Karyn Clements
Creative Director / Photographer / Brand Strategist
Perth, AUS
Q What do you do?
“I run a creative studio ‘Clements + Co. Studio’ where I help purpose-driven businesses to look good, so they can make more money and grow. ”
I oversee the creative direction on all projects from start to finish. If it includes photography, strategy, moodboards and a clients’ overall vision I will take on the work myself. If the work also includes production for mini-films, graphic design & signage, that’s when I scale the project and bring on my team of freelancers to get the job done.
I also offer business strategy and various creative workshops.
Q What steps did you take to get to where you are now?
I graduated in 2012 with a Bachelor in Screen Arts and Anthropology/Sociology, while making hundreds, if not thousands of delicious coffees. I loved making the perfect cup of coffee and watching satisfied reactions at that first sip. Working in hospitality gave me so many skills that are useful today, such as how to work in events, work under pressure and have the confidence to talk to strangers.
Since then I’ve worked on a bunch of different creative projects, big and small productions and shoots, and photographed over 350+ weddings, elopements, families and pregnant mumma’s. I’ve designed a bunch of websites for small business, at the same time as working in traditional marketing & communications jobs. My range of slashie skills runs deep, which lends itself well to the work I’m doing now.
In 2020, I started Clements + Co. Studio and over the last 12 months, have rebranded to reflect my love of vintage & nostalgic-inspired creative visuals.
Q How do you stand out in your field?
I recently asked my best friend how I should go about pitching myself and what makes me unique and she said, “it’s your ability to understand people, tell stories, connect and be a creative visionary,” awww thanks babe!! :D
I would add that I’m friendly, personable and flexible. Oh and that I have ADHD, which makes for some high-energy-level-of-commitment to fun and exciting ideas!
I was recently asked to be a last-minute Production Manager for a remote job up in Broome, which is a 3hr flight from home. I had 24 hours to project manage the shit out of my son’s schedule for pickups and dropoffs while I was away, pack my bags, finish off a quote for another client, all while planning out storyboards and shot lists in my head. It was a really fun, intense and rewarding couple of days.
I thrive on adrenaline and chaos and I have no issue going the extra mile to serve my clients.
Q What are you working on right now?
I recently wrapped up on a branding campaign for The Attaché Line, including photo, video and web design to coincide with the launch of their Australian Made Collection. That was a lot of fun!
For the rest of the year I’m focusing on growing & marketing my business by attending events, reaching out to past & future clients, and positioning myself as a one-stop shop for all things creative. I’ve spent time curating the work I display on my website and socials, to attract more of the work I want to create.
I’m also running a branding & marketing workshop for small business in a few weeks. I love running these types of workshops and facilitating a safe and inviting space for bright minds to come together, brew some fresh ideas and get going on growing their business.
Q What’s your style?
I would describe my photographic work as documentary-style, where I capture the essence of a person/scene in a warm, nostalgic way. I love to capture intimate moments between people, or capture the legacy of a person in a single image. I love crafting stories that invite the viewer to feel like they are witnessing a beautiful moment from the past; the way it might feel when listening to a fireside chat in winter, or sipping a beverage on a balmy summer’s evening.
I’m also obsessed with black and white photographs, the whimsical, editorial kind and I love experimenting with slow shutter and movement.
Warmth, comfort, intimacy and beauty. That’s what I love to create.
Q Out of all your slashies, which one do you wish you could do more often?
I would love to be on a big film set one day as the Director, it's always been a big dream of mine. I can imagine myself on a remote, coastal Australian film set, with my husband and son hanging out in the background, while I get to make incredible films.
Developing my strength in Directing is where I want to focus more.
Q What is frustrating you right now?
I simply do not have enough time in the day. I work every minute I can while my son is at daycare and spend many nights during the week working until 2 or 3 am. I don’t sleep much, but the late night work gives me space to do my own thing.
