WHO IS YOUR IDEAL CLIENT AND WHY?

Before I founded Seed, in my previous life, I had worked in the corporate space within brand management, graphic design and marketing communications for over a decade. While I enjoyed a lot of what I did, if I'm being honest, something was always missing. When I became a mum and as my two boys have gotten a bit older, the divide between work and life and any semblance of balance just became more and more vast. I grew pretty tired of the non-stop days and the guilt that came with them and knew that there had to be a better way to find that ever illusive delicate dance between being the kind of mother I wanted to be, while also doing work that lit me up and made me excited to get out of bed in the morning.

I knew that I loved design and I loved how design could be used as a tool when it came to building brands and storytelling. It's something I've always been fascinated by and from there the idea for Seed was born. I started my design studio at the start of the pandemic and took on client work while still juggling a part-time job until I felt that Seed was in a really solid place, and I feel so incredibly blessed and grateful to say that I've been lucky enough to work with some of the most beautiful, talented, smart and kind women and help them on their own entrepreneurial journeys.

Tell me about your background and how you started your design studio?

Where do you go for inspiration?

Having recently joined the team as a copywriter for Seed, it gives me great joy to turn the spotlight on Sheshi (Founder + Creative Director) for a moment, who (as a self-confessed  introvert) is the creative behind the thoughtfully considered brands you see on the studio’s socials and website.  

Not only is Sheshi genuine and down to earth, she’s also passionate about living in a way that feels authentic to how she wants to work (and thinks that you should too!), which honours the reality that she’s a mum first and business owner second, just like myself. Along her journey, she has had a few twists and turns, eventually finding her purpose working with other like-minded women to successfully grow their business through design that is a true reflection of their story and vision. 

So grab a coffee and settle in as we chat about all things business, productivity hacks, inspiration and how she balances running a busy studio with motherhood. 

IN CONVERSATION - FROM ONE MUM TO ANOTHER 

17 - DECEMBER - 2021  //

BY HAYLEY GRIFFITHS

I’ve always been able to find inspiration in so many places and I think that being a creative, we sort of see the world through a different lens in general. I’m always inspired by being in nature, reconnecting to the world around me, and getting out of my own head. I’m also a strong believer in looking for inspiration outside of your own industry if you want to stand out and be original. In our brand questionnaire, clients are often surprised to see questions asking about what they are drawn to when it comes to fashion, interior styles, layouts and even favourite quotes. 

Inspiration isn’t linear or one dimensional - this helps me to dig deeper, to take inspiration from various industries, styles and trends to create layers and add personality to a brand story and identity. In a more traditional sense, printed magazines are always a go-to, while Pinterest and Behance are also great places to get inspired.  

As a designer, I definitely vibe with other creative women and I love collaborating with interior designers and stylists, art directors, product stylists, photographers, coaches, PR agencies, fashion and jewellery designers, copywriters, artists, aestheticians - really anyone who is creating in their own way. I work with a lot of interior designers and photographers in particular. In 2022, I’m excited to work with a gourmet caterer who creates the most amazing grazing boards and tablescapes - she is a true artist.  

I’m really passionate about sustainability, ethical practices and putting people and the planet first. To that end, I also adore working with ethical brands and labels within the slow fashion/swimwear and beauty/wellbeing space. 

What do you wish you knew when you first started your business? 

So much! But mainly that everything would be more than okay if only I could just get out of my own way and take the plunge! But I didn’t have a crystal ball, so I took a leap of faith. I’ve discovered that running a small business is a constant leap of faith and I’ve learnt over time to trust my gut, follow my instincts and to keep on evolving as my business does. When I first began Seed, I had actually planned for the business to have more of a template shop format for creatives (think website templates and pre-made brand kits) and less one on one client projects. But the demand came in thick and fast for a more personalised approach and I decided to embrace that.

I’ve also learnt (though a lot of reflective work on myself) to have a tougher skin, that not every enquiry is “your client” and that is completely okay. I notice a huge difference in the flow of projects when I’m in a natural alignment with a client and when the client is motivated and excited to collaborate. I now use my discovery call process to not only understand what is needed from a project, but I also want to get a sense for how our personalities mesh, their vibe and their enthusiasm. Many projects go on for several months and obviously I want to build long-term relationships too, so it’s incredibly important to me to work with like-minded women who value the design process and what it’s going to do for their businesses.  

