge, and our brand new Creative Colour Challenge. This issue is a power dose of inspiration to encourage you to become master of your own destiny. The rest is up to you! Beth Kempton & Rachael Taylor Editors

Want more inspiration and advice? Find us here:






Correction (Issue 9, pg 96): Carol Lelivelt was approached by Card Crazy to license her designs. Information correct at time of publication. 2








Photography by Rachael Taylor © Make it in Design 3

Page 36 Fiona Humberstone on how to style your brand


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Letter from the editors

Tyler Spangler on life as a digital artist

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FREE colour palette

Ask Rachael

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Inspiring quote

Big dream, small steps with Bonnie Christine

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Shopping heaven

The MOYO design brief results: Object obsession

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Designing a life you love with Ella Doran

A city break in Helsinki with the Make it in Design team

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My top tips for setting up a design label by Rachael Taylor

Five minutes with illustrator Robyn Taylor

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How to be your own boss by Beth Kempton

Design Tip: Character design by Abbi Goode

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Liz Harry on designing artwork for music

Spotlight on... people who are in businesses they love

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Designer Day at Roland DG

Trade show roundup

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Working from home by Vic Lem

Ask ACID (Anti-Copying in Design)

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How to boost your confidence as a designer by Christine Llewellyn

The MOYO design brief: Reflections

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Spring/Summer 2018 stories from Patternbank

#patternbombing winners

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Creative colour by Kelly Crossley

Global design events calendar

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Miranda Mol on life as a surface pattern designer

The Art and Business of Surface Pattern Design student showcase

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The Art and Business of Surface Pattern Design alumni success

Meet the MOYO team 5

She needed a

so that's what she



This issue we’re feeling free and dreaming big! We love surrounding ourselves with beautiful things that help us feel relaxed and inspired to spend more time doing what we love. Here’s our pick of the best products from online stores and independent designers to get your mind wandering in the direction of your dreams…

1 ‘Dakota Metal Arrow Industrial Wall Light’ from Maisons Du Monde, £110 2 ‘Umbra Conceal Bookshelf’ from Red Candy, £10.50 3 ‘Exotic Fig Scented Candle’ by Oliver Bonas, £26, 4 ‘Alpaca Wool Throw - Green’ from Cox & Cox, £110 5 ‘Premium Citron Sundial Yoga Mat’ from Gaiam, $23.98 6 ‘Dreams & Imaginings Notebook’ by Bookishly, £4.95

Illustration by Robyn Taylor




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designing a life you love An interview with Ella Doran An award-winning homeware designer, who has gained recognition and respect for her innovative and often quirky, vintage-inspired designs. Photography credit: Paul Wyatt



Ella burst onto the market place in the 1990s as a pioneer of digital printing techniques selling a small selection of everyday products featuring photographic images and patterns. Fast-forward 20 years and Ella’s portfolio has expanded to include everything from cushions and coasters to blinds and wallpapers to trays and tableware. Her iconic prints can now be found adorning furniture and accessories in homes across the globe.

Ella is the perfect example of someone who has consciously and creatively designed a life she loves. Here she gives us a glimpse into her life as an entrepreneur and shares some useful advice for aspiring designers… How are you doing what you love? Through dedication, passion, purpose and creativity! Tell us about yourself and your journey to this point… I grew up in Bristol and attended the Bristol Steiner School until I was 14. Every week we had lessons in needlework, pottery, woodwork and painting, which gave me a very strong foundation in the creative arts. As a child, I’d fill my bedroom walls with paintings, photographs, magazine cuttings and drawings. I also loved to move my bed and furniture around and try it at different angles. Until I was 18 I mostly lived with my mum in a community, surrounded by artistic people. I then had the best year of college life on my


foundation course and from there I went on to study printed textiles. I quickly learnt that I preferred designing for interiors over fashion and the course very much focused on us developing our own design language. How did the idea for your business come about? I learnt very early on that I wanted to be involved in the whole process, from designing ideas through to production and selling. After freelancing with 1st X1 Studio for a few years, I applied for a Prince’s Trust loan and I launched my tiny collection at Top Drawer. And, in all honesty, I have never looked back. What was your mission at the outset and how has your vision evolved over the years? My mission from the beginning was to bring the outdoors in, by creating functional, everyday interior products. When I launched my business I was one of the first people to pioneer the idea of applying digitally printed photographic designs onto products. This process, and new technology, helped me get noticed and sell my

products, which were mainly tablemats and coasters in my photographic ‘Pebble’ and ‘Leaves’ designs. Over the past five years, my mission has developed and I have become more purposeful with my design projects. By that I mean I like to contribute to ‘positive change’. An example of this is my work within hospitals and healing spaces, to transform them into places that help make you ‘feel’ better. My company aims to be as sustainable and circular as possible in the way we work and the way we use materials. What's the most important thing to know about you and your work as a designer-entrepreneur? That I create all my designs myself. Sometimes, of course, I do collaborate with other designers, which is always noted, but some people think I have a whole team designing for me, and that’s simply not the case! I often work with an assistant and we also take interns on for a minimum of three months.

What do you enjoy most about your work? And what do you find most challenging? The things I love most can often be big challenges as well. For example, I love being my own boss because I like to drive my own schedule and I am not great at being told what to do, so this set up suits me very well! However, in being a ‘boss’ I sometimes get lost in doing things myself, rather than delegating properly. I am getting better at it now that I have made it a priority. I really enjoy commission work too, because collaborations are about working with other people. It’s a great opportunity to build relationships and it’s fun working with clients to discuss work as it develops and progresses. What do you wish you’d known before you started out? I think there is so much support online now, and Make it in Design is a great example of this. When I started out we didn’t even have the Internet so I was communicating with my clients through a fax machine. There is no comparison! I do feel, however, that you can never stop

learning about new and improved ways to do things in business. For instance, in terms of pricing and margins, as my business has evolved it has been really important to keep up with the market place and understand new technologies and processes, especially as I’ve expanded to work across retail, wholesale and trade with retailers, designers and commissioners. Now we are focusing more on interior design and consultancy for interior spaces, we need to be clear about how we charge our clients for this work. We are a small team, so there is always something new to learn! Is your life as a creative entrepreneur different to/the same as/better than what you expected it to be? How and why? This is an interesting question. I am all about the present: I love setting goals, and achieving them, and each year we draw up the calendar with the work we know we have and the work we’d like to have. Then it’s just a question of getting out there and making those dreams come true!

one success to the next. When we don’t win a commission or a pitch I always try to look for the positive message in it and move on. The gift and joy for me is in the giving and creating, and the beauty of that is you can change direction if you find yourself doing something that isn’t working, or which isn’t making you happy.

Ella, describe yourself in three words…

It’s important to note that we have had a lot of failures along the way too, it’s not all about

bold happy driven

Ella Doran Royal London. Photography credit: Louise Melchior 11

Ella Doran with students at the National Saturday Club. Photography Credit: Dom Moore

What are you most proud of in terms of how you’ve grown your business? Ultimately, that I have built a brand and stayed in business for over 20 years – and I still feel as excited now about a new project as I did when I first started! Along the way I have been fortunate to work with some amazing brands, retailers and commissioners and I am very proud of the awards we have won as a result. For example, the Laurent Perrier Designer of the Year award for my work with John Lewis and winning two awards in one night at Grand Designs for my Geo wallpaper design. That was pretty thrilling! Both were big highlights. I am also proud to be involved with the National Saturday Club, set up by the Sorrel Foundation. The Sorrel Foundation believes that every 13-16-year-old should have the opportunity to study subjects they love on Saturdays at their local university or college. The aim is to nurture their talents, build their skill set and inspire them towards further education and careers that are right for them. As part of the programme, I visited Plymouth, and recently Havering, college and gave a short talk on my career and guided students through a ‘making’ class using my textiles and wallpaper samples.


What big risks have you taken, and what sacrifices have you made as your business has grown Risk taking comes with the territory every day! No one else is going to pay my wage or ensure the cash keeps flowing. I have made a conscious choice to continue my business even through the hard times, but as time passes I can identify these cycles and patterns with more clarity and confidence. I was far more ‘reactionary’ in my first 10 years of business, and this last decade has been more purpose-driven; things have been steered by me in a more conscious way. Going forward, I am excited about the potential of new business models that are taking hold, like the ‘economy of hours’ (, where you trade in time and your skill set and not pounds, shillings and pence. As a successful businesswoman, you’re incredibly busy. What is the key to your success? What's your productivity secret? I function well and am very productive providing I set aside time for myself each day – for yoga, or meditation or a long walk in one of my local parks. When I have free time I like to travel, or learn something new. I also

sing once a week with a lovely group locally, as it feels very good for my heart and soul. What advice would you offer other designer-entrepreneurs who are looking to start up on their own? Stay focused and have a plan. Set yourself achievable goals, and don’t rush, there is always time. What are your big hopes and dreams for the future? I hope material recycling factories become a given so that we can turn more of Britain’s textile and ‘bulky’ waste into new textiles and new products, rather than landfill. I hope too that all designers create with these things in mind: >> Design for longevity >> Design for leasing or service >> Design for re-use in manufacture >> Design for material recovery at the end of the product’s life You can read some helpful guidelines on steps to take to contribute to the change on The Great Recovery website.

Ella Doran ‘Camouflage’ wallpaper

I hope too that all designers create with these things in mind: Design for longevity Design for leasing or service Design for re-use in manufacture Design for material recovery at the end of the product’s life

I also hope we can solve our energy problems and move away from fuel and fracking, to sustainable energy from our solar system. I recently listened to a wonderful Ted Talk by Elon Musk who believes in a future that will be fully powered by reusable solar energy… it goes without saying that he’s got my vote!

Please share three things that people don’t know about you…

Is there a quote or saying that you live by? I love Stevie Wonder’s song line ‘When you are moving in the positive, your destination is the brightest star’ and have it on the wall in the studio for inspiration. And my favourite one liner is always… less is more.

2. In the mid 90s, I was commissioned by Paloma Picasso while I was selling my textile designs through the 1st X1 Studio. I met her ‘incognito’ in a Hotel in Paris, and she bought my design to produce as a scarf for her perfume collection!

What inspires your work? People, places, sunlight, and good colour. If you were a pattern, what would you be and why? I imagine a geometric design with circles, as I love the symbolism of a circle. But I have edges too, so that is where the ‘geometric’ pattern would come in!

1. Before I went to art college I wanted to be a nurse, or a physiotherapist, but my foundation year in Bristol guided me towards a career in the arts.

3. In 2015 I was on a residency that was filmed and turned into a 30-minute documentary. It is now touring the Crafts Council Real to Reel film festival around the UK, and you can see the full video on Vimeo.

Ella Doran ‘Bikes of Hackney’ tote. Photography credit: Louise Melchior

Connect with Ella: Website:

Ella Doran gift wrap collections


020 7254 4744



Pinterest: 13

My top tips for setting up a design label by Over the years I’ve been fortunate enough to design for a variety of platforms, a diverse collection of clients and multiple products from furniture through to stationery. There have been many highs and lows along the way, and ultimately these experiences have shaped the brand that I have become today.

My textile


Knowing where to go for help and guidance as a designer, especially when you’re starting out, isn’t easy. It can feel very daunting at times and I was grateful for any advice I received from people with expert knowledge and expertise in the industry. This is why I want to share some of the valuable lessons I’ve learnt about setting up a design business with you today. So, if you want to launch into the world of art licensing or manufacture and run your own label, I hope my insights are useful and that they encourage you to follow your own big bright dreams.

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1. Your brand, your words It may sound odd but it’s important to think about exactly how you want to be perceived and described. What kind of vocabulary best reflects your brand and image?

patterns to make you happy”

After years of working to restrictive briefs as a full-time in-house designer I desperately craved the freedom to work more creatively and spontaneously. I wanted to design in a quirky, fun and colourful way and attract an audience that appreciates that look.

So I made sure this was reflected in my brand descriptions, product information, biography and key words. My use of vocabulary definitely inspired the full aesthetic of my brand and influenced the way I styled photography to complement the look and feel of my website. These days I find that 90 per cent of the time the press use similar descriptions when they feature and caption my work so I can honestly say it works! If you are setting up a high-end luxurious label, for example, then be sure to use the right adjectives. Close your eyes, list your key words and then hold them in your mind. How do they make you feel? Are they conveying the right images for you?

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The more effort you put in at the start the better because you’ll reap the rewards in the long run.

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2. Don’t compare your beginning to someone else’s middle We all do it, believe me, but it can be draining and disheartening to compare yourself to other designers, especially those who are further on in their journey. By all means look around you for inspiration and motivation, but stop there. We are all on a different path and looking to someone else for clarity and guidance will only confuse you and distract from your own vision. Instead set your own goals and stick to them. Don’t measure your achievements and successes by how someone else is getting on. The world would be a dull place if we were all striving for the same thing. Many of my designer friends have a very different style to me, for instance some work in much more ornate and detailed way. Whenever I compared my quirky spontaneous drawings to theirs I’d feel deflated and worry that I wasn’t good enough. But over time I have learnt that we all have our own unique style and way of working. I don’t enjoy designing so intricately and feel much more ‘me’ when I work in an abstract and quirky way. And that’s great!

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Similarly, in the past I have seen designer friends meeting clients and companies who really intimidate me, but I now know that actually they would never be ‘my type of clients’ anyway. We just wouldn’t want the same thing and again, that’s fine! Ultimately, it’s important to find your own match and work with companies who celebrate your designs and who want to hire ‘you’ for your unique style as a designer. ‘Shapes & S quares’ wall paper in partnership with Milton & King

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3. Identify your Unique Selling Point (USP) What can you offer that’s different? If you are creating a popular product that’s already selling in the marketplace, what can you do to give it a USP or increase its appeal? It could be that you simply add an extra element - a unique finishing touch or a secret component. If you’re creating a gift or an every day object to enhance people’s lives, it’s always useful to think about how you can make your product/design more desirable by enhancing the aesthetic or user experience. Are you working on a portfolio for a design show or planning your next exhibition? If so, what can you do to give it the WOW factor and make it all the more inviting? Think about how you can curate and present your creations with a fresh new twist. It could be a beautiful gift bag for clients, a jaw-dropping banner or a dazzling design portfolio that gets chins wagging. How can you create a buzz in your booth or entice people into your stand? How will you create an atmosphere that makes people feel relaxed? How will you keep them interested long enough to look through your work? Remember this is your chance to impress!

My bespoke website design

I never try to follow trends or seasonal events, I simply create timeless artwork that makes people feel uplifted. So one of the things that really helped me focus on my USP was creating my ‘patterns to make you happy’ caption. As soon as this became part of my brand vision I got much clearer on my direction. This caption has carried through all aspects of my design work and it’s definitely helped me achieve more brand recognition.

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4. Inject ‘you’ into every design I say this all the time in my e-courses. No one can design quite like you. It is your own ‘YOUniqueness’ that will make you stand out in a crowded marketplace. Inject your personality into your artwork with confidence. If you are following a trend and wondering how you can make it different, trust your instincts and sprinkle your own special magic on it. Remember your quirks are your strengths, so celebrate them, as they will fast become your secret weapons. I’ve always been told that my work is instantly recognisable, whether it’s something that I’ve designed for my own label, a licensed piece or artwork I’ve designed for a client. This is because my work always incorporates some or all of my key ingredients, for example, line work, hand drawn elements, layering, textures and a passion for colour. What makes your work instantly recognisable?

Personal quote design

5. Always plan in contingency time Whether you are updating your portfolio, planning an exhibition stand or creating new manufactured products, always plan in extra time - just in case. Even if a project is going swimmingly, you may find that all of a sudden your attention is demanded elsewhere, or a project comes up that’s too good to miss, so it’s great to have the freedom and flexibility to work around these things. In my experience, manufacturing always takes longer than you think and it’s crucial to test products even if your samples turn out beautifully. Just physically seeing a product may also spark another idea that will take it from very good to excellent so having the luxury of a little extra time could turn out to be magic in terms of boosting your sales. As organised as I try to be with my time, I always seem to encounter some minor hiccup or another around a major deadline! In the past I’ve had my iMac break, incorrect print runs arrive, colour issues with bulk samples - you name it! I’ve come to realise that these things do happen (and even to the most experienced designers!). I think it’s how you react to these things that really counts. I find that a sense of humour, a cup of tea and some chocolate works wonders in tricky situations. I just step away, try not to panic, and think positively about how I can resolve the situation the best I can. As the saying goes, where there’s a will, there’s a way.


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6. Choose freedom It’s important to know when to take a break. As a business owner, I know that this is easier said than done, and it’s something that I’m still working on. However, every time I do step back to recharge, it only serves to benefit me, my company, and my family too. Often, during these times of reflection, something spontaneous happens, like an ‘a-ha’ moment leads me to an exciting opportunity or I feel inspired to change direction. One of the best things that I ever did was to de-activate the email facility on my iPhone. I was glued to my inbox and my never-ending ‘to-do’ list was overwhelming me. Most nights I’d find myself reading emails in bed, partly answering them or making mistakes only to have to respond again properly in the morning. Something had to change. In the past I judged success by how many hours I worked or by how busy I was, but I now measure it on whether I am achieving a good work/life balance. These days I push myself to only work at my allocated time slots and while it doesn’t always work out, I have noticed that I work faster and more efficiently this way.

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There’s no denying that you really need to make sacrifices and put in the extra hours as a start up, but remember to be kind to yourself too. As the saying goes: ‘You can’t pour from an empty jug’. A wise lady* once said to me: “You have worked so hard building up your business, now it’s time to let your business serve you”. Her advice really resonates with me now, especially when I can see myself facing burn out. I set up my own company to feel free so I can only look to myself when I start feeling trapped because I’ve overcommitted, or said yes (again!) when I meant no, or find myself working too much in a bid to get everything done. *That wise lady is my Make it in Design Co-Founder and MOYO Editor Beth Kempton!

Beth and I ce


Feeling free

Personal quote design


7. Network and find your tribe If you are just starting out, or you work a lot at home, the design world can seem daunting, and at times, a little isolating. It can help to connect with like-minded people so you don’t feel alone. The design community can be really supportive and there are lots of opportunities to meet people by attending shows and seminars, taking courses, hot-desking at design studios or simply arranging a lunch meeting. And, if you struggle to meet up with people locally, there’s always Skype! When you’re working alone it’s great to step away from your desk even if it’s just for a coffee date or a walk with a friend or family member. The online world is fantastic but it’s also good to get out there and connect with the real world! I’m fortunate to have a wonderful circle of creatives around me. We share contacts, manufacturers, give each other design feedback and generally keep each other inspired and motivated. If, like me, you’re a positive person who is full of ideas, then connecting with others like you and building your own community is the best way to bring out the best in everyone.

‘50s Inspired’ duvet in partnership with DE NY Designs

8. Collaborate

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Two (or multiple) minds are definitely better than one. There are some people who view collaborations as a sell out, but I think they are quite the opposite. They can really work to your advantage. Sometimes others can recognise a skill or talent in you that you didn’t know existed, and this can open new doors. Alternatively, a company or an individual may have a specialist skill set or be a wonderful platform for you to utilise immediately, so it really can be a win-win situation.

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The wonderf ul Make it in Design te am

Meeting students at New Designers 22

To stay ahead in the design industry you need to continually evolve whilst staying true to your own authentic creative identity. The power of working with someone else can be mind-blowing and I truly believe it’s the key to success and achieving longevity in this competitive industry. I can honestly say that working with others, whether it be through a licensing deal, signing with an agent, starting a design school or teaming up with a fellow designer just for fun, has really helped shape and boost my career. It has also allowed me to succeed in ways I’d have never thought possible. However not every partnership or deal I’ve taken has worked out perfectly. In the early days it was definitely a case of trial and error. My advice is to read the small print on every agreement and meet with your collaborators, either face-to-face or via Skype. Don’t be afraid to ask questions or to suggest working together on an initial trial basis first. Ultimately it’s beneficial to both parties to make sure that the partnership is a good fit and that the working relationship blossoms.

9. Make the most of social media When it comes to putting yourself out there social media can be an incredible tool and of course, it’s free! At the same time it can take a while to get your head around all of the different channels. My advice is to start with one platform and utilise it really well and then, when you feel ready, branch out. I suggest setting up a special business account for the likes of Facebook in order to keep your personal life separate. If you have an artist-based Instagram account there’s nothing wrong with showing small snippets of your life behind the scenes as people genuinely like to see that you are authentic and not just creating a gallery generated by a media specialist. I try and keep personal images to a minimum and save the rest for my own personal accounts. Think about key hash tags that you can use too, and start to create your own, as this helps to create a buzz around you and your brand. One of my first branded licensing deals came as a direct result of someone following me on Twitter. That first deal was so important as other people in the marketplace then started to take notice! In my experience less is always more, especially when you’re busy. So if you don’t have time to post multiple updates or images throughout the day, focus on one key detailed and powerful post. Think about what you are writing and strive for quality. You never know, a CEO from a dream company looking for new talent may be the next to read your post!

10. Celebrate the little things It’s so easy to get caught up in your business when you have set your sights high and you are continually trying to push forward. Every now and then it helps to take time to reflect all the smaller things you’ve achieved along the way. After all these have helped you to reach the big milestones. Remember that just by achieving your daily or weekly goals you are already putting your brand in motion.

Quote design by my sister company Make it in Des ign

Working as a designer, and running my own creative business for a living is a truly special privilege and something I never take for granted. If you’d like to find out more about how to thrive in the world of surface pattern design or you’re interested in taking your career to the next level, check out our Make it in Design school: LINKS: Website: Blog: Shop:

Launching a design label takes hard work, dedication, passion and courage. It can be extremely draining at times but ultimately it’s totally worth it.

Facebook: /RachaelTaylorStudio

There have, however, been times when I wished I had ‘lived in the moment’ more. For example taking the time to enjoy a trade show and soak up the atmosphere instead of worrying about the days ahead or frantically trying to keep on top of admin and emails whilst I’m at a design event. All too often these things are over before I know it and I leave feeling I’ve missed out on the full and real experience. There is a lot to be said for being present and appreciating the power of now.

Instagram: /rachaeltstudio Twitter: /RachaelTStudio Pinterest: /RachaelTStudio 23

Discover how to

live more,

worry less and do what you love with MOYO co-founder Beth Kempton’s brand new book

Co-founder of MOYO and author of ‘Freedom Seeker: Live more. Worry less. Do what you love.’ Beth Kempton shares advice on how to be your own boss (in a way that makes you happy).







That’s not to say that being your own boss is always easy. It definitely is not. It can be challenging, overwhelming and lonely. That’s why we have put together this special dossier on advice and tips on how to be your own boss in a way that makes you happy.



As your own boss you can make your own rules, earn money how you want to and take responsibility for your own future. It’s about being smart, using your head and heart to decide what’s right for you if you can just be open to a little more risk and a lot more possibility.


Never before have we had greater opportunities to do what we love or more options for ways to go about it. These days, making money from our passions is a business plan, not a pipe dream. What if I told you working for yourself in the right business could buy you more time and less stress? What if I assured you it could give you more flexibility, less bureaucracy, more income, more purpose and more reward? These are the gifts of being your own boss: the rewards for stepping into your power, making choices that serve you and bringing your work to the world.



How To Be Your Own Boss

THE IMPORTANCE OF DOING WHAT YOU LOVE When you try to forge a path doing what you love, some people will think it is awesome, some will think you are crazy, and some will insist it will never work. It’s up to you to choose who you listen to. For me, running a company called ‘Do What You Love’ I have met a host of naysayers along the way – they are easy to spot with their screwed-up foreheads, shaking heads and air of superiority. They are the same ones who advise young people to get a ‘safe job’ with a big salary, and scare them away from the idea of pursuing their passion in case it doesn’t pay. I get the economics, but what about the human experience? And if you love something you’ll probably be better at it, or at least more committed to it, so in the long run you’ll have a greater chance of doing well in it anyway. And if you love it, you can enjoy all the steps along the way, rather than slave away at something you dislike in the hope that one day you’ll have enough money to retire and finally start to enjoy your life. Personally I carry on regardless of the naysayers, because I know the secret: Living more, worrying less and doing what you love is a path to happiness. It puts you in the driving seat and makes you responsible for your own success, as defined by you. It allows you to use all of your skills and experience, work with and for people who light you up, and find meaning and purpose in your days. Life is too short to spend it doing something you don’t love, with unfulfilled potential and faraway dreams. You don’t have to be the boss, but you can take a strategic approach to your own life and use your initiative to start choosing what you really want.



IS ‘BEING YOUR OWN BOSS’ FOR YOU? Think about whether any of the concepts below appeal to you, and if so, imagine what might be different about your life if this was your reality: 1. Following your dreams and seeing them come true. 2. Doing something you love. 3. Turning your ideas into something that makes you proud. 4. Being responsible for your own professional and financial destiny, not relying on anyone else for ‘security’. 5. Earning money based on what you have created, not how many hours you have put in, or whether you made an appearance at the office. 6. Not answering to anyone else. 7. Not having to work with anyone you don’t like.

9. Sharing your knowledge, experience and gifts through teaching, either online or offline. 10. Earning money while you sleep. 11. Expanding your income streams so you earn money from several places. 12. Being master of your own time, fitting work around life, not the other way around.


8. Working from wherever you choose.



RUNNING YOUR OWN BUSINESS AS A GATEWAY TO FREEDOM Lots of people who start a business do so because they’re just fed up of working in a normal job. They are sick of their commute and the long hours, they don’t like their boss and they aren’t inspired by what they are doing at work. So they see running their own business as an escape route, and a gateway to freedom. It absolutely can be that, but only if you set up your business in a way which actually makes you feel free. If you try to grow too fast without taking on any additional support, if you burn the candle at both ends and never see your friends anymore, if you become so obsessed about bringing in money that you lose sight of your passion, you are no more free than you were before. With this special feature we want to help you avoid that. So the first thing to do is get clear on your motivation for running your own business.

