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Abigail and Chloe Baldwin

Category
Art
Artist
Barriers
CLS Case Studies
Connections
First Generation
Freelance
Marketing
Resilience
University of Leeds Graduate
Working Class
Date

Co-Founders of Buttercrumble

BA Graphic and Communication Design (Hons), University of Leeds (2016)

"It's not what you know, it's not who you know, it's who knows you!"

What barriers did you face when trying to get ahead in the Creative and Cultural Industries?

Creativity has always been a calling for us and – no doubt – we were determined to work within the creative and cultural industries! However, we faced many challenges as we battled to get ahead.

Our hometown of Scarborough in North Yorkshire, while picturesque, posed a challenge due to the limited creative work openings, groups, and exhibitions available. This made us hungry for opportunities and we took part in any local art event, competition club we could. We also cast our net wider by using the internet to share our self-initiated illustration and design projects far and wide.

Also, the absence of creative role models in our life encouraged us to forge our own path. We were lucky, as twin sisters, that we could be our own cheer leaders. We worked together and found a community of like-minded creatives for support on social media.

Our family’s modest income was a barrier, but it didn't discourage us. The lack of resources ignited our entrepreneurial spirit. In our teenage years, we embraced cost-effective tools to complete hundreds of micro-commissions which eventually funded the industry level software we needed to pursue a career within design. Along with freelance projects, we balanced part-time jobs with our studies, which built our resilience and improved our time-management skills.

Finally, as young introverted women, it was intimidating to attend interviews and placements at male dominated agencies. However, we viewed this as an opportunity to bring a fresh perspective and new creative ideas! Our confidence and experience grew and we eventually found two local agencies who offered us our first “proper” creative roles and we’re so grateful for the opportunities they provided.

Looking back at your time at Uni, which experiences were most useful as you started to look for work and develop within your chosen profession?

Looking back at our time at Leeds, there were so many transformative experiences that set us up for success.

Group critique sessions: These were golden. We’d get regular feedback from our coursemates and tutors who helped us develop our design-skills. It also taught us how to handle feedback like a champ, which is essential in our line of work.

Enterprise scholarship: We were both extremely grateful to receive an enterprise scholarship for our early work at Buttercrumble. The funds allowed us to upgrade our computer, which enabled us to complete more design projects.

Spark workshops: We attended workshops by the Spark team at the University’s careers centre. These workshops taught us the practical skills we needed to run a business.

We loved our time at the University of Leeds (and would do it again in a heartbeat) however there’s a couple of things we’d do differently. Firstly, instead of stressing over assignments and grades, we’d focus more on creating designs that allowed our unique magic to shine through! In the creative industries, it’s important to build a portfolio you can speak about with passion.

Secondly, we’d ask more questions. The tutors and academic teams at the University are treasure troves of insights. We’d be more curious about their industry experience.

And, to answer your last questions, one thing we wish we knew before job hunting… Make it personal! We’re now business owners so, having reviewed lots of job applications, we realise standing out means going beyond the ordinary. We’d pick up the phone to have a personal conversation with the hirer or we’d find a creative way to present our work.

How have you changed since finishing university and working in your current position?

From graduation to launching our own creative agency, Buttercrumble, our confidence has skyrocketed. Once upon a time, we hesitated before sharing our ideas in class or lectures, and public speaking was a no-go. Now, we're the ones delivering industry talks, leading brainstorming sessions, and encouraging our design partners and team to share their creativity. We've transformed from shy teenage girls raised in a small seaside town to award-winning business owners working with household names such as Chester Zoo and Mamas & Papas.

What have been the most challenging times since graduating?

The post-COVID economic dip has been the most challenging time for us since graduating in 2016. We went from a period of growth to a stand-still. The support that was most beneficial during the transition from uni to work was the support from our network through guidance, promotion, and paid opportunities – your network is your net worth.

What was your best failure?

Our joint best failure was not being accepted into university initially for fine art and architecture. Despite facing numerous rejections from universities that insisted on a costly foundation year, we opted not to compromise financially. Instead, we took a chance and applied through UCAS Extra to the University of Leeds. We were granted a place in the design course, where our talents blossomed.

How do you deal with feelings of insecurity or imposter syndrome when entering the creative industry?

Like others, we’ve faced many feelings of insecurity and imposter syndrome in pursuit of creative success! However, we view these uncomfortable emotions as signs of growth. Our experiences with big-name clients like John Lewis, even with our limited prior experience, remind us that we are capable and successful. We are fuelled by our past successes (even the small wins) and the excitement for growth!

What was the most useful piece of advice you’ve been offered during your career development? What advice would you offer students?

It's not what you know, it's not who you know, it's who knows you!