☁️ Musings from our co-director, Elke ☁️

While listening to a podcast recently, I heard about a concept called ‘Shiny Object Syndrome’. I instantly knew this is what I have.

In my opinion, Shiny object syndrome is both a blessing and a curse at the same time.

As a creative with a few skills under your belt and very big dreams it is hard to find tunnel vision and ‘niche’ down as everyone recommends you do.

My biz partner, Drew and my life partner, Lachie will back me up on this one – I have a new god damn idea EVERY WEEK. If not every day.

It usually goes a little like this…

“Ohhhh boy wouldn’t it be a dream to start a fashion label. We have the experience, we can make beautiful textile prints, we know how to create tech packs and do pattern making and we have all of the contacts to launch a 100% Australian made brand. But, also wouldn’t it be just so COOL to create a co-working and bathhouse all-in-one in this empty warehouse that just came up on realestate.com. We can draw up all the renders, and design something stunning with our interior design knowledge combined with branding expertise. Oh, oh oh, but what about designing and building an eclectic tiny-house Airbnb in the wilderness, we have all the skills to do that too! Ahhhh, but wait, maybe what we really want to do is start a locally made furniture and homewares brand. If only we had all of the time and money in the world.”

Well. Shiny Object Syndrome is real that’s for sure. But having all of these shiny dreams is why I know I am doing the right thing. It’s why I studied interactive and visual design in the first place. Because I wanted to be able to do all of the things. It’s opened up my world to other people’s dreams too.

I have a deep ceded desire to create brands. That’s where this stems from. I’ve decided that I can do it all – maybe not in the way that I originally thought — building my own creative studio means I can dip my toes into all of those shiny dreams. That’s why I know I’m exactly where I need to be.