It is really important to get clear about your own true motivations for running your own business, right from the beginning. What kind of freedom are you seeking? How can your business help you find it? You may well be here because you have heard that running your own business is a great way to make more money. It’s true, it is, if you get it right. You may have realised that the years are rolling past and you are slaving away for someone else’s dream. Now you want to reclaim some of your precious time and work on your own dream. That’s a good reason too. But if you are motivated by something beyond the practical and financial, it will sustain you throughout the good times and the hard times to build a sustainable business which really matters, resonates with others and makes you proud. Take a moment to examine your professional, personal and financial motivations to ensure you build a business which fulfils you as much as it fulfils your customers’ needs:

(1) PROFESSIONAL FREEDOM What does ‘professional freedom’ mean to you? Consider your current professional position. What are you doing? How are you making money? Where are you working? How are you sharing your knowledge, talent and experiences with the world right now? Perhaps your professional motivations for running your own business include the opportunity for… Career fulfilment Using your skills and knowledge Reaching a wider audience Reaping rewards yourself instead of your boss taking all the glory Becoming a facilitator of change and help others have a better life


Ask yourself what professional freedom means to you and how building your own business can help you get there. What do you need to do more of, and what do you need to do less of, to feel professionally free?

(2) PERSONAL FREEDOM Now let’s consider personal freedom. Consider your personal situation and current lifestyle. How do you spend your time? Where do you live? Are you forced to commute? What would you like to change? Perhaps your personal motivations include the opportunity for: Becoming master of your own time Becoming location independent, cutting out commuting or allowing you to live and work from home


More flexibility in your working day Intellectual or creative stimulation from working on multiple projects you love A less pressured lifestyle Personal fulfilment through service to others Ask yourself what personal freedom means to you and how building your own business can help get you there. What do you need to do more of, and what do you need to do less of, to feel personally free?

(3) FINANCIAL FREEDOM How about financial freedom? What are your financial motivations? Perhaps they include the opportunity for: Making a living from your creativity and talents Having multiple income streams




Ask yourself what financial freedom means to you and how building your own business can help get you there. What do you need to do more of, and what do you need to do less of, to feel financially free? What does all this mean for the kind of business you want to build, the way you want to build it and who you want to serve with it? It’s important to set your business up in a way that works for you.


Having no limits on your earning potential



TIPS FOR AVOIDING CABIN FEVER Work from a café a couple of times a week Schedule regular exercise into your day. You’ll come back fired up and more focused Take a proper break for lunch, and get outside if you can Give yourself a particular business-related question to mull over, then go for a walk and think about it Connect with others on social media (but don’t fritter away your day there!) Start a podcast related to your business so you get to talk to lots of interesting people Join meetups and networks near you to connect with others working in a similar field Go to conferences, events and workshops that inspire you Get a work buddy, and arrange to co-work regularly in a shared space, or at least meet up for a coffee and accountability chat

7 QUESTIONS TO ASK YOURSELF BEFORE YOU TAKE THE LEAP Take out your journal and answer these questions honestly to discover whether running your own business is likely to be a good fit for you. It’s better to find out now! 1. Are you self-motivated and happy to work alone? You’ll need to be, at least some of the time. 2. Are you willing to be a beginner? You need to be humble and open about what you don’t know, so you can quickly learn it and apply it in your business. No-one knows everything they need to know when starting out, but the quicker you learn, the higher you will fly. 3. Are you highly emotional? According to a recent study by the Harvard Business Review, calm behaviour bodes better for the business owner than ranting and raving. 4. Are you happy to work evenings and weekends? (If the answer is no, you could still run a successful business, you just need to be very clear about your boundaries and potentially be willing to grow at a slower pace. After all you want your business to work for you!) 5. Are you willing to take risks, even small calculated ones? Part of the entrepreneurial journey is a leap into the unknown. You will need to make decisions without always having 30

all the information you need. 6. Are you good at making decisions? When you’re the boss, the buck stops with you. 7. Do you take care of yourself physically, mentally and emotionally? Running your own business takes a ton of energy, stamina and resilience. You need to prioritise taking care of yourself and find time for it.


connect DO YOUR RESEARCH AND KEEP LEARNING Business books we love include: Art Inc by Lisa Congdon Business Model Generation by Alexander Osterwalder and Yves Pigneur She Means Business by Carrie Green


The Lean Start Up by Eric Ries

If you are working alone, or within a very small team, it can be lonely. When you get overwhelmed, there’s only yourself to talk to, and it’s easy to get caught up in the detail and forget why you are doing what you are doing. This is especially true if your family and friends don’t get it, and don’t have any experience of running their own businesses. Having a network of supportive people who are doing similar things, putting themselves out there and dealing with similar challenges can really help. Here are a few ways to connect with other small business owners and get support for your dreams:

I Just Like To Make Things by Lilla Rogers #Girlboss by Sophia Amaruso

Join a local network for creative business owners, show up to the meetings and make an effort to talk to people!


Make a regular coffee date with other designers in your area, or become Skype friends with designers you meet online Find a mentor who can get to know you and your business


Take an online class to help build your business, and connect with other students on the course (The Art and Business of Surface Pattern Design courses are brilliant for this)



A FEW WORDS FOR BUSINESS OWNER MUMS WITH NEW BABIES (1) You think everyone else is naïve and nothing will really change when your baby comes along. Then your baby comes along, everything changes, and you realize you were the naïve one. Don’t worry, it happens to all of us. (2) The day you ask for help (both in your life with baby and in your business) is the day you get your sanity back. There’s no such thing as maternity leave when you run your own business. You feel obliged to keep the momentum going, when sometimes all you want to do is sleep. Having a supportive team around you is absolutely essential to make sure you don’t drop every ball. (3) You absolutely have to plan your working time, but then let it go if things don’t go to plan. We don’t like ‘playing the baby card’ but sometimes you just have to say it how it is. You are a new mother – you aren’t going to be able to pull all-nighters like you used to, at least not to meet a product launch deadline. You have to be gentle on yourself, and invite others to be gentle on you. (4) Your brain doesn’t work in the same way – be prepared. You forget more, but you also get amazing bursts of creativity. Carry a notebook everywhere to capture those ideas!

Next Steps Module 3 of The Art and Business of Surface Pattern Design goes into depth on Monetising your Designs, including a ton of in-depth info on setting up on your own. It will also introduce you to a wonderfully supportive community of fellow designers and business owners.


is living a few years o f yo u r l i f e l i k e m o s t p e o p l e w o n ' t, s o t h at yo u c a n s p e n d t h e r e s t o f yo u r l i f e l i k e m o s t p e o p l e c a n ' t. - Unknown

(5) Having a business is exciting, stressful and wonderful. Having a baby is exciting, stressful and wonderful. Even though you often feel you don’t have a clue what you are doing with either, we know you’ve got this.




“Build your own dreams, or someone else will hire you to build theirs.” - Farrah Gray

Beth Kempton is the co-founder of MOYO Magazine and Make It In Design. Her company Do What You Love has helped thousands of people find personal, professional and financial freedom. Beth’s book Freedom Seeker: Live more. Worry less. Do what you love. (Hay House) is out now. Freedom Seeker will help you to: Get clarity on what really matters to you Figure out how to live the life you want, whatever your circumstances Make a shift from worry and fear to feeling alive and inspired Find the courage and confidence to shape your future Reignite old passions, and discover new ones Feel much freer, and happier, every single day

“When I quit my corporate job to pursue my passions I thought I'd automatically freed myself from the cage of external expectations. But just like with Beth's story, I needed to define what freedom really meant to me so I could eventually free myself. Beth's tested framework and Freedom Keys serve as a valuable guide and companion on the journey to finding your flock and taking flight.” - Jennifer Lee, author of The Right-Brain Business Plan

Full of profound lessons, powerful exercises and inspiring tales, this honest and courageous book will help you to live more, worry less and find a way to do what you love, every day. Pick up your copy now!

- Ben Keene, Head of The Escape School, Founder of Tribewanted & Rebel Book Club


“We live in times when building a career on our core values and vision (rather than on ones being dictated to us), is becoming increasingly possible. Beth is one of the pioneers in this new heady world of escapees and freedom seekers. The misconception that seeking freedom or escaping is running away from reality couldn't be further from the truth. Seeking freedom is finding one's true north. It is a struggle, and one of the most important journeys you'll ever take. Beth is the perfect guide for your most important quest yet.”


Fiona Humberstone How to style your brand

Author, speaker and creative catalyst, Fiona Humberstone has spent 17 years within the world of branding, styling businesses, creating stunning websites and guiding those making that entrepreneurial leap with her acclaimed creative workshops and life-changing courses.


Having founded, grown and sold one of the UK's most successful brand styling companies, Fiona now works as a freelance creative director for branding projects and consults for design agencies who want to sell more creative work. As a successful entrepreneur and mum-of-three Fiona is a true inspiration and we couldn’t wait to get her top branding tips… When someone asks what you do for a living – what do you say? Honestly, I’m not great at that elevator pitch thing – I don’t think we Brits are so much, are we? What I should say is that I empower entrepreneurs to elevate their brands, enchant their audience and create a business that really works for them. I run workshops, write best-selling books and I act as a brand consultant and creative director for ambitious lifestyle brands. What do you love most about what you do? I pretty much love everything about what I do. When I started consulting, two years after selling my agency, I created a business that played to my strengths and my inspiration and I made sure that I included all the best bits! I love working with visionary entrepreneurs who know where they need to be, but need a little expert guidance in translating their ideas into a tangible brand. Can you tell us a bit about your background and the big choices you’ve made in life that have led you to where you are today? Well, I’ve been working in the industry since I graduated in 2000 and through a series of serendipitous turns have found myself doing something I love, but that I’d never have dreamed of doing when I was at school. The biggest game changers in my career have been my daughters. I was just 25 when I had my eldest and she was the catalyst to me setting up my own business. I wanted to be closer to home, cut out the travel and work totally on my terms. Over the following seven years I built a really successful design agency with an international client base, had a lovely son (the steadying force!) and sold my business when I became pregnant with our third child. That was another opportunity for me to think about how we wanted our life to be and I realised that if I sold the agency, I could take some much-needed time out before creating a business that worked for our life as a family of five. I didn’t plan for The Brand Stylist to be quite as successful as it has been. But I am ambitious, and I have these ideas that I just can’t switch off. So, if

something feels right, I tend to go with it. Having a very small amount of time is great for business: it means you’re thoroughly discerning about what you take on, what you do with your time and whether you can really add value to something. I wouldn’t have it any other way! Branding is such a hot topic. What does it mean to you and what steps have you taken over the years to develop and refine your own brand? Branding is all about what people expect, experience and remember about your brand. And, as entrepreneurs, we have the ability to shape that. To create brands that feed our dreams, enable us to create businesses that really work for our lifestyles and that we can be proud of. That’s a really exciting opportunity. We often think about branding as the externals: the styling of a brand. The logo, the colour palette and the typography, for example. But it runs much deeper than that. It’s about getting focused, knowing what you stand for, who you want to work with and what you want to be known for. Once you’ve distilled that down to a clear and concise message, communicating it through every channel becomes easier. For me, finding the thing that makes my business brilliant has, at times, been elusive. When you’re running a large business with multiple employees – each with their own vision and set of priorities – cutting through that noise can be a challenge. Now that I am a one-woman band I find it a much easier prospect, I have the perspective and, with age, also comes objectivity. Refining my brand is a constant adjustment. And whilst rebrands might only happen once a decade or so, you’ll refine your photography style, your voice or your message as you go. I think it’s natural if you’re an entrepreneur to keep pushing forward. And that means refining what you do without losing sight of your focus. Easier said than done! What advice would you give anyone who is looking to make their brand stand out? Be yourself. Work out what it is that makes your business brilliant: your creative style; your aesthetic; your edit; your approach – whatever it is that makes you unique. Identify what makes your company stand out and celebrate it through everything you do. Don’t try and be all things to all people. Make yourself the only choice for your ideal clients. Put yourself in a category of one. Own your space. I know it’s tempting to want to fit in, to follow the crowd, but put your spin on things – that’s how designers like Orla Kiely, Tricia Guild and Neisha Crosland have built their brands. They know what they stand for and they’re not afraid to celebrate it.


In addition to running workshops, seminars and writing, you consult for companies and people who need creative input. What kind of problems do clients come to you with and where do you start when it comes to solving them? It really varies from project to project, but generally they’ll be looking for some help translating their commercial ambitions into a visual style. I’m working with an incredible company at the moment, based in Colombia. They have a very successful business – including 12 retail outlets in their home country, but plan to expand overseas and realise they need to refine their brand to make it work for the international markets. Initially they hoped I’d help them create a new fancy label but actually, the more we explored the opportunity the more we realised that we could do something much bigger. So we are creating a new brand from scratch. I’ve defined the concept, the brand values and the scents. We are just about to kick off working with the design agency and I couldn’t be more excited. It’s a dream project. Getting to that point of clarity and focused creativity has involved a thorough process and a lot of listening. Because ultimately, this isn’t my business, it’s my client’s and therefore it needs to captivate and connect with them just as much as their customers. Everything we’ve created came from the initial creative meeting with the client – it was simply a case of listening for what inspired them and looking for the gap in the market. The candle market is huge and there’s very little that hasn’t been done, but I’m really excited about this one. Good photography and styling is essential if you want to create the right look and feel for your brand. What are your five top tips for getting these things right? Firstly, know what impression you want to create. What do you want your photographs to say about your brand? What style will work best for your business? Light, bright and clear? Soft, elegant and classic? Rich, warm and cosy? Edgy, opulent and luxe?

Finally, pick your props carefully. Think about the messages the shapes, colours, textures and finishes of your props send out – which will add to your story and which detract? Which are right for your brand and which are best left for other businesses? There’s no right or wrong here, but over time, you’ll hone your eye and instinctively know what works for your unique business. What are the biggest obstacles you’ve had to overcome as a brand stylist? Honestly, I think confidence is probably the biggest thing – both now and if I think back to when I was building my business. I learned so many lessons while I was honing my craft and I think if I’d just been a little more confident in knowing what my strengths were and not being ashamed to not be all things to all people, things would have been a lot easier.

“Branding is all about what people expect, experience and remember about your brand.” I’m fortunate now in that I’m more established and I only take on clients who are a good fit and projects that really play to my strengths. I have to be certain I can add value and I always, always make sure I’ll love the project. It’s an amazing way to boost your confidence! But publishing the books – confidence has definitely been in short supply with those – certainly with How to Style your Brand as it was just such a departure from what had gone before. And I was also spending our life savings on it so it really needed to work! Moodboards are a big part of your work, especially with clients. Do you ever use them to clarify where you are going in your own business and life too?

Second, what story do you want to tell with this photograph? What do you want it to do for you? What sort of composition will help you tell this best?

All the time! I love making them and if I’m feeling a little stale I’ll often just create a quick collage or mood board to reignite my energy. I’m also a real thinker. I have a busy mind and that quietly (often not so quietly) whirrs away in the background to help me find my clarity.

Third, look for inspiration when planning a shoot. Use Pinterest and magazines and books to look for ideas but, as always, make them your own. Ask yourself: what works about this and why? How can I make it my own? Fourth, pick the right photographer. I can’t stress this enough. Pick someone whose style reflects what will work for your brand.

The most important thing I find is not to over-think. If I’m struggling with something, I’ll leave it for a few days. Often I’ll have a flash of inspiration when I’m out for a run or driving the children around – the subconscious mind is a wonderful thing.



It takes courage and commitment to follow your dreams. Who in your life has been your biggest source of encouragement, support and business help/advice? Without question, I couldn’t do what I do without the support of my husband and children. They are amazing. My friend Elizabeth Cairns has also been a source of encouragement and has helped me no end throughout the years. I have a group of gorgeous business friends who I love to chat things over with, share ideas and together, we encourage each other to go on to do bigger and better things.

“I’m planning another book, bringing colour psychology online, I already have quite a lot planned for 2017!” Creative catalyst, speaker, consultant… how do you stay focused and manage your time so effectively? What’s the secret of your success? Ruthless efficiency! I’ve had a child at home for 13 years so I’ve become very, very proficient at streamlining what I do. I’m very strict with myself about what I do, and I say no to far more than I say yes to. My youngest starts school in September and whilst I’m really looking forward to having more time, I wonder whether I’ll actually get any more done. We tend to be more resourceful when time is in short supply. What are you working on right now and what are your big hopes and dreams for the future? Well, I’ve just sent Brand Brilliance ( to print, which has been a huge project, and I’m really excited for what that can do. I’d like to collaborate with other authors so I will be launching a service for self-publishers over the next few months. I’m also planning another book, which I hope to publish next year, bringing colour psychology online and running a retreat for Brand Stylists in Majorca this spring. I guess when you put it like that, I already have quite a lot planned for 2017!

Fiona’s Snapshot Describe yourself in three words: Creative, inspirational, visionary – well, those are the words my clients use most often… Favourite hobbies? I love to entertain and cook for friends and family. You’ll often find me planning a party. I’m also a complete bibliophile and have colour-coordinated my books by spine for aesthetic reasons. I exercise most weekdays and am utterly evangelical (to the point of boring) about how Pilates has transformed my life! What are you currently reading? Miss You by Lisa Jewell. A fascinating book about a man who turns up in a town with no recollection of who he is and why he’s there. It’s a real page-turner. Most treasured possession, and why? I was going to say my family, but I guess they aren’t possessions! In that case, my Le Cruset pots. They have made a lot of people very happy over the years. Three things people don’t know about you… I’m terrified of snakes. I can’t even watch them on the TV or be near a reptile house. I’ve broken my nose three times. And my dad is Persian so I have a deep and profound love for Middle Eastern food.

Fiona’s Links: Website: Facebook: Instagram: Pinterest: #colourforcreatives 40




Tyler was drawn to design because he loved the graphics from the surf culture, punk/metal music, and video games and always thought it would be amazing to be a part of, and contribute to, this community. Now, when he isn’t creating masterpieces for the music, surf, and textile industries, he can be found catching waves, cooking, or listening to music. Over the last two years, Tyler has created five 440 page books filled with his own designs and worked on countless collaborations internationally. He hopes to reach 100 publications by the end of his lifetime. We were excited to find out more about the man behind the art… What does doing what you love mean to you? I’m a naturally curious, obsessive, and optimistic person and I love being able to translate my energy, interests, and passion through art.

Tell us about your artistic career and your journey to here… I started off studying psychology and working in a surf shop. I did a lot of band flyers and album covers to start which then moved on to surf and skate clothing. What is the best thing about being a freelancer? Is there anything you don’t enjoy about working for yourself? What does a typical day in your life look like? I love being able to do whatever I want whenever I want. I hate having to be places. I am able to work hard if I need work and relax when I have enough. There is always the uncertainty of income while freelancing but I have always been optimistic that work will keep coming in. On a typical day I wake up and change/feed the baby. Then I check emails while checking the surf. I make a smoothie and start designing either personal pieces or client work. This cycle continues until I go to bed with the occasional surf and video games thrown in. 43


What are the big challenges you have faced in establishing yourself as an artist? What lessons have you learnt and how have you grown from them? The biggest challenge was getting the initial clients. In the beginning it’s hard to have confidence because no one has validated your work in the way of compensation so there is always that feeling of uncertainty as you wonder whether your career will even take off. I have found that once clients start rolling in, things start to get easier. I have learned to always have a contract; I have been stiffed a couple of times. Always treat each job with fresh eyes and as a new learning experience.


Your work is eye-catching, unconventional, and a bit random too! Is there usually a message and purpose behind what you create? I have always been attracted to vibrant colours. When I was young I loved the wildest surf and skate brands as well as a ton of cartoons. I'd say 70 per cent of the time I just create something without any intention and whatever it ends up being is pretty open to interpretation. Where do you find your inspiration and what/who are your big influences? I am most inspired by music and surfing. I am always the most creative after I surf and while I'm listening to music. I don’t have a lot of heroes in the art field, though I do like Baldessari.


How do you turn an idea into an amazing work of art? Talk us through your creative process… I like to look through my old work and get ideas and then I browse image databases and start collaging. Sometimes I'm in the mood to create loads of patterns but most of the time I like collaging vintage photos of women. I love the interaction between a time pre-computer and digital influence. How has social media helped you grow your business and allowed you to make a living through art? How big a part has it played in your success? Social media is the reason why I am able to make a living in the arts. If I was stuck sending snail mail portfolios to companies I don’t think I’d get any response. Plus mail costs money and email is free.

I think the Internet has levelled the playing field and allowed great artists who might not be seen to find a niche. Aside from art, what are your big passions in life and how do these things help you focus/work better? I have always been passionate about surfing, food, and video games. My wife and I always experiment when cooking new recipes. Right now we love cooking in the slow cooker since we have a baby. You just throw everything in there and come back eight hours later... super easy. A healthy body is a healthy mind! Aside from cooking, I love surfing. I love the random and unpredictable nature of it. I think this translates well into creating art since you are basically creating something from nothing.


What are you working on at the moment? And what’s next?

If you were a pattern, what kind of pattern would you be, and why?

I am currently working on an editorial illustration, a tour flyer and packaging for an LP. In the near future I am doing the second part of a two-part series on branding for a boutique fashion store in San Francisco, which I am really excited about.

Tessellation, because of the surreal and eye capturing depth depicted on a flat surface.

What have been the highlights of your career to date in terms of making it as an independent artist?

What advice would you give anyone who wants to make a living in the world of graphic design?

Every time I get an amazing new client and see my work in the world I get so stoked. It’s sort of surreal going from the kid who revered, but who also wanted to replace graphic culture, to an adult who can actually do it.

Take advice with a pinch of salt, ingest everything that excites you and translate that into your own work, and make something every day. Finally, is there a quote or saying you live by?

What’s your most treasured possession? My phone.

What’s your dream design gig, and why? You can do whatever you want. I have been saying this for a couple of years and it still hasn’t happened but I really want to wallpaper an entire building/ lighthouse/bridge or pier. I’m thinking a really busy, vibrant, and chaotic pattern. I think it would look kind of bizarre but in a really good way.








would love to know about the tools and Q Imaterials that you use. I’ve been a designer for

A If you have a burning design question for Rachael Taylor, send it to with ‘Ask Rachael’ in the subject header, and you may get your question answered in a future issue.

years but I am quite new to the hand rendering process and wonder what your favourite brands are for pens, paper, paint, ink, brushes, etc. There are so many options and I’m not sure where to start! I draw with black pens of all thicknesses. My favourite brands are Faber–Castell, Graphik, uniPin, STABILO, Berol Fineliners, Berol brush, Berol broad pens and Paper Mate. I don’t generally have a favourite brush brand: I like to use a variety of brush weights and shapes; for example, I love using brushes with sponges on the end. For paper, I typically use A4 UK sized (210 x 297mm) white paper, which I buy in a big pack (available in most stationery stores, supermarkets and online) or sketchbooks by a company called Pink Pig. You can purchase these via Amazon.

Alternatively, if you join one of our online classes you can ask Rachael any questions while the course is live. Find out more about our courses at Please note this column reflects Rachael’s personal opinion and other designers may offer different perspectives.



In your opinion, is developing my own product range as my main source of income a viable business option to aim for? Creating and funding your own product range can be stressful and costly but equally very rewarding. It’s a good idea to minimise the financial risk by starting out with a small offering to test the market. You may find that you do not make a profit during the early days as it can cost a lot to produce the products themselves, launch them at a show, generate good photography, and promote your range. You need to consider this if you are depending solely on selling your products to generate an income. While I was getting my brand off the ground I worked as a freelancer. This gave me the financial stability and time I needed to work on growing my own business.


While I was doing some market research I noted that companies like Demdaco don’t allow the public to see their portfolio, only retailers. In cases like this, how do I know if my work would suit them, and how should new artists like me get in touch with them? I suggest looking at the designers they have worked with before to see if your work would be a good fit for them, and if so, contacting them by phone, email or post. Saying that, some companies are constantly on the lookout for something different so it might be worth reaching out to them even if you think your work isn’t the sort of thing they usually go for. For example, I recently released a range with Demdaco and my style is very different to that of the designers they currently work with, such as Kelly Rae Roberts. My advice is to be proactive. Take the initiative and contact the companies you want to work with.



q Do you have any top tips on ways to make contacts and get noticed in the surface pattern design industry? First of all, I would advise you to do your research on sites like:

o Print & Pattern o Creative Boom o The Design Trust They offer so much advice and information for starting out on your own. Go through their archives to build up a list of potential contacts. Make good use of free social media to get your name and work out there too. It’s also worth submitting your work to magazines and publications and visiting design events and trade shows to network with people in the design industry.

I want to showcase some of my unpublished works but how do I prevent them, or my ideas, from being copied?


I have two styles: one is traditional media and the other is more digital. Is it okay to feature both in my portfolio or should I separate my patterns into two different sections on my website? There is no right or wrong way here. Ultimately it depends on what you feel comfortable with. Many designers showcase both styles on their main website and it works well if their website and brand is well managed. I believe that combining both styles of work shows how versatile you are as a designer. The most important thing to remember is to make sure your site appeals to both types of client, for instance have something on the front page that grabs their attention. It’s well worth spending some time developing your website so it’s really user-friendly and easy to navigate. Jessica Swift ( is a strong surface pattern designer who also creates and sells beautiful original art and paintings. Her site is a fantastic example of how you can showcase many different offerings on one site.

Adding copyright information into the file metadata

Always watermark your images, add your logo and website, and use lowresolution files (72dpi) wherever possible as an extra precaution. I’d also advise documenting your designs via an image bank like ACID’s (AntiCopying in Design): acid-marketplace You can also add copyright information and a link to your website, if you have one, to the metadata of your file by going to File> File Info in Adobe Illustrator or Photoshop as shown to the right. 49





























The Moyo design brief OBJECT OBSESSION: RESULTS “We particularly liked all the still life photography.” – Tigerprint

Winner – Lucilia Alencastro, Brazil Lucilia interpreted the brief really well and she has incorporated objects into her design work with fabulous results. Huge congratulations on your win Lucilia – your prize is on its way!


Runner-up 1 – Julia Khimich, Ukraine Julia produced a fresh, bold and eye-catching collection. She managed to incorporate many different elements into her overall surface pattern design. Well done Julia!

Runner-up 2 – Ruth Campo, Ireland Ruth has used an interesting colour palette, and her collection works well. Nice work Ruth!

Runner-up 3 – Sam Pernoski, Canada This is a strong collection from Sam. It’s very commercial and it would look great across a range of homeware. Great work Sam!

Thank you to Laura Broadley, Creative Development Manager at Tigerprint for judging this inspiring design brief set in issue 9 of MOYO.

You could be our next winner! Check out the new design brief in this issue of MOYO and be sure to send your entry in by the deadline. You could be our next winner, and win a special prize!



