marketing

garden cuttings

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I’ve been working away in the studio on a wonderful project with Joe Pearson of publishing company Design for Today for a while and time has come for us to begin to share the results. It is a book inspired by Edward Bawden and his love of gardening. The content of the book has been informed by my research into his garden at Brick House, Great Bardfield in Essex. Bawden was a very keen gardener and I have researched and worked with anecdotes and visual references to build a picture of what his garden may well have been like and designed the artwork of the fold book with lino prints, a process he used many, many times.

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Keep an eye on social media for more updates as we lead up to the official launch in May.

evolution in practice

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I’m thinking about different aspects of marketing and promoting businesses in textiles for a lecture tomorrow and I came across this image which got me thinking about how my practice has evolved and my priorities have changed since I took this picture only a few years ago. I’m so grateful for the opportunity to shape and alter the practice I have, to take on projects that suit me at the time. Hooray for portfolio careers! Right, what’s next?…

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time and sketchbook time

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At the moment I’m juggling lots of different projects; one has been years (really!) in the making, another much quicker, straightforward and some more ‘surprise’ projects. They all have different requirements of my time, and in each week there may be a telephone call to a manufacturer to discuss things with, an email exchange between a client and myself to clarify details of a brief, or a call to a stylist / marketing team to plan a scheme for the future with, and the usual trade show sales team call! This all takes time, and different skills to manage.

A different skill altogether is to maintain a practice that, at the heart of it, seeks to challenge, engage and inspire the creative self that was the reason I set off in this direction at the start, twenty years ago. The sketchbook is the place I go back to, the safe place I can explore those ideas in, old and new, that keeps the journey going, the continuum that is my creative practice. Ideas do evolve over time, and the sketchbooks are testaments to the ongoing inquiry that may lend itself to something commercial in due course, but is not the reason I do the drawing in the first place.

In my role of design lecturer I regularly explain the uses of a sketchbook, the hows and whys a designer may approach the mental and physical task of working in a sketchbook. Retro-filling the pages that have post-its in saying ‘research’ needing to be completed the day before a hand-in lacks rigour and purpose, a scrap-book mentality is not necessarily the best use of printer credits unless you really do look and reflect on the relationship between your work and someone else’s. Dare I say it, I enjoy the task of working on a new white page, and see the potential, not the fear. I don’t often share pages of my sketchbooks, but here’s one page from this week in the studio, having gathered new ‘material’ at the weekend, furthering my ideas for my Grasslines print series…

I say let’s celebrate the sketchbook, the real one with paper pages that doesn’t require likes, favourites of retweets to be justified, the one you do for you. Why / how do you use your sketchbook?

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seeing things

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I’ve been giving a lot of thought to the idea of looking and seeing, and particularly how we evidence what we have seen. I have boxes of photographic prints of things I’ve seen: cracks in pavements, postboxes around the country, vapour trails in the sky, flowers I’ve grown and plants I wish I’d grown – and much more. When the world turned digital I stopped filling real boxes and filled virtual boxes, and some I look back at, but rarely do I touch the surface of the sights I have collected.

The engagement in social media, and the sharing of pictures begs me to think again about why we take pictures, and why we share them. As I spend most of my time in some sort of real or virtual context of people in the creative industries my Twitter and Instagram feeds are heavily laden with considerately photographed shadows of railings, colour combinations of socks on patterned tiles, recently obtained vintage finds, and dare I say it, beautiful breakfasts! Not only are we collecting imagery, we are proving that we are seeing and experiencing interesting / beautiful / different things and places, judged by us and hopefully ‘liked’ by others. Yes it’s marketing; a branding tool to evidence our aesthetic judgements.

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Some questions then, are we seeing more? Do we notice more, and appreciate more?

It does seem as if there have always been people who see faces in clouds, and beauty in peeling paint, but I wonder if social media is driving us to become a load of aesthetes. In my world it may seem that way.

As a pattern maker I’m always on the lookout for eye-candy, and usually of the ‘just happened to be there’ kind of pattern, rather than a designed pattern – having said that, I’m equally likely to be stopped in my tracks by a well-designed wallpaper. There have been many books over the years, and more recently blogs that feature the beauty in the overlooked, or the ugly, or the mundane. The desire to collate / curate these sights are no more in evidence than in the world of Patternity a design-savyy duo with a manifesto about pattern! Their stunning website and book and interesting collaborations are clearly tapping in to this moment of ‘seeing’. Check them out if you are so far unaware.

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Pattern really is everywhere, formally and informally and that’s the pleasure. I remember the day I was taught the mysteries of repeat pattern making, and that evening in a pub in Great Yarmouth, Norfolk, I took great pride in identifying the repeat ’tiles’ in the carpet, wallpaper and curtains of the glorious / hideous 1990s pub decor.

