After spending ten years working at leading design studios in various countries, in 2016 Alice Mourou founded Hong Kong based, Oddity Studio. Having her own studio has enabled Alice to create great work on her own terms. Initially, a one-woman operation, her client list grew rapidly and she soon needed outside support and recruited designers to match her high standards. She is now Creative Director of Oddity.
Alice has been rewarded for her design skills, being invited to join the jury panel for the Awwwards two years in a row, as well as, setting up the first Behance portfolio reviews in Hong Kong. These opportunities enabled her to embed herself in the Hong Kong design community and taught her that anything is possible when one is actively working towards a goal. Growing Oddity step-by-step, winning accolades and awards along the way, has meant that Alice has evolved the studio organically and in the way she wants. She works with a vast array of clients, both big and small, but with one thing in common, they all respect and trust Oddity Studio’s expertise. As Alice tells DbyW: “Word of mouth and good exposure online are the keys to finding clients.”
Now, five years on, Alice receives emails with portfolios almost daily. She believes that designers should be able to succeed due to the quality of their work, not their gender: “our work is so visible, it speaks for itself when compared to other industries”. For this reason, when hiring Alice skips the CV, heading straight to the design work.
Read on to find out more about Alice’s experiences setting up a design studio in Hong Kong, pivotal moments in her career, what her day-to-day schedule involves, and expert advice for emerging creatives.
Can you tell us about your career before founding Oddity Studio and what led you to set up a own design studio in Hong Kong?
I was into visual art since I was a kid, attending painting classes and art schools. Before founding Oddity, I worked in design studios in different parts of the world for over 10 years. When we moved to Hong Kong, it was the right time for me to set up my own workspace, where I could work independently on projects that I was proud of. In the beginning, I didn’t think about this as the opening of my own studio. I just wanted to create great projects in the way I believe is best, despite the rules and standards.
“I just wanted to create great projects in the way I believe is best, despite the rules and standards.”
You worked for the Awwwards jury and set up the first Behance portfolio reviews in Hong Kong. How did this come about and what did you learn from these experiences?
I was invited to join the Awwwards jury because my work was winning quite a few Sites of the Day awards (SOTD). I was on the jury panel for two years in a row—every day you look at 4-5 websites and judge them for their creativity, design, usability, and other parameters. That was wonderful opportunity for me to see good work and learn to state clear rationales as to why one was better than another. From this experience I got a clear idea of what makes a great website. The Behance project came about because my work was featured on their homepage, which led to me receiving an invite to organise Portfolio Reviews in Hong Kong. At that time, I had just moved here, and it was a great way to meet members of the local community. It was a lot of hard work. I had to organise everything from speakers to location, coffee, snacks, and activities during the break. The event was very successful, with over 150 guests, and I learned that everything is possible; you just need to be active and work towards your goal.
What was involved in the initial process of setting up a studio in Hong Kong? Were there any key challenges you overcame?
At the beginning I was working by myself as more of a freelance Art Director. I registered the studio just to make it easier to work with clients from an accounting point of view. However, I quickly started to get more work than I could handle on my own. I also had a few big projects in the pipeline that required resources beyond my knowledge. The biggest challenge in those days was finding strong designers to work with. When I invited people for collaborations, most of the time I was rejected; no one believed in my ideas. It took me around nine months to find the first designer to join me, as my standards are high. I was looking for a person who is a better designer than I am. The designer who joined me at the very beginning was much stronger in graphic design, printing, and materials than I am. Nowadays, I receive emails with portfolios almost every day. Now that the work is more visible, and our studio culture is not just an idea but a reality, this is not a challenge anymore.
“It took me around nine months to find the first designer to join me, as my standards are high. I was looking for a person who is a better designer than I am.”
How has the studio evolved to where it is now and have there been any pivotal moments?
I do enjoy the way we have grown—slowly, step by step. It helps to live in the moment, to learn, think, and gradually improve. I have to check with myself, that what I’m doing is what I want to do. If the answer is “no,” then I need to shift direction. Nothing dramatic has happened yet, but you never know what comes next, especially in these uncertain times.
What type of clients do you usually work with and where do you find them?
We work with clients who respect and trust our expertise; this is the only criterion we have. Nevertheless, our client base is very diverse and includes big and small companies, both from our local neighbourhood and overseas. Usually they find us – by seeing our work online or in printed publications, or because we are referred by other clients. Word of mouth and good exposure online are the keys to finding clients.
“Usually they find us – by seeing our work online or in printed publications, or because we are referred by other clients. Word of mouth and good exposure online are the keys to finding clients.”
Have you faced any specific challenges as a female creative director and studio founder?
Not sure, to be honest. I know that at first I was often seen as a soft girl, who might be not taken seriously. But it wasn’t a problem and has been part of my strength. These first impressions were always working in contrast to my actual personality, which is that of a firm character. Most of the time this led to me receiving the highest appreciation from those who initially doubted my skills. My softness facilitates!
As a creative business owner and founder, do you have any thoughts on how we can counteract the gender imbalance in the design industry?
I think we should not look at someone’s gender when it comes to design. We have the luxury in our industry that our work is so visible, it speaks for itself, when compared to other industries. If the work is great, then it should not matter of who created it. Let the work thrive and support it regardless of gender! When I receive a portfolio, I always skip the CV and go straight to the work, If I see great stuff then I will invite the candidate for an interview and support women, men, bi-sexual, anyone…
“We have the luxury in our industry that our work is so visible, it speaks for itself, when compared to other industries. If the work is great, then it should not matter of who created it.”
What does your day-to-day typically involve?
Plenty of things! In the early morning I need quality time to think about ongoing projects, the team and future steps. During the day, typical tasks might include discussing ideas with designers about their work and guiding them, also focusing on client work such as, presentations, discussions, and agreements. In the evening or late night, it is time for the actual creative work. I create the initial concepts for almost every project we undertake, and sometimes, after the conceptual stage I also do actual design work, including basic stuff like artwork preparation for the printer. Beside this, there is always time to read books, play with our dogs and take care of our garden!
What are you working on right now?
We have a few exiting projects to launch early next year; candles from LA, supplements for postpartum, a women owned real estate agency. Beside this we just launched our own perfume brand @oddityfragrance and are preparing a photography-driven publication with various visual impressions to match the smell.
What do you look for when hiring designers/freelancers to join your team?
Their work and attitude.
Do you have any words of advice for creatives just starting their career in the design industry?
Any successful story is a long journey of ups and downs. Take challenges, respect failures, accept imperfections, learn, and keep going—your work will speak for you!
“Take challenges, respect failures, accept imperfections, learn, and keep going—your work will speak for you!”