Behind the scenes at Marimekko’s HQ, Sketch Doodle Draw event and MIID’s 5th birthday celebrations. By Lisa Moncrieff (Make it in Design’s Sales & Marketing Manager)


It’s Autumn 2016 and the Make it in Design team is taking a trip to the capital city of Finland – Helsinki! We’ve got an action-packed agenda which includes gathering research, filming fresh new content for our pattern design course at the iconic Marimekko factory, meeting members of the community at our third Sketch Doodle Draw event and celebrating the company’s 5th birthday. We’re going to be there for three days and we’re all up for making the most of every minute!

THURSDAY It’s an early start for the team! We meet at 7am at Manchester airport and feel super-excited as we eat breakfast, drink tea and talk about our plans for the next few days. Our flight leaves at 10am and just three hours later we arrive in Helsinki. Our flight lands at 3pm local time and once we’ve grabbed a bite to eat, collected our luggage and made our way to the apartment on Lönnrotinkati in the heart of Helsinki, it’s gone 5pm. After a quick freshen up, we’re out of the door and off to the Hietalahti Market Hall, which is right on our doorstep. Before long we’re chatting to the locals and celebrating our arrival with a glass of wine. We then wander around the local area and get our bearings before stopping at a quaint little restaurant where we chill out for the rest of the night.

The Make it in Design team heading off on our adventure!

FRIDAY Today is the day we’ve been looking forward to for weeks: we’ve arranged a private tour of one of the world’s first lifestyle brands – Marimekko! By 8am we’re excitedly hailing a taxi and we can’t wait to see how the Marimekko magic happens. Marimekko is one of those inspirational brands that really has stood the test of time. For decades it has been bringing bold pattern and stunning colour to people’s homes and wardrobes and the 57

ideas and inspiration just keep flowing. It’s no wonder that today the brand is stronger than ever. As soon as we enter Marimekko HQ, we find ourselves grabbing our cameras and snapping away. Block colours, florals, stripes - everywhere we look we are reminded of Marimekko’s brand power and the endless possibilities the surface pattern design arena offers. Chairs, curtains, cushions, rugs, serviettes, tablecloths, teapots, plates, cutlery - you name it, Marimekko is creating or beautifying it. Even the staff members are dressed head-to-toe in Marimekko fashion. We’re in heaven! We receive a warm welcome from Marimekko’s Communications and PR Coordinator, Lila, who explains that everyone is working hard on the Spring/Summer 2017 collection ready to launch at Paris Fashion Week. We feel so lucky to walk the factory floor and get an exclusive look at the collection in production! Of course we’re under strict instructions not to use any of the photographs we take until the collection has officially launched. You can barely hear your own voice as the huge rotary and flatbed printing machines beat rhythmically away. The tour starts with original screens of some of the very first printed patterns, and then we embark on an amazing journey from sketch and pattern, to colour and print, to production and finally, end product. It’s fascinating and we stop to take photos and video as much of the process as we’re allowed to. A couple of hours later and we’ve learnt all about Marimekko’s history, the inspiration behind its collections and how they are named and created, how it works with designers, what the colour kitchen is and how it works, what machines the company uses and how it manages it’s end-to-end process seamlessly.

We’ve compiled a special report about our visit for our next Module 3: Monetising Your Designs class of the Art and Business of Surface Pattern Design. 58



We discuss our tour over a cuppa in the Marimekko café, then enjoy a little spend in the shop before leaving reluctantly, still snapping away! We’re on a tight schedule as we head off to host our third Sketch Doodle Draw event at the Espalandi Park. Despite the sun shining it’s a chilly day with a bitter wind so it’s fabulous to see so many people come along to sit and sketch with us. We hand out notepads kindly donated by Pink Pig International, chat to old friends and make lots of new ones too! All in all the event is a great success. After the event we explore the Design District, an area of the city which boasts a cluster of over 150 design and antique shops, fashion stores, museums, art galleries, restaurants, cafés and bars. Wherever we go we are surrounded by stunning Finnish design and practical ideas for living - its definitely food for thought. Back at the apartment we get glammed up ready for a night out. Tonight is Make it in Design’s 5th birthday celebration and we are being treated to cocktails and a beautiful meal at a gorgeous restaurant called Bronda.

You can read more about our Sketch Doodle Draw event and how to host your own here: sketch-doodle-draw-live



It’s quite rare for our whole team to get together for an evening out since we work remotely and our catch-ups are usually based around meetings so this gave us chance to get to know each other better on a personal level. We talked about our interests, aspirations, family life, achievements, goals, and so much more besides. It was a lot of fun!

SATURDAY Suomenlinna Fortress is one of the biggest sea forts in the world. It is one of Helsinki’s top attractions and is a Unesco World Heritage Site. This morning we take a ferry across to this lovely little island to enjoy a fascinating day learning about its military history. When we arrive we stumble across the submarine Vesikko, the Finnish navy’s only surviving World War II submarine – it’s an amazing sight! 59


We continue to walk the island, taking in its beauty and delighting in the glorious colours of autumn, stopping every now and then to warm our cockles in cute little cafÊs. In the afternoon we make our way back to the mainland and explore some more. We got a little lost in the process as we all ran out of phone battery and didn’t have a clue where we were or how to get back to the apartment - it was a comedy show! A little later than planned, we made it home and after a quick cup of tea headed out for a bite to eat. We had a relaxing night playing music, chatting and packing our bags since we needed to get up at 3am to head to the airport. We all had such a wonderful time. Helsinki is such a beautiful place with fascinating architecture, lovely people and lots of interesting things to do and see. My trip was made all the more memorable because I was in the wonderful company of the fab Make it in Design team!


SPECIAL THANKS We wish to thank Nadja Sarell who helped us to plan our trip to Helsinki and who made arrangements on our behalf. We are all truly grateful for your help and it was a joy to meet you. Kelly, Vic and I also want to thank Make it in Design’s co-founders, Rachael and Beth, for treating our team to such a magical experience. It is a real pleasure to work for you both and to be a part of such a creative, inspiring and caring design community.



Exclusive behind the scenes tour of Marimekko’s factory in Module 3 of The Art and Business of Surface Pattern Design. module/3-monetising-your-designs




WHEN DID YOU DISCOVER YOUR PASSION FOR ILLUSTRATION? Drawing is something I have loved for as long as I can remember. I have a book of portraits that I drew when I was around seven or eight years old. I would make my family and friends sit really still so I could draw them for my ‘portfolio’. I also used to set up still life scenes featuring my favourite teddy bears and mum’s ornaments and then sit and paint them for hours. I went through a stage where I wanted to be a fashion designer – I created a portfolio for that too! HOW DID YOU TURN YOUR HOBBY INTO A SUCCESSFUL CAREER? I am lucky to have a supportive family and I was always encouraged to do what I love. I remember being worried about going to art college and not being able to get a ‘proper job’. My dad told me to go for it and not worry about that, so that is exactly what I did. After art college, I studied two degrees at Cleveland College of Art and Design: contemporary textile design and textiles & surface design. I focused most of my projects around fashion illustration and portraiture. In my final year, I met Rachael Taylor. She came to do a lecture on building your own business and how she started her own. I asked for some feedback on my illustrations, and she told me she loved them. She went on

to ask if I would like to contribute to a new magazine she and Beth Kempton ( who-we-are/) were launching, called MOYO. Of course, I jumped at the chance!

I used to set up still life scenes featuring my favourite teddy bears and mum’s ornaments WHAT WERE THE FIRST STEPS YOU TOOK IN ORDER TO SET UP AS A FREELANCER AND HOW DID IT FEEL TO GO IT ALONE? Firstly, I decided to build a strong portfolio by drawing constantly. I also set up my own blog, Facebook page and other social media sites to better advertise my work and skills. I then began to email lots of different illustration agencies. Initially I got a lot of ‘nos’ and I became quite disheartened, but I knew I had to keep going. Eventually I was offered a contract with Inky Illustration Agency. It never felt scary trying to set up as a freelancer as I had nothing to lose and it sounds strange but deep down I had a feeling that if I persisted I would get to where I wanted to be in the end.

WHAT DO YOU MOST ENJOY ABOUT WORKING FOR YOURSELF AND WHY WOULD YOU RECOMMEND IT? What I enjoy most is that I really love what I do. I have managed to make a career out of a hobby that I am passionate about. Naturally, there are always some projects that I like working on more than others but ultimately, I love art and I enjoy being creative. WHAT BIG CHALLENGES HAVE YOU FACED ALONG THE WAY AND WHAT LESSONS HAVE YOU LEARNED FROM THEM? One of the things I have struggled most with is not receiving payment for work that I have done. There have been a couple of times when people have decided not to pay for their artwork. I have learnt from this and I now watermark all my illustrations with my logo, only send low quality screen shots of the final illustrations, and never post out the finished product before the client has paid me. WHAT IS YOUR CREATIVE SPACE LIKE AND WHAT TOOLS CAN’T YOU LIVE WITHOUT? At the moment, my studio is not exactly how I would like it as I have recently moved into my first home! I have loads of ideas and Pinterest boards dedicated to how I would



like it to look, but for now the walls are covered in colour inspiration and beautiful faces. I have a big drawing desk and iMac scanner/printer and I’m surrounded by Vogue magazines – that’s really everything I need. I can’t work without my graphgear 1000 pentel mechanical pencils, which are great for really fine detail as they keep a sharp point. Oh, and also Bristol board super smooth paper. WHO OR WHAT INSPIRES YOUR WORK? Kelly Smith, Kei Meguro, beautiful faces and peonies. WHAT KIND OF PROJECTS DO YOU TAKE ON AND WHAT ARE YOU WORKING ON AT THE MOMENT? Most of the projects I work on are custom portrait illustrations that I advertise on my Etsy shop. At the moment I am working on a group of illustrations for a new mother and baby magazine, which will launch very soon in the U.S. It’s very exciting! HOW DO YOU GET STARTED WHEN SOMEONE COMMISSIONS AN ILLUSTRATION? WHAT DO YOU NEED FROM THE CLIENT AND ROUGHLY HOW LONG DOES IT TAKE TO COMPLETE A PERSONALISED WORK OF ART? I ask the client for clear, high quality photographs with natural lighting to make sure my drawings are as good as they can possibly be. On low quality images I find it difficult to see details that the client knows are there. On average it will take me between six and eight hours to complete an illustration. TALK US THROUGH A TYPICAL DAY IN YOUR LIFE… I work part-time as a barista in a local coffee shop five hours a day, five days a week. I usually get home about 2.30pm and then begin working on any projects/commissions.

After that I try to update my website, blog, and Instagram and check and reply to my emails.

I enjoy Yoga and it helps me to relax and unwind. I also like chilling out with my little dogs Minka the Pomeranian and Henry the shih-poo.

I suffer from chronic fatigue syndrome so I have to try and stick to that schedule as much as I can. Sometimes it’s hard, I am so tired I just need to sleep or let myself rest, relax and allow my body to recover so that I can get back into my routine the following day.

You might get a few knock backs along the way but if you keep working at it you will get there in the end.

WHAT’S NEXT FOR YOU AND WHAT ARE YOUR HOPES AND DREAMS FOR THE FUTURE? I want to make illustration my full-time job. If I keep working hard enough I believe it will happen.

WHAT DO YOU MOST ENJOY ABOUT THE CREATIVE PROCESS AND IS THERE ANYTHING YOU DON’T ENJOY ABOUT YOUR WORK? What I enjoy most is when I make art for fun or just to improve my skills. Then I have the freedom to work with the colours and media that I like and nothing that I create is wrong or bad. It’s all just practice, and a learning process.

WHAT ADVICE WOULD YOU GIVE TO ANYONE WHO IS LOOKING TO CREATE A LIFE THEY LOVE AS AN ILLUSTRATOR? Don’t give up! It might take a while and you might get a few knock backs along the way but if you keep working at it you will get there in the end. Draw or create every day, although everything you create may not be something you feel is worth sharing it is a learning process.

One of the few things I dislike about my job is when clients see themselves differently to how they actually look in photographs. Sometimes, no matter how accurate my illustration, they do not like it because it’s not how they believe they look.

Promote yourself as much as possible too. There are a lot of free outlets to do so like Facebook, Instagram and blogging sites.

DOES YOUR CAREER ALLOW YOU TO HAVE A GOOD LIFE/WORK BALANCE? At the moment I am working two jobs so I do not have as much free time as I’d like. Hopefully in the future I will be able to work only as a freelance illustrator. In my free time,

FINALLY, IF YOU WERE A PATTERN, WHAT KIND OF PATTERN WOULD YOU BE AND WHY? Paisley! It’s my all-time favourite! People always buy my things with it on as they say it reminds them of me.



DESIGN TIP Character design for craft and illustration by Abbi Goode GETTING STARTED… Character creation is a really fun and expressive form of design with endless possibilities. Characters are often used in design, as they are a wonderful way to express anything from heartfelt sentiments to empathy to humour. Over the years I’ve enjoyed creating 2D and 3D characters for use in the greetings card industry. Although designing for industry can be a little restrictive sometimes it can be just as rewarding as working on your own projects. When you start creating characters, it’s key to make them your own. If you're starting from scratch, deciding which characters to draw first may feel a bit daunting, especially if you have lots of ideas. Sometimes it helps to decide whether you want to use humans or animals and then pick a theme to play around with. For example, if your theme is ‘cats in hats’ focus on that for a while and experiment. Do some one-minute drawings to loosen you up. You can be as rough as you like with your sketches; draw and redraw over the top as much as you need to. Some of my best characters have come from the scrappiest ideas so don’t be too precious in these early stages. Move facial features around, mess around with the length of limbs and exaggerate characteristics to emphasise expression. You can use your first designs as a template and then try out different versions. The key to originality is experimentation - so be brave!



WHO YOU ARE DESIGNING FOR? Whenever you are designing it’s good to think about ‘who’ you are designing for. Is your audience young or older? What do they like/dislike? How do you want them to feel when they see your character? Then ask yourself: Will the recipient appreciate a character who is cute and cuddly? Cool and contemporary? Beautiful? Playful and fun? Serious? Witty? What kind of character/animal would work for this? It’s important to get clear on the answers to these questions from the start as they will have a big influence on your artwork.


EXPERIMENT WITH MEDIUM Whether you are new to character design or just want to develop your style, experimenting with new mediums is a great way to generate new ideas or take them to the next level.


Collage allows you to play around with shapes and scale really easily. Line quality is important too. For example, soft or rounded lines may suggest a cute character while a blocky or graphic design might give a more contemporary look. Mark making can also spark great ideas so mess around with textures. Scratchy uneven marks may make you think of a scruffy dog character or a blob or adding some arms and legs to a splat may inspire a fun monster design. Have fun with it and embrace the power of the doodle! 69

RELATIONSHIPS BETWEEN CHARACTERS It’s important to think about the relationships you want your characters to have, and this can be a really interesting process. One of the first things you need to consider is scale. For instance, a big character with a much smaller friend or sidekick can be really endearing. You also need to think about how your characters look at and interact with each other. If you are designing for Valentine's Day, for example, you may choose to have the characters snuggling up together or looking into each other’s eyes. Or if you are designing a character-based surface pattern piece then you’ll need to consider the relationship between all the characters and how they would work over the whole design.


PERSONALITY CREATING YOUR OWN WORLD When I’m designing I’m often asked what a character’s name is, or if they have a friend. I find that naming my characters, giving them a personality and creating a backstory for them really helps to bring them to life. It can also help me to develop a character into a ‘brand’ or something that works really well over more than one product further down the line. Think about the little world that you might like your character to live in. What does it look like? What makes it special and unique? What do your characters like to do? Who do they hang out with? Bear this in mind while you are sketching to spark ideas for little scenarios you could illustrate. Be creative and let your imagination run wild! 70

When you are designing, play around with poses to add extra depth and new dimensions to your characters. You could draw them sitting, standing, singing, dancing, riding a unicycle, or with outstretched arms, for instance. Think about their expression too. By altering the position of their eyes and mouth you can make them look happy, sad, surprised, shocked, cheeky, coy – whatever you like! Keep experimenting until you achieve the exact expression you want to convey.



If you’re working on a handcrafted 3D character think about how your character will work from all angles. Working in 3D makes it easy to experiment with different poses. By changing the position of the head and the limbs, for example, you can portray an entirely different emotion and completely change the message you want to get across to the reader.

ADDING THE FINISHING TOUCHES Whether you’re designing for 2D or 3D you can make your characters stand out by giving them little outfits or accessories. Whether it’s a colourful pair of dungarees or a hat at a jaunty angle, these extra touches can make all the difference. In 3D adding extra texture and colour will make your character seem way more tactile. Accessories can also be used as a way to express exactly what is required from your brief. For example, you may want to add a party hat to a character you have designed for a birthday card, or give a pair of sunglasses and suitcase to a character you’ve created for a bon voyage card. Accessorising your characters can be so much fun and it can feel like you’re putting the icing on the cake. Have fun, be creative and enjoy the process of bringing your designs to life.

ABOUT ABBI After working as an in-house studio designer for 13 years, last summer Abbi decided to take the leap and become a full-time freelance illustrator and craft maker. She now works from her home studio in Saltaire, Yorkshire, with her cat Willow and her husband Craig. An illustrator, printmaker and needle felt artist, Abbi’s work is predominantly used for the greetings card industry, and her designs have featured in high street retailers and supermarkets as well as small independent stores. When she’s working on personal projects Abbi goes under the name Lemon & Sugar Prints. 71

Liz Harry on designing artwork for music Ever wondered how it feels to design for some of the biggest names in music? Then meet the super-talented Liz Harry. Liz has worked for the music industry for 15 years, running her own graphic design company, and now as a freelancer. She is passionate about creating imagery, giving art campaigns direction and inspiring a new generation of designers. Moyo caught up with the lady behind the legendary artwork to discover the secret of her success. Tell us about your background… I was obsessed with art and design from a very early age, drawing at any chance I got. My dad started his own business with his brothers when he was young. He left school before he was 15, with no qualifications, and throughout my childhood I watched him work incredibly long hours to make a success of it. He would always say, “Do what you love and work hard at it”. My dad’s family was by no means privileged so a strong desire to succeed was just a family trait that he passed on to me. The possibility that art (the thing I loved most) could generate money was instilled in me very early on because of my upbringing. What other childhood experiences spurred you on to pursue a career in the creative arts? I won some national competitions, which gave me a unique insight into the creative world. One that really stands out was a fashion competition run by BBC’s The Clothes Show called the Lloyd’s Bank Fashion Challenge. I was just 14 or 15-years-old and I represented the North West two years running. As finalists we got to visit fashion trade shows in London and at Birmingham’s NEC and see our designs in a catwalk show. The prizes were outstanding and included an intimate lecture, with just 20 others, by Vivienne Westwood. She was so inspiring and at the end we all got to chat to her, get her advice and ask questions. Being part of these competitions gave me confidence and created connections with others that my peers didn’t have. They made me all the more determined to pursue a career in the arts. 72

Do what you love and work hard at it

What training did you do? I’ve always loved fashion, but by the time I got to university in 1997 I opted for Graphic Design as this seemed to cover most of the areas I was excited about working in. I was fortunate that back then we didn’t have to pay to study either, so studying was relatively pressure-free. During my studies I started trying to generate opportunities in art independently. I approached Oxfam to see if they’d be interested in me creating an advertising campaign for their stores Nationwide. They were surprisingly approachable and assigned me to direct an advertising campaign for their Oxfam Original stores. Only half a dozen of these ‘curated’ stores existed in the country – in prime retail spots –selling stock specially selected to focus on high street trends, original retro and designer labels aimed at people in their 20s and 30s. It was so exciting, but when my university found out they gave me an ultimatum: to stick to the prescribed briefs or leave and forge my own path. I decided to leave. Luckily now times are changing and art courses encourage students to use their initiative and be more independent and entrepreneurial.

forge my own path

How did you break into the music industry? Once I’d got a reputation as a designer who delivered I got work designing for a lot of clubs in Liverpool. One of these clubs was frequented by the late Alan Wills, who was looking for someone to design a vinyl record for a DJ he managed. I ended up designing it and branding his company Deltasonic – basing his logo on a Thai milk bottle logo that I Ioved! Everyone was happy with the design and the vinyl sold well, but nothing else came from it for another two years. Then Alan met a band called The Coral. SONY offered Alan a deal to sign The Coral to its label and I convinced Alan to let me (and the partner I ran my studio with) help the band design the artwork for SONY. The record label was thrilled with the outcome, so I was able to keep working for them and Deltasonic. At this point I had my eldest daughter, Isobel – named after one of my favourite Bjork songs! My company continued to design all of the artwork for the Deltasonic bands which, on a campaign, would include a logo, cover concept (photoshoot or illustrations), CD design, printed advertising, promo materials, merchandising, and as my company grew in numbers, TV advertising and video too. I decided we needed to expand our client base and we approached other record labels, mainly through personal referral, but I also networked by going to gigs, meeting with managers and label managers.

What happened when you left university? I needed a space to continue to do my artwork so I joined forces with 13 like-minded graduates to rent a studio space. We each paid £30 a month for a city centre office – such low rents for graduates aren’t so easy to come by now! Initially it was very difficult to get design work, so I took on a part-time visual merchandising job and managed to get a job teaching basic graphics on a NVQ course. These things kept me afloat for the next two years while I took on the odd freelance flyer or poster. In the meantime the graduates I shared studio space with left one by one, leaving just me, and one other. Fortunately we could pull in enough work to pay the rent and together we coined our business Juno Studio. 73

When did you decide to start freelancing? The studio thrived until 2006, when my role had developed and grown and I’d had to sideline doing the creative work to manage a team. This was one of the reasons I decided to leave and go freelance. This was when I had my happiest and most successful work period. It was a tricky at the start, juggling work and being a single mum-of-one, but I found that the freelance life offered me way more flexibility and freedom and I was grateful for not working long hours in the studio, away from home and my daughter. You’ve created artwork for some of the biggest names in the music industry. Who has/have been your favourite artist/s to work with to date? It’s really tough to say! I guess it’s different artists for different reasons… I love working with The Feeling, as we are very much on the same page in terms of our likes. They put a lot of thought, time and effort into their visuals to give their fans something new each time. It’s also like being welcomed into a creative family. They have their own recording studio in lead vocalist Dan Gillespie Sells’ house – an old converted pub with a bar! The Jeremiah Brothers from the band recently released their own album, which I worked on too. Richard Jones, the bassist, is married to the lovely Sophie Ellis-Bextor who always does vocals on their albums. I also designed promo and an album for Dan Gillespie Sells musical theatre production, Everybody’s Talking about Jamie. Whenever we get together we talk art alongside house renovations, kids and dogs! They are always a joy to work for. Then there are the bands that have scored me points with my family. When I worked for Queen and I Blame Coco it gave me great kudos with my dad. He still can’t grasp what I do for a living, but I think he knows I must be ok at it if Brian May and Sting (Coco’s dad) say it’s good! Jessie J and Nicki Minaj are the artists my eldest daughter always boasts about! I got asked to design UK promo for Gangnam Style and Gentleman by PSY – my little boy is nuts about these – so it’ll be nice to tell him when he’s old enough to understand. Then there are the bands that I’m grateful to for boosting my career, like Arctic Monkeys and The Zutons. I was given free creative reign on all the albums I collaborated on for these bands so it was a great opportunity to showcase my skills as a photoshoot producer, art director and designer. It was amazing to have been at the visual helm of the journey for two hugely successful bands.


What is the key to forging a successful working relationship with a client? Delivering on time, to budget (or setting your own budget and sticking to it!), keeping communications open without bombarding your client, and being transparent about your methods. I love this quote by the late great David Bowie:

If she says she can do it, then she can do it. She don't make false claims. People come back to me, or refer me to others, for all the reasons above but mostly they say it’s because I’m nice to work with – and that is always lovely to hear. How important is it to understand the brief and how much artistic license do you give yourself? It’s vital to understand the brief. There have been times when my pitch didn’t win and when I see the release it’s a real ‘Ahhh! That’s what they meant…’ moment. But this happens much less frequently now I’m more experienced. In terms of artistic license, it differs for each band. We usually establish how much input the band themselves will have when the brief is set, but they often speak up when it comes to selecting a designer they want to work with. Sometimes, as the people funding the release of an album, the label will have the biggest say and other times the artist may have a strong vision from the off – and it’s up to me to help them realise that. As an artist I can’t deny that I enjoy coming up with my own ideas for a concept but I do like having people around to discuss or challenge them – that’s why I think working for a client or to a brief works well for me! Where do you go for inspiration, both on and offline? I’ve amassed a fantastic collection of pins on Pinterest that I always use to create mood boards for a new project. More recently though, Instagram has become my ‘go to’ place because creatives upload work daily to it and you get a behind-the-scenes glimpse into how they work, which is fascinating. Offline I go to car boots, charity shops and antique shops whenever I can as I find great inspiration in what’s gone before. I also love visiting London for its galleries, shops and events. It’s lovely to see other places in the UK growing their own thriving creative communities too, like Brighton, and Margate’s Dreamland. Leeds and Hebden Bridge are both on my list as places I’d like to visit this year for close-to-home inspiration. 75

What does a typical working day look like for you? The great thing about my work is that no two days are ever the same. In addition to all the stuff I do for the music industry, I design things like greetings cards, postcards, badges, kids t-shirts and kids décor. I can be illustrating from home one day and building an installation in a theatre or on set the next. That said, there is a certain amount of structure to my work-day as I have three kids to work around! So, in the morning I’ll have a chat and a cuppa with my husband then respond to emails, before starting the job in hand. I’ll work through lunch if I’m absorbed in what I’m doing and then have a break at 2.30-3.30pm to pick up my middle child from school. This gives me a quick refresh! If it’s a quiet day, I’ll stop there. Other days I’ll keep working until around 5 or 6pm when everyone’s home for dinner. Once the kids are in bed, I’ll often pick up work again. Working at night can be amazingly productive. Some nights I forget the time and I’ll be up until the early hours. Of course, I feel it the next morning if I’ve only had three hours sleep! I generally like to complete work ahead of a deadline, then ponder on it a bit and make any tweaks if needed. How do you balance running your own business with family life? I decided to go freelance to achieve a better balance between work and family life. I stress the word ‘try’ because while it can be great, it can sometimes be a case of feast or famine! And at times my work has completely taken over family life. I often scout for more work than I can cope with because I never know which projects will come to fruition or which may be held up – and I need to keep the wages coming in! I try to make sure that during quieter periods I spend extra time with the kids – or if they’re in school my husband will go out for lunch or take a day off together. I’m lucky that my little family enjoys the simple things like a walk in the park. As long we we’re all together, it’s special. Why do you feel so passionately about helping younger generations of budding designers and artists to see the career potential of the creative arts? Because the academic path isn’t for everyone and I don’t feel that schools always address that. I was fortunate because I had a wonderful teacher, Bill Stot, who was a working illustrator. He saw my passion for the arts from the off and he was an inspiring role model who always encouraged me. I’m not saying schools are unsupportive towards the arts, but I think academia will always take priority and a recent lack of government funding has only made it more difficult for those pupils considering an artistic career. 76

Yes, they may be competitive industries to break into – but catering, media, performing arts, fashion, marketing and gaming –they are all accessible on the most basic of levels so pupils should be encouraged to follow their passions. Who knows where it could take them.

