Tell us about yourself and what you do?
Hey, I am Phoebe! I adore the beach, being outdoors, spending time with friends and family, cooking, styling, creating and expressing beauty. I am a communication designer and I run my own design studio, Double Creative, with my husband Tom on the Mornington Peninsula. We have been doing this for about two and a half years, and it has been super challenging but so fun and deeply rewarding. We have also just launched another business called Hosea Store, an ecommerce rattan furniture store.
Why did you decide to start Hosea?
Tom and I have a joint heart for inspiring people to live a wholehearted and creative life so that together we can create an authentic and beautiful world. We try and fulfill that in everything we do, and Hosea felt like a perfect opportunity to bring that to life. It's a place to explore, dream and wonder—and is devoted to products and wares that evoke mindful and creative living. It's creative, playful, exciting with endless opportunities to grow and develop new skills. Any startup takes a lot of work and we've already faced our fair share of challenges that we've managed to overcome, and some we're still overcoming as the business develops. But also like trying anything new and creative, it gets to the point where you just have to launch, and it becomes a practice that we can chip away, change, develop and grow over time.
What’s your creative/design process?
My process is about exploring and reflecting. All our work starts with a research and discovery phase. It's a mix of conversations, exploration, reading, interpreting, and forming a brief that can help guide the rest. When it comes to inspiration, I like to take things in from all different expression—designs, art, music, nature, and all the beauty that's around me in small ways and large. This looks like taking time not just at the computer researching, but by getting out in the world to gather inspiration from others around me, from natural beauty and conversations with people.
I then reflect, take it in and process everything. This is by no means the easy part—sometimes it requires letting go of expectations and fears around creating or designing something new. New is daring—it's more than just copying. And to create something new is more about the process than it is the outcome. In trusting ourselves and the process, we can focus on developing something meaningful, something that fulfills the brief, and exceeds expectations. This process allows me to carry my head high when things get messy... knowing it's all a part of the process. This allows the gold to come through. Not to mention how important this is when collaborating and creating with others or for others—you have to trust the process and yourself. As our design business grows we get to do this in bigger, more daring ways. Clients and their businesses are depending on us delivering something creative that's on time, on budget, and to spec. It's in these times you have to hone in on this practice of the process. When it's done well, working with and being inspired by our clients, their stories and ideas draws creativity out of me rather than boxes it in.
A fun fact about yourself?
I grew up in Byron Bay and moved down because I met Tom five years ago on NYE! We have been doing life together ever since, married for three years this past April.
When or how do you feel most inspired to create?
After taking time to rest and allowing my ideas to run wild. When there's room and permission to play. This goes back to the process idea... when you're not so concerned with the outcome you can allow yourself the permission to explore and have fun.
How would you describe your aesthetic?
My aesthetic is always evolving and changing—sometimes because of personal taste, but a lot of the time because we work in different contexts. We are so blessed to work with so many amazing, unique businesses across various industries and therefore I get the opportunity to explore and express through design, with no project ever being the same. The aesthetic in these cases is just one element of expressing the heart of a business and helping them connect with their community.
Having said all that... I am a lover of simplicity, with beautiful colour palettes and typefaces to match. Art has always been a passion of mine and integrating creativity and artful expression into my designs is always a goal. Hosea's aesthetic is simple and refined. We wanted it to come with room to breathe, to feel restful and calm. The neutral palette adds to this too.
If you could choose any vocation in the world which would you choose?
"Design" for sure! I say "design" because running our own business, we cover a lot of ground in terms of what we do. Even though we specialise in branding, it's still a pretty vast landscape of brands, marketing, design, digital etc. The part I love the most is helping others find their "why" and encouraging them to pursue the things that make them come alive. I have a real heart for people and creativity. Design feels like the best expression of all of these things.
Who are some other artists that inspire you?
There are a bunch of designers, studios and artists who inspire me. A few of my favs would be Projects of Imagination, House of Folk, Jasmine Dowling and my dear friend, Bonnie Gray.
What kind of flower brings you the most joy?
One from my husband.. hehe any flowers he buys me bring me joy!
What do you think sets Hosea apart from other brands?
Hypothetically anyone could start a furniture business. But we're not in it for the furniture as much as we are the people that buy our furniture. Our hope is to establish a community of people who are pursuing a holistic life of creativity, beauty and courage. The furniture is an expression of that heart... it's how we've chosen to tell that story, and it's one of the ways that we express beauty ourselves. I'm sure it's going to evolve quite quickly into more too. Anyone is welcome to join that story—furniture or no furniture.
You can find more of phoebe’s work here:
Hosea Store Instagram
Double Creative Instagram
Double Creative Website