As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world.
This week features 22-year-old Rachel Boon, who works as a creative at Block Branding in her hometown of Perth.
Name: Rachel Boon
Agency: Block Branding
Hometown: Perth, Australia
Current Location: Perth, Australia
Education: BA Creative Advertising and Graphic Design, Curtin University (2018)
How did you get your first break in the industry?
I did work experience at an advertising agency during my first year at university, which turned into an internship/part-time job that lasted two years.
I always secretly high-five my shy 17-year-old self for having the courage to ask my design tutor if they knew of anyone that would take on a work experience kid. Little did I know that it would set me up for the amazing job that I have today.
What is your personal mantra?
‘Not everything is within your control.’
There are always variables in life (and in work) that don’t go according to plan. I’m a bit of an A-type and usually end up stressing myself out over things that I have no control over.
In spite of that, I try to meditate regularly and make sure I look after my mental health, because if that goes then the rest of it all comes spiraling down. Keeping mentally healthy and grounded allows me to separate myself from the occasional chaos of life. I like to apply this same thinking in the workplace. I find it very freeing and believe it allows me to be more creative
From what person, place, or thing have you drawn your greatest creative inspiration?
While Perth might not be as well recognized creatively as Melbourne or Sydney, I’ve always found our intimate creative scene to be inspiring both in geographical location as well as the breadth of local talent. Living in Perth, I have easy access to gorgeous beaches, lush bushland and countryside as well as the bustling city and smaller streets of the suburbs.
I work best when I have a few things on my plate and I am able to take my mind off one and throw myself into another if I’ve hit a roadblock.
Every other night there are fun gigs to go to, art exhibitions, new restaurants and venues to explore. On the weekends I love to stroll through my local park, grab a coffee and just people watch. I always find that I’m my most creative when I’ve recharged from the world around me and not just my Instagram feed.
What do you love about the job?
I love that no two of my projects are ever the same! Working at Block, I get to work on a range of projects with clients from different industries. With a small team of 11, we often have to adapt to the work that comes our way.
I recently learned the basics of Sketch Up for a construction hoarding project I’ve been working on, and am venturing into the world of brand strategy for another project.
Thankfully, I work with some amazingly talented (and patient) people so learning on the job and acquiring new skills has been an extremely positive experience. I’m enjoying the new challenges that come with each project. My job certainly keeps me on my toes and there is never a dull day in the studio.
What about your job are you not so crazy about?
I dislike being stuck on a big project and not having other projects to bounce between. I work best when I have a few things on my plate and I am able to take my mind off one and throw myself into another if I’ve hit a roadblock.
Unfortunately, it’s not entirely unavoidable so if I am bound to the one project, I try to work in different parts of the office – my favorite being the kitchen table (next to the biscuit drawer).
What is some work you’ve done that you’re most proud of?
This year, I was honored to win the Perth Advertising and Design Club’s Emerging Craftsperson of the Year Award. It came off the back of working on some really beautiful work for clients like The Lester Prize (formally known as The Black Swan Prize for Portraiture) and The Brisbane Hotel.
I’m particularly proud of my work on The Lester Prize rebrand. I was really lucky – the nature of the client’s business meant that we had really beautiful and inspiring art to work with, which meant I could have fun with the creative process. It also helped that they really trusted us, and the process. They really gave us room to explore our ideas conceptually, in a way that isn’t always possible.
If you had to choose another career what would it be?
Interior designer. I’ve always been fascinated with the way humans interact with their environment and how the smallest of details can influence the way they feel in a space.
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