Lastly, what’s the one thing people would be surprised to know about you? I like Morello olives more than I like chocolate! I also love coffee and hipster coffee shops so if I wasn’t working as a creative, I’d be a barista!

What kind of work has this inspired you to do in education? Generally I work with young people who often don’t have any qualifications, or who have been failed by the education system. A lot of the time the work we do aims to build self-esteem because they think they aren’t good at anything. I know from the workshops I’ve run that the arts have a very therapeutic effect. It gives young people a chance to open up, forget themselves and let down their barriers. I’m so grateful for the arts outreach programmes I’ve been a part of on behalf of The Bluecoat, The Unity, Youth Music, Everyman and Playhouse and The Tate to help facilitate the need for art in our communities as I’ve witnessed, first-hand, the benefits it can bring.

Liz’s snapshot: Describe yourself in three words… Quirky, hard working and stubborn. Who/what inspires your work? At the moment… Disney and Tim Burton. What kind of pattern would you be and why? Something bright and busy with lots of rainbows in it. Nothing too simple – I’m definitely a ‘more is better’ kinda girl! Favourite hobbies… Drawing (obviously), dancing, trawling antique shops, going to the cinema, and printmaking. What should all aspiring illustrators know before embarking on a freelance career? Start to form an idea as early on as possible as to how you’re going to make money from your art. Where do you see your work being used? Who are your ideal clients? Try and tailor your portfolio to that.

Favourite blogs and websites… - Sanfransicogirlbybay ( - Print & Pattern ( - It’s Nice That (

At the same time don’t make money the thing that drives your creativity; make sure your art comes from things you love. For example, I love getting inspiration from music, so that was a good fit for me. The areas you’ll succeed in are the ones you have a natural affinity with, so use that to your advantage!

Website: Instagram: Shop: Creative Commission:



A cuppa with the lovely Liz Harry By Rachael Taylor I met talented designer Liz at Make it in Design’s first ever Sketch Doodle Draw event hosted in my hometown of Liverpool. I warmed to her instantly as she’s a really bubbly character with a dreamy illustrative portfolio. She also has a captivating career in the music industry. After the event, Liz and I arranged to meet up again to talk all things creative and discuss how we can support each other both as designers and mums who run their own business.

Liz has a brilliant CV when it comes to the music industry. I was interested to learn how she is now developing an authentic surface pattern and illustrative portfolio tailored to different areas in the marketplace. She also has her hands full bringing up three children, one who is only three. We laughed about the demands of being a parent and a business owner, and joked about how some days we feel like we can take on the world and others we’re so emotionally and physically drained that we feel we are failing at everything!

We agreed that when it comes to running your own business, the positives outweigh any negatives. We both cherish the freedom and flexibility that being your own boss brings, especially now we have young families to work around. Liz told me that she often works late into the night to meet deadlines around childcare but because she is doing something she loves, it never feels like a chore. One of the things that struck me most about Liz was her infectious enthusiasm: she is a really confident person with a go-getting attitude but she also has a soft exterior and is very down-to-earth.

It was great to see Liz again and from the off it was clear that we had a lot in common, from choosing one of our shared favourite venues, Leaf, as our meeting place, to turning up in the same jumper, to discovering that we are both vegetarian! Before our meeting I asked Liz what she had been up to. She told me that after “dropping the kids off” she’d been busy finishing her calendar design. I then asked what her plans were for the rest of the day and she casually replied, “I’m sending off a final proof of my poster design for Status Quo.” WOW! I thought.

I loved how one minute she was busy being a mum, and the next she was working for a huge name in music. She is a true mumpreneur. 78

Liz mentioned that her partner is also self-employed. He has his own independent business and it was fascinating to hear how they juggle successful companies and a busy home life. I thought it was lovely when she said that they start every morning together with a cup of tea and chat about their work plans for the day ahead. Liz went on to talk about how encouraging and supportive her family is of her work as an entrepreneur. She said:

If you want to create a life you love, you first have to give yourself the freedom to try.

You also have to give it your all and be willing to put yourself out there if you want to make things happen. It’s vital to grab the attention of the right people if you want to stand out in a crowded marketplace. Before we said our goodbyes, I asked Liz how she found out about our Sketch Doodle Draw event and the Make it in Design platform. She said she had read an article about a copyright infringement case I was involved in against Marks and Spencer a few years back. How great that such a positive connection can come out of a negative experience! Since our catch up I’ve watched Liz flourish. I really enjoyed getting to know a fellow Liverpudlian with real creative talent, who is keeping it real, following her dreams and most of all working her socks off to make it happen. I am already looking forward to our next meet up and sharing lots more exciting stories and insights with you. Watch this space!

Liz showing me her portfolio

Cottesbrook Place – A community project that Liz worked on

Liz and her family

LINKS: Sketch Doodle Draw:

LEAF: Copyright infringement case: 79

Designer Day at Roland DG A few months ago the Make it in Design team headed to Roland DG’s UK headquarters with a dozen talented designers to learn about the latest print, textile and 3D technologies and exciting surface pattern design applications. Make it in Design’s Sales and Marketing Manager, Lisa Moncrieff, who organised the inspiring event, tells us more… XT, VG, RF, BN, GX, SV, RT, DWX, MPX, MDX, EGX… these may sound like rare chemical elements in the periodic table or letter combinations you’re left with at the end of a game of scrabble but in fact they are the model names of some impressive products produced by Roland DG. Roland DG is a fascinating and forward-thinking company. Born out of music (whenever I mention this, and in particular Roland keyboards, people nod and say ‘ah-ha, Roland…’ because the penny has dropped!) Roland is also a leading global manufacturer of wide format digital printers, engravers and 3D milling machines… stay with me – it’s far more interesting than it sounds! I first heard about Roland DG in 2005 when I was offered the position of Marketing Executive at their headquarters in Clevedon, near Bristol. This was my first introduction to the world of print 80

and no matter where I go or what I do I am always drawn back to it. It’s an ever-evolving and intriguing industry and I love that it pushes creativity to its limits. Roland DG manufactures machines to support all sorts of cool and interesting industries – textile, interior design, greetings, packaging, sports wear, TV & film, jewellery, fashion, sign & graphics, fine art, promotional gift, education, product design, automotive, aviation, dental, engraving, medical, and 3D modeling, to name but a few. The products it manufactures are used by some of the world’s largest, most famous and cutting-edge brands but unfortunately, due to NDAs and other confidentiality agreements, they can’t share details or give away any trade secrets!

“Roland DG products are used by some of the world’s largest, most famous and cutting-edge brands”

A fun-fuelled, patternfilled day to remember Our Designer Day started with a warm welcome by the Roland DG team in their inspiring Creative Centre – a purpose-built playhouse bursting at the seams with the latest devices, and ingenious applications.

I left Roland DG in 2015 to join Make it in Design and it’s been a pleasure to introduce Roland to the design community. If you are keen to manufacture your own products, personalise objects, or push your artistic boundaries and turn your artwork into something new, it’s worth investigating what kind of printing products, 3D and engraving technologies are on the market and exploring how you could use them to set yourself apart from others or take your business to the next level. It was this that motivated Make it in Design to join forces with Roland DG and put on a ‘Designer Day’ at their headquarters. We invited numerous surface pattern designers from our community to watch Roland’s machines in action and learn about the latest developments and applications with a view to inspiring them to start their own new and exciting projects in the future. 81

Roland printers have many different uses and new markets and applications are emerging all the time. Typically their wide format digital printers are used for outdoor and indoor graphics including: stickers, decals, labels, t-shirt transfers, point of sale displays, photo prints, signs, posters, small format signage and vehicle graphics. Their flatbed printers can print anything flat and directly on most materials, which means that items like tables, furniture or even fence panels can be printed with pattern. Then there are dye-sublimation machines, which are generally used for interior décor, textiles, apparel and fabric signage and their LEF printers can print directly onto objects to custom brand merchandise, promotional items, awards, giftware and much more besides. We were delighted to have Joe Wigzell, Roland DG UK’s academy and creative centre manager, as our host for the day. I was fortunate to work with Joe for many years and I’ve always admired his ability to see creativity and opportunity in everything. He is a truly inspiring guy, with a great sense of humour, who can spark crazy new ideas with every conversation. Joe guided our group from machine to machine explaining how each one works and what it’s capable of. We discussed the typical and unique outputs; all the different things designers could take advantage of, such as special effects and ink types, the range of materials that can be used; and markets. Rachael Taylor kindly gave Roland DG access to some of her bold and colourful designs, and these were used throughout the day for demonstrations. I’ve been in and out of Roland DG’s world for over a decade and it can be pretty mind blowing. Getting your 82


head round all the different product names, types of inks and configurations, finishes and effects, and RIP software and materials can be a challenge. Luckily, as a designer, you don’t necessarily need to know the ins and outs of all this – that’s your printer’s job! What it is useful for you to know though is: • What kind of printers, techniques and applications are on the market How can you use them to get the results you want or set yourself apart from the competition • What the benefits are • What limitations there are and how these could affect your design process and the end result, for example if certain colours are more difficult to achieve in certain print processes on different materials • Cost Timescale and availability i.e. where can you find a printer who has the equipment to do what you’re looking for (trade shows are great for finding this out!) and how long do things take to turnaround.

We made our way round the Creative Centre taking in the patterned applications these machines made possible; tailored suits, snowboards, jewellery, a grand piano, wallpaper, bathroom tiles, stickers, floor mats, window graphics… the list goes on. One of the highlights for all of us was seeing a car being wrapped in one of Rachael’s beautiful patterns by James Deacon of Bigger Stickers ( James is an expert vinyl wrapper and he has travelled the world teaching his craft and attending high profile events to demonstrate his skills. He also runs a vehicle wrap course at The Roland Academy. It was at this point we stopped to do our first ever Make it in Design Facebook Live, which you can watch here: videos/

Surface Pattern Designer Jan Olive, from Jan Olive Designs ( joined us on our Designer Day and she was impressed by what she saw. “Without knowing how all these print processes work and what types of materials you can print onto, you’re held back a little by your imagination,” she commented. “Today has opened the door to possibility. Knowing what can be done before I start the design process will give me all sorts of new ideas.”

“Today has opened the door to possibility. Knowing what can be done before I start the design process will give me all sorts of new ideas.” 83

Andy Dudley, 3D business manager at Roland DG, joined us mid-session. Andy is a whizz on Roland’s 3D and engraving machines. He kindly demonstrated Roland’s range of milling machines, impact printers and engravers and showed us an array of beautiful products like jewellery, hipflasks, cutlery, and keyrings which he’d decorated with Rachael’s patterns. 3D pattern design is super cool and it’s yet to be fully explored and embraced by pattern designers. Many surface pattern designers start manufacturing their own products after designing their own fabrics and thanks to companies like Spoonflower, Fashion Formula and Society6, printing on all sorts of fabric is easier, more accessible and more cost-effective than ever. No wonder then that our group loved getting up close and personal with Roland’s textile printers! Using Rachael’s patterns, we explored the process of printing on different materials from cotton to canvas and polyester to velvet. We laid the printed materials side by side and it was interesting to compare how the thickness, texture, and finish of each affected the final look.

Over lunch designers had the opportunity to chat to Rachael Taylor and ask Joe further questions about the things they’d seen. I think everyone was blown away by the thought that their designs can literally be applied to anything and everything! The Make it in Design team continued to work long into the afternoon – conducting interviews, filming the machines in action, and taking loads of photos – in order to deliver even more new and exclusive content in our Module 3: Monetising Your Designs classroom about manufacturing your own products.

Exclusive new manufacturing content coming soon in Module 3: Monetising your designs… 84

After the event Rachael Taylor said: “I had such a wonderful time at the Roland DG office learning about fascinating new applications for surface pattern design. I loved being able to share the day with designers from our Make it in Design community and take our new found knowledge back home and share it with those taking The Art and Business of Surface Pattern Design e-course. It was wonderful to see how pattern design can be used with other Roland DG technologies, like their engravers and 3D milling machines, as well as their digital and textile printers. Watching a car being wrapped in one of my patterns was a real experience and seeing a number of my designs on ceramic tiles has sparked a new bathroom renovation project!” On behalf of the Make it in Design team, I’d like to take this opportunity to say a huge thank you to all of the Roland DG team who helped make our Designer Day such a huge success, and especially to Joe Wigzell and Andy Dudley for hosting such a fabulous creative session. A special thank you to the amazing designers who joined us for the day too – it was lovely to meet you all. We hope this thought-provoking event will push creative boundaries, spark lots of innovative ideas and inspire some amazing new design projects.

Watch our Designer day VIDEO!

LINKS: Roland DG: Bigger Stickers: Facebook Live: BusinessofSurfacePatternDesign/videos Spoonflower: Fashion Formula: Society6: Designer day video: 85

Make working from home work for you 1. Create a space to call your own It’s important to set aside a specific place exclusively for work. When you enter this space you will know it’s time to focus and get into your work mindset.

By Vic Lem (Education and Resources Officer at Make it in Design) After seven years of working in-house for a design studio, I had the opportunity to ditch my dreaded commute down the M62 (those based in the North of England will sympathise!), work flexible hours and spend more quality time with my little family - and I welcomed it with open arms. I’ve now been working from home for Make it in Design for two years and I can honestly say the benefits far outweigh any downsides. Long gone is the horrible ‘Sunday night’ feeling I used to get as I contemplated what needed ironing, what to pack for the week’s lunches and when to nip out and fill the car with petrol. Sundays are now much more fun as I focus on spending time with my family and relaxing in the evening. Come Monday morning I feel motivated, refreshed and raring to get to work. I also find that I’m more productive in my own space. Of course working from home requires discipline, organisation and focus, but you’ll most likely find that you have this in abundance from your time in a more ‘traditional’ work environment. At times I miss the social side of being in an office too but with weekly check-ins with my colleagues on Skype, and regular meetings in person, I never feel isolated. With more people than ever now working from home, here are my 10 top tips for success, together with useful insights from design industry experts, Rachael Taylor and freelancer, Laura Crane. 86

If you don’t have the luxury of making a whole room your office/studio, then get creative. There are lots of cool ways to create a clever work space, like using a beautiful screen to partition off a corner of a room, converting your under stairs storage cupboard or investing in a fold away bureau for your hall. Your space should be calm and comfortable and where possible with a view that isn’t distracting. I am lucky enough to look onto my garden now but previously I had a view of the street which, as well as being noisy, affected my concentration because there was so much going on. Choose colours that are calming and neutral for the walls, and don’t be afraid to add a pop of colour to inspire you, or bring in colour through decorative objects, prints, books and other personal possessions. Surround yourself with things you love and make sure you have all the tools you need to hand - your files, books, journals, stationery, art equipment, etc. Storage and organisation is key, especially in small spaces and those which serve multi-purposes, such as an office come guest room. Open storage, wired baskets and glass jars are all great ways to store creative tools, which you can have easy access to. Think about lighting too. How important is it to your job? How much natural light will your space get on a daily basis and at what time of day? Will you need to bring in artificial light? A large desk can be essential for home workers but depending on how you like to work there are many other options. Do you need a large desk for the work you do or would you rather have a smaller area and more floor space to spread out over? And lastly, don’t forget comfort. If you are sitting down for long periods take time to choose a chair or stool that suits you. In addition, an armchair, sofa or snuggly rug (if you have the space) can be a great investment if you regularly need to break away, read, or just want somewhere to relax and get your amazing ideas down on paper.

2. Establish a routine or schedule early on The great thing about working from home is the flexibility it offers. However, in order to be productive, it’s good to adopt a routine or schedule that works for you. Identifying what time/s of the day you are at your most productive can be really helpful. Many people find that they work better in the morning, others in the afternoon and some in the evening and into the night. It also helps to look at your typical day and list all the things you have to do, like walk the dog, take the kids to school, pick them up, etc. and factor these in. Establishing some sort of routine also helps those around you. For example your family will know when you’re working and won’t disturb you and your colleagues/clients/contacts will know when you’re available and contactable. You may find it useful to invest in a large pin/memo/white board to keep track of important information, dates and tasks. Making lists - daily, weekly, and monthly - can also help you prioritise and stay on track. Make your ‘to-do’ list the last thing you do before leaving your space at the end of the week to set the pace for the working week ahead.

4. Take regular breaks throughout the day We are all guilty of not breaking enough when things get busy at work, but it’s so important. Taking a break from both your computer screen and your working environment at regular intervals during the day is hugely beneficial. I find it helps to schedule little tasks throughout my day to give me a break like making a drink, having a snack, or letting the dog out. Anything that gets me active is good too, like nipping out to get a coffee or going for a lunchtime walk.

3. Get dressed

5. Eat and drink well

One of the most frequent questions I get asked by friends and family is ‘do you work in your pjs now you work from home?’ The answer is no, but of course there is nothing wrong with this if that’s how you work best.

When you start working from home you think it will be easy to eat healthily and stay hydrated as your kitchen is never far away. However when deadlines encroach you can find yourself swapping proper meals for coffee and sugary snacks, or getting so engrossed in a task that you forget to eat. This is what I do to stay in control.

For me getting dressed sets me up for the day ahead. Once I’ve showered, dressed, and had breakfast I feel I am ready to do my job. It’s great for self-esteem and when it comes to taking unexpected Skype calls, or answering the door when the postman knocks! I also appreciate putting my pjs back on all the more at night when I am unwinding after work.

Always have a good breakfast. Keep a bottle of water and a fruit bowl on my desk. Swap a few caffeinated drinks for decaffeinated options/herbal tea/hot water/fruit juice. Wherever possible prepare meals in advance (i.e. do myself a packed lunch while I’m making my daughter’s, or enjoy last night’s leftovers). Make sure the fridge and cupboards are stocked with quick and easy options, like fresh soup and bread. When the weather is good, eat outside.

6. Get moving Fresh air and exercise are vital for your health and wellbeing so build them into your day. Working flexibly means that as long as you work the hours you need to, you can walk the dog before work, go swimming on your lunch break or do an afternoon yoga class in the park. 87

7. Have a change of scene One morning a week I go out for breakfast and work in a café. It’s a great opportunity to start a new project/piece of work or tackle something that’s been challenging me. I am inspired by new environments and interesting people so scheduling this time for myself to work really helps to boost my motivation and productivity. If you need a change of scene, there are so many options to explore, from cafés, libraries and galleries to co-working spaces. One of my favourites is Duke Studios in Leeds, which has been named one of the best co-working spaces in Europe. If you need time without your laptop to re-charge and get inspired, visit an exhibition, challenge yourself to do something new, or take a creative workshop - they are all great ways to meet new people and network.

8. Think about atmosphere I love music and, depending on the task at hand, the radio usually plays a huge part in my working day. It’s also a good way to keep up to date with current affairs. When I’m working on projects that require me to write or concentrate hard I prefer listening to playlists. I tend to use 8tracks as it enables me to curate my own lists and be inspired by other people’s.

9. Set some boundaries. Working from home provides the ultimate flexibility but at the end of the day you still have an important job to do. From the beginning it’s important to set some boundaries. This starts with your workspace. If it has a door then great, you can close it and create a physical separation between you and the rest of your home. If not set some ground rules, such as when you can be spoken to, for anyone who might also be at home whilst you work.

“challenge yourself to do

something new”


“prevent work

impacting on your

home/personal life”

10. Know when to switch off When you work from home it can be very tempting to ‘just quickly check’ your emails or read over that piece of work but in reality you always get sucked back into work mode while on personal time. “One minute” turns into “I’m almost done!” and before you know it, your evening is over. Being strict about your schedule, and not logging onto your computer or checking work on your phone, is the only way to truly switch off and prevent work impacting on your home/personal life. This also ensures that you don’t end up working lots more hours than you’re meant to if you’re employed. I keep a diary to keep on top of my hours and there are lots of Apps that help you do this too. One of the trickiest things I find about working from home is transitioning back into my personal life at the end of the day. When I was studio based I had an hour’s commute to wind down but now I only have to walk down the stairs! I find it helps to look through my to-do list for the next day and tidy my desk before shutting down my computer. Then I usually go for a quick walk or make a cuppa and read a chapter of my book to relax.

I love the freedom and flexibility that my role with Make it in Design brings and following these tips means I’m super productive when I’m at work and the best version of me when I’m at home with my family.

This is why Rachael Taylor loves working from home cosy

I need to feel motivated and inspired when I’m working from home especially as I spend so much time on my own with most of my work being coordinated online and via Skype. We are still renovating our house but with a coat of white paint, and lots of colourful accessories and fairly lights I have created a cosy den in what would have been our original living room. My surroundings have always been really important to me and they need to feel inviting and be organised. I also like them to have a sense of fun. I record a lot of student video based reviews and mini films for my e-courses in my studio so having a white backdrop makes the space really versatile. One of the most useful things has been a basic white metal screen that I picked up in an Ikea sale many years ago; it allows me to change up my studio displays easily without damaging the walls.


“a sense of fun” colour

I also work more productively when I move around as I’m such a fidget. I get bored of working in the same spot so I set up different work stations within my studio. I have a desk at the back for packing and prepping product orders, a large desk (an old Ikea dining table) for my iMac and my computer based design work and more recently I set up a pop up table to get me away from my computer screen. This is where I create a lot of my mark making and textures for my artwork. I try to work at local cafés or at the museum or gallery at least once a week for a change of scenery too. I generally take my laptop on those days and focus on admin tasks and writing. If you work at home it’s crucial that you remember to get out there and attend interesting events to network, as it stops you feeling isolated. At the moment I’m setting up an outdoor drawing cabin in my back garden. I worked with a landscape architect and designer to plan our new garden layout to make space for a creative sanctuary amongst the flowers and trees. I have over 50 different varieties of plants being planted around the garden that will inspire my design work for many years to come. I love the freedom that I get from working from home and best of all the 30-second commute to my desk!



Website: 89

Freelance graphic designer Laura Crane shares her thoughts on establishing a good work space When I first started freelancing I worked from my home office. Although it was small, and far from glamorous, it suited me well and I spent eight happy months there with my cat sitting on my lap and occasionally walking across the keyboard (most awkward when I was Skyping clients!) When business picked up, I decided to move out to Duke Studios in Leeds. Lots of people I’d met at networking events had told me about the advantages of a co-working space so I thought I’d give it a go. I immediately fell in love with the bright, open space and friendly collaborative atmosphere. With so many talented and successful people running their own businesses there, I knew I could gain a lot of inspiration working alongside them. There is such a fantastic supportive design community in Leeds (and across the whole of the UK) and being in a co-working space like Dukes has put me at the centre of that. To be honest I’ve never looked back. There’s always someone to bounce ideas off and plenty of opportunities to get involved in creative events. Having people around me makes it easy to remember to take breaks too. If you work from home you can always set little reminders on your computer to take a breather, stretch, go for a walk and eat.


collaborative atmosphere”

“plenty of

opportunities to get involved in

creative events” One big lesson I’ve learnt from working at home, and co-working, is that it’s vital to make your space comfortable. Bad posture and poor seating in the past has given me lots of back pain so now I try and take much better care of myself.

Website: 90

“it’s vital to

make your space comfortable”

HOW TO BOOST YOUR CONFIDENCE AS A DESIGNER Creative confidence is defined as the belief in your ability to create change in the world around you – and the impact of this can never be underestimated. As designers there are often times when we lack confidence in our abilities, after all, it takes tremendous courage to put our authentic creative selves out into the world. The good news is that creative confidence is something we can all develop and grow. MOYO asked Christine Llewellyn from Brooklyn-based print design studio Christine Joy Design, to share her 10 top tips for building confidence as a designer.

1. UNPLUG FROM SOCIAL MEDIA While social media is an awesome tool for growing your brand and getting your work out there it can also make you feel as though you aren’t good enough. When you see so many other designers achieving great things it’s easy to doubt yourself, wonder if you are doing enough or feel hurt if people aren’t as enthusiastic about your work as they are about another designer’s. Sometimes, in order to stop those niggling voices of self-doubt, it helps to cut off for a few days and remind yourself that every one is on their own creative journey.


While it is good to know what other designers are doing, never forget what makes you different from other artists. What is it about your work that makes it special? What makes it stand out? How can you use these qualities to grow your audience? Stay true to yourself, your style and your followers, and your confidence will increase.


Grab every opportunity to show your work with open arms. Whether that means participating in a local art show, networking and making new contacts or just being more present on social media – you never know where it might lead. A few of my collaborations have come from 92

someone seeing my Instagram posts. The more you talk about and share your work, the more confident you begin to sound. Just make sure you’ve officially copyrighted any final pieces before you share them publically.


We could all do with being reminded of all the things we’ve accomplished from time to time – especially on days where nothing seems to be going right. Keeping a list of your ‘proud ofs’ is a great way to boost your confidence and will also come in handy when you come to update your resume, or you speak to potential clients, collaborators or companies you’d like to work with.


We all have times in life when we feel we have failed. Maybe you pitched to a company and got rejected, or someone criticized your work, but instead of wallowing in self-pity try and see the positive in the situation. Keep a note of what happened, how you felt and what you learnt from the experience. Understanding what went wrong means you’ll be better equipped to deal with similar situations in the future.


In all your communications – online via social media, emails and Skype and in phone conversations and face-to-face meetings – represent yourself in the best possible light. Even if you don’t feel it, try and appear self-assured and confident if you want others to see you that way. It helps to think about your brand here and all the ways that consumers might interact with it. What are your values and what message do you want to send? And does everything you write, say and do fall in line with this?



