Breaking Into The Creative Sector The Hard Way
by Abigail and Chloe Baldwin
Buttercrumble is a creative design studio based in Leeds and London, established in 2017 by twin sisters Abigail and Chloe Baldwin. With a focus on delivering inclusive branding, graphics and illustration that educate and connect the young and the young-at-heart, they have collaborated with high-profile brands including Anthropologie and Discover, and are published authors of ‘The Brand Power Manifesto.’
Many of us create in secret, using art as escapism, and our makes stay between the same four walls. Imagine breaking out of those walls to become part of a supportive community where your creativity funds your lifestyle. You travel worldwide to showcase your designs on your own schedule.
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This is our story (twin sisters, Abigail and Chloe Baldwin). We left our small coastal town in England to build a design firm, and become globally published authors of The Brand Power Manifesto… before the age of 30.
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However, it was no walk in the park.
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We battled with imposter syndrome. We were two young girls from the rural North. We didn’t attend an affluent art school or come from a place of privilege. Yet, our dream was to run a creative business.
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Social media has a low barrier to entry, so we began to share our designs online to gain feedback. Our usernames acted as pseudonyms, allowing us to push our creativity because there is a degree of anonymity online. We could try different art styles and network with others from the safety of home. This soon turned into commission requests, but with no business experience, we were nervous and naive.
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This fed our confidence, and we eventually began taking local commissions and putting our faces to the brand. People want to collaborate with people, and we learnt to step forward for our studio’s success. This publicity led to a publishing deal, creating a positive snowball effect on our creative practice.
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The creative industries are fiercely competitive and it can be daunting to share your personal creations. However, it is possible to build a career in your chosen creative profession. Here are some tactics to help you confidently navigate the industry, and it can be hugely rewarding when you catch your first break:
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1. Use Your Peripheral Vision.
Comparison is the thief of joy. In our connected world, it’s easy to obsess over your competition, stalking their social accounts, and doom-scrolling Pinterest. Competitor analysis is a useful tool to understand your marketplace, but you’ve got to keep your eyes on the prize. We can learn from athletes — use your peripheral vision to mark your competition — while staying focussed on your finish line.
2. Be So Good They Can’t Ignore You.
Many famous writers, poets, artists, and designers have adopted a pen name or pseudonym to progress in their chosen field. This can act as a form of protection or enable a person to stand out from the crowd with a unique and memorable name. Whether you choose to develop your alter-ego or embrace your own name, ensure you use branding to create a professional image and wow-factor presence. It will boost your credibility and make it hard for others to ignore you.
3. Stay Curious.
We have used our creative practice to travel the world. A change of environment and culture refuels their inspiration. It’s important to stay curious as you really can learn something from everyone. We have exhibited in Hong Kong, illustrated at Cannes, and published our book in Australia, the Netherlands, the UK, and the United States.
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You could be the most amazing designer in the world, but if you don’t get out there, how will people be able to enjoy your work? A brand helps you amplify your special uniqueness and find like-minded communities. In turn, relationships will open the door, progressing your career and helping you thrive. Let’s keep enabling and empowering each other to progress through the industry.
