Pitch it Wales Event

I am currently writing my business plan as my final dissertation. Instead of writing a ‘normal’ 10.000 words dissertation I preferred to actually test the market and understand if there is a potential in selling my own creations one day, through my business. This event, as much as others, arranged by the Centre of Entrepreneurship, are a great way to learn some professional practice, attitude, communication and presentation skills, as well as marketing and other skills that can be applied not only as a business owner but as an employee as well, thanks to this very business approach.

A committee born on the partnership between Cardiff Met, Inspire Wales and Be The Spark. A first time success they all hope to continue in the future. Six business owners were selected among the many that applied with the possibility to pitch in front of 6 investors/business angels for the chance to be financed 50k each. The pitch had to be 5 minutes long with Q&A sessions after each one of them. The investors would then leave the room and deliberate as a group weather to fund the business or not. In the end 2 businesses got the full 50k funding, plus mentoring, Toddle and CanDo Laundry.

For me it was interesting to see not only their business ideas but at this stage, how they presented it, from how they were dressed to the language they used, how they interacted with the public and the investors to the number of slides in their presentation etc. They almost all had around 10 slides. Some were speaking like they memorised the speech, others talked freely, reading more or less from slides or little cards, but all talked about their motivation with confidence, showing the time and energy spend in researching and knowing their market. In the end this is what did the difference.

I’ve learned about Doopoll.co, an easy way to ask questions to a group and provide statistics based on the answers . About more initiatives from the Entrepreneur Team such as Countdown to launch, which is a 5 days workshops developing and learning new skills at the end of which the participants get the chance to pitch their own business for a small funding of some hundred pounds. I am planning to attending this, as long as it doesn’t interfere with my participation for New Designers 2019, since it will also take place in June. I have also learned about a strategy called Brand ambassador to promote one’s brand. Five out of ten proposed a 5% equity asking the full amount of 50k. One, the less experienced asked for 45k with 10% equity. This was also a good reflection point.

Anda Avramescu, Oct 2018, CanDo Laundry Pitch Presentation Q&A time, Business School and Management, Cardiff Metropolitan University

Professional Practice II – Creative CV

Some interesting and inspiring CV I researched for in Pinterest:

This  session was all about how to produce a CV and how to use it after we leave uni. An argument that I didn’t think would require more than half an hour but I suppose you never stop learning how everything we to can always be improved or updated.

Es asked us why we were interested in assisting this session and everybody gave a quick answer. There were some who wanted to learn how to write an art oriented CV, for a job experience, write a creative CV, how to make a CV stand out or how to make it more unique, how to underline in it emotions personal characteristics such as enthusiasm or how to write a non boring CV. So the whole session started to have an interesting approach.

Even though I came across this information earlier this year, it was a good reminder to learn again about Graduate Trainee Schemes There are quite a few out there in companies such as M&S starting next summer. Applications are already open for whoever might be interested. There are some websites to look for these schemes such as:

In Art and Design there aren’t always fixed roles to apply for depending exactly on the course you graduated from. In fact, most of the roles do not specify a degree needed to apply. There are many interdisciplinary roles that could for example qualify for the same job both a textile student and a graphic designer etc. I believe it was this crossing roles that inspire Cardiff Met to encourage students to combine in their practice workshops from across all art and design courses. It was also very interesting to learn that around 20% of graduates in art and designs are in totally unrelated jobs in 2 years from the graduation. I can only imagine that the people in this percentage either found a better payed job and kept their passion as a hobby or during their studies they might have understood that they didn’t want to make a living out of that anymore, as they initially thought when they enrolled.

There are many job roles and in different categories that a graduate can apply for:

  • Designer and Maker – Freelance and Company
  • Business/ Creative- Buyer, Visual Merchandiser
  • Media- Film, Television, Theatre Design
  • Commercial – Advertising, Marketing, PR
  • Education and Community – Teaching, Art Therapy
  • Design/Art practice – Commissions, Residencies
  • Technical – Colour Technologist, Quality Control

Professional Arts Facilitation Roles:

  • Teaching/Arts Education
  • Art Therapy/Arts in Health
  • Community Artist
  • Creative Projects Manager/Event Management
  • Workshop Leaders

For those interested in education there are applications through Ucas. At this point I thought it wouldn’t be of any interest to me but I immediately found out that these applications are not only for those interested in becoming an academic but also for those interested in giving workshops in schools.