If you’re someone who feels isolated or lonely when you work from home or a in a private studio space it helps to connect with other artists. Joining a community of like-minded individuals with whom you can celebrate your successes as well as share your insecurities and challenges will boost your mood and your confidence. Search online for local artist groups, connect with fellow designers via social media or experiment with co-working spaces. And if you can’t find a group to join, you could always reach out to some local creatives you admire and see if they’d be interested in starting a small artists group with you.


Nothing beats receiving advice and guidance Call yourself a designer – whether you think you from an expert in the design world: someone are or not. The more you think of yourself as an who has been there and done it. Just imagine all artist, and say it with confidence and conviction, the things they now know! If you don’t personally know anyone who would make a the more people will see you as one. 93

good mentor, consider reaching out to a designer you admire – someone there is a distant connection to or even someone you have never met. Even if they can’t commit to a long-term mentor/mentee relationship, they might be open to a phone call or meeting you in person for a chat so you can ask them questions. It never hurts to reach out and they’ll probably feel honoured that you’ve been inspired by their journey.


Even if you have a clear, strong and well-developed artistic voice, it is important to keep creating so that you continue to grow as an artist. Naturally, as you become more skilled in certain techniques and mediums, you gain confidence in your artistic abilities so at this point maybe you could consider teaching a class or sharing your skills with emerging talent. Sharing your gift with others is extremely satisfying and rewarding and it’s also a wonderful way to your build self-esteem and confidence.

ABOUT CHRISTINE Christine Llewellyn is a surface pattern and product designer based in New York City. Christine has an MBA from the University of Michigan and attended Pratt Institute where she became a Master of Industrial Design. She founded her design studio, Christine Joy Design, which specialises in home goods and apparel, in 2014. Christine’s designs are characterised by playful yet elegant hand drawn, carved or painted motifs and modern, minimalist pattern composition. She is also passionate about Scandinavian design and this is reflected in her simple style. Christine is influenced by her Caribbean heritage, her childhood growing up in the most ethnically diverse area in New York, and her time in central Africa as a young girl. When Christine isn’t designing she loves spending time with her husband, two children, and perpetual puppy, Bobby.

LINKS: Website: Facebook: Instagram: LinkedIn:

RESOURCES: West Elm feature video: Design Sponge Feature: 94

Patternbank is the world’s leading online studio for print, pattern and trend forecasting. Our industry changing online print studio houses a comprehensive collection of over 30,000 designs for instant download and use. Browse our collection via carefully curated trend stories, design categories, colour groups or license formats. Patternbank designer database is the largest online community of global textile designers, giving the collection a unique and varied aesthetic. The studio is updated every day with new trend relevant designs giving buyers access to thousands of prints from the comfort of their desktop. We also offer print trend forecasting information to keep you up to date with the fast moving print and pattern world.


Here we’ve selected three key print trends that will be hitting Spring/Summer 2018. Check out our full selection of trend report digital downloads at our trend store. Also head over to where it all started on our inspirational blog, which features emerging artists, pattern inspiration and more: The trends seen here are a small selection from our Spring/Summer 2018 Print Trend reports. The full version trend reports called Vision 1-5 are available from the trend forecast area of the Patternbank website:

Join the world’s leading online textile design studio for print, pattern and trend forecasting. Sell your designs online 24/7 to buyers all around the globe Instant payments – we pay you instantly! Customise your profile page with information about you and your work Choose between two licenses: Stock or Exclusive Be part of a new designer community – it’s FREE! Join the new online textile revolution. For more info: 96

Image credits: Rebecca Louise Law, Aitch, Katie Scott and Emily Blincoe.



Image credits: Josef Frank, Chrysanthemum Kimono, Paul Montgomery and Serapion Vasilyev.


Image credits: AOP, Slava Fokk, Txema Yeste and 97

by Kelly Crossley


choose a challenge 1. THE PHOTOGRAPHY CHALLENGE: Your project is to create a colour palette inspired by your own photography.

The Make it in Design team’s trip to Helsinki, Finland proved to be an invaluable source of inspiration and we are delighted to share what we found with you. As you may have seen in the previous pages of this issue, our tour around the Marimekko factory was a once in a lifetime experience and exploring the city of Helsinki was just as exciting.

Get outdoors for a walk and take along your camera or smart phone and snap away everything that captures your eye. From beautiful scenes to the smaller details you might find such as tree bark, crushed leaves and wild flowers. Tip: if you don’t have a camera, make some notes and sketch.

The oranges, yellows, and occasional greens of fall were all around us as we walked around this wonderful city and we couldn’t help but notice the painted buildings in pastel shades and the beautiful heather planted outside of doors and shops. It’s no wonder that Scandinavian design is such a popular and re-occurring trend. Wherever you go in the world, you’ll find colour inspiration everywhere. Even a trip to your next village, town, city or green space can trigger new thoughts and ideas. Watch Rachael’s short video – filmed in Helsinki – to discover how you can find inspiration all around you. So this issue we are encouraging you to see your surroundings in a new way. Get out and about with your camera or sketchbook and record what you see. Really look at the colours around you. What creative possibilities could they bring? How could they inspire your next project or piece of work? What you could do differently with them? To get you started we’ve put together some great colour challenges to get your creative juices flowing. 99

2. THE COLLAGE CHALLENGE Your project is to create a gorgeous colour collage inspired by your surroundings. Pick your favourite colour and using a collection of found materials create a collage. Tip: Use the free colour chips available from your local DIY store as a starting point.

3. THE 3D CHALLENGE Your project is to create a 3D colour palette using no more than three colours. Gather objects in your chosen colours and arrange them on your desk. Then use this as a colour palette and inspiration for your next pattern. Tip: find a textured surface or background to make your collage more interesting.


4. THE ONLINE COLOUR PALETTE CHALLENGE Your project is to use an online colour tool system to create a colour palette from scratch. We have listed a few popular online colour tools below, which you can use to create your very own palettes. Or you could use the built in colour systems in Adobe Photoshop or Illustrator if you prefer. Tip: As a creative person you will have natural feeling about what works and what doesn’t so trust your instincts.



Photography by: Kelly Crossley, Beth Kempton, Rachael Taylor and Vic Lem.

SHARE YOUR WORK WITH US We would love to feature your work as part of our MIID Colour Collection. All you need to do is send us a picture of your completed challenge. Simply send it as a ‘save for web’ jpeg to with the subject: MIID Colour Collection. 101


Miranda Mol is a textile and surface pattern designer from the Netherlands who creates colourful vibrant pattern designs for the home interior, fashion, and technology markets. Miranda was one of the very first students to take our Art and Business of Surface Pattern Design course. She has since started her own successful surface pattern design studio and she also works as a freelancer for several studios. Through these studios she has showcased her work at Premiere Vision, Surtex and Heimtextil and in January 2017 she took the plunge and exhibited on her own at Heimtextil. MOYO caught up with her to find out more about her life as an independent surface pattern designer and businesswoman‌ 102

WHEN DID YOU KNOW THAT YOU WANTED TO BE A PATTERN DESIGNER? From a very young age! My passion for bold colours and patterns came as a result of growing up in the sixties and seventies. I was totally in love with the bright, funky, swirly pink and green curtains in my bedroom and the crazy fabrics that my mum turned into clothes for me. In my teenage years I fell in love with Vlisco fabrics as we lived near the Vlisco mills in Holland and we were able to buy the most beautiful leftovers from their production lines. As a teenager I’d sew my own clothes from these fabrics and add nice embroidery.

others aren’t. This can be pretty nerve wracking at times, but I find that staying optimistic helps. I like facing new challenges and opportunities every day – it keeps me inspired, motivated and focused.

HOW DID YOU BRING YOUR DESIGN DREAMS TO LIFE? I studied Textile Design in Tilburg and Product Design at the Design Academy in Eindhoven before doing an internship at Vlisco. After my graduation I started out as a pattern designer, but at a certain point discovered a passion for designing lighting too. I’ve been designing, producing and selling my lamps to many stores in Holland for a while. ( In 2011 I felt inspired to return to pattern design and at that time a friend told me about the new Art and Business of Surface Pattern Design courses, so I enrolled on Modules 1, 2 and 3! I learnt so much about the industry and particularly how to market my designs to an international audience and establish a name for myself both on and offline. It was also useful to connect with a worldwide community of surface pattern designers. I made good friends through the course, some of who are now my best friends. I have even met up with a few of them in person and over the last five years they’ve been a great support to me in setting up my own design studio. WHAT DO YOU MOST ENJOY ABOUT RUNNING YOUR OWN BUSINESS? Working from my home! Having my own studio space at home has been hugely beneficial for me, and it was especially useful when my kids were little as I could sneak in to work whenever I had time. Nowadays I like to run my own business from home too. It gives me lots of freedom as I can decide when to work – morning, all day, the evening, late at night, etc. I also like the fact that I’m in control of my own work life as I can always choose which direction to take my business in. WHAT DO YOU FIND MOST CHALLENGING ABOUT BEING YOUR OWN BOSS? It is always a challenge to get enough work, and to keep the money coming in. Some times are very good, and


TALK US THROUGH A TYPICAL WORK DAY… My day starts once my husband and boys leave for work and school. I look at the computer to see if any new jobs have come in and I also check Instagram for my daily dose of inspiration. Then work begins. Sometimes I’ll be focused on a digital design project and other times I’ll be developing new ideas, sketching and painting. I confess I often spend way too much time at the computer. It’s important to stay in touch with clients and I like that side of things, but I don’t enjoy doing business admin, such as taxes and bookkeeping, even though it’s necessary. I much prefer being creative – that’s what I love most! WHAT IS YOUR FAVOURITE PART OF THE SURFACE PATTERN DESIGN WORK? Experimenting with materials: painting, drawing, playing with ecoline and oil pastels, making cutouts, stamping and mixing technique. I love getting messy – it’s the best way to come up with new ideas! I also love working digitally: scanning in my paintings and sketches, and making them into bold, layered colourful repeating patterns in both Illustrator and Photoshop. The problem is that all too often I get lost in time as this process is so fun and addictive! WHERE DO YOU FIND YOUR INSPIRATION AND HOW IS THIS REFLECTED IN YOUR DESIGNS? Nowadays I find my inspiration everywhere – on and offline. I can get inspired just being outside, especially when I see unusual forms, patterns and colours, natural and man-made structures, and amazing pieces of architecture. I get many ideas from cultural expressions too, like arabesque patterns, ethnic design and tropical imagery. And I’m still a big fan of the groovy seventies!


HOW DO YOU TURN INSPIRATION INTO IDEAS? IS IT MERELY AN EXPERIMENTAL PROCESS OR DO YOU FOLLOW A SET METHOD? My working and sketching method is mostly experimental but I enjoy looking into new trends on WGSN and turning these into my personal design style too. WHO IS YOUR BIGGEST INSPIRATION IN THE DESIGN WORLD, AND WHY? At this moment it’s all my friends who took the Art and Business of Surface Pattern Design e-course with me, or people who have been in the market for a long time already. These include: >> Bethania Lima >> Eva Marion Seyffarth >> Dieuwertje van de Moosdijk >> SistersGulassa >> Sandra Jacobs Design Studio >> Nika Martinez >> Sonal Nathwani >> Maike >> Colourbook Studio

MIRANDA’S SNAPSHOT… >> Describe yourself in three words: Spontaneous, bold, colourful >> What kind of pattern would you be, and why? A bold, colourful, intricate, layered geometric or abstract pattern with neon in it. These are all my favourite elements for design! >> What do you like to do in your free time? Travel, explore interesting cultures, visit inspiring exhibitions, go to the movies and dance performances, potter in the garden, go walking in the sunshine, and gather new ideas from the great outdoors. >> Can you share something that most people don’t know about you? I love doing life drawings. I’ve been drawing monthly in a small group for a long time and nowadays I also license these drawings as wall art on Minted!

WHAT ARE YOUR HOPES AND DREAMS FOR THE FUTURE? To grow my design business into a big established name, to create the most beautiful designs and to earn enough for an easy living. I would also like to exhibit at more trade shows worldwide and enjoy mingling with all the inspiring design talent around me. WHAT ADVICE WOULD YOU OFFER ANY DESIGNER-ENTREPRENEURS WHO ARE LOOKING TO START-UP ON THEIR OWN? Go with your gut! Follow your dreams, dare to experiment and go all out for new opportunities and adventures. Beautiful new experiences will come from this and you’ll grow as a designer, and as an entrepreneur. Start small and think big!

LINKS: Website: Email: Instagram: Facebook: Twitter: LinkedIn: 105

abspd ALUMNI SUCCESS When we first created The Art and Business of Surface Pattern Design, we had no idea just how much it would transform the careers of our students. We are so proud of our alumni, many of whom have gone on to sell stacks of work, license designs internationally and start their own design labels. This issue we are looking at the successes of star alumni who have featured in the press, won competitons and live design briefs, and achieved lots of other amazing things as emerging surface pattern designers.

In the press

We are thrilled to share the success of Claire Wilson and Katy Bloss whose designs recently featured in Cardmaking & Papercraft magazine as a result of a live brief in our advanced seven week course, The Ultimate Portfolio Builder. What an amazing opportunity for both these talented designers!

Claire Wilson

Claire is a freelance illustrator and surface pattern designer who works from her home studio in Northamptonshire, UK. She loves creating fun and colourful designs that make people smile and feels very lucky to do what she loves every day. When I first saw my work in the magazine… I felt excited and very happy! It felt quite surreal seeing my work in print and my own face looking back at me. I loved the idea that people could make Christmas cards for loved ones using papers that I’d designed – it was a real buzz and it gave me a huge confidence boost. I loved The Ultimate Portfolio Builder course because… The content was really good. I especially enjoyed the subject matter in the first two weeks. I’ve got pretty comfortable over the years drawing the same things over and over again, and convincing myself that there are some things I just can’t draw. The course challenged me to step out of the box. The prompt cards are great if you’re stuck in a design rut. I also liked the projects set for the live briefs and I was grateful for the opportunity to showcase my work to some dream clients. The most important lesson I learnt was… Not to compare myself to others, which is easier said than done! Everyone is at different stages of their design journey and we all have something unique to offer. There’s room for everyone! I also realised how important it is to keep exploring and experimenting to find your own signature

style and handwriting. I’ve been amazed by what I’ve produced because I found the courage to try new things. WEBSITE: 106

I’d describe The Ultimate Portfolio Builder course as… Jam-packed with creative activities, exercises,

information, advice and insights into the world of surface pattern design. I’d definitely recommend it! There is a lot to take in and I found it tricky to keep up at times because of my work commitments, but you can download all the course material and work through it when you have time. I am constantly revisiting material from all the ABSPD modules I’ve taken. The Ultimate Portfolio Builder course has helped my career because… It opened my eyes to all the different ways I could make a living from my designs. Being featured in Cardmaking & Papercraft magazine made me think more about art licensing – something I hadn’t ever considered before. During the course, I began working on some new greetings card designs for my own website which were featured on the lovely Print and Pattern blog – a dream in itself!

Shortly after the post went up on the Make it in Design blog, I was contacted by an art agent who I now work with and license my designs through for greetings cards. Licensing is definitely an area of my business that I’d like to grow this year, as I’d love to see my work out there on a wider range of products.

Katy is an illustrator and designer who lives amongst the rambling green hills of North Yorkshire, UK. Her first ever drawing was of a daisy fairy when she was three and, from then on, she’s always had pencils and paper to hand.

Katy Bloss


When I first saw my work in the magazine… I couldn't quite believe it was my designs on those pages! I really hope all the readers enjoyed using them in their cardmaking projects. I was amazed by the card design examples that Sarah Jackman Read created from my patterned papers and hand lettering. Perhaps I'll take up cardmaking as a hobby! I loved The Ultimate Portfolio Builder course because… Coming up with ideas for the live design briefs was challenging and helped me grow as a designer, plus they were so much fun! I also loved the wonderful student community I found. We shared knowledge, tips and tricks and critiqued each other's work in a really positive way.

The most important lesson I learnt was… Don't overthink your work. Just keep making, stay true to yourself and your style will evolve naturally. I’m not so afraid to put my new work out there anymore either and all the art directors I’ve been in contact with have been so friendly. I’d describe The Ultimate Portfolio Builder course as… The most comprehensive online classroom for the surface pattern design industry. There is so much information to take in about everything from designing collections to staying motivated to business that it’s easy to get overwhelmed, but you really can set your own pace and come back to things when you are ready. The Ultimate Portfolio Builder course has helped my career because… I now have confidence in my designs. Hearing Rachael praise my work and offer design suggestions in the student review was incredibly helpful. Seeing my work published in Cardmaking & Papercraft magazine has also inspired me to start applying my pattern designs to more products to sell online under my own brand. I am also working on a greetings card range that features my hand lettering designs. 107

Live brief results Wraptious …

Our September ’16 class of Module 3: Monetising Your Designs had the opportunity to work on a live brief set by Wraptious. The brief was to create two surface pattern designs with a minimal colour palette inspired by the natural world. We are so proud of all the work we sent over to Wraptious founder Simon and his team to judge. When Wraptious selected their Top 10 entries from all of the designs submitted, Simon explained: “This was SUCH a hard decision. There were so many stunning entries but we were guided by who met the brief we had set”. You can see the top 10 here.

And the three winners are…

We can now reveal that Wraptious have selected the Top Three Artists whose work they wish to feature on their website for six months. Simon explained: “We felt that all three artists had a really strong, clear vision of what they were creating. Clear colour-sets too”. Huge congratulations to the following… Darlene Seale

“I wasn’t planning to submit anything for the Wraptious brief because I didn’t have any ideas! I read the brief over and over again before finally focusing on these directives: ‘Simple, limited colour palette and viewable on a smart phone.’ I decided to create designs that I’d love to see on the cushions on my outdoor day bed, and I submitted these. I’m really glad I did. I’d encourage everyone to have a go and submit something, no matter what. You never know what the judges are looking for and who knows, it might just be your time to shine.”

Jackie Tahara

“This brief really pushed me to try something new. Being chosen by Wraptious as one of their Top Three Artists reiterated the importance of experimenting, while keeping an eye on my own style. I love this learning process! This competition was really motivating and so much fun. Plus I now have two cushions featuring my own designs on my couch!"

Jacqui Mulvagh

“I loved that this brief limited my use of colour. It was a great challenge for me because usually I use lots of colours in my designs. I love drawing and making patterns and for this brief I chose to stay true to my own style of doodling, rather than try to create what I think people want to see. I was totally shocked, and over the moon, that my designs were chosen by the Wraptious team. A huge thank you!” 108

Fashion Formula competition winners As well as teaming up with Fashion Formula for the Make it in Design Summer School and Winter School, Fashion Formula has been running regular design contests to inspire and motivate our students. Here’s what our Fashion Formula competition winners had to say… Claire Barnard

“I was overwhelmed by the response to my design for the ‘Mediterranean Seaside Weekly’ contest. It was the first competition I'd entered with Make it in Design and I adapted my more linear nautical design from Summer School 2016 to a fun, carefree repeat that shouted summer sunshine! This contest has given me the confidence to enter lots more competitions this year and upload more designs to sell on Fashion Formula. Summer School is such an inspiration and it really pushes us designers to work with subjects and styles we wouldn't normally think of. Thanks Make it in Design!”

Monica Mota

Jackie Tahara

“One of the things I love most about the ABSPD courses is learning about all the resources that are available out there. One of those resources was Fashion Formula. It is a great way to try out new designs, get them printed onto products, and get them noticed. Winning Fashion Formula's ‘Urban Textures’ contest was so encouraging and it’s yet another step towards my design career goals!”

Lynn Priestley

“Winning the Fashion Formula competition was a huge boost to my confidence as a new designer. It has shown me that hard work and persistence pays off – and that doing what you love brings great rewards.”

“When I started out I had little experience with Photoshop and Illustrator, and no design or art degree. Through hours of online tutorials, and with the amazing support of my classmates, I'm now designing patterns! After finishing Module 2 and winning the ABSPD ‘Typography Testimonial’ competition, I found the confidence to enter more online contests. Last September, I entered the Fashion Formula design competition and won! I received three metres of fabric and also featured on their blog. I was so happy! Fashion Formula is such a nice company to work with and their fabrics are awesome – such great quality!”

Montserrat Soto Guerrero

“As an emerging surface pattern designer from Spain, winning the Fashion Formula contest was a great experience for me. It was a good opportunity to promote my designs and my website and I loved featuring on the Fashion Formula blog. All this has given me the confidence to submit new designs for different competitions.”


Spoonflower competition winners Spoonflower empowers individuals to create on-demand, custom-designed textiles for their home décor. Two students from The Art and Business of Surface Pattern Design (ABSPD) share how it feels to have won a weekly Spoonflower design challenge… Bianca Pozzi

“I decided to open a Spoonflower shop last year while taking ABSPD Module 3, which was all about monetising designs! More recently Spoonflower started a weekly design challenge, which is an amazing opportunity for us artists to get exposure for our shops while tackling cool live briefs. I love participating in these challenges because the Spoonflower community is amazing. We are constantly learning and testing our designs out in the marketplace as the challenge winners are chosen via a public vote. I would definitely recommend taking ABSPD Module 3 too as it gives you so many ideas about how to earn money from your artwork by taking the right path for you.”

Jill O’Connor

“Winning the ‘Home is where the heart is’ Spoonflower design challenge for my house and foxes tea towel design was a fantastic boost for me. The Spoonflower community is full of really talented designers and the competitions each week are a real challenge so I feel really proud."

Feathr competition winner: Nina Tailor In May 2016 Nina Tailor from London, UK, entered the call for submissions for Feathr’s new wallpaper collection. The brief was to lift wallpaper out of the decoration ghetto and turn it into art. Nina was one of the 10 artists shortlisted and she went on to win the competition. MOYO asked her to share a little more about the experience… How did you feel when you saw your work on wallpaper? Seeing my bloom series wallpaper collection for Feathr come to life was amazing. I just loved the whole creative process from sketch, pencil, paint and digital to producing something physical. I wanted to hang it on my own walls! The Art and Business of Surface Pattern Design course gave me the confidence to submit my designs. It was entirely my own project, inspired by vintage rococo and floral patterns I discovered underneath layers of aged paint and wallpaper during a restoration project. I interpreted it with acrylic and oil paints and followed my instincts. I am proud to have produced something that is so totally me. Thank you ABSPD! What steps did you take to get to where you are now as a designer? I was given a lot of creative freedom as a child. I was always allowed to make a mess and explore different mediums like paint, glitter, chalk and clay. My bedroom walls were my first 110

canvas. After school I completed an art foundation course and a BA in Ceramics. I then spent seven years working for various digital agencies in London. I have since been freelancing and love the flexibility that it brings. I would recommend getting as much studio experience as possible in your desired field. The wealth of knowledge and professional expertise is invaluable. I heard about The Art and Business of Surface Pattern Design course in 2014 and it seemed like the perfect way to extend my knowledge, gain a good understanding of the business side of things and also to go back to basics and start exploring, like I did as a child. I was so grateful to win a scholarship place on all three modules of the course in association with Print & Pattern a couple of years ago. How has The Art and Business of Surface Pattern Design helped you in your design career? As a creative person I am often very critical about my work.

I tend to stand back and ask myself if a design is too much, or question if I’ve done enough. The course taught me to have confidence in my own ability, something you can easily lose working in high-pressured situations with strict client briefs. What are you working on currently? Another wallpaper collection that I hope to have completed by the summer. What would be your dream design gig? To restore a turn-of-the-century mansion to its former glory. I’d especially love stripping back those deep layers of wallpaper and modernising all the wall coverings along the way. full-bloom-wallpaper

ones to watch

Talented designers Deborah Velásquez and Gail Myerscough tell us how The Art and Business of Surface Pattern Design courses have helped them to take their careers to the next level. Deborah Velásquez

Deborah, a Brooklyn original, lives the creative life in the wooded hills of New England, USA, with her husband and two boys. An award-winning artist and designer, her work is modern, sophisticated, graphic, and bold. Deborah’s designs can be found on a wide range of home, stationery, and technology products and she has just published her first book, Drawing in Black and White with Quarry Books. When did your interest in design first start? My love affair with art and creating has been with me since childhood. I could never have enough paper or pencils. I had a difficult time deciding if I wanted to go into fine art or commercial art. Now it is wonderful that you can do both. My mom used to buy me Vogue magazine growing up and I drew a lot of faces and fashion. I believe that inspired my early career in the fashion industry. What steps did you take to get to where you are now as a designer? I went to school for graphic design and textile design. After I graduated I worked in various positions for a well-known retail company. I love learning and during my work years I continued to study in creative areas of interest. A few years into motherhood I wanted to start making art again. My hope was to achieve flexibility as an artist and raise children at the same time. I took whatever free time I had and made art. At times it would only be an hour, but I made that the best hour ever! I didn’t get too caught up on what I made art on and I kept things simple. Those were the days of 5 x 7 tan craft cardstock cards and a pen. My next step was finding a great online course to get back into the art process. I took all the classes in the first round of The Art and Business of Surface Pattern Design and I am yet to take The Ultimate Portfolio Builder - it’s on my ‘to-do’ list! After this, I put a portfolio together, made business cards, produced marketing materials and began to make

submissions to companies. I had some success and many rejections. At that time, I also entered competitions in order to make new work and be visible. Early on I did not have a website but I did have a blog so I built my social media presence through that. Social media, especially Instagram, has played a big part in my success. I finally created a website too and it’s the best way to attract clients. I also participated in local art shows to build my business and grow my local client base for original art. I eventually moved into a studio where I could sell, make products, paint and teach workshops. Investing in a dedicated space to make art has been one of the best decisions I’ve made. I love my studio and my children love it too. It has become “our” creative space. They are blended into my creative life and that lights me up. 111

What was the most important lesson you took away from The Art and Business of Surface Pattern Design course? The courses opened the door to possibility without any judgment. I came back to art and design a few years after having my first child and The Art and Business of Surface Pattern Design showed me that you have to start somewhere. Not everyone will take the same path to success. At the start my career grew organically but now I plan much more so I head in the direction I want to go in depending on the type of work I want to make. I’ve also embraced the idea of having many avenues to generate revenue. What difference did it make to have a supportive community of fellow students and how important do you think this will be going forward? It is so important for artists to have a tribe – friends to discuss new ideas, artwork, techniques, creative blocks and clients with. My community of fellow creatives is unbelievable and I thank The Art and Business of Surface Pattern Design courses for that. How would you describe your style? My style is Scandi and mid-century inspired and it’s strong, sophisticated and decorative. Flower motifs feature heavily in my work. My brand identity falls squarely within the home décor market and my success within the wall art and rug market have been strong indicators of where my work fits best. I am so proud to have my work licensed with wall art companies, West Elm, Minted and CarpetVista in Sweden. What kind of designer do you want to be known as? As a brand that is in perfect partnership with the home décor market. As an artist-designer I want my work to be, "Where Art and Beauty Meet Lifestyle" © What are you working on currently? I have a gallery show in the works and I’m continuing to work on my daily sketchbook project on Instagram. My publisher has some fun projects for me in the future too. I also hope my partnership with CarpetVista continues and I am excited to see what my future designs will look like. Teaching has become part of my brand and I run creativeworkshops at my studio throughout the year. I have now agreed to do a six-week artist residency in a Montessori School and I will be teaching at a high-school summer camp program come July 2017.

