Cocktails & Creatives: Questions from the Next Generation
I was recently invited to be an industry professional at Monash University’s Cocktails & Creatives networking night — a fantastic event filled with curious, talented up-and-coming designers. I hosted a table showcasing parts of my portfolio and inspirations, and throughout the evening students dropped by to ask questions. Some key themes emerged:
How do I get a job?
Unsurprisingly, a big focus was landing that first role. I shared the story of how I literally got my "boot in the door" — by delivering a branded shoebox to a studio, along with an offer of a free* week's work (*free if they covered my hostel accommodation). That little stunt helped me land my first job, and eventually, my Australian citizenship.
But the real takeaway was about standing out:
→ Do something different.
→ Show your passion.
→ Ask for an opportunity — then prove your ability.
I also stressed that the shoebox wasn’t a random stunt. It was the final move in a deliberate process: I had thoroughly researched the agency, reached out to key people, and kept my initial ask small — just a coffee and some folio feedback. What I didn't do was blanket-message every Creative Director on LinkedIn, cold-call, or show up unannounced — all of which some students said had been suggested to them.
Maybe I’m wrong, but I believe a better approach would be:
Research agencies you admire. Follow them on social media and engage thoughtfully.
If reaching out, start lower on the ladder — a junior or midweight designer might offer more relatable, practical advice.
Attend industry events (like Cocktails & Creatives or AGDA After Hours) to build relationships face-to-face.
Be patient. Careers don't happen overnight.
How do you find clients?
Every job I do has come from a referral — someone recommending me after working together.
Building that trust takes time. I've been fortunate to work consistently with a number of businesses, councils, and organisations, which builds deep brand understanding and lowers risk for clients.
But I don’t just sit back and wait.
→ I’m active in networking groups.
→ I maintain relationships in business communities.
→ I keep my website updated with current work to act as a proof point.
→ I’m somewhat active on social media (probably not as much as I should be).
→ I don’t pay for ads — in my experience, paid traffic rarely converts into good clients
Another thing I don’t do: unsolicited logo redesigns. While posting speculative redesigns might work for designers with large audiences, I think it's risky for students and grads:
You’re doing the work for free, setting a low expectation.
Without knowing the business strategy, your design is superficial at best.
Worst of all — it can be insulting. (Imagine a surgeon saying, "Hey, I was looking at your face and I think I could fix it for you.")
Instead, if you want to showcase your skills to an industry, create a case study based on a fictional or hypothetical brief. That way, you control the project, avoid offending anyone, and still add great work to your folio.
Do you use AI?
A little. I’ve been experimenting with Midjourney, Runway, Recraft, and ChatGPT for a few years — not to replace my skills, but to speed things up and explore ideas. The biggest real-world shift in my workflow has come from small improvements, like Photoshop's Generative Fill, which has saved me hours. It’s hard to stay across every new tool and trend, but I think it’s important to stay informed — and use tech to work smarter, not just faster.
What do you recommend?
I brought four books that genuinely changed how I think and work:
Pocket Full of Do by Chris Do – Bite-sized lessons and strategies for creative careers.
LogoLounge – An essential reference packed with inspiration and real-world identity work.
Identity Designed: The Process by David Airey – A clear, professional breakdown of branding case studies.
Brand Principles by Kevin Finn – 15 key principles developed over a 30-year design career.
Finally...
Thanks again to all the students who stopped by to chat — I’m very grateful for the opportunity to share my experiences and ideas. It was a great night, and a reminder that building a career in design takes curiosity, guts, patience, and genuine connection — not shortcuts.