There are also jobs in Promoting/Managing art such as:

  • Gallery Curator
  • Arts Administration
  • Conservator
  • Exhibitions Manager
  • Arts writing/journalism
  • Researcher/information/archivist

As it seems most graduate jobs don’t require a specific degree discipline. Most graduate employees ask for potential, enthusiasm, and how the candidate would fit in with the company. There is also the possibility in combining a part time freelancing/self employed job with an employed one. So you can be a freelancer and give workshops, be self employed and be employed in a company. As a curiosity: after graduation, people tend to go through several jobs before settling for the right career path.

Useful websites:


  • Most jobs in industry are not advertised. The advice is to send speculative applications. First identify the employers/companies you want to work for, study them through their website and do a cover letter for each one of them;
  • Networking and making contacts. Make yourself known. Employees often say that the employer made themselves known to them, this is how they got the job – key message gained from Es from people from the industry attending New Designers;
  • Search job pages in Linkedin and generally on social media;
  • Sign up for job allerts;
  • Attend Events.

Search for jobs:

Make specific industry oriented CV!!! Types of CV:

  • Chronological (the old fashion), even though we are creative it is still important;
  • Skills based, list all skills;
  • Visual/Creative one;
  • Specialised CV;
  • A mix of these styles. It is the best because you have to put a bit of all.


  • Does my CV fit the purpose?
  • Does it mach my personality?
  • Does it fit into what the company I’m writing to wants to hear?
  • The cover letter goes alongside a portfolio and hand in hand with the CV?
  • Think, what makes you stand out and what shows your uniqueness?


  • Have a clearly laid out and concise CV;
  • It is important to have bullet points;
  • A full record of education and work history, no major gaps;
  • No grammatical errors, punctuation;
  • Put emphasise on strengths and major skills.

CV Structure:

  1. Personal details: name, address, cell number, website, blog if relevant, social media. Everything that is relevant. If not relevant like the date of birth, you don’t put it, it just takes space and won’t have a say as pro or con for hiring;
  2. Some people put a profile of some lines in but often it tends to say the same in each profile ending up with too generic statements that anybody could say, if it s like this don’t put;
  3. Skills: extra curriculum activities are important. For ex. music theatre – you put confidence to relate to it, instead of describing it too much in details. Academic reports from jobs, etc that had important feedback. Put bullet points with skills and put a short sentence that goes together in context of how we developed it. Design skills, creativity, personal skills, languages are all important. Include self taught skills that I’m developing if at a good (medium high) standard and relevant;
  4. Education and qualification. Give a paragraph of degree with dates. Not only listing modules, but what you gained from each. Put A levels and highlight the marks in the relevant subjects (technical sketching for me);
  5. Employments/Work experience – It they take too much space group some together if relevant instead of list them individually;
  6. Hobbies and interest a few lines only, if a self taught skill is not medium high maybe it’s better to put it in here, if it’s high it might go in the skills if relevant.
  7. No more 2 pages of CV, better if only 1 page.

Reference: If there is no space, don’t put references, just put a line saying to ask for reference if needed. As reference you normally put two: 1) one of the tutors, 2) one from outside Uni.

Evidence of Skills is shown through different experience: Course work, including organising exhibitions, live projects, placements. Work experience, Leisure activities, Travel, Social etc.

How the Skills Section should look like:

  • Skills profile as a distinct section with bullet points;
  • Be concise and give clear specific examples;
  • Match your strengths to the job requirements;
  • What can you do? How can you prove it?
  • What does the employer/industry want? Do your research
  • Where are skills gaps, what can you do about this?

There are many personal skills one can add: Initiative, Creativity, Independent judgement, Oral communication skills, Flexibility and adaptability, Self reliance, Self confidence, Organisational skills etc.

Style: for example a class mate applied (and got the job) for Lush. and She knew they were sensitive regarding the LGBT community so she did a rainbow coloured CV and changed the font accordingly. Es also showed us very creative CV’s, some successful, some less where the creativity overcame the purpose of the CV, so it is important to be aware of the overall look and feel and find the right balance.

Professional Practice I – Sianelin – Branding and Marketing


The first lecture of the series was Branding and Marketing. This is such an important topic that I think you never get enough information about, especially if you still didn’t develop your own. It was very interesting to hear about how Branding and Marketing from somebody that runs her own business. About how they differ but how they are also strongly interconnected and dependent on one another. It is one thing to see it around you in the aesthetics of brands we know or we don’t know, and another to dissect it and analyse it in detail for your own practice.

Branding, in our case, is how a designer differentiates himself from other designers. It is the image of what the designer wants to visually and verbally communicate to it’s targeted audience, through logo, website, the colour palette or font chosen etc. while marketing is promoting one’s business through that understanding, the branding.

