We were lucky to catch up with Laura Evans recently and have shared our conversation below.
Laura, thanks for taking the time to share your stories with us today What was the most important lesson/experience you had in a job that has helped you as a business owner?
‘Under promise and over deliver’ has to be the most obvious, and perhaps cliche piece of advice I heard before I started my business, but it rings true to this day in many different aspects; from working with 1:1 clients on design projects; to coaching designers in my group programmes.
Before I started my business; I worked in traditional branding agencies; where client expectations are already high and where scope-creep and working late are often a given.
It’s for this reason that over-delivering sometimes has a sketchy vibe; we’re supposed to be paid for everything we deliver, right?
And in an age where simplifying and stripping back is common place; how do we endeavour to ‘over deliver’ whilst remaining efficient and profitable? And without *over* over delivering?
It’s the small acts of kindness, as well as that ‘showstopping’ extra idea… down to adding those small touches in the back-end in systems and processes that are invaluable. Under promising and over delivering doesn’t mean selling your soul.
Nor does it mean down-playing how great you are. It’s more subtle than that.
Instead I see it as though we’re aiming for subtle moments of surprise; sprinkled throughout the experience.
Under promising and over delivering means client expectations are not only met, but exceeded; leaving a lasting impression of delight.
Laura, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve been a brand and packaging designer since I graduated university in 2012. Prior to that, when I was age 15, I worked on a packaging project in my high-shool art and design classes … so it was way back that I knew I wanted to be a graphic designer!
At 22, I left Sheffield Hallam University, where I studied packaging design specifically, and moved to London to work and intern in the big, fancy, well known agencies.
In 2018, I left agency world to build my own business called Our Kind Studio.
Our Kind began as a brand and packaging design studio but has evolved to embody an education and coaching space too; where I now teach budding product based designers how to build packaging design into their workflow.
I’m all about helping brands carve unique paths; in opposition of copy-cat blanding. My clients prefer to redefine their industries and stand out in the sea of same – choosing to make the world a better place, fuelled by their brand.
Whether it be through me 1:1 client work; or through my courses; my intention is to shake the roots of the industry and demand more for the future.
How did you build your audience on social media?
Instagram was a different place in 2018, but one piece remains true to this day and that’s showing up as YOU.
When I first began to build my audience, my content looked very different; but I’ve always shared my perspectives and views.
Not being afraid to show the world the real you is super important; whilst also having conviction in your opinions.
The lens through which you view the world is where connections are made. Instagram is the perfect place to connect with likeminded individuals who feel and think the same way; so above the content types, hooks and reel strategies at the core; connecting is about knowing who you are and what you’re here to say. Always start there.
We’d love to hear a story of resilience from your journey.
When I first began looking for a job at the age of 22, it was HARD. I went into studying in 2008, and left in 2012. The economy was still struggling and jobs were few and far between.
It took heaps of strength and optimism to continue searching for that elusive first role as a graduate packaging designer.
I was told on multiple occasions to quit and to find another career path; but honestly I didn’t know what else I’d do.
I’d spent so long learning a unique skill set that I knew I just had to keep going. And so I did.
Only to land my first role at £14k per year. (The salary here is a conversation for another day)
I moved from agency to agency, deciding to leave and create my own business at 28. Since securing that first role was so difficult in the first place, it might seem crazy to leave it behind, right? But if anything, it proved to me that whatever I focus on is possible.
Contact Info:
- Website: www.our-kind.studio
- Instagram: lauraevans.co
Image Credits
Stephen Gaitan (Despierta) Ana Toth (Reme)