How I Got Here: Incu’s Creative Brand Manager on why “entitlement is death”
WORDS BY MAGGIE ZHOU
“Don’t wait for the interesting opportunity or the big title.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?
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Welcome to How I Got Here, where we talk to people who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice and practical tips they’ve gleaned along the way.
This week, we’re sitting down with Luke Davie. As Incu’s Creative Brand Manager, Luke is responsible for the creative direction, brand strategy and overall visual identity of the beloved fashion platform. With about a decade and a half of experience – including a five-year stint in New York – under his belt, Luke has built an enviable career in fashion.
Despite holding an objectively Very Cool Job Title, he encourages people to look beyond big titles and trendy brands when pursuing a fulfilling career. “I don’t believe in taking a job at a company that you love, but in a role that isn’t right for you or that doesn’t build your career,” he says.
Below, Luke discusses his experience with decision fatigue, building patience and the importance of humility. He delivers some hard truths too – how “entitlement is death” and that “no one is thinking about your career other than you”. Read on for some career nuggets.
What do you do and what’s your official job title?
I am the Creative Brand Manager at Incu, [which] I’ve been for [the last] three years. I oversee an incredibly talented creative and photo studio team and am responsible for the creative direction and brand strategy. [This] really means: I make a tonne of decks, give feedback and edit stuff, and every now and then, get to hang out on a photo shoot and make cool things with great people.
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Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start out with an internship/entry level role and climb the ladder? Tell us the story.
Like a lot of creatives, I taught myself how to use all the Adobe programs in high school. By the time I got into the graphic design program at TAFE Design Centre Enmore, I thought way too highly of myself and my ability and thus did not take tertiary education very seriously. In retrospect, [it was] probably a massive missed opportunity.
After failing a few subjects and redoing a semester or two, I eventually graduated. My first real job was at a charity as a marketing coordinator. In this role, I worked on campaigns raising awareness for youth homelessness… and refugees and asylum seekers. It was here that I learnt to tell stories through creative projects and gained an incredible insight into the world we live in.
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After a solid five years in this role, I quit my job, broke my lease and moved to New York without much of a plan. I was lucky enough to land a junior graphic design job before I took off. I arrived in New York on a Saturday night and started working in a fashion office in SoHo on Monday morning.
After about nine months in that role, I transitioned to a graphic designer role at the multi-brand retailer Totokaelo. It was here that I truly built my creative career. I had the opportunity to work alongside incredibly talented people and gained so much knowledge about fashion, eCommerce, retail and art direction. The company later merged with another multi-brand retailer, Need Supply Co., and by the end of my four years there, I was leading the creative team as the Director of Brand Creative.
What challenges/hurdles have you faced getting to where you are now? Can you tell us about one in particular?
I don’t believe I’d be where I am today if I hadn’t moved to New York and found the opportunities I discovered there. But also I think as a creative, you need a solid work ethic. I didn’t really discover my work ethic or truly know what hard work was until I left Australia. To get ahead, you need to put the work in. Entitlement is death.
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Time and time again, I have had to humble myself in order to grow to the next stage. Whether that’s taking on critical feedback, accepting my limitations, or sucking it up and keep leaning in when the growth you want now isn’t coming to you yet.
What’s the best part about your role?
Working on projects and shoots with the brands I love. I’ve had the unique privilege to work at a handful of multi-brand retailers [which] allow[ed] me to shoot and create for some really special fashion brands ([like] Lemaire, The Row, Bode, Acne Studios, Issey Miyake). I don’t take this for granted. The other great part has been working with super-talented photographers, stylists, producers and designers. I’ve had the privilege to meet a whole bunch of creative people.
What would surprise people about your role?
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Making creative decisions constantly can be draining and overwhelming. Ensuring a creative project goes from good to great takes time, thought and a lot of intention. In my role, if I don’t take the time to think through the details and put in the work to finesse what everyone is working on, all of the hard work, or what was a great idea, can miss the mark and fall flat. But decision fatigue is real, and it’s so easy to begin to doubt yourself!
What skills have served you well in your industry?
Working as an in-house creative involves a lot of meetings and discussions, as well as managing multiple stakeholders’ opinions and decision-making. As the saying goes, “If you want to go fast, go alone. If you want to go far, go together.” Creativity is so subjective, and building a brand takes time.
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So to be successful, I need to play the long game and also bring people along with me on the journey. This takes a lot of patience, empathy and thick skin. I’ve learnt the ability to facilitate meaningful discussions where everyone can contribute and be heard so that whatever is eventually decided, I have the confidence of the team behind me – and my team can get on with creative great work.
What advice would you give to someone who wants to be in a role like yours one day?
Move to a major city. Expect to start at the bottom. Don’t wait for the interesting opportunity or the big title. Get a job and prove yourself. I don’t believe in taking a job at a company that you love, but in a role that isn’t right for you or that doesn’t build your career.
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Find opportunities where you get to do the work, refine your skillset and increase your knowledge – regardless of whether it’s your aesthetic or to your taste. Work your butt off, say yes to too many things. Get to work early, leave late. Work-life balance comes later. Set big goals and work towards them, you’ll see what you’re capable of.
What about a practical tip?
No one is thinking about your career other than you. The best thing someone can do for you is give you clear, specific, critical feedback. Ask for it regularly. Learn from it and get better. And also – if there is someone you admire or want to work with or for, email them, DM them. It’s easier than it feels.
Keep up with Luke here.
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