What advice would you give emerging designers wanting to build their portfolios? >> Make art everyday! >> Rework old work - it’s only old to you! >> Stay true to your style >> Invest in creative consultations - they really helped me to narrow my focus and take an honest look at my career path >> Take classes to make new art >> Find your community >> Enter lots of competitions - you may be the next winner! >> Keep honing your craft What would be your dream design gig? I would love to design an entire homeware line from textiles to accessory items for a major player in the home décor industry. Looking ahead what are your major goals for the next couple of years? More books for sure. I loved the process and I truly love sharing and being accessible as an artist. I also dream of designing a fabric line and I hope to continue to grow my rug line. Outside of the commercial world, I would welcome a museum show and really want to turn my workshops into retreats.


Gail Myerscough

Gail is a surface pattern designer based in Manchester, UK. She produces her own range of homeware, prints and stationery and is influenced by mid-century design, the 1960s and post war architecture. Gail loves using bold colours and shapes in her designs and describes her style as modern retro. When did your interest in design start? As a child I loved colouring in. I once sent a picture to Tony Hart’s Gallery. It wasn’t chosen but that didn’t stop me wanting to be an artist. I studied surface pattern design at university 20 years ago and at that time all work was hand drawn and used colour separation. Computers were hardly used, apart from one session a week where we learnt the basic Paint program. As my skills became obsolete I worked in other areas but I always wanted to re-train and start designing again. What steps did you take to get to where you are now as a designer? In January 2015 I started Module 1 of The Art and Business of Surface Pattern Design course and have subsequently taken Modules 2 and 3 and The Ultimate Portfolio Builder. Not only have they given me the skills and confidence to start designing again, they have re-kindled my passion for design. The most important lessons I took from The Ultimate Portfolio Builder is to look everywhere for inspiration, challenge yourself and be confident in your own style. Having the support of fellow students along the way has also been invaluable. It’s great to share work and see how others interpret a given brief. I’ve met some fantastic creative people from all over the world, gained valuable knowledge from them, and made some great friends. Tell us about your experience of the live briefs and student work reviews… The live briefs were a massive challenge and took a lot of hard work but it was fantastic to be able to get your work in front of real companies. My designs were chosen for publication in Cardmaking & Papercraft magazine and I was shortlisted for the Printsource competition. Both gave me a massive confidence boost. The live reviews were helpful and encouraging too. They taught me to believe in myself and trust that I’m on the right track.

What has happened since you took The Ultimate Portfolio Builder? Last September the Royal Exchange Theatre in Manchester asked me to submit some designs for a new range of merchandise to celebrate their 40th anniversary. My designs were inspired by the amazing theatre module, which is situated in the city's former Cotton Exchange and the theatre's new branding. (Read more about the theatre and its work here.) They loved my work and commissioned me to produce two designs. The designs are exclusively available to buy as mugs, notebooks, key rings, bags and t-shirts at the Royal Exchange Theatre shop. I'm very excited about this incredible opportunity and the fact it’s my first commission as a new designer is just fantastic. What are you working on now and what are your major goals for the next couple of years? I am currently expanding my portfolio and gaining press coverage for my designs. My work is soon to be featured in a national Sunday newspaper and I have recently produced a new range of prints and notebooks. In the coming years I’d like to focus on building my brand, gaining lots of new clients and continuing to develop my practice. What advice would you give an emerging designer who wants to build their portfolio? Look everywhere for inspiration and keep drawing, doodling and developing your own style. Trend forecasts are an important tool and they can really inspire new work. Taking courses like The Ultimate Portfolio Builder, entering design competitions and completing Patternmash briefs are a great way to build your portfolio and try new things. One of my most successful designs, Lido Ladies, came from a Patternmash brief. What would be your dream design gig? To create a range of patterns or homeware for an iconic brand like Liberty or Heal’s. 113

Spotlight on... This issue we shine the spotlight on six fabulous independent businesses, which were founded by people with a passion for designing and making. Read these inspirational interviews to find out why it’s so important to create a busin ess you love and to love the business you’ re in… 114

MEET KERRI BINNIE, FOUNDER OF BUSY B When Kerri Binnie (the ‘B’ in Busy B) became a mum, her previously busy life suddenly became very busy indeed. It was clearly time to get organised. So, being a product designer, Kerri set to work crafting cleverly thought-out solutions to tame the mayhem of modern life. HOW ARE YOU DOING WHAT YOU LOVE? I love what I do at Busy B and I’ve always been passionate about product and design. Doing something I enjoy on a daily basis makes for a very happy work life. I think that persevering through the challenges – not giving up and learning from mistakes – and having a strong team of talented people around me has helped the business grow.



HOW DID THE IDEA FOR YOUR STATIONERY BUSINESS COME ABOUT? WHAT WAS YOUR MISSION AT THE OUTSET AND HOW HAS YOUR VISION EVOLVED OVER THE YEARS? My first product was a card tree style Christmas card holder. I saw a gap in the market for something simple and stylish, and it was a cheap item to produce with my own money. My only aim was to see if I could do it, and if they’d sell. Since then, and in order to get to where I am now, I have learnt a lot about retailing products! WHAT ASPECTS DO YOU ENJOY MOST ABOUT BEING YOUR OWN BOSS? That I control my own destiny! I like working in a team and the feeling that comes with winning a big order or overcoming big challenges. WHAT THREE THINGS ARE YOU MOST PROUD OF IN TERMS OF HOW YOU’VE GROWN YOUR BUSINESS? My team, the products and the way the brand has developed. WHAT ARE THE MOST CHALLENGING PARTS ABOUT RUNNING YOUR OWN BUSINESS? WHY? Definitely holding my nerve when we have invested a lot of money in something. And also finding good people to come and work with us all the way up in Edinburgh! WHAT BIG RISKS HAVE YOU TAKEN, AND WHAT SACRIFICES HAVE YOU MADE AS YOUR BUSINESS HAS GROWN? I had absolutely no money at the beginning, and what little I did have, I put into card trees. I’ve also sacrificed a lot of time over the years and I’m very mindful that I don’t want my children to miss out on my time so I juggle a lot. I never feel very far from Busy B, it’s like having a baby; I am linked via an invisible umbilical cord at all times which means I think about work a lot, even when I am not there. WHAT ARE YOU WORKING ON AT THE MOMENT AND WHAT ARE BUSY B’S DREAMS FOR THE FUTURE? We are currently working on our AW17 season. We are introducing a really nice contemporary range for Autumn/ Winter and we will be extending our wedding range too. We

really want Busy B to be easily accessible to all busy women. Online channels and social media are a great for spreading the word and this is something we’re working on so the Busy B brand reaches an even wider audience. We also plan to grow the product ranges by adding in some exciting new looks, working with new materials, and creating accessories that complement our stationery lines. I still love product development and feel passionate about innovation. As a business we are constantly researching and gathering feedback from our consumers to develop new ideas and solutions to help people live more organised lives. 115

Meet Alex Wills, co-founder of Fashion Formula

WHAT DO YOU ENJOY MOST ABOUT BEING YOUR OWN BOSS? I love being able to choose my own hours, and control our standards of production. We offer a very high quality printing service and excellent customer service. Being responsible for these things means that our customers can rely on us week in and week out for great fabrics and papers. WHAT THREE THINGS ARE YOU MOST PROUD OF IN TERMS OF HOW YOU’VE GROWN YOUR BUSINESS? 1. That we now have over 750 artists contributing to our site.

WHAT DOES YOUR BUSINESS, FASHION FORMULA, DO AND HOW DID THE IDEA INITIALLY COME ABOUT? I was inspired to co-found Fashion Formula because many bureau printers over-complicate the process of ordering fabric. We wanted to find a way for ordinary people to create their own gorgeous fabric, wallpaper or gift wrap. To test how user-friendly our website is I got my 90-year-old grandma to log on and order some fabric and she did it – no problem! Another reason for creating Fashion Formula was because I want to help small brands and designers. All too often they scrape together enough money to put out a small collection, but then the money gets tied up in stock they can’t sell. Fashion Formula means that small designers can sell their designs and products without holding any stock, which reduces risk and exposure. The only work they have to do is upload their designs and then we will print and fulfil their orders, and automatically pay them commission. My co-founder and partner, Artemis, taught architecture at Manchester School of Art and the Architecture Association. We were excited by the prospect of combining her design skills and passion for art and teaching with my technical ability and experience to create a company geared to helping small designers spread their wings. WHAT SERVICES DO YOU PROVIDE? Fashion Formula is a fun and easy-to-use online platform whereby customers can create their own printed fabric, wallpaper, accessories or gift-wrap. They can either upload their design or photo or choose from one of the thousands uploaded by our talented design community. Designers can upload their designs for sale and earn up to 20 per cent commission on any sale they make without the traditional risk of buying and holding stock. Each designer has their own shop where they can showcase their designs and personalise them. We also have a trade arm which offers manufacturing for fashion houses, interior designers, designer makers and individuals who purchase in larger quantities for their own businesses. 116

2. A friend telling me that his friend in France started a business because of the quality printing she got from us – this was very satisfying. 3. The growing collaborations. We recently did work for Chiara Ferragni (the face of Amazon fashion and Levi’s) and printed for Artemis’s favorite, Alexander McQueen, which was a big moment for us. We are currently doing printing work for some other really famous artists. WHAT ARE THE MOST CHALLENGING PARTS ABOUT RUNNING YOUR OWN BUSINESS? WHY? Finding time to do everything. Running your own business is all about juggling lots of balls: making sure staff are working as a team; customers are happy; bills are paid on time; regulations are met, etc. I’d work 100 hours a day if I could. I couldn’t do my job without the support of Artemis. She keeps me grounded and focused and she is a constant source of new inspiration and ideas for the company. I recently finished my MBA dissertation on Female Entrepreneurship in the UK and I discovered that the top three struggles entrepreneurs faced are ‘ Time, Money & expertise and skills’. I tend to agree. WHAT MAKES YOU EXCITED ABOUT YOUR BUSINESS RIGHT NOW? We are close to hitting 1,000 designers on the site and over 10k Instagram followers. We’re also proud to have collections with some of the UK’s biggest fashion houses and I am excited to see these hit the shops soon. I love it whenever our work is in the public eye, whether it’s showcasing in London Fashion Week or featuring on Etsy for a small creator. WHAT ARE YOUR HOPES AND DREAMS FOR THE FUTURE? To keep growing and innovating, and inspiring designers to be creative. My dream one day is to have a fully automated factory where designs are put in and finished on fabric before they are even touched by a person. We are close but there is still a lot of work to do.

FINALLY, WHAT FIVE THINGS DO YOU NEED TO CONSIDER WHEN DESIGNING A PATTERN SPECIFICALLY FOR PRINTING ONTO FABRIC OR WALLPAPER? 1. Set your colour mode and DPI settings first to ensure you get no surprises later. 2. Always consider what you are designing for in terms of layout and scale. 3. If you are designing a repeat, double and triple check it before sending it to print as those white lines can ruin a beautiful design. 4. Unless it’s geometric or repeating, try and design in a more abstract or fluid way or mix in textures or other elements. Often designers get lazy and simply mirror or tile their work, which can make designs less attractive or interesting. 5. Consider which fabric you are designing for and test it. This is important because using different fabrics can result in different effects, and often it’s the type of fabric that inspires new ideas too. WEBSITE: FACEBOOK: INSTAGRAM: TWITTER:


The Fashion Formula team


meet Sarah Barker, Head of Creative at IG Design Group IG Design Group is one of the world’s leading designers, innovators and manufacturers of gift packaging and greetings, social expression giftware, stationery and creative play products. TELL US A BIT ABOUT YOURSELF, YOUR BACKGROUND AND YOUR JOURNEY TO THIS POINT… I always knew I wanted to be in a creative role, even as a child. My gran taught me all the traditional crafts and my mum always made sure I had materials available to practice and enjoy at home, which was really encouraging. It was during my A-Level studies in art with art history that I became really inspired to pursue a career in design. My art teacher, Blossom, was a fantastic mentor. She gave me the confidence to follow my ambition and go and study Design Communication at university. After that I contacted several companies for freelance work and was offered a job on the spot as a greeting card illustrator for a company called Fine Art Developments, who were later acquired by Hallmark. I worked at Fine Art Developments for 10 years in creative management positions before being headhunted for a role at IG Design Group. I’ve now been in the greetings industry for 26 years! I manage a team of 52 and my background and experience lies in creative design, product development, branding, management and creative mentoring. WHAT DOES IG DESIGN GROUP DO? We transform paper – and much more – into products that help celebrate life’s special occasions and turn moments into memories. For example, we design and hand-make crackers for Her Majesty the Queen and supply to the world’s biggest blue-chip retailers including Costco, Walmart and Tesco, working hard to offer them a complete end-to-end service, whilst designing with creative flair and imagination. Consumers will find our products in most well known retailers. Most of our operations are in the UK and US, with 19 per cent in Europe, 12 per cent in Australia and 2 per cent in the rest of the world. In terms of most popular products, our recently introduced ranges of ‘Emoji’ are proving most sought after, with ‘happy faces’, ‘hearts’ and ‘hand gestures’ amongst the biggest volume sellers to the UK market. The partyware side of our business and ‘Celebrations’ portfolio of products continues to grow too. Last year we sold nearly 40 million tabletop sparklers and party poppers! And in design-led giftware, we sold 9 million photo frames. CAN YOU DESCRIBE YOUR ROLE? My role is to lead the creative team in line with the business strategy and ensure we are one step ahead, both creatively and functionally. I strive to make sure we have the best team possible. Even though the product is the same every year, no 118

day, month or year is ever the same, which I love. I am also the link between creative and commercial operations. It is very important for customer service levels and business efficiency that the creative and commercial teams work well together. My role is integral to the development of our company brands Tom Smith and Giftmaker. TALK US THROUGH A TYPICAL DAY… Usually the first thing I do is check my emails and then make sure my team is briefed for the day and week ahead. Throughout the day, I plan and review creative ranges, including new product concepts, and attend meetings to discuss customer, business and team strategies. My role also involves mentoring and leading individual projects and briefs. WHAT ARE YOU WORKING ON AT THE MOMENT AND WHAT DOES 2017 HAVE IN STORE FOR IG DESIGN GROUP? We are currently processing 2017 Christmas ranges through to production as well as researching and developing trends for Christmas 2018 and 2019. In the next three months, we will start the creative development for 2018 for our Branded ranges and key customers.



Meet James Garlick, Brand Manager at Pink Pig International Pink Pig is a family run business that supplies students with high quality drawing books. It offers the world’s largest range of sizes, formats, colours, and cover designs. Pink Pig make all covers themselves in Yorkshire, England, using the best quality acid free paper, sourced sustainably or recycled where possible. CAN YOU GIVE US A BRIEF HISTORY ABOUT PINK PIG INTERNATIONAL? Pink Pig was created in 1992. Our Managing Director, Nick Wilson, has always understood the importance of high quality paper and the needs of artists and art students from his background in art, design and printmaking. He explains: “Our first customers were the surface pattern designers in art colleges. I used to drive to them in a van and the demand was unbelievable. I am so proud of what we have achieved, built and continue to maintain. From what started in a small terraced house, which we quickly outgrew, to now, a multi-channel global business, I am honoured to be involved with such a dedicated team of 24 staff.” Nick is still very much involved in the day to day running of the business, just like he has been for the past 25 years. We think that this has been instrumental to the ethos of our business and it is what has kept us so true to our original values for so many years.

this before so it was great to be involved and I’m already excited about producing the next one! WHAT ARE YOU WORKING ON AT THE MOMENT AND WHAT’S NEXT? At the moment I am producing another catalogue and I have just made a room at ‘Swine House’ (the actual name of our headquarters) into a studio where I can photograph, film and do my own artwork inside our books. The plan for 2017 is to produce more film for our You Tube channel so that we can show our pigs in action. The dream is to become a global success without a doubt and that dream is a daily work in progress. WHAT ARE YOUR THREE GOLDEN RULES FOR EFFECTIVELY MANAGING A BRAND? 1. Listen to and look after every single customer. 2. Know your target audience. 3. Focus your Advertising and Marketing in the right places. Website: Twitter: Instagram: Facebook: Youtube:


WE UNDERSTAND THAT PINK PIG INTERNATIONAL OFFERS THE LARGEST RANGE OF SKETCHPADS AND NOTEPADS GLOBALLY. CAN YOU TELL US A LITTLE BIT ABOUT THE TYPICAL MARKETS, CUSTOMERS AND USES OF YOUR PRODUCTS? The reception we get is fantastic. The market is predominantly female but we are working hard to expand our male market. Mixed media is popular right now and we see lots of customers using it on our social channels, like Instagram, which is amazing because it’s so visual. We also see great works created from watercolour, ink and paint pens and receive superb feedback about how well our quality paper stands up to these media. I recently started a #worldartsteam with illustrator Peter O’Toole, we sponsor artists with sketchbooks and in return they post their work in our books on their social channels. It’s the beginning of a worldwide ambassador programme! In response to demand we try to place our products strategically online to maximize impact and sales and currently sell in six countries on Amazon. WHAT DO YOU LOVE MOST ABOUT WORKING AT PINK PIG INTERNATIONAL? For the first time I feel I have brought experience to the table. Over the past five years I have made significant changes that have been of benefit to the business. An obvious highlight was achieving Brand Manager status but I feel my most accomplished project to date is the Pink Pig short film I art directed to showcase our brand. I’d never done anything like 119

Meet Megan Flood, Founder of Pretty Neat Studios Megan has turned her passion for stationery and laser cutting into a fully-fledged business. She works from a studio in her grandma’s garden in Harrogate, Yorkshire. WHAT’S YOUR STORY? I’ve been creative for as long as I can remember. Since producing my first homemade greetings card aged 10, I haven’t really looked back! I specialised in creative subjects throughout school, and then completed a Foundation Diploma in Art and Design at York College. My obsession with all things laser cut began during the first year of my degree in Printed Textiles and Surface Pattern Design at Leeds College of Art when I was introduced to two course laser cutters, ‘Celia’ and ‘Birtwell’, and I was hooked! At the end of the third year we were required to complete a mini business plan as part of an enterprise module, and the basis of mine formed the idea for Pretty Neat Studios. After university, I spent two years working for Tigerprint. As well as giving me an invaluable insight into the inner world of commercial design, it allowed me to save money until 2014, when the stars aligned, and allowed me to turn my dream business into reality and purchase a laser cutter of my own. Since then, my little enterprise has steadily grown into a fully functioning and successful business. TELL US MORE ABOUT YOUR BUSINESS AND HOW IT HAS EVOLVED... Pretty Neat Studios comprises of a number of different strands. Although laser cutting is my main focus, I also own a high quality A2 printer, which enables me to offer other services too. I tend to concentrate on wedding, event stationery and accessories, and laser cutting and digital printing services. My passion and inspiration comes from the wedding side of the business. It’s a way of expressing myself creatively, whilst making beautiful things for people who really appreciate them at a special time in their lives. This side of the business has been a slow grower. In my first year I only did one wedding for a close friend, and the few weddings after that were for friends too. Through a combination of word of mouth, social media advertising, work on my website and attending a small number of wedding fairs, I now have a steady turn around of wedding orders to work on. The laser cutting and printing services offered a more regular source of income from the start, and they have become the financial backbone to the business. I continued working for Tigerprint on a freelance basis, supplying them with a fast turn around of laser cut samples to help with their product development. Other customers include designer makers such as Suzanne Oddy, who creates the files for her personalised wooden and paper gifts, and sends them to me for production. I’ve also worked with exhibitors at trade shows such as Top 120

Drawer to create bespoke laser cut and engraved signage for their exhibition stands, and completed jobs for organisations such as the Green Party and GSPK Circuits Ltd. The diversity of work means that there’s always something new to challenge me. WHAT ASPECTS DO YOU ENJOY MOST ABOUT BEING YOUR OWN BOSS? Being your own boss takes time and effort, but it feels as though all the energy you put in directly benefits you, which makes everything worthwhile! Since becoming self-employed, I’ve eliminated a three-hour daily commute, which has saved me time and a lot of money! I also love being on the receiving end of positive feedback from satisfied customers. I enjoy having creative control, and being able to pick and choose the jobs I take on, as well as having the power to steer the direction of the business in the long term. I hope that the flexibility of running my own business will mean that in the future I’m able to adapt my work-life to fit around a family in a way that wouldn’t be possible if I was employed full-time. WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU? My working day is almost always spent in my studio. I try to begin each day with a fresh to-do list (usually written the evening before) to make certain I prioritise the work that needs to get done. From then on it’s a juggling act trying to keep on track with my list, whilst slotting in any new/urgent requests, replying to emails and getting to the post office on time! As well as my daily lists, I also have an ongoing spreadsheet of jobs and weddings that I’m working on, colour coded to signal what stage they’re at and whether I need to be doing anything towards them. Although I spend most days working alone, no day would be complete without at least one phone call to my lovely mum who also helps out in the studio when things get hectic! Having a studio in my grandma’s garden also means there’s always someone to have lunch with, which is lovely! My work-life balance could definitely do with some improvement as I am a workaholic and often spend my evenings doing admin! I try my best to switch off from the business as much as I can at the weekend though, and give myself a break. WHAT’S THE BIGGEST LESSON YOU’VE LEARNED AS A CREATIVE BUSINESSWOMAN AND WHAT’S YOUR ADVICE TO ANYONE WHO DREAMS OF CARVING OUT A CAREER IN THE INDUSTRY? I've learned a lot in the last few years, and most of those lessons revolve around time. Everything takes longer than you think – from the initial set up of the business, to getting your name out there, to packaging up orders and sending them out. Following that, my best piece of advice would be to not underestimate the value of your time, and charge properly from the outset for the work that you do. That's not something I was very good at to begin with. Because I love my job and being creative, it was very easy to underestimate and undercharge for my time, but there is a big difference between doing something as a hobby for fun, and making a living doing something you enjoy.

WHAT IS THE KEY TO YOUR SUCCESS? Creating a business that I enjoy working on and that there is a demand for. Even with fantastic marketing, if you're trying to sell something that people don't want to buy, then you will struggle. There was a need in my area for fast and flexible laser cutting and printing services, and although the wedding stationery market is relatively saturated, I was able to do something a little different which set me apart. I think diversifying into different markets in a focused way has strengthened the business and helped me maintain a steady flow of work. I was also in a lucky position, after the initial investment, of being able to start small and build things up slowly without the worry of huge overheads or the wellbeing of a family to think about. Without the generosity of family and friends, I definitely wouldn't be where I am today. WHAT IS THE BIG DREAM FOR YOU AND YOUR BUSINESS? I don’t have any grand plans to turn Pretty Neat Studios into a huge laser cutting empire, but I will soon outgrow the studio as it stands. I would really like a custom built workspace attached to my home to allow me to be more flexible with work. It would be great to have somewhere separate from the machine to have meetings with clients, and a bit more storage space wouldn't go amiss! Other than that though, my biggest dream is to be able to spend the rest of my career happily and successfully making a living from doing what I love. WEBSITE/BLOG: INSTAGRAM: FACEBOOK:



Meet Simon Wadsworth, Founder of Wraptious Wraptious is a growing community of over 30 artists (Wraptees) who love to create and share innovative, awesome art. Painters, illustrators, photographers, designers who work with typography – it doesn't matter – if the work is cool and different, Wraptious believes it should be shared and enjoyed. The business started with gift wrap, and it now offers cards, cushions, prints, coasters, mugs, placemats and t-shirts too. HOW DID THE IDEA FOR YOUR BUSINESS COME ABOUT? While working in my previous job, I was always doodling. Though I can’t claim credit for any creative masterpieces, my friends always proclaimed that these would look great on wrapping paper. That sounded like fun! I began exploring the market, learning what works, where there may be opportunities and I set myself the mission of creating some awesome giftwrap! At the same time, I joined Shillington College in Manchester for an intense, three-month graphic design course. It was fantastic, and provided much needed skills and confidence to get me started. It also introduced me to many very talented Manchester artists and designers, who I began collaborating with to create beautiful wrapping paper. HOW DID YOU GET WRAPTIOUS OFF THE GROUND? I set up my very first market stall at Manchester’s Castlefield Market, and lasted a full half-day before I made a sharp exit as the heavens opened and my stand was blown away! Selling gift wrap sounds great on paper, but it was becoming clear quickly that the practicalities were difficult – storing, shipping, selling outside – all had challenges you don’t think through unless you give it a go. It was clear I needed to evolve the initial plan, and so I started selling other products too, like art prints and greeting cards. Wraptious would not be where it is today if it wasn’t for these artisan markets. We are lucky in Manchester to have a wide selection with strong footfall, allowing me to attend over 250 market days in my first two years! It was tiring – setting up and closing down each time – but after a bumpy few months, I began to learn what sold well, what didn’t, price points, and our message. Markets were also great for cashflow, and they allowed us to introduce new artists and products, open a website, and attend our first trade show, Spring Fair at the Birmingham NEC in February 2015. Three years after our first stall at Castlefield, Wraptious’s mission has very much evolved from creating wrapping paper, to being about supporting and providing opportunities for all artists, and sharing their work across a breadth of cool products. It’s been a fun journey so far. The more we grow, the more we can support each other and bring exciting new talent, products and stories to you. 122

WHAT DO YOU MOST ENJOY MOST ABOUT BEING YOUR OWN BOSS? Working in my pyjamas and not setting an alarm in the mornings? I joke! Being my own boss is in equal parts extremely rewarding and absolutely terrifying. Just knowing I am making a small difference, creating jobs and supporting artists, keeps me motivated every day. I really enjoy the flexibility of working from home too – or anywhere where there’s an Internet connection, it’s nice to not feel ‘trapped’ in a work office environment every day. Ultimately, I enjoy the freedom to be able to set my own path and not have to compromise on what I believe is the right thing to do. TALK US THROUGH A TYPICAL DAY IN YOUR LIFE… It sounds like a cliché but every day really is different. For many weeks a year, you’ll find us at the various markets and shows that we exhibit at. But when not attending these I am generally a late riser – waking around 10am, and spending the first couple of hours having breakfast, reading, going for a run, and replying to quick emails. I become more focused from early afternoon, and then generally work through until 3am. I work mostly from home, though I pop to our warehouse a couple of times a week to check up on our stock and the team. All our meetings with the team are in local coffee shops too. It’s a nice mixture. Much of my work is reactive – creating invoices, responding to emails, taking calls, ordering more products, etc. But it is the proactive work I most enjoy – working with our artists, creating new products, improving our online presence, designing our show stands and catalogues, visiting our trade customers, developing our new website, and thinking about the future. I’m a workaholic and will do about 14-16 hours work a day, seven days a week. Working on improving my work-life balance is one of my aims for 2017. Learning to say ‘no’ to things, being more selective about how I spend my time and delegating more. The latter is something I’m now fortunately able to do more and more with a strong growing team and higher revenue. Another tip I’m working on is how I manage my phone – turning off email notifications for example. Even just leaving my phone to charge overnight downstairs rather than by my bed, has really improved my morning routine and work/life balance! WHAT ARE THE MOST CHALLENGING PARTS ABOUT RUNNING YOUR OWN BUSINESS? WHY? For me, the most challenging aspect of running my business is staying focused. There are a myriad of ways we could choose to go, but if we chose them all we’d run out of time and money very quickly. Not to mention that we’d probably do none of them justice, as we’d spread our efforts and skills too thinly. So, the hardest challenge is choosing what not to do – to not be tempted by every salesman and friend who gives you ideas. The other major challenge is cash flow. This is the main reason why small businesses go bust. You could have the best product in the world, but if you have no cash available to pay suppliers or staff, for example, then you’re a sitting duck. It’s like a real-life game of Monopoly, and it’s a challenge that we need to be mindful of at all times.