Looking at all the professional designers and companies out there, it seems that all of their aesthetics make sense, that merges together perfectly. We might see some very simplistic ones and we might even think that it might be so easy to replicate, or more overwhelmingly sophisticated ones. The truth is that behind each one of them there is research and an expert evaluation of every detail.  There is a message that has to be conveyed with the right colours, fonts and lines, a message that can reach your audience in an instant just by looking at your logo. Putting together so many elements require first a deep understanding of who you are, or at least a part of who you are, in order to create a cohesive image of that.

How I can apply this to my practice for the Consultancy project:

1. What do you want to stand for?

Due to my high end target market, the style and finishing of my designs, I want to stand for quality and for something a bit more precious that you can connect with and want to treasure for longer.

2. What do you want to be known for?

For my galaxies inspired prints that celebrate the connection between loved ones through the analogy and passion for the mystery of the deep sky.

For the tactile and mysterious feel of my designs.

For the harmonious combination of the sinuous and geometric shapes that the entire universe is made of.

3. Who do you want to appeal to?

I want to appeal to those individuals that are passionate or somewhat intrigued by the mystery of the cosmos in its shapes and colours and want to celebrate the connection with their loved ones through the analogy between love and the universe.

I plan on designing for somebody who is selective in their purchase choices and are willing to pay that extra more to buy for themselves or gift something that reflects their passion or curiosity.

4. What does your colour palette say about you?

My colour palette reflects nature through its mysterious side. The colours of the deep sky in a play of light that celebrates bright pixels of colour on the intense dark tones of the night sky, with hints of deep earthy colours.

5. What does your theme say about you?

Besides being fascinated by it, my theme ‘Light Magic’ it is also part of the future 2019/20 trends in WGSN. It shows my design inclination towards nature, more cosmos oriented in this case. The interplay of light and darkness shows my attitude towards a more mystic approach in designing.

6. Are you fun or serious?

I tend to give a moody feel to my designs through a clear reference of the night sky, to evoke emotions that need to be celebrated with the loved ones, even through little tokens like a simple card.

7. How old is your customer?

Over 25, professional.

8. Who is your favourite brand? Why?

I especially researched the work of Ted Baker, Katie Leamon and Sara Miller. They are high end designer capable to convey the message of nature from their more simplistic designs through the more sophisticated ones. Ted Baker and Sara Miller I admire in particular for their drawing skills and colour palette. I love Sara Miller’s foil finishing of her designs.

9. How do you stand out from the crowd?

I aim to design for a niche market that also happens to be in trend. For those passionate or somewhat intrigued by the mystery of the cosmos;

I aim to design for an all year round collection of wrapping paper and cards;

I aim to design cards that celebrates relationships through meaningful phrases that I convey through the analogy with the universe;

I aim to use high quality materials and selected techniques to give both a tactile and an intriguing visual coherent to my theme.

What I’ve learned:

Taking the hints and bullet points from Sian’s presentation I intend to go more in dept with my research. Facing the reflective questions made me realise I didn’t have the prompt answer for some of them and this brought me to analyse and discern my ideas more and started already to alter my Moodboards, to better match my Theme and my Customer.

I am also planning on working on a logo that can relate to my ‘Light Magic’ theme and also to show my products how would they look like in a life style environment through CAD visuals.

Consultancy – Mood Boards

We started our third year working on a stationery project delivered by the IG Design Group in collaboration with our course. It is very exciting because it combines our own practice and creativity with the real world. My mind set now is about building my creativity and personality around trends that could appeal to a wider range of customers and that could also fit in the Ig Design Group’s range of products.

Last year, as my inspirational company and for my theme I chose somebody that has been more of a trend setter than follower, the Timorous Beasties. This time, for the goal of the project and to challenge myself with different outcomes I decided to blend my creativity with trends. In fact, I started my research with WGSN that is an endless source of inspiration. A board full of photographs and keywords capable to transmit in a few pages a whole concept. What connected to me immediately was the ‘Light Magic’ theme that explores nature and mysticism through nocturnal skies , l have looked at stationery as well as packaging, decorative accessories and textiles.

I subsequently started a more thorough research that led me to elements such as the petrified wood, cells, synapses, molecules, nebula, the moon etc. They all had in common sinuous and roundish shapes, and looking more closely, they are connected by more or less evident strings. I chose a plant as representation of something that is born from a connection, a relationship. A plant that give fruits permitting the continuity of life, the berries that represent the shapes from my research, the smallest particles of life.

