As part of an extensive interview by Mia Timpano for the latest Frankie Spaces Magazine I was asked what my business is about and why I do what I do. When she asked me I just waffled on and somehow she managed to whittle it down to a succinct quote and slot it into the copy. Long live the blessed writers on this otherwise jumbled planet!
But it did get me thinking afterwards about how I needed to suss out my elevator pitch for Heartland Projects - summarise what it is that I do in the proverbial 250 words or less. Most of my clients find me organically - through word-of-mouth or my wider networks. So I haven't ever really needed to do the hard sell. I don't even have a business card - yikes. But a little bit of brand self-reflection can't harm anyone - especially me - as that is what I am supposedly good at!
I come across so many people who have real talent and amazing brands/ideas but they may not always be communicating them in a strong, visual way - whether through lack of the right skills, not much awareness or they may just be time poor. These people are my potential clients.
With my visual skills, small business experience, web-savvy and training as a journalist, Heartland Projects is the sum of my disparate parts. It allows me to dig deep and apply my varied and extensive experience to help all sorts of folks in establishing or rebranding their businesses. Taking something that is latent in a brand, lying just beneath the surface and then allowing it to flourish and shine is just the ultimate buzz in my opinion! By spending time with and observing my clients in their work spaces, I can identify their aims, capture the incidentals of their everyday rhythm, simplify their message and articulate their brand into evocative visual stories.
Working with interesting and creative people whose work is authentic, compelling and meaningful is very satisfying for me. The ongoing relationships that then stem from this work allow me to cherish my working life . For some wonderful testimonials from my clients - see here.
And if you haven't yet seen a copy of the latest Spaces magazine - go get your mitts on one. As far as interiors magazines go, this one has a real advantage over most of the other publications on the news-stand. The homes/studios featured have evolved over time by people who are thrifty, creative and resourceful rather than fashion-followers and consumerists. I would not usually open the front door of my family's private space for a magazine team but was happy to be involved in something that celebrates the home-grown aesthetic! And of course working with the team at Frankie was a pleasure.