WHAT ADVICE WOULD YOU GIVE ANY ARTIST INTERESTED IN BECOMING A WRAPTEE? Have fun! This joy and positivity always comes across in the strongest work we receive. Be memorable, but also be aware of what sells well – maybe try some local craft markets or sell on Facebook or Etsy and find out which pieces do best for you. Though our customers have a strong affinity to animal work, we are always looking for something that bit different. WHAT EXCITES YOU MOST ABOUT YOUR BUSINESS RIGHT NOW AND WHAT ARE YOUR BIG DREAMS FOR THE FUTURE? I love this industry. Everyone is so friendly and supportive. Even at shows where we are all competing with each other, it does not feel like it. Support, advice, encouragement (and hugs) are all shared willingly. If only everywhere was like this! Every week I’m excited about who we may come into contact with, and what opportunities we may stumble upon or create. Finally, I’m extremely excited about a new web platform we’re building that will open Wraptious’s doors to every artist – allowing everyone to have their own permanent Wraptious Profile and ability to have their work on up to 100 products instantaneously, for free. It’s part of my vision to make this industry inclusive and accessible for all. Watch this space…!



Simon with Mervin the Wraptious mascot



Moira Fuller is a surface pattern designer and illustrator based in West Yorkshire, England. Moira has also worked as a creative artist, selling work through shops and galleries and teaching creative courses, for organisations like The National Trust. Seeing what a positive affect making has on people, she started Craftiosity, a site which makes it easy for anyone to tap into their creativity, try new things, learn in their own time, and make things they can use, and love. Here she shares her experience of exhibiting at Pulse…

We share the stories of three fantastic designers who’ve each exhibited at top industry shows this year. In their own words, they share their exhibiting experiences and top tips to help you make your next trade show a success.

Before I decided to exhibit at Pulse in May 2016, I visited a number of design-led trade shows to get a feel for them and see what kind of exhibitors were showcasing to gauge if there was a gap in the market for my work. I spoke to exhibitors about their experience of the shows - you often find they’ve done quite a few, and will honestly tell you the pros and cons of each. Once I chose Pulse I visitor list matched the audience I was aiming to reach, and at that time they had an area called ‘Launchpad’ for new exhibitors, with a reduction on the usual cost of the stand, electrics, etc. So, in September 2015 I booked my place, and it was straight into prep and deadlines from there. Booking a trade show definitely gives you the motivation you need to move your business forward, as it helps you focus your mind! Working backwards, Pulse was mid-May and the deadline for the show catalogue was March, so I needed to complete my photography by the end of February. I worked with the wonderful Holly Booth for my images, and we organised a photo shoot in midFebruary. This meant I had to have my product finalised, and samples back from the printers, by early February to post on. I think visually, and one of the most useful things I did was to mock up my stand in InDesign to scale, so I could see how the product would be placed and how the stand would look in terms of space. The Launchpad stands were 3m x 2m, which some days felt like a lot of space to fill, and on others, didn’t seem enough. Once the products were finished, there was still plenty to do. I had to finalise my stand design and buy or produce fittings, create my catalogue and marketing materials, as well as doing some promotion before the show. About a month before the show, I made up packs and


contacted shops and businesses I’d love to work with. I spoke with some buyers I might not have met otherwise. Trade shows are naturally much quieter than public shows, and if you’ve never been to one before, that might come as a surprise. You can easily see a handful of people in a quiet half hour, but if one of those is the buyer for a big store or chain, it’s been a brilliant half hour. I was happy with the visitors at the show - my work was seen by some key buyers - people I hoped would be there. I spoke with a number of large London stores, boutiques and international distributors. With a little cyber-stalking (got to love hashtags!), I saw lots of other key buyers and press were present too. My expectations for orders were pretty low established exhibitors had told me that many buyers don’t place orders with new exhibitors, instead they see it as an opportunity to connect. If you’re still there next year, they trust your business has longevity and sales are more likely.

Here are my top trade show tips: 1. The most successful first-time exhibitors I saw really hit the ground running – they had a strong presence online and had already gained lots of press coverage. If doing a trade show is a big financial leap for you, it might be worth doing it at a time when you’re taking the next step in growing your business. I suspect I went too soon, but I learned so much that it definitely proved worthwhile for me. 2. Make sure you have a niche. There are lots of very talented designers out there producing lovely work, but the exhibitors who were taking lots of orders were those whose work wasn’t like anything else out there. 3. When you’re at the show: flat shoes, lots of water, a big smile, learn from your fellow exhibitors and if you’re exhibiting at Olympia in London, don’t miss the café selling falafels opposite the venue!

That was my experience too - not many orders however the feedback I had was invaluable. It forced me to rethink my product line as a lot of buyers were very positive about my work and design style, but would liked to have seen it more niche. I also learned a lot from seeing which exhibitors were regularly taking orders throughout the event. The whole experience has moved me rapidly to where I am now with my business, in a way that wouldn’t have happened had I not done the show. Since the show I’ve been trying to refine my niche. I kept coming back to the ‘why’ - why I want to be in the business. I’ve been thinking about who I really want to serve and what impact I’d like my work to have. I really recommend Simon Sinek’s TED talk, ‘Start with Why’ if you’re asking similar questions. These questions set me on a whole new path, and last autumn I launched a new business, Craftiosity a subscription box of modern craft kits. Crafting has always been in my blood, and I’ve taught creative courses before, so bringing those together to inspire others to be creative gives me my ‘why’. Everything I learnt from The Art and Business of Surface Pattern Design course plays its part in this too, with illustrations and pattern featuring in the craft kit packaging. I’ve also taken my knowledge of trends to inspire and inform what we make each month. I can’t wait to see what the future holds! / 127

Licensing Expo 2016, Las Vegas, U.S.A By Susanne Kasielke

German artist, illustrator and surface designer Susanne Kasielke creates vintage-inspired digital collages, which combine multiple mediums and techniques. She specialises in dramatic flower portraits, ethnic inspired art, elegant geometrics, modern abstracts, and delicate illustrations. Susanne targets the modern, self-confident woman, who pursues her dreams to live life to its fullest.

Here Susanne shares her experience of exhibiting at Licensing Expo‌ After making my trade show debut at Surtex 2015 with a collective of artists, I was ready to exhibit by myself. Since trade shows are a big financial investment I was only able to afford one show last year and preferably one with a discount or special offer for first-timers. Really there were two options: Surtex or Licensing Expo. I decided on Licensing Expo, because of the reasonably priced 6 x 4 feet first-timer booth. To be honest I would have preferred Surtex, but their 'Design District' option wasn't what I was looking for. Reading Anne Bollman's very detailed and honest post about her experience at Licensing Expo in 2015, gave me a further extra push to sign up. Licensing Expo is the world's largest and most influential annual trade show dedicated to licensing and brand extension. The show takes place in Las Vegas and is the world’s premier brand, character and art marketplace with around 450 exhibitors (e.g. Nickelodeon, Dreamworks, Hasbro, CareBears, etc). More than 16,000 retailers, licensees, manufacturers, distributors and licensing agents attend from more than 90 countries. The main focus at Licensing Expo is on the big players, who had booths the size of my apartment, and yes, it's mainly about brands and character design, but that doesn't mean the show isn't for you. The 'Art & Design' section is relatively small, so a great opportunity to stand out. Before the show I was feeling stuck and frustrated. I didn't know where to go with my creative business. Going to an event like this made me realise just how narrow my focus had been and how many opportunities are out there for every single one of us. 128

I left Licensing Expo having had interesting conversations, exciting leads, and lots of new ideas. One big take-away for me is that a lot of people from Asia stopped by my booth and really loved my work. This is a market I have never considered before. Would I do it again? Definitely! BUT I don't think a regular booth for the regular high price would be worth it for me. That said, I had a lot of follow-up work to do and depending on what comes of that, I might well change my mind!

Here are my top trade show tips… 1. Success is personal I consider my exhibiting experience at Licensing Expo a success. To me one of the most important things to do before going into a trade show is to determine your goals. Do you want to come home with 100 leads? Do you want to sell five patterns outright? Do you want to dip your feet into surface design and overcome your fear of being not good enough? Do you want to meet your one dream client? Define what success looks like for you! 2. Mock-ups or no mock-ups… that is the question Should you spend a lot of time re-touching your work to show it on products or does it make more sense to create new artwork instead? It's debatable whether mock-ups are a must-have or wholly unnecessary in your portfolio. I think that sometimes they can be helpful, and other times they limit the art director. In my opinion, at Licensing Expo mock-ups are a must-have. In addition to art directors on the show floor, there are lots of decision makers with no art background at all. I noticed that it can help them if you are able to show how your work can be used on products while clearly communicating what kind of partnerships you're looking for. 3. Make preparation a priority On any given day you can find at least two different to-do lists on my desk. In the months leading up to the show it was much worse. (Yes, I admit, I'm very German that way: I need to be prepared and write things down, because otherwise I'll forget!) It's easy to get overwhelmed by everything you have to do so, to avoid the stress, I dedicated a whole notebook to my Licensing Expo preparations. I carried it with me at all times and wrote down ideas for my booth, to-do lists, costs, marketing materials, webinars, research about product samples, sketches of booth displays, etc. If you're completely new to trade shows I highly recommend the ebooks from 'Art Licensing Info' – Melissa Schulz and John Mavrakis are amazing and super helpful. 4. I don't like (money) surprises There's no way around it: trade shows are very expensive, especially for a one-person creative business at the beginning of your career. Before I even signed up for Licensing Expo I already knew how much money I needed, from hotel, to flight, to banner, to booth costs. I committed to Las Vegas early October 2015, exactly nine months before the

show. Just for comparison: Even though I had my own 6x4 feet booth and I flew across the country to Las Vegas from Washington DC, I spent less money on this than when I shared a booth with a collective at Surtex in New York as the hotel was a big part of my costs. It’s well worth making friends with people who live near the show you’re exhibiting at and staying with them to help cut costs. 5. It's further than you think No matter where you stay or walk from in Las Vegas, the distance you cover to your booth and back every day is huge. And there are no short cuts. Be prepared to walk a lot. I repeat: a lot! Luckily for me my dad came along to help me carry, set up and break down. Even with him it was an exhausting experience so my advice is to wear flat shoes, drink lots of water and think about who you might enlist to help you out. 6. Don't underestimate the power of actual human conversations Exhibiting at a trade show is a fantastic chance for feedback especially if you work by yourself and feel isolated at times. At Licensing Expo I had wonderful conversations with other designers, exhibitors, manufacturers, and retailers. We exchanged ideas, tactics, and discussed possible projects. Everyone had different views and opinions and this made me realise how important it is to stay connected to others in the design community. At the show I met some wonderfully warm and friendly people and I never felt we were in competition because there is a niche for all of us. 129

Home & Gift 2016, Yorkshire, UK by Helen Russell

Helen graduated from Manchester Metropolitan University in 2001 with a BA(Hons) in Three Dimensional Design. After 10 years working in arts marketing Helen Russell Creations was launched at the British Craft Trade Fair in April 2011. Helen loves what she does! Illustration, nature and storytelling inspire her work so she spends lots of time in forests and up mountains for research purposes! She also uses animals to create scenes that echo human nature. She hopes that her work triggers memories, old and new. Here Helen shares her experience of exhibiting at Home & Gift…

My key takeaways from the show were:

Home & Gift takes place every July in the bustling market town of Harrogate. 14 dedicated exhibition halls span the whole of Harrogate International Centre showcasing giftware, fashion and jewellery, home interiors and stationery. According to show organisers, the four-day event attracts over 12,000 visitors of which 66 per cent are independent retailers - the very audience I am targeting with my own label’s product ranges!

Pricing: Usually I design something - tableware or a sculpture - make it and then price it because in the contemporary craft market, price doesn't generally determine whether people buy your work or not. They buy it because they love it. However at Home & Gift pricing was a key factor. I felt I should have set some realistic retail prices and designed based on them. This is certainly something I need to address before next year’s show if I want to target larger chains and independents.

Coming from a contemporary craft background, exhibiting at Home & Gift was a big step for me, both financially and emotionally. The trade shows I’d attended before were smaller and they targeted independent gift shops and galleries where owners were either designer-makers themselves or very passionate about contemporary crafts. As much of my work is going down a more commercial route I decided I needed to try a more commercial trade event, and Home & Gift seemed like a great option. I did lots of designing and making for the show (as I still decorate and fire tableware myself) and the paperwork also proved quite immense! I quickly realised that my work alone would not be enough. I invested much time and energy in pre-show marketing to make sure I could provide quality information for potential buyers and clients. Since it was the first time I had done this show I didn’t have anything to benchmark it against. Some more seasoned designers said they thought it was fairly quiet but nevertheless I made some good contacts and everyone who ordered from me was new, which was one of my big goals for the show.


My stand: I built my stand as I would have at a contemporary craft event and I was really happy with it. But as the day went on I realised that there was too much for buyers to look at. I am used to people handling my work and reading the little comments hidden in my pieces but this didn’t happen here. Buyers seemed to scan the stands and decide, within seconds, whether to come and look, come back later or not bother at all. Next time I’ll go with the theory that less is more. I plan to keep things concise and cohesive not cluttered, and not get carried away putting everything I have ever done out on display! Capsule collections: Bigger retailers were definitely looking for work that they could effectively just pick off your stand and pop onto their shelves. Little capsule collections seemed to work well for other exhibitors, and the chats I had with established designers confirmed that this was definitely the order of the day. No matter where you are in your career, investing in trade shows can feel a bit scary and it helps to grow thick skin. Remember your work won’t be for everyone, but that’s a good thing! With knowledge and experience you soon figure out where you fit in and how best to move forward.

Here are my top trade show tips: 1. Be really clear about your pricing. 2. Talk informatively and confidently about your products. You might have your concerns about a design but don’t project this. If people say they love a product give them a big smile and say thank you. 3. Take a clipboard and ask people for their business card or contact details if they stop to talk to you about your work. I went to Home & Gift before I took The Ultimate Portfolio Builder with Make it in Design but I will be back this year, armed with the knowledge gleaned at the 2016 show and with the skills and ideas I have learnt on the course. It will be interesting to see what affect making a few changes and thinking differently will have on my 2017 experience. Exciting! 131

If you’re not sure where to do your first exhibit or you don’t quite feel ready yet, you’re not alone! Marie-Élaine Cusson felt like this. Marie-Élaine discovered the exciting world of art licensing in 2009 while visiting the National Stationary Show and Surtex in New York. Since then she has been preparing to exhibit, creating patterns and wall art, and familiarising herself with different shows. In August Last year she decided to volunteer at Printsource new york to get a better idea of what to expect as an exhibitor.

HERE MARIE-ÉLAINE SHARES MORE ABOUT HER EXPERIENCE… I had been dreaming of exhibiting for some time but I just couldn’t bring myself to sign up. I decided that helping out as a volunteer would boost my confidence, make me feel more comfortable in a trade show environment and help me figure out if Printsource was the right show for me. On my arrival, a day before the show, my role was to organise equipment and help exhibitors out with any little jobs they might need doing. I enjoyed chatting to new and more experienced exhibitors, and finding out exactly what’s involved in terms of setting up a booth. I was struck by how much preparation went into personalising the booths to make them stand out and attract clients. On the day of the opening, my job was to be at the front desk to register clients, print their badges, take care of any luggage or items they wanted to leave in the coat check and generally make sure 132

everything was in order for them to get into the show. At quiet times I got to walk the show and I noticed that the strongest stands were the ones that showcased designs on their wall space by category. This made it really easy for clients to select their stand by the categories their products fell into. It also meant that the exhibitor could direct them to the right pattern pile to look through.

Marie-Élaine with Rachael Taylor I also got to chat to exhibitors and access the conferences on industry fashion trends and hear guest speakers. The conference sessions were always full and it was very interesting to learn about the present market and future trends. As a student at the Make it in Design school it was a great pleasure to meet the lovely Rachael Taylor and her Marketing Manager, Lisa Moncrieff. I got to attend her seminars and talk about the The Art and Business of Surface Pattern Design course over a coffee. I’m so grateful to Make it in Design for giving me the opportunity to be part of such a fantastic community where I feel such a deep sense of belonging. I love the Facebook group and we all still correspond and help each other out with art-related questions and concerns - even between courses. We even try and meet up when we are in the same part of the world and I actually met two of my fellow students here at the show; one came

as a visitor and the other, from New York, was volunteering like me. Before the show, my expectations were very general. I wanted to see how it worked, meet and chat with industry insiders, gain confidence and mostly, play my own little part in a world that I feel really passionate about. One of my main observations was that everyone involved behind the scenes, in whatever capacity, was working really hard to make sure the show was a success. They really did care about the exhibitors and they wanted to make sure they were happy, and therefore selling as much as possible.

Marie-Élaine working at Printsource

The show coordinators, Massimo Iacoboni and Cole Kamen-Green were lovely to work with and as a result I would highly recommend volunteering. Though next time I’d go to a different show, purely to expand my knowledge and experience. The five lessons I’m taking from this experience are: 1. Fear and procrastination stop us from getting where we want to be. You just have to do it! Remember that the people in the design industry are really creative and friendly and clients love to chat about your creative process and build relationships. 2. Always study the trends before you start a collection. Clients like it when the patterns they are looking at are up to date. Sometimes they will ask you if a design is on trend and what your inspiration behind it is. 3. Printsource is a great show to exhibit at because it doesn’t have too many exhibitors - t here were around 70 last August. All the booths are easily accessible for clients so you never feel you are stuck in a corner with no passing traffic. 4. Remember that clients tend to be looking for Christmas designs in the summer (August show) and summer designs in the winter (January show). 5. Visit a lot of shows before you decide where to exhibit. It will give you a good feel for which one is right for you and build your confidence. Then look at trends, decide which areas you want to focus on and maybe look for an agent if you think you’d prefer to focus on your art rather than marketing it.

What’s next for me? I am currently working with an agent who exhibits at Surtex in New York and the Art & Frame show in Vegas. He specialises in wall art and patterns for gift products so most of my designs are geared towards those. I would really love to create patterns for children, wallpaper, fabrics, bedding, etc., and exhibit at Printsource myself. Watch this space! 133

Q & A with Gavin Llewellyn ACID Affiliated Lawyer of Stone King Q. I am concerned about my intellectual property (IP) rights. I am registered with a design agency but how do I know that my artwork is not being sold without my knowledge? And, if my work is sold and I am not told, how would I know? Unfortunately, there is no way of knowing. Some companies, like Getty Images, employ technology to trace digital copies of their designs and this enables them to crack down on infringements on the Internet. It is good practice to enter into a formal contract with an agency. This contract should make provision for full disclosure of any sales made and give you the right to inspect the agency’s account books at any time to ensure they are being open and honest with you. Q. I recently received a takedown notice from society6 for this piece of art I created.

everyday object can infringe on IP. Any clarity on this topic would be much appreciated. This is a good question as this is a tricky area. Firstly, you need to understand the nature of the intellectual property rights in the article you are photographing or drawing, which is not easy. You then need to understand how design law works in relation to the type of article in question – again, not easy unless you are an intellectual property specialist. When it comes to articles like a VW camper van, you are not infringing the design rights if you photograph or draw it and then use your artwork on another article, like a T-shirt, unless your work can be confused with licensed merchandise. Then you potentially have a different claim under the law of passing off. However, where an article is protected by copyright, you will be infringing the copyright if you take a photograph of it or draw it and use your artwork to sell other products. This is unless the article you’re photographing or drawing is permanently situated in a public place or in premises open to the public, like: • a building or a model for a building • a sculpture • a work of artistic craftsmanship It sounds like VW were basing their claim in the law of passing off, because they are concerned that people may confuse your work with their brand because it looks similar, even though you’ve purposely misrepresented it. If in doubt, contact an IP lawyer for guidance.

Society6 claimed to have been contacted by Volkswagon (VW) because my artwork violates their intellectual property rights through "likeness of their product." I pushed back and pointed out that I was both the photographer and the illustrator, and that I purposely removed the VW logo from the hubcaps but they remained adamant that my artwork violated their IP. I did some research and concluded that the only valid grounds for "likeness" claims (that hold up in court) occur in instances involving people. I just can't understand how photographing and illustrating an 134

Q. I am keen to start my own brand or license my designs and would like to know how I protect my designs, and how I go about registering them? Also, if I register my designs in the UK would I also have to register them in other countries if I wanted to sell them in Europe and internationally? Registering your designs is the best way to protect them. You get a monopoly right for up to 25 years and deliberate copying can result in criminal sanctions so this is a great deterrent. Registered designs are also simpler, and therefore cheaper, to enforce than those that are unregistered (automatic) when you need to prevent someone from infringing your rights. You can register

almost any design of any product, whether in 2D or 3D, and even typefaces and logos.

potentially perpetual unlike copyright or design rights, which have a fixed term life.

However, design registration does come at a price, and the more countries you want to cover the more costly it becomes (for example, an EU registered design is therefore more expensive than a UK-only design). For the best protection you need to protect your designs in the countries where you manufacture and market the products you design. You also need to apply within 12 months of first disclosing the design to the public or you will lose the right to register your design.

In addition to registering your logo as a trade mark, you also need to protect your brand name. It is not sufficient to register a company with Companies House in the UK to protect it.

In order to register a design, you need to think carefully what you are trying to protect. I would always suggest seeking legal advice about how to best represent your design in your application, particularly if you are registering a 3D product design, and while this might make the process more expensive it will be worth it in the long run. Many people have registered designs that are difficult, even impossible, to enforce because of the way they were represented in the application.

The information in this article does not provide a complete statement of the present law and you should always take legal advice in respect of your particular circumstances.

For further information about intellectual property or to become a member of ACID visit

If you don’t register your designs, you potentially have automatic unregistered rights in them from the moment you embody the design in some material form such as a drawing or a prototype, but these rights might be short-lived. For example in the EU unregistered design rights only last three years. Q. I have registered my business name to protect it but I haven’t registered my logo yet. I assume that a logo needs to be copyrighted or trade marked when you start licensing to companies that allow you to put your own logo on products? Is the process different in the UK, than in the States? A logo can be protected by copyright as a “graphic work” by the EU unregistered design right and also by applying for either a trademark or a registered design, or both. However, it is always advisable to obtain a trade mark whenever you are using a logo as a badge to signify the origin of your products, especially if you license your brand to a third party product manufacturer. Trade marks need to be applied for and they must therefore fulfil certain criteria, like being distinctive. They also need to be renewed every 10 years, but they are 0845 644 3617 About Gavin Gavin Llewellyn is an intellectual property lawyer who specialises in design law and brands at Stone King LLP, London. He is the President of the Intellectual Property Commission of the international lawyers’ association the ‘UIA’ (‘Union Internationale des Avocats’) and a Legal Affiliate of ACID (Anti Copying in Design). 135

The Moyo design brief REFLECTIONS Each issue we challenge you to create a set of three patterns inspired by imagery that we share here in the magazine. We will pick a winner and three runners-up, and feature their designs in the next issue. The winner will also receive a set of Rachael Taylor tea towels. The theme for this issue is REFLECTIONS, and the inspiration comes from images taken by Beth Kempton Reflections can be a great source of inspiration. They can turn things upside down, and back to front, and give us a more artistic view of the world before our eyes. This issue we challenge you to look for reflections wherever you go, or make your own. Grab your camera or sketchbook and record what you find to develop a pattern design.


Here are some ideas for how you could translate what you see: Look for reflections in water – in the bath, a puddle, a stream or lake. If the water is still, create ripples and note the effect they have. Take a mirror on a walk and see how the world looks back to front. What catches your attention? Notice the reflections on the sides of buildings, in shop windows, on vehicles and in people’s sunglasses. Experiment with time – how do the reflections you’ve spotted look different at dawn, in the midday sun, as the sun sets and in the moonlight? Don’t forget subtle reflections too, like the shapes, patterns and colours reflected on a wet street or in a raindrop. Use shiny objects like spoons, jewellery or kitchen foil to manipulate and reflect light. Think in pairs. How could your hands, eyes, or a set of identical twins inspire a reflections-based pattern design?

