Studio Wimsy
Jordan Schembri, is a 28-year-old creative raised in Northcote. She describes herself as being a bit of a ‘jack of all trades, master of none’. She wears many hats with Wimsy, among also navigating everyday life which while at times is absolutely overwhelming, also keeps her on her toes. “Wimsy came to be when I needed a system of some sort to guide my days. A project personified, in a way.”
Studio Wimsy is a Naarm-based graphic design studio indulging in both self-led and commissioned pieces that manifest across modes of apparel, prints and both digital and physical content. As Jordan describes, Wimsy has become an avenue for her to do favourite thing, research. The majority of Jordan’s work is symbolic of where she is at in life, whether it’s a new obsession or an ode to her inner child, with a dash of ‘unseriousness’, “(because you can’t be serious all the time, that would be tiring)”.
In terms of visual aesthetics, how would you describe yours, if it’s one you think that can be pigeonholed? Are there time periods or art styles that characterise it?
Well, as its namesake suggests - ‘whimsical’ and I'd add playful and esoteric. There’s a core style called ‘Whimsigothic’. I definitely resonate with the look as it is a great fossilisation of the movies and decor I grew up loving. Think ‘Charmed’. People used to call my work ‘tech-fairy’ back when I used metallics more. I was also told I had a nice flatness to my work, which sounds funny but I guess it’s true. My work is quite 2D, which contrasts the wave of 3D that we see these days. I like things that look printed and analogue. In terms of periods/styles- a mix of 90’s, surrealism, with a hint of Byzantinian motifs.
Your work is expressed across forms of fashion, prints, and commissioned graphics, is there a medium that you gravitate towards more?
I get most excited about commissioned designs. I see it as a mission where I can get hyperfixated on understanding and unraveling the brand or individual I'm working with, to truly encompass what they want to deliver to their audience. Printing and clothing was a bonus… merch gone that extra mile. Printing is a great physical outlet, I get so restless on a laptop and I love the process and reward of screen-printing. I see them as souvenirs for people that might not necessarily need graphic design but they resonate with Wimsy. I’m lucky to have some girlies that have collected every piece I've put out- a lil collection of sorts.
I eventually would love to actually make some ‘real’ clothing though. (Any fashion designers that wanna collab, hit me up, I'm thinking archival JPG print-esque pieces).
Can you describe the process of kickstarting the design studio? Was there hesitation in graduating art from passion to project when starting the business?
The Wimsy studio
Major imposter syndrome. I was partly inspired to really bite the bullet and make the Wimsy instagram after my old housemate Odessa launched Fiend (@fiendbookshop). We lived together for part of the lockdown and I loved how she weaved it into her day and her attitude to it. It was her baby and she was just happy people were into it. It didn’t have to be a big thing…but look at it now.
In terms of how I actually bit the bullet re: Wimsy …well, I actually didn’t enjoy uni all that much. I wasn’t ready to be there and half-assed it. On top of that, I didn’t feel like I was being faithful to my style yet and was only creating to fit the mould I thought they wanted. After graduating, I couldn't find a studio I really resonated with and if I did there was, no way I was getting the job. After an offer landed in my lap serendipitously I moved to the Netherlands. I obviously needed a change and I’m glad I was being a yes girl looking back, it changed everything. Even though I was just nannying I was living my best life and had the time to feel it all out. That time to be alone, in a new place, without any ties to Melbourne was sacred! I recommend it. I remember when I came back I wanted to teach myself more of the Adobe Suite during Covid and my friend Declan (@tek_dec) asked me to make his Soundcloud art- something so small had a ripple effect. I started backing myself more, and found my style naturally, at its own pace. It was always there, it just needed to be woken up, nurtured and taken seriously. New collaborations started rolling in, slowly but steadily.
After a while, I hated posting on my main account because I didn't feel like everyone wanted to see it (this feeling doesn’t go away)… I decided an alias would make me feel more confident and so came ‘Wimsy’ with the byline ‘a slow creative outlet’. To really cement the idea that I'm just playing around, but here I am, I'll do it all the way I want to. It’s all unravelled slowly, but steadily - and I definitely feel you get back what you put in.
Wimsy’s designs are made locally on Wurundjeri land and graphics themselves often involve the Greek alphabet. What’s the context behind culture being involved in your work?
Firstly, I’d like to acknowledge the unceded lands of the Wurundjeri people, on which I create, live and work.
I’m half Greek and half Maltese. My grandparents were Orthodox, I went to Greek school, I eat a very Mediterranean diet, I live in a very Greek suburb. I like to pretend I live on an Ionian island when I close my eyes…but fore mostly, I'm obsessed with the mythology and the modern ephemera of it’s towns. I think bringing in Greek motifs helped me identify with my late grandparents and the broader diaspora; including the generations I never got to meet. Mum instilled in us the importance of preserving our culture after her parents migrated here. While I grew up feeling a little self-conscious about my heritage among my Aussie friends, I’ve come to treasure how unique it is to carry these traditions. I often think it was quite rare to have a Greek Mum that fully supported my creative endeavours from the start - instead of something perhaps more financially secure, coming from a migrant family. She was the first to teach me all things mystical and Greek. She is so Wimsy.
In running the studio from home and working by hand, how do you find a balance between your world of creating for yourself and for work?
When it’s not Wimsy related, it’s even more sacred because it’s not for sale in any way. It’s just DIY, no pretence and really innocent. For example, some friends went camping over new years so we made decorations using up a bag of scrap fabrics i’d collected over the years. We made way-finder signs and built and styled a bar. Alone, I journal and take photos on my film camera- I'm big on archiving memories. I actually think photography was my first love. I use watercolours, more so as a form of art therapy . The liquid aspect soothes me and I try not to judge what comes onto the paper because it’s not for anything but relaxation.