I also intend to give a sense of movement, key for the stationery look, by using three dimensional effects.

I researched and downloaded a Font that was in line with my theme, structured but interrupted where you can see through it almost as a play of light.

Mood Board1

My Colour board is inspired by the ‘Light Magic’ stationery category combined with the ‘Light Magic’ packaging category. A contrast of deep naturals and spiritual colours. To these, I added black because it is very common in nature and because of the contrast it creates. I also added an intense red because it represents the connection between all things as the blood in living creatures as well as the well known ‘red string’ that connects everything.

Colour Board

My client is a professional, over 25. Both female and male that I represented with an androgynous person. He/she has a romantic mind, likes the mystery and freedom of the sky. Appreciates art and is selective in his/her choices, from the people to be surrounded by to the details in his/her home.

The occasion I’m planning on designing for is Love/Relationships. This will show mostly with the postcards where I will underline the theme of the Connection and also because of the typographic elements I will use to celebrated them.

Client Board

My range of products are intended for a High End market. Both because it talks to a certain category of people that can identify with my theme and also because I’m planning in using some hand finishing: metallic embellishment with foil and velvety touch with flock to enhance the visual and tactile senses.

I identified some competitors, among others, that combine High End elements and a representation of my chosen theme.


Second Year – Final Show

The final show of my second year represents a big part of who I am as a designer/maker. My research led me to unexplored places, both artistically and personally. My skills extended and my confidence grew. I was so happy and proud for receiving the acknowledgement, among my class mates, for the professional attitude and practice. This was an unexpected satisfaction that made me realise where I stand and gave me a push to do even better for my last yer.

It has been a long way, changing designs, adding and taking away but in the end it was all worth it. The company I chose as inspiration, the Timorous Beasties have a very unique style from which I loved the play of bold and vibrant colours on neutrals, reinterpreted in a Gothic feel. I enjoyed every step of the way and I am so pleased with the final outcome.

Mood Boards:

Final Collection:

LED Wallcovering Lamp, switched off and on:

Lamp wallcovering.jpg
Anda Avramescu, June 2018, LED Wallcovering Lamp, acrylic and laser cut/engraved plexiglass and mdf






Reflection on Subject and Field

This year has been full of exciting experiences, learning new skills and making new friends. It started very challenging since the first term of subject and it got even more with field, which I enjoyed to bits. For field I chose the chair project ‘Are You Sitting Comfortably’, for the first term, and ‘Mind Your Own Business’ for the second. As it appears, and I can confirm, I chose the most demanding once, but considering the amount of things I’ve learned, I would chose them over and over again. The chair projects was was a group of two one, making sure that each one had either a product designer or a maker. The difficulty about it was that my partner didn’t show up, besides a couple of times, and I ended up completing it on my own. At first I was almost sure I wouldn’t make it but instead it turned out that all the hard work of the last year had showed its results. And with even harder work I completed some other tutorials and workshops to have the necessary skills to get the job done. I enjoyed both the manuality in dealing with materials and the digital process in making a ready CNC-able file to cut all the pieces needed.

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The business project, on the other side, was a group of five one, each one of us motivated to take the most of the experience and to come up with a successful idea. For the practical part of the project I could apply what previously learned with chair, but the skills I have acquired are mainly theoretical. I worked well and productively in the group, where I found my natural place as Deputy Leader, acting as a binding force between the team members and establishing a common language whilst ensuring that the team was well tuned. This was really important to understand myself better, putting to focus my strengths and weaknesses. Setting up a business from scratch was also important since I’m planning in doing a business plan as my final Dissertation. I tried to take the most of both projects and I think my marks and feedback reflect that. Besides all, it was a true honour to work with Richard Morris who I didn’t know in the beginning but ended up to admire.

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In the beginning I didn’t really know how this could directly relate to my subject, but as a matter of fact I ended up doing an LED Wallcovering that reflected most of the skills I acquired during field. Everything just naturally fit in place and I’m very happy with my journey so far. Without realising I found myself being both a textile and a maker, with the eager to do not only digital patterns but also useful objects that I can apply my designs to. Field has opened me a huge horizon of possibilities that I intend to use by gathering more knowledge and doing more workshops over the summer. I intend to further develop methods to combine textiles, digital and the making and I’m almost certain that I wouldn’t be here with this mind set and experience if it wasn’t for this amazing idea of field.

