How would you describe what you do?
We’ve always been fascinated by mid-century modern design and its sweet simplicity. Paul Rand and Bradbury Thompson are fantastic examples from that era; they embraced the bold Modernist movement and introduced humour into their designs.

In terms of contemporary influences, we love Orla Kiely’s print and pattern which shares that same vintage warmth. Her iconic designs have a familiar, approachable timelessness, and this is something we like to emulate in our own designs and illustrations.

Ultimately, inspiration can strike anywhere! We’re fans of the little things – ephemera and fleeting, everyday details that catch your eye and stick with you. When you’re out and about, take a closer look at things like packaging and ask yourself: why does this work (or not)? Curiosity helps us to be better designers.

What’s been your favourite project to work on from the past year, and why?
It’s so difficult to pick a favourite project — it’s like a mother picking her favourite child! However, the past year saw the growth of a meaningful, long-term client relationship with a local children’s nursery, Cub. Cub has a Scandinavian and stylish feel — it’s cute, but not twee.

We enjoy developing their brand identity and adding new elements to their world, such as activity booklets and website design. When it’s a long-term project, the immersion is deeper— you can live and breathe the brand.

What does a normal day-to-day usually look like for both of you?
We usually get to our studio at Bowcliffe Hall at around 8:30 am. We warm the iMacs up and make ourselves coffee. Once we’re all powered up, we have a conflab about what needs to be completed (spoiler: the to-do list is never done). Then, we’ll get settled, design and answer emails. It’s mostly desk-based.

We have a communal lunchtime, which provides another opportunity to catch up with each other and see how things are going. If the weather is fair, we’ll go for a short walk through the gardens outside. We carefully selected our studio space due to its peaceful location and inspiring greenery.

In the afternoon, we may meet with a client (over more coffee) and share progress. Or, we might be presenting our proposal for a new piece of work. It’s always changing! If it’s been a good day, we’ll usually finish at 4:30 pm, tidy up and set off home.

Would you say you need any specific training for what you do?
Buttercrumble grew so organically. We pursued the arts throughout school and college, with thanks to initiatives like the National Saturday Club, before studying Graphic and Communication Design at the University of Leeds. We enjoyed graphic design because it was vocational, diverse, plus we’re computer geeks!

However, when we first moved to Leeds, we knew no one. We were green with no experience. We had no network or connections to lean on. We had to make it up as we went along. Thankfully, as twins, we had each other for moral support.

We always had this drive to run our creative studio. We’d do whatever it took to find work. It was scary, but there is no greater incentive than having to make a living. We’d share our illustrations with whoever was interested. Abigail’s first “real” design job came from a Gumtree advert! We were fearless in these early stages because we had nothing to lose.

How did you go about landing your first few jobs, clients and/or commissions?
At school, we began sharing our designs on an online platform, DeviantArt. This was pre-2010 before Instagram had taken off, so many artists would share their work here. This was where we secured our first commissions, but we were worried! Would these World Wide Web strangers want to work with us if they knew we were teenagers? We decided to develop the Buttercrumble brand as a vehicle for us both to collaborate under the same name and – inadvertently – to add some fortification and credibility. In 2012, we launched our first portfolio website, and the business began to grow organically thereafter.

Fast-forward and we were studying at the University of Leeds. We approached our design tutor about our creative “side hustle” and he introduced us to the enterprise team at the University. They showed us how Buttercrumble could be a real platform for growth, prosperity and stability. Together, we formalised the business, created a plan and started securing larger projects. All of this happened simultaneously, while we each tackled design roles in other companies, alongside our studies.

Finally, in January 2017, we attained sufficient financial savings and a client-base to focus on Buttercrumble. We left our previous roles and we’ve not looked back since. Full steam ahead!

How did you go about landing your first freelance social media clients?
Our humble upbringing in a working-class, seaside town sent our childhood imaginations into overdrive. Our family worked hard to bring home the bacon so, growing up, we had to keep ourselves quietly entertained. Art and design was our outlet, and it’s continued to bring us joy throughout our lives.

Specifically, the idea for Buttercrumble formed while we were teenagers. There are few career paths in seaside towns, but we had the itch to make a living together through our art. Our upbringing instilled a healthy work ethic within us and the lack of opportunity made us hungry. We had the grit to roll up our sleeves and create our own luck. This is where the entrepreneurial mindset grew.

What has been your biggest learning so far about setting up your own creative studio?
It’s not just about getting that “big break”. Everyone can get their 15 minutes of fame, but success fades if you don’t nurture it. Success is sustained by nurturing opportunities, big and small, over time. It’s about showing up consistently, saying yes to challenges and always looking for ways to grow.

What’s your perspective on the idea that you need to be in London to work in the creative world, versus opportunities across the rest of the UK?
London is not for everyone! We have completed projects there, and it can sometimes feel like a rat race. It’s exciting to experience, but we love returning to Yorkshire where we can embrace the countryside with the vibrancy of our local city, Leeds.

Society tells us that all the hot-shot opportunities are in the capital. However, there has been a recent exodus, businesses are moving out of London to gain better value. Recently, our base in Leeds welcomed Channel 4 and is home to Asda, First Direct and BT (to name just a few of the headquarters).

Have there been any courses, programmes, initiatives, access schemes or job boards you’ve found helpful or would recommend to get into your sector?
The enterprise programme at the University of Leeds taught us the business know-how we needed to set up our creative studio. If you are a student, we would urge you to see what support you can gain from your careers centre. University or college can be a fantastic support bubble at the beginning of your journey.

Since then, we’ve received the support of the British Library’s Business and IP Centre. They run a range of complimentary programmes and workshops, with many focused on art-led businesses. The library is an amazing free resource!

We’ve also loved Creative UK’s Create Growth programme where we’ve received mentoring, workshops and pitching opportunities with a specific focus on creative businesses.

What have been your greatest learnings with making money and supporting yourself as a creative?
Don’t undervalue yourself. For many creatives, your practice began as a hobby. However, that doesn’t mean you have to sell your work for peanuts! It’s OK to receive enjoyment and money from your work.

We set yearly financial goals and break them down. What do we need to earn quarterly and monthly to stay afloat? We sit together weekly to discuss progress and find ways to meet our targets. We run a tight ship. After all, when bills need to be paid, you must be mindful, frugal and resourceful.

What’s the best career-related advice you’ve ever received?
It’s not what you know. It’s not who you know. It’s who knows you. How can you make sure you get yourself out there? You could be the most talented designer in the world, but if you’re confined to your bedroom, hiding away, how can anyone collaborate with you?

Our book, The Brand Power Manifesto, shares our own career journey and how personal branding can make a real difference. We turned our passion into a thriving creative business by stepping out, building connections and sharing our story.

You often work with people just starting out in their design careers, is there any specific advice you find yourself giving to those at the start of their journeys?
Begin networking. It doesn’t need to be with a room of stuffed shirts either! There are many friendly, informal networking groups where you can grab a coffee and mingle freely. If you’re nervous, take a friend and set a goal for how many new people you’d like to meet. It helps you grow in confidence and see how your work fits with the rest of the world.