I also think my personal space is largely a creative outlet - I love arranging all my trinkets and objects in a certain way, that makes me happy. When it’s time to create for work it's a different kind of flow, it’s more of a hyper focus. I’m still learning how to do it in the calmest and healthiest way. I get really caught up in it and forget to OH&S myself with breaks. I think the key is that I'm actually doing things that make me happy and I'm creating what I want to see.
From the label ‘Wimsy’, stock titled ‘Prophecy’ and repeated motifs of mythology and dreams, is there a specific feeling or notion you want to evoke in customers? Is there a message you want them to take away?
I’m fascinated by the esoteric, subconscious and dream states. I like having a playful ode to magic and mythology, it encourages people to imagine and to play with their inner child and the folklore we were told growing up. I also love the spectrum of esotericism- there’s such a funny side to it when it hit the ‘New Age’- those old tarot neon signs and cheesy newspaper ads with palm readings. There's such a contrast to the old world’s connection to spirituality when compared to how we see it now.
How does community support encourage the development of Studio Wimsy?
I work alone and from home, speak to clients over email majority of the time and don't have a business partner or team, so anytime someone brings up Wimsy to me in person I get really excited because sometimes it feels like i'm in my own world. Is it even real if no one’s there doing it with me?
Aside from this, I often crave having someone to bounce ideas off and make it feel like a team effort or to have that someone to get a drink with to celebrate finishing a project. I cherish collaborations and really appreciate the support from other creatives or literally just anyone that interacts with my work. I'm still so ‘small’ so I really do notice and appreciate any love… posting on social media is so intimidating. I’m so motivated by simply watching other people thriving in their chosen practice, be it creative or not. You can really tell when someone is doing something they love.
In creating your designs (apart from the commissioned work) what’s the process of developing a design from mind to reality? What comes first?
It begins with my favourite part- research and concept development. Whether that’s by visiting the library, trawling online archival websites, playing around with things I’ve collected along the way, and always sketching as I go along. Even podcasts help. For example the hoodies I released were a nod to vibration and sound. I ended up down a rabbit hole of cymatics and cicadas. It’s literally like a school project for me.
The form, colours and textures come along after all the research.
You’ve developed numerous designs for local bands, businesses, and labels. How has growing into the studio strengthened your relationship with the art community?
It’s been so beautiful being a part of other people’s journeys- usually from the beginning when it’s logo or branding work. You can feel their excitement and drive, you get to enjoy watching their baby grow. I’ve always been a big punter in the music scene here, both at clubs/sound system parties and gigs so when my work intersects there it makes me really happy. I’ve also been stepping into the food scene which has always been a goal of mine- mamma loves food. I literally design recipe cards as a hobby.
In relation, how important is a community in growing a small business?
So integral- community is so necessary in all lives, not just businesses. Even in the smallest sense. Say hi to people you pass on the street- on trails. It makes a difference. When friends and family have an understanding that you can’t always make it to every hangout or you need that extra time to finish a project, that’s a form of support in itself. Check in on your ‘creative’ friends too, it’s rough out there. The reality is the majority know they’ll probably have to hustle their whole lives if they choose that path- and good on them, I say. It’s easy to sway and go the other way. Support local. Go to new restaurants and gigs. Call your nan. Join newsletters. Play Dungeons and Dragons… I haven’t yet but really want to.
Via the WIMSY555 portfolio
Your designs are compositions of typography, graphics, and colour. How do you play with each of these elements, or how do you manipulate them to work together?
I guess they work together because they’re mindfully chosen and placed at all times- they come from a study or researching of themes and tell the story I'm choosing to convey. Symbolically they have balance. It’s become more of an intuitive practice for me now. I don't have too many rules- i’m sure some graphic designers would shudder at that. Perhaps they don’t make sense to some…or they look over the top… or not tech enough. But they work together for you and I, so that’s good enough for me.
Additionally, are there any techniques/art styles you want to test out or delve into as a growing artist?
I’ve always been shy about painting, but I'd love to give that a go. I'm quite impatient, I think it would be an interesting test for me in that way. Also set design! Bringing my imagination to life… in life size forms- particularly in wrought iron. I also really want to do a large scale mosaic, like the ones you see in Primary Schools or those whimsical chairs on Brunswick St.
Studio Wimsy is a forum that fosters the creation of art in both the physical and digital sphere: In a technologically-advancing world, how does your process of creation vary across the two worlds? Does one offer more for your style than the other?
Digitally, I can thread different imagery like it’s a quilt. It’s like a collaging of ideas. Space is different in the digi world, something that symbolises something so big can appear so so tiny on the canvas. It changes with the physical. I don’t think I could actually make a giant dragon mosaic with the resources I have but the physical action of mosaicing feels to me more connected to an archaic time. It forces me to slow down. Digital is fast and exciting. Physical is slow and meditative. They both offer different things- when used together it can make some real magic.
What’s next for Wimsy? What are your future-oriented intentions for the studio and yourself as a creative?
To actually get a studio. I’ve been holding off - but I need to take that jump now. I need space to produce my bigger and more physical ideas. My dad is going to continue teaching me to weld, i’ve got ideas that have been brewing for a good while. I’ve already hit some checkpoints that my uni-aged self would be shocked at. Recognising those wins is my downfall, so definitely aiming to bring lots of gratitude into my practice this year. Maybe starting a coven is on the cards too!
Questions by Katia Zografos, Words by Jordan Schembri