Personal Critique of the Textile Degree Show 2018

The two weeks experience in helping out the third years, while learning from them, was undoubtedly very helpful from many points of view. Besides having a good understanding of what is required for a degree show, I also shared part of the girls process, worries and curiosities. While focusing, for the most part of the experience on the show I decided to pass the last days investigating and asking questions about sources of inspiration and sneak peek into some sketchbooks. It was the days I was assigned to help Alice and I was actually very happy about it since I immediately found her designs to be very original. Lottie Cooper was among the girls I didn’t get the chance know during the buddy system but I did manage to ask her some questions in the end about her work. If I have to chose only two, it is Lottie and Alice. But I also admired Emma’s bold colour palette and Francesca’s layout and designs, which reflect, in part, my love for symmetry and an undefined but organised structure.

  1. Alice Hargraves:

a) Critique/comment on the development of ideas and concepts in this work: From the moment I saw her first samples I got very curious. I could understand from the colour palette that it was sea related, the patterns were organic and sinuous so they had to be of some living beings. I tried hard to associate them with something I knew but I couldn’t, so I asked her. This is how I found out about the sea slugs and as she was  describing them they seemed an endless source of inspiration, and it shows throughout her samples. Even though she couldn’t find the way in getting some primary research, the secondary one seems to have been done so in dept to permit her to make of every sample a new discovery of the mysteries of the sea.

b) How successfully are the materials and techniques  used to convey the concepts?  I found her colour palette to be very originally chosen. You can recall it is sea inspired, but the fact that she chose a specific one, the arctic sea, makes it as original as her designs. At first glimpse, her collection just blends harmoniously. The different techniques she used in some of the samples other than digital, such as stitch and print, added the right substance interest to her designs. As she played with colours and motifs, she gave dept and movement even to her only digitally printed samples.

c) What is it about this exhibition that most impresses you? It was immediately the patterns. The colour palette reminded of the sea, which is quite an ordinary combination of colours to see, but the motifs were giving it such an interesting layout that it is not possible to walk by without stopping to discover more. Standing in her space felt like being immersed in deep sea and with the carpet on the wall felt like freedom in movement, like there was no gravity. I found her samples display to also be original since she was the only one that didn’t use a rail.

d) Briefly evaluate the presentation style of the work: The layout of the space, with most part of the walls covered in her designs, felt coherent to the theme of the sea, still keeping it harmonious and without giving the feeling of being to busy.

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2. Lottie Cooper

a) Critique/comment on the development of ideas and concepts in this work: I found her designs to be very interesting, and it is not just a casual word. Her work had both a retro and a futuristic feel to me and I couldn’t precisely associate it with one style. Later on I discovered that she actually took her inspiration from the Art Deco and her love for the beetle shape, each one related to each one of her grandmothers, to whom she dedicated the entire collection. A successful combination that permitted her to have a stylish and vibrant design with a retro feel.

b) How successfully are the materials and techniques  used to convey the concepts? The combination of designs and colour palette targets a high end clientele so I think that the choice of the screen printing, together with the given choice of silk dupion fabrics and wallpaper, is a coronation of an already successful collection. A handmade artefact is both appreciated and in demand from a high end clientele who is often researching unique pieces either to exhibit or that best meet their taste, and she conveyed this throughout her work.

c) What is it about this exhibition that most impresses you? It was immediately the colours, then the patterns and the sensation of not being immediately able to classify the style. I was impressed by the choice of merging two inspirational sources that I would have never even thought to put together – also ingeniously taking from one of them, the beetle bug, her vibrant colour palette. In fact, I admire the choice in picking some bright colours for entire designs (considering the age of her clientele) and managing to adapt it, in my opinion, for the best, to her art Deco styled patterns.

d) Briefly evaluate the presentation style of the work: At fist glance, I thought there were two different persons exhibiting. The right and first side that caught my eye had bright coloured wallpapers and sample book while the left side had a more gentle colour palette. Overall, the work was displayed in an effective minimalist way, where the ‘minimalist’ was utterly compensated by the impact of her sophisticated colour palette and designs.

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3. How do you perceive the show, generally?

The entire show had a professional feel, from the more sophisticated to the more simplistic layouts. There was much to see and in fact, I enjoyed very much taking my time in studying details of work, fabrics and sources of inspiration.

4. List 3 key things you have learnt from what you have seen overall?

  • It opened my mind in what source of inspiration I can find for future collections and how to successfully put together apparently totally different once, for an original collection.
  • It helped me understand the standards required for a professional layout of the final show and the variety to chose from (but not limited by).
  • It made me realise even more that a successful colour palette is key, it is the first to capture people’s attention, and to experiment with it in order to find and original one.