Lydia Lapinski, aka Studio Binky, is not only the designer behind our bright and brilliant Folksy logo, she’s worked on projects for huge number of high-profile clients including Paul Smith and Thorntons – and loves working for “anyone who is doing good things in the world”. She has a host of strings to her bow, from art direction and app design to copywriting and toy design, and now she has a Folksy shop too! We talked to Lydia about how she grew her business, how she knew when the time was right to take on staff and why social media is really just about conversations and having fun…
When and how did you start your business?
I started my business six years ago. I’d worked at various design agencies for quite a few years gaining tonnes of experience, everything from making tea to working on projects for global companies. Although the recession was in full swing and I had no savings or back-up plan, I felt a big urge to go it alone and concentrate on the things that I really loved to do – designing things that I believed in, for people who I felt where doing good in the world. I went for coffee with business owners I knew and got advice, made a small business plan and a moodboard of where I wanted to be in a year (which I set as my computer desktop), helping me focus. It wasn’t easy, and I worked really hard, but in the first year I managed to keep afloat, and even ended up earning more than I had in my previous job. I made the attic room of my house into a studio – the low overheads gave the freedom I longed for – and that year I learned even more skills, making everything from packaging to plush toys.
Where did the name Studio Binky come from?
I’m a big fan of rabbits and am a mum to two lion-head lop house bunnies called Fluffy and Marshmallow. A ‘Binky’ is a sideways flip a rabbit does when it’s feeling free and happy. Like this >>
The name Studio Binky is inspired by a bunny hop and Lydia’s studio is full of rabbits
Is Studio Binky just you, or do you have a team of Binkies?
Binky is mainly me (Lydia), with my husband Jamie working on anything animation and music related. We also employ Amy (marketing, PR and office management), Tom (photography) and Sara (design and illustration) on a freelance basis when we are busy or need extra skills.
How did you decide the time was right to take on staff?
I hit a tipping point where I knew I couldn’t take things to the next level without help, it was a hard decision but I just had to trust it.
Lydia has worked on hundreds of projects for chocolate makers Thorntons, including this packaging for Easter eggs
You’ve worked with some very high-profile clients. How did those projects come about?
Thorntons became a very regular client when I first started out. I sent them some work via an agent. They invited me in to their amazing studio, and from there they got me working on hundreds of projects over the first few years, everything from gift wrap to 3D chocolate rabbits.
Who would be your dream client?
I love working for anyone who is doing good things in the world, especially if that benefits children’s lives directly, so my dream clients are children’s hospitals, schools and charities.
What’s the most interesting project you’ve been involved with?
I recently illustrated three books for Doncaster Council Adoption Services. The books are designed to be given to children who are about to be adopted. This one really pulled on my heart strings.
Lydia recently illustrated a series of books designed for children who are about to be adopted
How long does it take to design something like a logo, and what’s involved in the process?
It can really depend, sometimes people know exactly what they want and I can do the design in a day, other times it can be a process of weeks, especially if it’s for a large client. It’s not just the logo you have to think about –I think about the colours, the fonts, the kerning, other elements to the design such as pattern, what photography style will it fit with, how will it work small, huge, online, in print and in one colour. I usually end up with a huge document.
Are there any briefs that you’ve found particularly hard?
I would say the ProCo ‘Welcome to our World’ photoshoot because of the amount of physical work involved in the short space of time. I created a 14 meter long set from paper, props and items that were found at the ProCo factory. I handmade every item including a meter-long 3D rainbow, a cardboard city, a pot plant and a miniature post box. I then hired a warehouse (which we had to paint because it was in a bit of a state), set up the scenes and shot them all in one week. Trying to art direct shots in a cold warehouse with no sleep definitely pushed me to the edge, but there was also much singing and laughing.
There’s a video of the set being built here >>
Lydia’s photoshoot for ProCo involved making a meter-long rainbow and a cardboard city as part of a huge paper set
How do your fees work? Do you charge for your time or by the project? What do you find works best?
Usually I charge by project, based on the amount of days I think it will take. But I do also have some regular clients who I work for on many projects at the same time, so for them it makes sense for me to charge by the day. I think it’s good to mix it up a bit.
You’ve got a HUGE number of strings to your bow: illustration, app design, toymaking, copywriting, art direction, and now a Studio Binky shop too! Which bit do you enjoy the most?
The main thing I enjoy is coming up with ideas. I don’t mind how they are made, but think my strengths are illustration and art direction.
Which is your most popular illustration?
The ‘Towers in Love’ prints and cards are very popular with people in Sheffield. The design was inspired by the Tinsley Towers. I liked to think that they were in love with each other and was very sad when they where knocked down –I think they would have made a a great music venue or planetarium.
Lydia’s hugely popular ‘Tinsley Towers’ print, just peaking out from behind her Disco Pineapple
Do you think it’s easier to earn a living from selling your design services rather than selling what you make?
For me personally, because of how much experience I have from working in agencies, it is easier to make money in the short term from selling my services. However, long term I like to think every time I design something where I am my own client, it’s like paying a mortgage rather than renting.
Do clients and curators come to you now, or do you still have to put yourself out there?
I mainly get work through recommendations, but if there is a client I really want to work for I try and get in touch with them.
How do you promote yourself and your work?
My website and blog, social media, exhibitions, magazines and randomly sending people presents!
The eiffel tower in a fancy red beret sits on Lydia’s sewing table
Can you tell us your tips on social media – what best works for you?
I’m still learning, but I think having conversations with people is more interesting than hit-and-run sales posts. I try not to bombard people or be too contrived by duplicating the exact same posts on each social media channel, and like to mix it up a bit. I love having competitons, and I think the best posts are always the ones that just pop into your head to do, rather than anything too planned out.
Is there anyone you think does social media really well?
I really like HelloDODO – the way they use social media is fun – and I love Lucky Dip Club. I like people who are real, look busy, do it for the love, make fun things and aren’t trying to look too polished or sell you your own grandma.
What’s the hardest part about being a designer?
Working alone can be hard. I often miss being part of a big team and having lots of people to bounce ideas off or help with problem solving. I found it particularly hard when working from home in the beginning and would often suffer from cabin fever. Now I am lucky enough to have a studio in the city and I get to see people every day.
Lydia believes maintaining quality in everything you do – right down to the small details – can help you stand out
Finally, what piece of advice can you give us on how to stand out from the crowd?
I think being yourself as much as possible – in your logo, your colours, in your photography style and in the language you use. I think that’s what people are interested in, rather than being a copy of someone else. Also try to maintain a level of quality that can compete with bigger stores, because how you do one thing is how you do everything and it shows in the way you post things, shoot things and communicate with buyers.
