By talking over email the interview is documented effectively which might not be achievable by other means of communication. Emailing also allowed frequent communication and adaptability to schedule.
1. What was your first introduction to design, was there something in particularly that inspired you?
Ever since we can remember we've been interested in being creative and designing. When we were children, our granddad worked at a printing factory. He would often bring long rolls of blank newspaper home for us to scribble on. We'd often recreate scenes from the stories we had read. Our favourite was Charlie and the Chocolate Factory by Roald Dahl.
2. Has your practice evolved quite a lot since university? (such as style, approach, focus)
Since university, we've refined our skills and continue to improve. Once we left university, we became a lot more focused on designing as a business. Ensuring we can earn a living is a huge incentive for us! We have to be disciplined with the work. It can be tough which is why it's important to focus and to continue learning.
3. Where did you get the idea to start Buttercrumble?
In 2007, we began sharing our work online on a social platform for artists. Over a few years, we continued to develop our style and started to receive positive feedback. We were initially working separately under different pseudonyms but decided that two heads were better than one! In 2012, we joined forces to become Buttercrumble and began working as a collective.
4. When you run into a creative block is there something you do that inspires you or keeps you going?
Be persistent! Sometimes we'll start drawing and think "oh gosh, this just isn't working". All artwork looks rubbish, stupid, naive, uninspiring or underdeveloped to begin with. It is only at that last moment that it finally clicks for us. We work towards that moment of glory and sometimes it takes its time. Don't rush. Remember, Rome wasn't built in a day.
5. What is your approach to generating new ideas?
If it's for a personal project, these sparks of inspiration occur at random times. We jot those ideas down until we have the opportunity to create them. For clients, we have a holistic approach and get them involved in the "idea generation process". We ask a series of questions about their audience, ethos, dreams and brand's personality. It's from there that ideas start to form.
To help these ideas form, we'd recommend digesting visuals every day. Consume magazines, books, films, plays, music etc. A graphic designer needs to have a superb general knowledge because you never know what type of projects you'll become involved with.
6. Do you take the same steps when it comes to approaching a new brief/client? If so what is that process and has that evolved?
We have developed the process so that it is more personal to each potential client. People tend to be interested in themselves first, so make sure your proposal is all about them! Although, when it comes to finding clients, there is no magic formula. People are complicated and you need to adjust yourself accordingly.
7. What has been your favourite thing to work on? And is there a particular reason why?
We love seeing our illustration in the real world. It's a joy when you can take a project from pencil on paper to a final piece. Our collaboration with Killer Brigade Clothing was a turning point for us as it was the first time we'd seen our illustrations on a professional product and this motivated us to continue with our design.
8. Was there any brief you found quite challenging/stressful? Were you able to overcome this? and how?
Every project comes with its own set of challenges. There have been some briefs where we had little experience in that area of design. However, we learnt and improved our skills whilst working on it. Those projects benefit you because you gain experience and you can develop a more varied portfolio.
When things get stressful, it's best to unplug and escape from the "digital world" for a while. We will go for a walk, sit in a quiet cafe, read a book or watch a film at the cinema.
9. What do you think are the benefits of working so closely together?
You don't get lonely! Although, we probably take the benefit for granted as we have always had each other. It feels extremely natural when we work together because we've been doing this since birth (being twins). It's also lovely to have someone who can offer feedback, ideas, support and motivation. Everyone needs a cheerleader.
10. Did you face any struggles when setting up Buttercrumble? If so what was the biggest one?
Our biggest struggle was finding the confidence to take the leap into working on the collective full-time. It is a big decision to leave the safety of a 9 - 5 job for something that may seem like a dream. The University of Leeds (where we studied) offered plenty of helpful career and business advice. Furthermore, the agencies which we previously worked at were also supportive of Buttercrumble. It's so important to build a nurturing network of people.
11. Would you have any advice for someone who wants to pursue a creative career but lacks the confidence to put themselves out there?
Take it in small steps. A business does not have to be born overnight. We wanted to become professional designers in 2007, but it wasn't until 2012 that we established the business. It then took a further 4.5 years to be able to dedicate all of our time to it.
To cultivate confidence, be kind and compassionate to yourself and others. Then you can begin to push yourself out of your comfort zone. Each time you have a "win" (no matter how big or small) reward yourself. At all times, remember why you want a creative life.
12. What's the best piece of advice you've been given?
Our granddad always tells us to strike whilst the iron is hot. If an opportunity comes by, don't hesitate to grab it with both hands. There have been projects we have missed out on because we thought about it for too long. If you think it looks interesting and it would be something you'd enjoy then go for it! This is similar to another idiom our granddad preaches: "he who hesitates is lost".
13. And what's the worst?
People tend to give advice with good intentions. It's difficult to pick a worst! If we think it's mediocre, we tend to forget it and focus on the positives.
14. What are other things that influence/inspire you that aren't related to design?
We both wanted to study separate degrees initially. Abigail was interested in architecture and Chloe was interested in fine art. However, we realise these are still design related! I guess we are both interested in the history of the 20th century. So much has changed over the last 100 hundred years, so it's important that we are aware of it because it has influenced us all.
15. Is there anyone you look up to? Whether in the design world or not?
Another entrepreneur who we admire is Jo Malone. She's a strong woman who has fought many personal battles and still has achieved huge success in her life. She has a passion for perfume, similarly to our passion for design. Another designer we admire would be Orla Kiely. Again, Orla is amazingly talented and a great businesswoman.
16. How do you manage your time efficiently between different projects and other parts of your job?
With great difficulty! Striking a work-life balance is challenging when you love what you do. We try to set a timetable for ourselves and stick to it. You have to be disciplined about relaxing just as much as you need to be about working and know your limits.
17. Are there any ways you're wanting to expand your brand? Such as working with more people? Collaborating with new people? or any way at all? etc
We are about to launch an exciting new line of products in April. These will feature our illustrations and are inspired by vintage fashion. We can not wait to share it with you! Keep your eyes peeled for more information on this.
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