Candice Carlin
Q What do you do?
“I use a psychology-centred, archetypal approach to design strategic and beautifully resonant brands”
In addition to brand design, I offer a full-range of studio services such as digital design for social media, digital ad campaigns, websites (Squarespace, Shopify and wordpress) and I’m experienced in print and packaging too.
Q What steps did you take to get to where you are now?
I studied a BA of Visual Communication, and then worked in studios around Melbourne for a few years in agencies and a boutique branding and packaging studio, before making my way back to my home town on the coast of NSW Australia, where I worked in a digital and brand agency. I gained quite a wide variety of design experience early in my career which was great. I now live in Byron Bay, and this past 2 years I've been running my own studio full-time and it's definitely been such a great shift for me to serving clients one-on-one and building those relationships, as well as upskilling in brand strategy and developing my own process which I love.
Q How do you stand out in your field?
I found working in various studios that there was a big disconnect between strategy and design. The brief and strategy would be popped on your desk and you’d then have to just whip up a design that you assumed would be the right direction; and the client felt a bit alienated from the process.
I’ve made my process intentionally collaborative, and I also really enjoy unearthing meaning in my design process by learning in great depth about the people I’m working with. I also fell in love with Brand Archetypes and how they resonate throughout humanity, and connect so deeply with the human experience - they’ve added such a rich layer to my brand process and improved my creative output exponentially. Instead of slapping a good-looking visual on a brand; it feels as though the visual direction organically arises as a result of this process; as well as being authentically true to the soul of the business and the people working in it.
Q What are you working on right now?
I’m working with my retainer clients who specialise in health, wellness and coaching spaces (I’m passionate about working with anyone making the world a better place!). I just wrapped up an awesome Shopify site for a really fun new bed linen brand, as well as a brand and Squarespace site for a Barristers Chambers.
Q What’s your style?
I’m inspired by the past; I’m a very nostalgic person. I am drawn to beautiful, interesting typography; anything that elicits emotion, or is of high quality. I am interested in timelessness and things of lasting beauty. I am also drawn to the esoteric, magic, whimsy, as well as highly modern aesthetics that make a bold statement. I think I love the unexpected turns and letting the process guide my design; so it’s all about being the conduit for creativity to flow for me.
Q Out of all your slashies, which one do you wish you could do more often?
I am really excited as I’ve just done the ILoveCreatives Shopify course and would love to do more - it’s so much fun. I also would love to do more packaging and creative direction/photoshoots.
Q What is frustrating you right now?
I think that designers are under valued and under paid and I’d love for female designers especially to step into their power more and demand their worth. I see some jobs advertising unpaid design positions and it drives me up the wall! So disrespectful to our profession and the value that designers bring. I think I just want all creatives to seriously stand in their worth - creativity changes the world!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I’d love them to set up an amazing email flow for me - I hate learning tech and systems sometimes so that would be the best!
Q What do you wish you could have told yourself, when, and why?
Do not work with people that are unkind or unethical for even a moment longer than you need to. Throw away all ‘shoulds’ and ‘musts’ and just do what your intuition tells you - it will never lead you astray.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Probably more technical things like Google/Meta Ads, Funnels and all of that… not my zone of genius.
Q What kind of opportunities/projects are you looking for?
I would love to continue to work with more wellness and lifestyle brands who aren’t afraid to stand out; and would really enjoy projects or ongoing work with more product based businesses who need both print and digital design services.
Q Describe your ideal job/client/collaboration.
I really like working with alternative/health products or practitioners - it's a space I'm really interested in personally and I think you can aesthetically have fun and push boundaries as it's kind of a new space with not a lot of historical precedent. I like projects that fundamentally help the world too, anything with an environmental focus really gets me excited.
Q: What is your rate?
I offer brand intensives from around $3.5k as I understand some startups don’t have a massive budget to begin with; and brand strategy from around $6k upwards. Web projects are quoted because they vary so much and retainers are offered to select clients depending on their monthly requirements.
Q How should someone approach you about working together?
There’s a project submission form on my website or go straight to my inbox by flicking me an email. You can catch me at hello@carlinstudio.com.au
Q Who is a creative you admire?
I’m actually really inspired by musicians - music was my first love. I really love how it helps to tap into different parts of yourself and Kevin Parker is such a forever-inspiration to me. I love everything he does.
Q Oh! and… how do you stay creative?
Long walks in nature, moving my body, good music, reading about other peoples lives, learning about human psychology and trying things I’m not very good at eg. surfing, ceramics, and anything I feel like trying.
This member profile was originally published in September 2023, Updated November 2024.