Lindsay Bouvier is a dear friend and I’m very excited to bring you her “switch” story today, in particular the lessons she’s gained from starting her business. Lindsay honestly shares what lead her to leave the fashion industry, and the path that took her to the company where she and I first met over 2 years ago – lululemon.
As Lindsay mentions, the choice to start her own creative branding agency was not an overnight decision. Instead, she took the time to test and experiment various ideas (one of which I was a part of back in 2017) alongside her full-time job.
Slowly but surely, her business grew as she built stronger connections with potential clients, and hopes to go full-time in her business in the coming year.
If you’re not familiar with the “The Switch” yet, then here’s what to expect: monthly interviews with everyday women making radical changes in their life towards purpose driven work. Like the other women that have come before her in this series, Lindsay shows that purpose driven work evolves over time. It’s not always an instant switch but as long as you remain clear in your values and your why it will grow!
Over to Lindsay…
Was there a pivotal moment or a gentle nudge that had you decide you were ready to take your creative dream from idea to reality?
I can’t remember an exact moment but I know it built up over time while working a senior designer for a lifestyle/clothing brand.
Firstly, I would look at my managers and really started to question whether I wanted to put my focus, time & energy into working “up the ladder” towards their positions.
When I looked at their reality, it looked to me to be stressful, unhealthy, and really not that creative. I couldn’t really see the point of striving for the next position just for more money, and I craved purposeful work that was more in alignment with my values.
During this time, I travelled to China to visit factories and really woke up to the amount of crappy product that was being pumped out of them and thought “I am a part of this mess” – basically it all came down to questioning what I was playing a part in and starting to focus more and more on what I did believe in.
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My first step was identifying a company that aligned more with my values and where I could speak openly about what I was up to with my business creation that wasn’t dubbed “a conflict of interest”.
Once I found a job that was more values aligned and human focused I wasn’t energetically drained after work so that I had the creative energy back I need to make shit happen.
Although, it hasn’t been a straight and certain path – I’ve tested many ideas and slowly defined what I wanted to do more and more of (and less of!). I still consider it all a bit of an experiment – constantly trying things and seeing what works and doesn’t work for me and my clients/collaborators.
I attracted my first clients very naturally and organically, mostly thru my personal network or meeting people 1:1 (in real life!).
I think sometimes people put too much emphasis on social media/online at first, and although technology and social platforms give us amazing an opportunity to connect to a wider audience, I believe you can’t beat REAL 1:1 human connection.
Lol! I think I have a bit of an ‘old skool’ (customer experience and service based) mentality that comes thru from my parents (who were also business owners) and my years working in hospitality.
Beginning a business or a side hustle is a big deal! How did you make time & prioritise your new venture?
This definitely was/is a work in progress but it has had a lot to do with eliminating distractions bit by bit so I can be more focused (and less overwhelmed!). I have also gotten a lot better at setting boundaries and saying NO when I don’t really want to do something or I know I might be subconsciously (or consciously!) procrastinating.
Also, as boring as it sounds, I have become a lot more disciplined with myself and have embraced STRUCTURE as I was the one with A LOT of ideas, who would talk about them but not make any of them actually happen (as I was using all my energy up talking about them! lol! ). SO, I found the balance between ‘Creative Dreaming & Action’ and started proving to myself that I could actually make stuff happen – which ultimately built confidence and momentum you would say.
Although, it is worth mentioning that I did have a FT job as a Visual Merch Lead when I first started really committing to my business, so I had to ensure I was working on things on my days off until enough momentum built up in my business that I could drop back to PT in my job. So it has also been a journey in creating more and more SPACE to work on my business so it can grow!
What was the biggest inner battle you had to overcome in putting your work and services out into the world?
Self doubt for sure! I have to manage it most days to keep things moving along. If it had its way, it would keep me in hiding and trying to get things “perfect” before I showed or did anything in the real world.
My main technique for this is seeing it (when I can catch as sometimes it’s really sneaky!), re-focusing on my vision and inviting it along for the ride (with Love). I know that sounds a bit weird (and that is the simplified version) but I find if I try to ignore it or push it away then it just gets stronger.
What makes Bouv Studios different from other creative branding and stylists?
I try to not get too hung up on what makes me different as I think this can be a bit of a block or something to worry about instead of taking action.
BUT, my clients say they value my EYE, the guidance I offer throughout the [sometimes overwhelming!] branding process, and the broad “big picture” perspective I have from my 15+ years professional creative experience across many different roles – they say “I bring so many skills to the table” which helps me streamline the creative process for them as I advise on the many different aspects of building a brand. I often see things they need or should consider before they do (saving time & $$!).
I also really push their thinking and we go way beyond just a logo and into the WHOLE BRAND, which I believe is necessary to stay relevant in 21st century business and also lots of FUN! People are wanting style AND substance these days. And I really challenge my clients to go there so their brand has real meaning and resonance with who it’s for.
Many of your clients mention they feel more confident as a result of working with you, why do you think that is?
I think it’s because you get more clarity of ‘who you are’ so you can really OWN IT and ROCK IT!
What simple practices allow you to bring creativity into your daily life?
Yes, practices that keep me (and my sometimes wild creative energy) grounded are meditation, time in nature, and having key supports in my life – like my therapist who I have seen every week (with the exception of a few) for 3 years! She creates an amazing space for me to really check in with myself and explore what is holding me back from achieving my vision
Finally, if you could give one piece of advice to your 18-year-old self upon finishing school, what would it be? (especially when it comes to career choices!)
First…Connect to your vision & what you truly want.
Second…Learn to REFOCUS every time your mind tries to stop you from making it happen!
About Lindsay and Bouv Studios:
‘Bouv Studios’ is a Creative Branding & Design Agency based in Melbourne, Australia.
We specialise in working with modern fashion and lifestyle brands, but also work with brands in other categories that are up to cool shit in the world!
With outside-of-the-box thinking, grounded in solid strategy & creative storytelling, we help the brands we work with grow and stay relevant within the ever-evolving (rapidly-changing!) business landscape of the 21st century.
We bring clarity, cohesion and a distinctive modern edge to the brands we work on and nothing gets us more stoked then seeing our clients creativity & vision unleashed into the world!
You can contact Lindsay via:
