Comments
Candid Company: The Business of Branding With King Street Press
King Street Press design agency reveals the top must-haves and mistakes of branding and why first impressions count
Julia Fairley
26 March 2019
Chief Sub-Editor and Writer, Houzz Australia and New Zealand. I love design and architecture that is thoughtful, sophisticated and champions an element of the unexpected. Before graduating with a Bachelor of Arts at UNSW and becoming a journalist, I studied interior architecture. For over a decade I have interviewed inspiring creative minds from around the world to write about design in its many different forms. Recently, I have also become an accidental gardener, to everyone's surprise.
Chief Sub-Editor and Writer, Houzz Australia and New Zealand. I love design and architecture... More
Meet Melissa Mylchreest, art director and founder of King Street Press, a full-service design and branding agency based in Sydney, NSW. With a background in design, magazines and publishing, Mylchreest’s business specialises in brand creation, project photography, publishing, styling and web design. Houzz caught up with the brains behind this branding and design agency for some insider insights.
Rachel Shaw (left), designer and web designer; Betsy; and Melissa Mylchreest (right), art director and founder of King Street Press
What do you do?
We’re a boutique graphic design agency offering everything from logos, web design, photography, print, styling, book design and publishing. We can deliver the whole package, for every brand and every budget.
What do you do?
We’re a boutique graphic design agency offering everything from logos, web design, photography, print, styling, book design and publishing. We can deliver the whole package, for every brand and every budget.
Art direction, styling and photography for The Forensic Nutritionist, by Fiona Tuck
What distinguishes your work?
Due to my background in editorial magazines and book design (I was creative director of Australian House & Garden magazine for 10 years), we have specialist skills; we offer a unique editorial-style translation of our client’s vision that speaks to their audience in an engaging and entertaining way.
We also have a little black book full of the best photographers, stylists and copywriters in the business who we call upon for their expertise.
And to top it all off, my partner Rachel Shaw is a multi-hyphenate designer with a background in graphic design, interior design and point-of-sale, which comes in handy when clients need help with the design of their retail space displays, signage or trade show executions.
What distinguishes your work?
Due to my background in editorial magazines and book design (I was creative director of Australian House & Garden magazine for 10 years), we have specialist skills; we offer a unique editorial-style translation of our client’s vision that speaks to their audience in an engaging and entertaining way.
We also have a little black book full of the best photographers, stylists and copywriters in the business who we call upon for their expertise.
And to top it all off, my partner Rachel Shaw is a multi-hyphenate designer with a background in graphic design, interior design and point-of-sale, which comes in handy when clients need help with the design of their retail space displays, signage or trade show executions.
Design, editing, print and book publishing project for The Forensic Nutritionist, by Fiona Tuck
How did you enter this field of work?
I studied fine arts, majoring in photography and design, and went on to complete the TAFE Associate Diploma in graphic design, which was known to be the best course for graphic design at the time. My first job was in fashion advertising, working with the art directors on concepts for campaigns, assisting on shoots, and designing logos.
I had a cultural institution phase where I worked as an in-house designer at The Rocks Sydney then the State Library of NSW before moving into magazines, which suited my love of beautiful imagery, brilliant stories and themes I’m passionate about: home, interiors, gardening and food.
How did you enter this field of work?
I studied fine arts, majoring in photography and design, and went on to complete the TAFE Associate Diploma in graphic design, which was known to be the best course for graphic design at the time. My first job was in fashion advertising, working with the art directors on concepts for campaigns, assisting on shoots, and designing logos.
I had a cultural institution phase where I worked as an in-house designer at The Rocks Sydney then the State Library of NSW before moving into magazines, which suited my love of beautiful imagery, brilliant stories and themes I’m passionate about: home, interiors, gardening and food.
Branding project and concept design for Akorah
When did you start King Street Press?
I launched the business in 2014 but still worked part-time in magazines. It wasn’t until mid-2016 that I decided to give the business my full attention. I ran it with help and advice from respected mentors, and I outsourced non-design elements of the jobs to expert ex-colleagues from the publishing industry. For example, the Akorah skincare range was photographed by one of Sydney’s best still life/beauty photographers, and the copy was written by a health and wellbeing journalist I’ve worked with before.
When did you start King Street Press?
I launched the business in 2014 but still worked part-time in magazines. It wasn’t until mid-2016 that I decided to give the business my full attention. I ran it with help and advice from respected mentors, and I outsourced non-design elements of the jobs to expert ex-colleagues from the publishing industry. For example, the Akorah skincare range was photographed by one of Sydney’s best still life/beauty photographers, and the copy was written by a health and wellbeing journalist I’ve worked with before.
Design collateral for House Scouting
How has your business changed?
At the same time I made the leap to be in the business full-time, I found a partner to join me. Rachel’s skills are complementary to mine so it works really well. And with this partnership the business evolved to offer full-service graphic design.
How has your business changed?
At the same time I made the leap to be in the business full-time, I found a partner to join me. Rachel’s skills are complementary to mine so it works really well. And with this partnership the business evolved to offer full-service graphic design.
Design, editing, print and book publishing project for The Forensic Nutritionist, by Fiona Tuck
Can you identify a turning point for your company?
I launched my business with a passion-project book called Humans of Newtown, which was a fantastic project to be a part of. But I realised in today’s climate I couldn’t concentrate solely on books – they take a lot of time, care and attention. We needed to diversify and become a design agency offering all design services. And it’s been really enjoyable with different types of projects coming everyday.
Can you identify a turning point for your company?
I launched my business with a passion-project book called Humans of Newtown, which was a fantastic project to be a part of. But I realised in today’s climate I couldn’t concentrate solely on books – they take a lot of time, care and attention. We needed to diversify and become a design agency offering all design services. And it’s been really enjoyable with different types of projects coming everyday.
Design, editing, print and book publishing project for The Forensic Nutritionist, by Fiona Tuck
What has proven the greatest professional challenge?
In the beginning I had to learn how to say ‘no’ and not give too much time away for free. Not having a regular pay cheque has also been a big change.
What has proven the greatest professional challenge?
In the beginning I had to learn how to say ‘no’ and not give too much time away for free. Not having a regular pay cheque has also been a big change.
Branding project and concept design for Akorah
What have you learnt about your industry that you wish you knew when you started?
It’s constantly changing in this digital world. When I first started out it was about becoming specialised in one area of design, and now you need to be able to do it all. On the one hand I love it because it keeps me fresh, but on the other it can be exhausting so work-life balance is really important.
What have you learnt about your industry that you wish you knew when you started?
It’s constantly changing in this digital world. When I first started out it was about becoming specialised in one area of design, and now you need to be able to do it all. On the one hand I love it because it keeps me fresh, but on the other it can be exhausting so work-life balance is really important.
Branding project and concept design for Akorah
When branding a company, what are the essentials that business owners should invest in?
A good brand identity, and a good marketing strategy that sets you apart from the competition. An easily identifiable logo, and a simple user-friendly website is key. Some social proofing in the form of social media and then the time, energy, resilience, consistency and passion to put into it.
When branding a company, what are the essentials that business owners should invest in?
A good brand identity, and a good marketing strategy that sets you apart from the competition. An easily identifiable logo, and a simple user-friendly website is key. Some social proofing in the form of social media and then the time, energy, resilience, consistency and passion to put into it.
Website design for House Scouting
What are the benefits of a business investing in professional branding and marketing?
There are many programs out there that allow people to design their own logo or website – totally understandable if it’s a side gig and you’re just starting out – but something created by experienced designers will set you apart and make you look like a professional.
A brand created from scratch is bespoke for your business and considers everything from image look and feel, typography, colours, the way something is laid out on a page or website, and voice. Carrying a brand across all platforms consistently and reflecting personality is really important, something an algorithm can’t reproduce.
What are the benefits of a business investing in professional branding and marketing?
There are many programs out there that allow people to design their own logo or website – totally understandable if it’s a side gig and you’re just starting out – but something created by experienced designers will set you apart and make you look like a professional.
A brand created from scratch is bespoke for your business and considers everything from image look and feel, typography, colours, the way something is laid out on a page or website, and voice. Carrying a brand across all platforms consistently and reflecting personality is really important, something an algorithm can’t reproduce.
Logo design for House Scouting
What are some of the biggest branding mistakes people make?
I think you need to set your intentions and start with the best from day one. Presentation is everything, especially since consumers are so design-savvy now. Trying to do your own logo and website will only get you so far and make you blend in.
Then there’s the user journey to consider – how do people interact with your brand and what emotions does it evoke? For instance, a consumer will start forming an opinion about your brand and your product as soon as you hand them your business card.
What are some of the biggest branding mistakes people make?
I think you need to set your intentions and start with the best from day one. Presentation is everything, especially since consumers are so design-savvy now. Trying to do your own logo and website will only get you so far and make you blend in.
Then there’s the user journey to consider – how do people interact with your brand and what emotions does it evoke? For instance, a consumer will start forming an opinion about your brand and your product as soon as you hand them your business card.
Brand identity and website design for Studio Kate
When choosing sub-contractors or clients, what do you look for?
We work with like-minded individuals who are genuine people, offering something good to the world. We tend to work with clients who are from lifestyle genres – interiors, architecture, landscaping, food, health and wellbeing.
Our sub-contractors are exceptional at what they do and we use their expertise to make the best work for our clients. We are very lucky to have some talented and successful industry-professional friends who we catch up with from time to time for business advice and (unofficial) mentorship.
When choosing sub-contractors or clients, what do you look for?
We work with like-minded individuals who are genuine people, offering something good to the world. We tend to work with clients who are from lifestyle genres – interiors, architecture, landscaping, food, health and wellbeing.
Our sub-contractors are exceptional at what they do and we use their expertise to make the best work for our clients. We are very lucky to have some talented and successful industry-professional friends who we catch up with from time to time for business advice and (unofficial) mentorship.
Brand identity and website design for Studio Kate
What are the deal breakers that make you reluctant to work with clients?
We would not want to work with anyone who did not respect what we do. Or a business that operates contrary to our values of honesty, quality, integrity, equality and fairness.
What are the deal breakers that make you reluctant to work with clients?
We would not want to work with anyone who did not respect what we do. Or a business that operates contrary to our values of honesty, quality, integrity, equality and fairness.
Design, editing, print and book publishing project for The Forensic Nutritionist, by Fiona Tuck
What’s the best advice you can offer about managing a team?
I think helping people to progress in their career by passing on skills and information is important – don’t ever hold anyone back for fear of losing them. Offer some experience in an area of interest they may have and identify what their strengths and weaknesses are, then help them improve the weaknesses and power-up the strengths. A complementary team can be made by recognising these attributes.
Respect and honesty is also key. Also being approachable and someone they can talk to.
What’s the best advice you can offer about managing a team?
I think helping people to progress in their career by passing on skills and information is important – don’t ever hold anyone back for fear of losing them. Offer some experience in an area of interest they may have and identify what their strengths and weaknesses are, then help them improve the weaknesses and power-up the strengths. A complementary team can be made by recognising these attributes.
Respect and honesty is also key. Also being approachable and someone they can talk to.
Design, editing, print and book publishing project for The Forensic Nutritionist, by Fiona Tuck
How do you plan to grow or maintain your level of success?
Keep doing what we’re doing, building great relationships with our clients and producing work we’re proud of.
How do you plan to grow or maintain your level of success?
Keep doing what we’re doing, building great relationships with our clients and producing work we’re proud of.
Art direction, styling and photography for The Forensic Nutritionist, by Fiona Tuck
Any recommendations for software or apps that help you run your business well?
I use Evernotes a lot – I like having everything in one place and Evernotes is like a digital folder that allows you to grab and store information from all different sources. You can drag and drop images from the internet, save website links, attach photos, and write notes. There’s a free basic version that’s worth a try.
We work off Dropbox, which means we can work from anywhere and our files are available at our fingertips. And Spotify because we must always have music!
Tell us
Which points in this interview resonate with your own professional experience? Tell us in the Comments, like this story, save your favourite images and join the conversation.
More
Did you miss last month’s Candid Company Q and A with Michael Montgomery, founder of MMAD Architecture? Go behind the scenes with his flourishing architecture practice here
Any recommendations for software or apps that help you run your business well?
I use Evernotes a lot – I like having everything in one place and Evernotes is like a digital folder that allows you to grab and store information from all different sources. You can drag and drop images from the internet, save website links, attach photos, and write notes. There’s a free basic version that’s worth a try.
We work off Dropbox, which means we can work from anywhere and our files are available at our fingertips. And Spotify because we must always have music!
Tell us
Which points in this interview resonate with your own professional experience? Tell us in the Comments, like this story, save your favourite images and join the conversation.
More
Did you miss last month’s Candid Company Q and A with Michael Montgomery, founder of MMAD Architecture? Go behind the scenes with his flourishing architecture practice here
Related Stories
Most Popular
What Was Life Like for Australia's First Female Architect?
As a pioneering architect, engineer and urban planner, Florence Taylor built a foundation for female architects to come
Full Story
Trade Shows
In Conversation With 2020 Designer of the Year, Franklin Azzi
This year's Maison & Objet Designer of the Year envisions cities on a human scale and puts durability first
Full Story
Trade Shows
"No Salone Without Milan": In Conversation With Claudio Luti
The president of Salone del Mobile in Milan discusses the future of trade fairs post-Covid-19 and the plans for Salone
Full Story
Designer Profiles
Open Book: How 3 Interior Designers Hit the Big Time
Three interior designers, six questions – discover the challenges, turning points and must-have tools for these pros
Full Story
Designer Profiles
Meet the Women Who Want to Revolutionise Swedish Design
By Sara Norrman
A new exhibition has stirred up questions about design and gender in egalitarian Sweden
Full Story
Designer Profiles
Meet Quentin Hirsinger, Innovator and Founder of MatériO’
By Elen Pouhaer
Houzz talked with the founder of MatériO’, a global database of thousands of innovative materials and technologies
Full Story
For Pros
Open Book: 3 Architects' Advice... That They Didn't Learn at Uni
Three architects, six questions – discover the challenges, turning points and must-have tools for these professionals
Full Story
For Pros
Open Book: 3 Bathroom Designers on Life Balance & Lessons Learned
Three bathroom designers, six questions – discover the challenges, turning points and must-have tools for these pros
Full Story
Trade Shows
Q&A With Michael Anastassiades, 2020 Designer of the Year
By Elen Pouhaer
Maison et Objet trade fair names iconic lighting designer Michael Anastassiades Designer of the Year for 2020
Full Story
For Pros
Open Book: 3 Joinery Designers on Reducing Risk, Rebranding & ROI
Three joinery designers, six questions – discover the challenges, turning points and must-have tools for these pros
Full Story