Creative Strategy with Kass and Lauren Hernandez from Crossing Threads

Today I'm talking with sisters Kass and Lauren Hernandez, the fibre artists behind Crossing Threads. This was an interesting conversation about what creative strategy actually looks like in practice; the real, week to week decisions that go into building a sustainable creative practice.

Kass and Lauren are first generation Australians of Filipino heritage, living and working on Wangal and Gadigal Land in Sydney. They create one of a kind fibre and textile artworks; tapestries, woven pieces, soft sculptures, and framed textiles for both residential and commercial spaces.

We talk about their weekly WIP structure (which they complete on Fridays and come back to fresh on Mondays), how they use Slack to communicate across the business, and why they time-track everything using Toggl. We get into how they filter every opportunity through a set of ROIs; financial gain, brand positioning, exposure, relationships, community, and creative growth; and why saying no is one of the most valuable things they do.

We also chat about what it means to work with your sister, navigating feedback, dealing with imposter syndrome, and how becoming mothers was ultimately the catalyst for going full-time.

This is one of those conversations that made me want to take notes! I hope you get as much out of it as I did. 

We mentioned a lot of different systems and tools in this one and you’ll find a complete list on the Substack post here. 

Find Kass and Lauren here on their website and here on Instagram.

You can find the podcast here on Instagram & here on substack

Thanks so much for listening! Feel free to rate, review and share if you enjoyed it, it really does help other people find the show.

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