How do you find the juggle of running a BUSY STUDIO alongside being a Mum? 

Honestly, it can be tough at times, especially in the beginning as I balanced both a part-time corporate job with client work as I was building my studio from the ground up. Life was pretty out of balance initially and there were a lot of late nights and playing catch up over weekends so that I could keep all of the wheels spinning. It definitely wasn’t sustainable, but I knew it would all pay off though in the long run and be worth it if I could build my design studio to a point where it was my sole focus.  

When I became a mum, I knew that working for someone else and having to be in an office from 9-5 regardless of my workload, as well as the lack of flexibility, was not going to work for me. It became really important to build a business that I could run on my own terms, so  that I was there for every big or small moment in my boys’ lives and didn’t miss this precious time in their lives when they are little that seems to go by so fast. 

It’s an on-going learning curve for me and letting go of the awful “mum guilt” that is SO real is always a struggle, but on the flip side, I like that my boys see their mum loving her work and see me building a life based on what works for me. I want them to know that it’s possible for them too. It’s okay not to have the balance 100% down pat, sometimes there is no balance, balance is illusive. There’s a quote by author Nora Roberts that talks about the delicate act of balancing motherhood and work and it always sticks in my mind. It goes something like “the key to juggling is to know that some of the balls you have in the air are made of plastic and some are made of glass.” Missing a client deadline, or the Mother’s Day picnic at school equals a potential glass ball situation. Forgetting it’s crazy hair day at school or not posting on socials everyday is most likely a plastic ball, no permanent damage done.  

I find the juggle infinitely easier too by being mindful of who I work with, working with like minded clients, being intentional about how many projects I take on at any given time and mindful of the way our services are priced so that I can focus on less projects but I'm able to give my absolute all to them. 

What are your top three productivity hacks for managing the juggle? 

ONE
Having a great support system around you and set studio hours for client facing - it helps that I have an incredibly supportive husband who also works remotely and is very active in the day to day running around.  
TWO
That it’s okay to work in an untraditional way. If it works for you then it's working. It took me a while after leaving my 9-5 to realise that I didn’t have to work in those hours by default! If you are more creative at night after the kids go to bed, work at night. There are no rules and that’s a beautiful thing because you get to define them for yourself.
THREE
Boundaries and time blocking for specific tasks so you don’t feel scattered - this has been a game changer for me. I tend to have a lot of tabs open in my brain and allocating blocks of time to get specific things done is so helpful and helps me feel like I accomplished something. 

What's the best advice you've ever been given in business? 

Without a doubt to not be afraid to niche down and specialise in what you offer. When you try to serve everyone, you ultimately serve no-one well. Niching down has meant that my studio has become known for delivering a really specific result, and it’s allowed the creative freedom to really focus on what we do, get really good at it and refine it too. 

What does self-care look like for you? 

When I was younger, it used to look like having my hair done or getting a facial, but now it looks more like listening to my body more, tuning into my cues that I might be feeling overwhelmed or starting to feel burnt out. Instead of pushing through this like I used to, I now really honour those feelings and take a break. I find that especially important when you do creative work, your energy is so tied to the quality of your work and I now see taking regular breaks as essential for my health, for my business and my creativity. I’m also a huge podcast junkie so I love tuning in to a few favourites on a weekly basis. I love taking a day trip or a weekend away by the coast where I can unplug and unwind with my boys (Torquay here in Victoria is a favourite spot as my husband and I used to live on the Surf Coast, so it feels like home). I also take my morning coffee and green smoothie ritual very seriously as it really sets me up for the day. 

What would you tell other women and other mum’s who might be on the fence about taking the leap and starting their own business?

I started my business because I wanted more flexibility and didn't want to miss out on those little moments of life that happen with my boys everyday. We all deserve to do work that's meaningful to us and that lets us live in alignment with all of the facets of our life. It's a risk, but the bigger risk (to me at least) is never taking the leap in the first place.