Kind Studio: Supporting creatives from the outset

25 Oct

The-Arena-Creative-Community-Kind-Studio

INTRODUCTION

Kind Studio is a branding and visual communication studio based in London, servicing clients globally. Here’s a little bit more about Kind, in their own words…

“We have built a practice centred on creativity, offering an adaptive and research-led approach, working at pace to help our clients build authentic and lasting brand stories.

We collaborate closely with our clients, from international brands and exciting startups to entrepreneurs and inspirational charities.

Anyone who is brave and ambitious in their outlook. Anyone who trusts in the power or design and creativity to help them grow, disrupt and create change.”

This interview took place via video call in September 2020.

What did you say to people who thought you were crazy starting a design company so young, without any savings and not a single client to your name?

To be honest, I probably would have agreed with them. At the time, I don’t think we thought about it too much, but looking back it was quite a crazy thing to do. We’ve worked really hard to build the studio into what it is today, but even then there was a good chunk of luck involved. There was plenty of times things could have gone very differently!

After graduating from NTU in 2014, Sean, you pursued an MA whilst James gained experience working in London. What's your best advice for anyone considering an MA? And James, what advantage did industry experience give you for starting a studio?

Sean: I would say that an MA is great for those who want to try something different and continue to explore creatively before they have to commit to finding a job and (usually) working for someone else.

MAs are run quite differently from BAs in that the contact time is much less and there is a lot more focus on self-initiated study and learning. You really have to know what you are looking for and what you want to get out of doing the course. I took every opportunity I was offered and I definitely got back more than I put in, so if you are motivated it is worth it!

James: I had ten months experience at a great studio in East London. I had so much fun there, working on some really really cool projects, with a lot of responsibility. Ultimately that really helped us in the first six months or so with really basic things, but beyond that I think we began to find our feet and forge our own direction. Outside of that we had to learn on the fly most of the time, but I think that’s one of the best ways to pick things up.

“You really have to know what you are looking for and what you want to get out of doing the course. I took every opportunity I was offered and I definitely got back more than I put in, so if you are motivated it is worth it! ”

What is one thing you weren’t taught at university, that you really wish you were?

James: I think all graduates, ourselves included, could have done with more advice on how to build a good portfolio, but also guidance on how to talk about your work, best practises for networking, getting internships etc. Obviously university is about learning the fundamentals of design and process, but it wouldn’t hurt to have a week or two of purely practical advice!

© Kind Studio – NTU School of Art & Design

Sean, you told us that being the best designer doesn’t mean you’ll immediately run a successful business. What do you think it takes to turn passion and skill into profit?

There is a lot more to running a creative business than simply being a good designer. Obviously the chances of success are greatly increased if you are talented but hard work, perseverance and luck definitely play a huge role in your success.

Running a successful business is mainly about your ability to cope with constantly juggling your network, finances, workload, process and output. It can seem overwhelming initially but it is worth knowing what actually goes into running a business before you start as we definitely had a crash course. Our top tip would probably be to get a good accountant as soon as possible as it offers you peace of mind and ends up saving you money in the long-term.

“Running a successful business is mainly about your ability to cope with constantly juggling your network, finances, workload, process and output.”

Tell us about Outset. Why did you start it and why is it important that you both give back and support younger creatives?

James: We do a lot of work in universities and are always receiving really great portfolios and internship applications, so we have a lot of exposure and conversations with students and recent graduates. In the build up to the pandemic there was an overwhelming anxiety with students that there would be no job prospects for the foreseeable future.

You both now teach and give talks at the likes of D&AD, The Design Kids, Shillington and the London College of Fashion. Is public speaking something you always aspired to do? Did you ever have any hesitations around accepting those gigs?

James: It started when we got asked to do a twenty minute talk back at Nottingham Trent, two months after we had set the company up and just under a year after we graduated. We hadn’t really done any projects then, so our talk was more about our journey from student to industry and some things we’d learnt in that time. It went down really, really well, to the point where I actually don’t like talking about endless projects anymore. I much prefer to be genuine, frank and give tangible, useful advice. I think that's much more beneficial and interesting to the audience than endlessly droning on about how your new rebrand saw a 8.5% increase in annual sales!

© Kind Studio – Pop Brixton Summer Transformation

What have your experiences been like with unpaid/low paid internships and where do you stand on it?

James: When I first moved to London I was offered very low paid and unpaid internships which I simply had to turn down because they weren’t financially viable for me. Some people might be in a situation where they can do them because they have that freedom of not paying rent, or not having expenses, but even then I feel they’re still exploitative and that they devalue your skills and the industry as a whole.

A friend of a friend took on a six month unpaid internship with the promise of a job at the end. Once she finished the six months the job was given to someone else and she was hung out to dry. Once you leave university you’re a qualified graphic designer, so you should be paid, even as an intern and even if it’s not millions of pounds! Pay your interns!

“Once you leave university you’re a qualified graphic designer, so you should be paid, even as an intern and even if it’s not millions of pounds! Pay your interns! ”

In your opinion as agency owners, why do you think there are still so many unpaid internships across the creative industries?

James: There seems to be a real lack of communication with both students and agencies on how exploitative unpaid internships can be to people. It’s not really something we were told at university, it’s something we had to build our own interpretation of or hear from other people. Potentially, some people know they’re doing it and are trying to save a few quid by not paying people but I think the majority of people just aren’t aware of the law. If you’re considered a worker and you’re not working for a charity you have to be paid. Simple as that!

What do you think companies can do to support the growing creative community if they can’t afford to pay an intern fairly?

James: One of the main things I think is to simply have conversations with graduates and younger creatives. A lot of agencies can come across as closed books, like these mysterious organisations where great design is done, but that seem completely impenetrable from the outside. Have a short thirty minute conversation with a person or group of people can do wonders for peoples enthusiasm and excitement. We don’t personally take on interns, as we don’t have the capacity, but we always make the time to talk to and sometimes meet the people who send us exciting things to see how we can help them in different ways. It might be contacts, recommendations, portfolio advice but giving back that little of time can be really helpful.

© Kind Studio – D&AD 2020 Insight Report

You both took the leap into starting Kind Studio 5 years ago, but what advice would you give to your younger-selves, now that you’re running a successful business and working with the likes of Tottenham Hotspur, Ministry of Sound and Brixton Brewery?

James: I think it would be ‘don’t be disheartened when you don’t win a project, just be grateful you were good enough to be considered. Over the last five years we’ve been in the running for some really great projects, but ultimately lost out to much bigger, more experienced and more established studios. It’s amazing to even be competing alongside those people.

Sean: I would say don’t count your eggs until they’re in the basket! It’s easy to get excited about potential work or projects only to have them cancelled or not go the way you imagined. It’s a useful bit of of advice in terms of only showing work when you’re ready, but also when it comes to thinking about your finances, pipeline and workflow!