To enter please follow the submission guidelines carefully: Design a set of three patterns that work together, using black, white and up to three other colours. You may use as many tints of one colour as you like. So that you feel free to interpret this theme in whichever way you like, we are not setting a specific target audience or industry for this brief. Prepare each pattern as a 550px wide jpeg (any height), no more than 500kb in size, labelled with your name and the pattern (e.g. Rachael_Taylor_object1.jpg). Please do not send in Illustrator files or high res jpegs at this point. Any images that do not conform to the submission guidelines will be rejected. Send your images along with your full name, website/blog address and country to by August 31, 2017. There is no fee to enter the competition and it is open to all. By submitting to this challenge you give your permission for your patterns, name and links to be shared in any future edition of Moyo magazine (and any promotional purposes connected with it), and on the blogs of Make It In Design, Rachael Taylor and Do What You Love. No fee is payable for use of your image(s). You will retain the copyright and your images will be credited. Photos taken by Beth Kempton 137

The global design challenge that brightened our world with pattern

Wow! You pattern bombed the world! Make it in Design launched an inspiring design brief that captured the imaginations of thousands of creatives across the globe. 2016’s free #patternbombing challenge saw you spread the pattern love far and wide and transform everything from windmills and washing machines to statues and structures to mammals and monsters into stunning designer pieces! A big thank you to EVERYONE who took part. We received hundreds of submissions and were amazed to see your gorgeous images. You really have taken the pattern world by storm and you have inspired so many people with your creations. You can see a whole host of submissions in our gorgeous #patternbombing Lookbook HERE on

Our winners share their stories… Huge congratulations to our three winners who blew us away with their designs. Here they share a little about their experience… 138

Julia Khimich | From the Ukraine |

1ST PRIZE: A free place on Modules 1, 2 AND 3 of The Art and Business of Surface Pattern Design Module 1: Designing your way (September, 2016 class) Module 2: Creating your professional identity (February, 2017 class) Module 3: Monetising your designs (April, 2017 class)

“I have always been creative but I only came to surface pattern design recently and I knew instantly that I’d discovered the perfect way to express myself! Being a stay-at-home mum I found time to learn the necessary technical aspects and experiment. I enrolled in Summer School - taking my first real steps in surface design - and then afterwards, took the #patternbombing challenge. All this made me realise just how much I needed to do The Art and Business of Surface Pattern Design course. It was an unforgettable moment when I saw I’d won first place in the #patternbombing challenge. My husband and I danced around wildly in the kitchen, as the prize was just so awesome! I’ve now completed Module 1, which was very inspiring. It was perfectly balanced and filled with cool creative exercises and irreplaceable insider information. If you fully immerse yourself in it, and complete all the stages, you will definitely progress to the next level as a designer. Overall Module 1 has helped me to understand myself better as a designer. I’m far more mindful of my own unique style now and feel confident about developing it. The most important lesson I’ve learnt so far is to loosen up and allow myself to be free. I’m not as afraid to make mistakes because deep down I know that there is no right or wrong. Ultimately I’ve realised how important it is to stay true to my own authentic voice, style and vision of the world and art. I still have a long way to go, but I'm sure I'm on the right track. My main goals now are to complete Modules 2 and 3, create a strong portfolio and launch my own website. I am currently working on the creation of fabric collections too. I hope that together, all this will take me to an exciting new level in the design world.” 139

Katherine Cory | From the UK |

2ND PRIZE: A free place on Modules 1 AND 2 of The Art and Business of Surface Pattern Design Module 1: Designing your way (September, 2016 class) Module 2: Creating your professional identity (February, 2017 class)

“I was blown away when I found out I’d won second place! I know a lot of people enter the Make it in Design competitions so I never thought for a minute that I’d win a prize. I was always drawing as a child and, at secondary school, I remember using ClarisWorks to create illustrations on the computer. It wasn’t until I was 14 and saw a copy of Computer Arts magazine that I thought graphic design could be a career, and I’ve been working towards it ever since. I’ve been saving to do Modules 1 and 2 for a while so I feel extremely grateful for this opportunity. I currently have a graphic and web design business and after freelancing for seven years, I’ve developed a passion for surface pattern design. I’m excited about developing my own unique style and seeing where it leads. Module 1 has definitely been the start of something new and fantastic for me and I hope that, over time, I can find a way to combine my business with my love of pattern design.” 140

M.E. Ster-Molnar | From the USA |

3RD PRIZE: A free place on Module 1 of The Art and Business of Surface Pattern Design Module 1: Designing your way (September, 2016 class)

“I have just moved to the UK from the U.S., so I am currently on a new learning curve both personally and professionally. I currently create fine art prints and original paintings, and I want to take the inspiration from this work and transfer it to surface design. Before this I was a fashion designer with my own clothing line, ME & Blue. I decided to get into fabric design when I had a difficult time sourcing fabrics that worked with my designs. I hope to re-launch my clothing line soon. I really enjoyed Module 1 - thank you Make it in Design! It was a great introduction to the world of surface pattern design and it showed me that the possibilities are endless. It reminded me that everyone has their own style and strengths and that you can’t compare yourself to others. For me the highlight was recognising that that I could use my fashion and art background to design a whole new career for myself. I also now understand how to take my patterns and put them into repeats, which is amazing. I still have a long way to go but I’m excited to see what the future holds!” 141

MARCH Biennale de Saint-Etienne Design/Art & Culture

March 09 – April 09

Saint-Etienne, France

Ideal Home Show Interiors

March 24 – April 09

London, UK

Lollapalooza Santiago Festival

April 01 – 02

Santiago, Chile

Comocrea Textile Design/Interiors

April 03 – 04

Como, Italy

Salone del Mobileg Interiors

April 04 – 09

Milan, Italy

Hong Kong International Home Textiles & Furnishing Fair Interiors/ Textile Sourcing

April 20 – 23

Hong Kong, China

Hong Kong Houseware Fair Interiors

April 20 – 23

Hong Kong, China

The Art and Business of Surface Pattern Design Module 2 - Creating Your Professional Identity

April 24 – May 26


The Art and Business of Surface April 24 – May 26 Pattern Design Module 3 - Monetising Your Designs


Drapers Digital Festival Conference/fashion/digital/ ecommerce

April 25

London, UK

Proposte 2017 Interiors/Textiles/Sourcing

May 03 – 05

Como, Italy

Techtextil Textiles/Sourcing

May 09 – 12

Frankfurt, Germany




Pictoplasma 2017 Conference & Festival

May 10 – 14

Berlin, Germany

The Pink Floyd Exhibition: Their Mortal Remains Art & Culture

May 13 – October 01

London, UK

Pulse Design/Gifts/Fashion

May 14 – 16

Berlin, Germany

Surtex Design/ Art & Culture/ Print & Graphics

May 21 – 23

New York, USA

National Stationary Show Design/Gifts

May 21 – 24

New York, USA

ICFF Interiors/Design

May 21 – 24

New York, USA

Clerkenwell Design Week Design

May 23 – 25

London, UK

The World of Anna Sui Art & Culture

May 26 – October 01

London, UK

Balenciaga: Shaping Fashion Arts/Culture

May 27 – February 2018

London, UK

London Fashion Week Men's Spring/Summer ‘18 Catwalk – Men’s only

June 09 – 12

London, UK

Milan Fashion Week Men's Spring/ Summer ‘18 Catwalk – Men’s only

June 17 – 20

Milan, Italy

Glastonbury Festival

June 21 – 25

Somerset, UK

Paris Fashion Week Men's Spring/ Summer ‘18 Catwalk – Men’s only

June 21 – 25

Paris, France

New Designers Part 1 Design/Textiles/Surface Pattern/ Fashion

June 28 – July 1


Meet us on stand A6!

London, UK


JULY New Designers Part 2 Design/Interiors/Product/ Communication

July 05 – 08

London, UK

New York Fashion Week Men's Spring/Summer ‘18 Catwalk – Men’s only

July 10 – 13

New York, USA

Home & Gift Buyers’ Festival Interiors/Gifts

July 16 – 19

Harrogate, UK

The Make it in Design Summer School

July 31 – August 24


Life Instyle Interiors/Lifestyle/Fashion

August 03 – 06

Melbourne, Australia

Printsource Surface/Textile Design

August 08 – 09

New York, USA

spoga+gafa Interiors

September 03 – 05

Cologne, Germany

Autumn Fair Interiors/Gifts

September 03 – 06

Birmingham, UK

Munich Fabric Start Textiles/Sourcing

September 05 – 07

Munich, Germany

MoOD + Indigo Brussels Design

September 06 – 08

Brussels, Belgium

New York Fashion Week Spring/ Summer ‘18 Catwalk

September 07 – 14

New York City, USA

Paris Design Week Design

September 08 – 16

Paris, France

Top Drawer Interiors/Gifts

September 10 – 12

London, UK

The Art and Business of Surface Pattern Design The Ultimate Portfolio Builder

September 11 – October 13


Kind + Jugend Interiors (Children’s only)

September 14 – 17

Cologne, Germany




London Fashion Week Spring/ Summer ‘18 Catwalk

September 15 – 19

London, UK

London Design Festival Design

September 16 – 24

London, UK

Istanbul Biennial Design/Art & Culture

September 16 – November 12

Istanbul, Turkey

Scotland’s Trade Fair Giftware

September 17 – 18

Scotland, UK

Decorex International Interiors/Design

September 17 – 20

Brentford, UK

Première Vision Yarns/Fibers, Textiles/Sourcing

September 19 – 21

Paris, France

Milan Fashion Week Spring/ Summer ‘18 Catwalk

September 20 – 26

Milan, Italy

100% Design Interiors/Design

September 20 – 23

London, UK

London Design Fair Design

September 21 – 24

London, UK

The Art and Business of Surface Pattern Design Module 1 - Designing Your Way

September 25 – October 27


The Art and Business of Surface September 25 – October 27 Pattern Design Module 3 - Monetising Your Designs


Cersaie Interiors/Design

September 25 – 29

Bologna, Italy

Paris Fashion Week Spring/ Summer ‘18 Catwalk

September 26 – October 4

Paris, France

Marmo+Mac Design/Interiors

September 27 – 30

Verona, Italy


Some students on the Art and Business of Surface Pattern Design course come to us having never designed a pattern before. Others are professional graphic designers wanting fresh inspiration. Whatever stage our students are at, they always throw themselves into the course and we are so proud of what they achieve. You can see some of their lovely work here.

F R A N C A W E S TAW AY A s u m m a r y o f m y s t y l e : Inspired by natural form and

H o w t h e c o u r s e h a s b e e n va l u a b l e t o m e :

Working through Module 1 of ABSPD has been an incredible experience. I’ve gained practical tools and lots of useful advice, and it’s strengthened my belief that I can, and will, achieve my goal to work as an independent designer. I am grateful for the countless resources and opportunities for personal development and also to have met an incredibly supportive working community in my fellow students and the Make It In Design team. This course is truly invaluable. I know it will continue to have a real impact on my career going forward.

M y d e s i g n g o a l s : To run my own successful design studio, selling and working internationally, and to have my own clothing line. I want to work collaboratively with others from diverse creative backgrounds and industries, in order to bring radical and amazing design into different sorts of contexts. I dream of supporting emerging designers and artists from all walks of life, especially those who haven’t had the opportunity to pursue their creative talents because of social or economic constraints. Q u i r k y i n f o r m a t i o n a b o u t m e : As a teenager

I made nearly all my own clothes from weird and wonderful vintage fabrics – mainly curtains and tablecloths from the 1950s onwards. I loved anything swirly, shiny and brightly coloured. I wanted to stand out from the crowd, and not look like anyone else… and I certainly managed this!


ROUND 12 OF MODULE 1 september 2016

A s u m m a r y o f m e a s a d e s i g n e r : I am inquisitive and playful, and delight in the joy of seeing all that the world has to offer. I am a curious person and I’m always looking for something different and unusual. I’m hungry for new experiences and opportunities and I’m passionate about learning. I seek to be expansive and approach all I do with openness and optimism.

w w w . f r a n c aw e s t awa y . c o m

human endeavour, my work is rich, bold and eye-catching. I use my own drawing, painting, print and photography work and like to play with scale and colour to produce designs that have depth and impact.

work. I’m inspired by nature, folk and ethnic art and I like to incorporate hand drawn elements and textures into my designs wherever I can.

A s u m m a r y o f m e a s a d e s i g n e r : I am self-taught in surface pattern design and illustration. I have a background in art and design, retail and print. I started my own company, Denote Stationery & Design, in 2010, designing anything from wedding stationery to my own line of greetings cards to identity design. I tried my hand at lots of things before I decided that this was my passion! H o w t h e c o u r s e h a s b e e n va l u a b l e t o m e :

Before I took Module 3 I felt a bit lost and uninspired but I’ve been blown away by the wealth of information it has given me. It’s provided me with a much needed confidence boost and I now have a clear idea about which path I want to take.

w w w. lou i sa b oy l e s. co m

A s u m m a r y o f m y s t y l e : There is a naivety to my

ROUND 10 OF MODULE 3 april 2016


M y d e s i g n g o a l s : Short term, as well as continuing to develop my own style, I plan to get some strong collections together, find myself a good agent and secure some licensing deals. Long term, I would LOVE to work for companies such as Liberty London and Anthropologie, so that’s the big goal! Q u i r k y i n f o r m a t i o n a b o u t m e : I’m quite a deep

thinker and I love learning about subjects like philosophy, psychology, and astronomy. I enjoy listening to the podcasts while I’m working but I still haven’t figured out how to remember all this information yet!


A s u m m a r y o f m e a s a d e s i g n e r : I derive inspiration from flora and fauna, people, colours and beautiful surroundings to create delicate motifs. I create stories around my designs and enjoy creating pieces on diverse subject matters. I use a variety of techniques - pencil, ink, watercolours, acrylics and digital drawings. My specialty lies in original artwork creation, hand drawing, hand lettering, technical repeats and colourways creation. H o w t h e c o u r s e b e e n va l u a b l e t o m e : Module 3 has provided me with priceless information about the business side of surface pattern design and it has given me the push I needed to take my work to the next level. Thanks Make it in Design! M y d e s i g n g o a l s : To keep developing my drawing skills and keep working on branding. Q u i r k y i n f o r m a t i o n a b o u t m e : As the saying goes, a picture paints a thousand words so take a look at my patterns - I think they say more about me than anything else! 148

w w w. k at ya r o z z . c o m

A s u m m a r y o f m y s t y l e : Mystical and luxurious.

ROUND 10 OF MODULE 3 april 2016



H o w t h e c o u r s e h a s b e e n va l u a b l e t o m e : When I started this course I honestly didn’t even know what my style was or what direction I was heading in. I had a handful of patterns to my name and an addiction to the process of creating repeats, without much to show for it. I took The Ultimate Portfolio Builder to expand my portfolio and push the limits of my style - and I definitely accomplished that. The course challenged me to step outside my comfort zone - and that’s exactly what I needed to do to flourish and grow as a designer. I now have a robust portfolio and a recognisable style, along with a passion for creating perfect repeats.

w w w . k e l ly pa r k e r s m i t h . c o m

A s u m m a r y o f m e a s a d e s i g n e r : I work at an accelerated pace with hand drawn and digital elements to allow my designs to shape themselves. I like to experiment, have a million ideas and I love learning new things. I never take my style too seriously. I am always open to new opportunities to expand my creative skills in the hope I can become better tomorrow than I am today.

R O U N D 5 o f t h e u l t i m at e p o r t f o l i o b u i l d e r september 2016

A s u m m a r y o f m y s t y l e : I love organic, abstract shapes mixed with floral elements and I am passionate about mid-century modern design. Off beat colour palettes and clean lines are common themes that run throughout my collections.

M y d e s i g n g o a l s : I want my designs to have an audience who love them to pieces. My dream is to license my designs across a range of markets and it would be the biggest thrill if my designs were spotted out in the “real world”. Q u i r k y i n f o r m a t i o n a b o u t m e : I taught third grade for 10 years before quitting my job to design rubber stamps, which I still do today. 149


The Art and Business of Surface Pattern Design

If you have ever dreamt of seeing your designs on stationery, fabric, homewares or other products, sharing your art through pattern and monetising your designs, this groundbreaking course is for you!

‘The Art and Business of Surface Pattern Design’ is the definitive guide to becoming a surface pattern designer. Thriving surface pattern designer Rachael Taylor will guide you along this exciting path from developing your signature style to putting a collection together, and from protecting your work to monetising your designs. With a rich combination of design inspiration, practical advice, demonstrations, creative exercises, resources and interviews with leading industry practitioners, this is the go-to guide for anyone wanting to develop their design skills and break into the industry. Our alumni have been signed by leading design brands, won national competitions, been featured in design books and on major design blogs, and launched their own design studios. You could be next! The online course can be accessed from anywhere in the world and it includes valuable insights from experts plus examples of creative work from a host of flourishing designers. The course is split into four modules to turbo charge your design journey:

Module 1: Designing your way Module 1 contains everything you need to know to turn basic sketches into elements for pattern design. You’ll learn about colour and pattern, how to create moodboards and work towards developing your signature style. Along the way, there’ll be lots of opportunities to pick up top tips and tricks from industry insiders.

Module 2: Creating Your Professional Identity In Module 2 you will discover how to develop your brand image, put a collection together and start your own label. You will also learn how to understand and predict trends, how to get noticed and get press, and how to protect your work.

Classes run throughout the year. The four modules of this course can be taken individually or together to kickstart or boost your surface pattern design career. Each module builds on the previous one and the course is open to everyone. 150

Module 3: Monestising Your Designs Module 3 guides you through the exciting process of making money from your designs. It includes valuable information on everything from freelancing and getting an agent to licensing, selling outright, manufacturing, and more. This module also includes a wealth of useful trend resources, plus our little black book of industry contacts!

The Ultimate Portfolio Builder This is an advanced seven-week online professional surface pattern design course which consists of an intense five-week class followed by two weeks of design reviews. In this powerful course you’ll get all the help, advice and tools you need to grow your body of commercially viable work, refine and strengthen your professional design portfolio and fast-track yourself to trade show success.

“Creative trainers and colleges better watch out some could learn a lot from this course’s customer service, structure and balance between technical and practical exercises.” Module 1 graduate

“It’s a dream come true. I have delayed exploring Photoshop and Illustrator because classes often centred on working with photographs or material that was not of interest to me. Your class holds my hand while offering instruction specific to my interests and goals.” Module 2 graduate

“Wow! UPB is a learning journey that will help you discover yourself and smash creative barriers beyond your imagination. An intense but incredibly well supported and professional course that you will never forget. It has been life-changing.” - UPB graduate

“This is an intense, incredible and inspiring course. It has reignited my love for pattern making and if anyone were to ask me if it were worth the financial investment... it would be a massive YES from me.” - UPB graduate

“LOVED IT! The course has empowered me to start my own business and I’m excited about what the future holds.” Module 3 graduate

Register now!


MEET THE MOYO TEAM Beth Kempton – Editor and Founder Beth Kempton is a mother, writer and entrepreneur committed to helping women achieve their full potential. She has worked with UN agencies, global brands, charities and individuals all across the world and has an MA in Japanese. Beth’s company, Do What You Love, helps people find personal, professional and financial freedom through online courses and workshops. As part of this she co-founded and to support the professional careers of creative people. Beth’s first book ‘Freedom Seeker: Live more. Worry less. Do what you love.’ published by Hay House is out now.

Rachael Taylor – Art Director and Co-Founder Rachael Taylor is a fun and energetic British surface pattern designer and illustrator who creates ‘patterns to make you happy’! Rachael has been lucky enough to work for a number of prestigious clients worldwide. Rachael also runs her own design label along with successfully licensing a number of global branded collections. Her designs feature on fashion, home décor, greetings, gadgets and ceramics. In addition Rachael is the sole author and designer for '20 Ways to Draw a Doodle' with Quarry Books. It is the perfect creative book and resource for illustrators, cartoonists, doodlers and anyone who loves to sketch. She is also co-founder of the groundbreaking e-course called 'The Art and Business of Surface Pattern Design' in which the esteemed designer teaches and shares her expertise and knowledge in surface pattern design. The success of the e-course lead the ventures 'Make it in Design' and ‘MOYO Magazine’. Rachael is also regularly hired to deliver seminars around the UK and USA.

Kelly Crossley – Creative Assistant and Layout Designer An eternal optimist and all round positive person, Kelly is constantly curious about the world around her. She gets to work daily in an industry that she loves as a designer for ‘Make it in Design’ and ‘The Art and Business of Surface Pattern Design’, as well as being the Studio Manager at the ‘Rachael Taylor’ studio. Kelly also works as a designer for ‘Do What You Love’. Kelly is excited to be part of a thrilling, inspiring and growing industry that has such an amazing, encouraging commumnity of creative talent. She is looking forward to being part of even more wonderful developments with the companies she works for and watching them become the places to go to as hubs for creative individuals across the globe.


Lisa Moncrieff – Project Manager Lisa is a down to earth and practical Taurean who’s inspired by nature, travel and music. She loves to spend time with her daughter Rosie, using her extensive craft collection for scrapbooking and staring for hours at the night sky. She is a professional marketer who’s worked at a leading marketing agency, environmental charity and for over a decade in the digital print industry before joining the Make it in Design team. She’s studying to qualify as a life coach in order to help others discover their passions and achieve their dreams and has climbed mountains, run marathons and abseiled high rise buildings to help raise thousands of pounds for charity.

Vic Lem – Education & Resources Officer Vic has a BA (Hons) first class degree in Interior Design from De Montfort University Leicester and also a Master of Arts in Design and Art Direction from MMU. Vic previously worked at Tigerprint where she managed the Tigerprint Design Competitions and social media and was heavily involved with working with design students setting live commercial briefs. Further experience includes design management for greeting cards and also creative and product photography. At the beginning of 2014 Vic became a mum to daughter Lily who has provided her with a fresh perspective on doing the things in life that make her most happy and fulfilled.

Rachel Kempton - Assistant Editor Rachel is a loving wife and mum, a writer and a hippie at heart. She is motivated by freedom, peace and creativity and believes that true joy comes from listening to yourself and living in the moment. Rachel has been a journalist for 12 years. She's worked on numerous newspapers and magazines and she's also edited her own regional lifestyle magazine. She now works for Do What You Love and she is passionate about helping others figure out how they can spend more time doing things that make them happy. When Rachel isn't walking her dog, scouring antiques shops for a bargain, or making things for her home, she can be found in her home studio doing Kundalini yoga or working on her next mixed media or scrapbook project.


Louise Gale – Colour Expert & Advisor Louise is the creator of the "Flower of Life Studio" which helps you connect to your true self through creativity, meditation and coaching tools. She also loves to get her hands dirty exploring mixed media techniques and has exhibited her work in New York City with a permanent art collection at the "Hoboken Historical Museum". Louise is currently following her passion to learn all about surface pattern design and exploring the natural patterns we find in our universe. Louise's meditations, kits and e-courses empower others to combine right brain creativity with left brain practical tools, helping to raise the positive energy of individuals and the world around us.

Robyn Taylor – Illustrator and Designer Robyn is a freelance illustrator living and working in the UK, she recently graduated from Cleveland College of Art and Design with a BA (Hons) in Textiles and Surface design. She is currently working on her own clothing range, incorporating her unique illustrations with her quirky style. Robyn has been commissioned by several clients for her gorgeous portraits and currently has an online shop from which she is selling prints and greetings cards.

Libby McMullin – Typographic Artist and Illustrator Born in the sunshine of South Africa and educated in Devon, Libby McMullin is a designer, wordsmith and the founder of ‘Libby McMullin’ based in London. Her passion for design and seven years of experience within the greeting card and giftware industry has led her to recently launch her own publishing company. She is inspired by all things beautiful and thoughtful; with her personal credo being ‘without hard work, talent is not enough.’ She was a finalist in the ‘Most Promising Young Designer or Artist 2012’ (Henries Award) and can be found most weekends in Camden Lock selling her creations, laughing a lot and eating cake. ‘She believed she could, and so she did!’ Libby has embarked on the adventure of a lifetime and brings something a little unique to the design industry.


Dids Macdonald - CEO and Co-Founder, ACID & MOYO IP Advisor Originally a partner in a Chelsea interior design company and then a designer maker, Dids Macdonald started Anti-Copying in Design (ACID) because her work was copied so much. ACID aims are to create a safe trading environment where original design can be protected, valued and respected. The organisation’s focus has turned towards the creation of a safe trading portal to be a conduit for original design to attract design buyers. The UK has 350,000 designers producing £35 billion of products and services. ACID champions independent design, and campaigns for respect for IP and opportunities for growth and job security.

Bonnie Forkner - DIY Expert Born and raised in the beautiful mountains of North Carolina, Bonnie gathers endless amounts of inspiration from the natural world around her. Bonnie is a fabric and surface pattern designer with sunshine-y patterns making their way onto fabric, wallpaper, ribbon and more! She is the creator of the ‘Roost Tribe’, a premium creative membership to her blog, where members receive weekly materials to inspire their work and fuel their creative careers. Bonnie’s digital work, adobe illustrator tutorials and printables are available in her Etsy shop, Sweet Bonnie Christine. Join her on Going Home to Roost as she blogs to inspire the creative’s soul, and share all that she’s learned through being a surface pattern designer.

Neil Elliott – Trends Editor/Director at Patternbank Londoner Neil is Trends Editor/Director at Patternbank, the world’s leading online print design studio and trend forecasting service. With extensive design knowledge and 20 years’ experience in the industry, Neil offers an expert insight into trend forecast and product. Neil has been involved in the global market at many commercial levels so he offers a unique perspective for innovative creative solutions. Prior to joining Patternbank, Neil was Head of Trends and Insights at Avery Dennison Retail Branding & Informations Solutions. Here he supported teams with trend forecast reports, market analysis and global insight tools to assist new apparel branding developments for top brands like Levi, The Gap, Adidas, A&F, M&S, The North Face, Diesel, Hugo Boss and Nike. He has also worked for Stylesight, Timberland global apparel and WGSN. In his spare time Neil enjoys life drawing, running and electronic music.


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