I had the pleasure to spend time with the fabulous Sarah Campbell last month, and much of our conversation, as we were at New Designers, was about pattern making; why we do it, how we do it, and getting people to pay for us to do it. During the conversation Sarah spotted a lady beside us in a polka dot blouse, and we noted that pattern-makers never really switch off from pattern spotting (pun intended!), pattern making, and pattern appreciating. When we departed we both commented that we look forward to reading each others next blog post – well here you are, this one is for you Sarah – it was a pleasure to see pattern with you!

patterned walls and windows

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They have been a while in the making, with lots of drawing, designing, discussions and sampling over the last ten months but my designs for Tektura Wallcoverings have been launched, and I’m delighted to be able to share them here. There are five in total so do visit the Tektura website to see them all. The images of the drawings are mine, the product shots are courtesy of Tektura.

I was working on the designs at the same time that I was developing my ‘construct’ collection and Tektura really liked the look and potential of those designs but I needed to build two distinct looks to avoid a conflict of interest. You will see similarities but I utilised different drawing tools and pattern systems to explore a variety of options in my markmaking. I created many sheets of paper full of inky motifs that eventually, after a lot of design development over several weeks both on paper and at the computer screen, became digital artwork to hand-over for production. At Tektura the colours and scale of pattern were sampled and marketing / sales information was created for the launch. One thing I find hard is naming the designs, and this was no exception. The thesaurus was called upon, as was Google to check existing references, and a colleague at BCU also contributed – thanks Clare! In the end the names pretty much describe the pattern. I won’t be a poet anytime soon!

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My past experiences of working on large interior / public art projects enabled me to work with the scale of the potential interior environments that Tektura provide for in my mind the whole time. These designs for Tektura can be customised and applied to wall and glass surfaces and so as I designed I maintained modular components that can be re-coloured or omitted for each client’s specifications. This is a wonder that digital production can provide; enabling bespoke solutions.

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For me this project highlights key values in my practice: the importance of drawing and hands on image-making, knowledge and understanding of digital production and product context, and the value of working relationships and good communication. Each client I’ve had the pleasure of working with over the last fifteen years or more, whether it’s the design director, art officer or buyer can really shape the design process they are commissioning. From outlining the brief, to negotiating the design direction as well as final sign off, these things make a big difference to the designer, often working far beyond the hours intended in order to allow sufficient time to reflect on the design process and outcomes. Digital communication allows artwork and thoughts to be shared and discussed in minutes, and decisions can be made together.

The great thing about working with companies such as Formica and Tektura is that they are industry experts with fabulous products, trusted by the market. By working with this expertise I learn more and get to understand the design world from their standpoint. Who would have thought my patterns would be on such a stunning shiny surface as Glint (below)! Working with Tektura Wallcoverings has been a pleasure and I’m proud to show the designs off. Thanks to Angela and the team!

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redesigning the ‘brand’ self

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I’ve been out in the ‘real world’ so to speak for nearly twenty years, and while I found that such a scary idea during my time at art college, having little idea of what I really wanted to do, now I realise it’s okay.  I look back and remember so many exciting things that I’ve been up to and so many great people I’ve worked with that I am grateful for living the portfolio career in art and design.

I made the choice to lead an academic career alongside my own practice and both really support each other. I am sharing and honest in my own learning experiences from industry working across art and design contexts. The students’ creative journeys also inspire the creative investigation in me. We talk of ‘branding’ and ‘professional identities’ in the Second year that I am currently leading in the Textile Design degree course at Birmingham City University, and consider how we and others see us and what we can control and what others interpret. I’m not a corporation or multinational company and yet the word ‘brand’ is commonly used for the self-employed too. Language used in promotional material as well as social media build a story, whether we like the tale or not. Does my design integrity come across? what about my inspiration? is the market level clear?…

I’ve been redesigning my website over the last few months. This is always an opportunity to ask myself more questions, and to reflect on where I’ve come from, where I’ve been and where I plan to go within the world of design, and specifically pattern. I’ve been excited by the process. I’ve chosen headings / page titles that more accurately reflect my current practice and edited substantial information relating to projects of years gone by. I’ve made it more image-based and updated text, again to reflect the shift in my design practice interests. With social media being a really key part of building a ‘brand’ these days this process has been happening as I go, but I’ve finally embraced instagram, having enjoyed Twitter over the last three years.

So, for all the bookbinding workshops I’ve led, the public consultation exercises I’ve participated in, the colours and materials I’ve sourced, the flowers I’ve drawn and the prints that I’ve pulled, this is where I’m at now…

katefarley.co.uk

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