Burning the candle at both ends though, has led me to feeling burnt out and it has definitely impacted my relationships. I’ve started outsourcing some of the work I normally do, but would like to feel more at ease with this. It really means stepping up in my business and charging more for my work, to be able to expand my team - hence the desire to grow my business.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Cleaning, washing, shopping, prepping my clothes, picking up gear and running errands. Another mini-me :)
Q What do you wish you could have told yourself, when, and why?
I wish I could have known that the chaos, mood swings, rejection-sensitivity and emotional dysregulation that I have experienced most of my life was due to ADHD, and that my feelings of being a failure at normal everyday things, was not a reflection of me being a bad person.
Knowing this, probably would have saved me a lot of heartache, especially during my teenage years when I fell-out with those closest to me, and began early adulthood with the belief that I was inherently messed up, causing me to constantly look for external validation. It wasn’t until after I had my son nearly 3 years ago, when I was in the deep, dark, depths of postpartum depression & anxiety, that it was brought to my attention that I might have ADHD. The last 12 months have been a massive learning journey for me since being diagnosed, and I have a much better understanding of how my brain works. I know now that I totally suck at trying to fit into the typical 9-5 lifestyle; I simply cannot maintain a strict routine and that's okay. My late-ADHD diagnosis has actually allowed me to embrace my chaos and go with the flow a lot more. All I can do is laugh now when things go wrong, (which they often do!)
Q If you could talk to an expert to gain more insight on something, what would it be about?
Sales, email marketing and Pinterest.
Q What kind of opportunities/projects are you looking for?
I want to work more with more passionate, heart-led, purpose driven businesses who are doing good things for the world. I want to create beautifully designed visuals & art for you!
I would really love to have a handful of long term clients that are passionate about their work and who also have an appreciation for design, storytelling and creativity. Even though I personally struggle with routine and consistency, I know my business would thrive on the stability of consistent, long-term work.
I also do some of my best work, late in the afternoon and at night, which doesn’t suit most workplaces. I really need the mornings to sleep late and recover. I’ve found that people and projects that offer true flexibility, are really important for someone like me with ADHD.
Q Describe your ideal job/client/collaboration.
My ideal project would be one that I can oversee from start to finish as the head of creative, whether it be doing a complete rebrand, i.e. brand strategy, design, content creation and storytelling, OR being the Creative Director on an epic shoot.
I also love creating documentary-inspired films that are heartfelt, surprising and tell an epic story. A story that is unforgettable and makes people laugh and/or cry. Any opportunity to make films, I will 100% jump onboard.
Q: What is your rate?
I don’t have an hourly rate as I quote per project, so it’s difficult to provide a set price.
When I’m quoting for a job, I take into consideration a number of variables to come up with a suitable price for both the client and myself, given the value of the problem I’m trying to solve. Chris Do teaches this concept, in that “the best way to price something is to ask, what is the size of the problem that we’re trying to solve here, and what’s a reasonable price to solve that?" So if the solution would bring the client an additional $400,000 in revenue, then 10% of that would be a reasonable ask. But if a client only has $10,000 to spend, then I’ll work out what I can reasonably offer them or point them in the direction of someone more suitable. It’s important to take into consideration the complexity of the work, as well as how much work I have on my plate at any given time and whether I have capacity to take on the job. I have taken on plenty of free-work in the past, which also serves its purpose, especially when you’re trying to build a portfolio. If you happen to do anything for zero or low cost, make sure you’re receiving something in return, whether it’s a video testimonial or constructive feedback. There is always something you can exchange for your efforts, even if you’re just starting out!
Q How should someone approach you about working together?
Check out my instagram, visit my website, fill out my contact page or book in a free strategy session with me.
Q Who is a creative you admire?
I look up to these legends: Chris Do — I have learnt so much from this guy about design, creativity, business and pricing. Jessica Hische — also learnt alot about creativity, pricing and motherhood. Dan Mall - Great design, pricing and general storytelling - I love reading his newsletters. Just type their names into search, they all have big followings :)
Q Oh! and… how do you stay creative?
Always say yes!
This member profile was originally published in July 2024.