Batch is a culture first women-led creative production studio based in Cape Town, South Africa; composed of a team based around the world. After experiencing unhealthy work cultures and observing gender inequality over several years, Daniéla de Lange wanted to create a safe haven for women where they could work and feel their authentic creative selves. The team’s shared experiences within the creative industry are a common thread that knits them together.
Not only does Batch’s visually impactful work catch the eyes of many, but the stories they tell and beliefs they amplify, add an extra layer of depth to what they create that goes beyond pure aesthetics. They look to collaborate with clients and brands that share their values. They stand firm on their support for environmental activism, industry standards, and forms of injustice affecting women and other underrepresented groups. As they tell DbyW, “We lead by example and many women resonate with our values, which we very much wear on our sleeve.”
We had the wonderful opportunity to talk with the women at Batch to learn how they cultivate a studio space that encourages community and collaboration and how they find supportive people to develop a creative voice. Plus, how they set an example of what a balanced work culture should look and feel like. As they say, “Let’s practice not being precious about these things. There’s enough sun for everybody!”
What was your motivation behind starting Batch?
Daniéla: I will be honest, initially I never wanted a studio. I started freelancing out of necessity. My personal life was unfortunately of a kind that I had no choice but be the sole breadwinner. So, I decided to freelance under a studio name to sound super legit. When I got really busy, I started outsourcing. Because of the harassment and toxic work culture I experienced in the industry, I felt an obligation to outsource to women and create a space where they get to be creative and feel safe. The busier I got, the more help I brought in. Because of this, I have gone from the person who never really wanted to own a studio to the person that absolutely must do so, because of what it means to support others in the industry.
“My focus has shifted from focusing on the craft alone to figuring out how to create a healthy, flexible, supportive and professional environment for the women that move in and out of Batch. The goal is to be an example to the industry of what it could be.” Daniéla, Batch Founder
How does your mission for the studio impact the type of work or clients you decide to work with?
Lené & Daniéla:. We are a liberal and forward-thinking studio, with very clear principles and opinions regarding the environment, industry standards, and sociopolitical matters particularly pertaining to women and other minorities. We have turned down fossil fuel companies as clients based on our assessment of their environmental impact, as well as making a public pledge to turn down any prospective jobs from them. We respect and value our clients, so we expect that in return. We set the terms for how we work and under what conditions. If you contract us, that is what you get, and it is non-negotiable. For example, we don’t do overtime and we won’t burn out our team for an unrealistic deadlines and delivery. We believe there is no such thing as a ‘design emergency.’
How did you find your small but mighty team members?
Lené & Daniéla: It’s been a beautiful journey with us finding some and some finding us. Batch has been very open to asking, “what can we do for you?” when somebody comes knocking at our door. More often than not, it’s a woman with a need. Whether it is a safe space, creative freedom, opportunity to step into leadership or just a break from a toxic environment.
Beyond that, Batch hosts a Drink & Draw every few months to which we invite women in the industry. We get together, share stories, ask questions, decide on standard rates, and network. Our last few hires were a product of this event. We lead by example and many women resonate with our values, which we very much wear on our sleeve.
“Batch has been very open to asking, “what can we do for you?” Whether it is a safe space, creative freedom, opportunity to step into leadership or just a break from a toxic environment.”
What does your studio culture look like?
Viola: The studio culture at Batch is as much about hyping each other up as understanding when someone needs a break. Requests for a day off are never questioned. Wellness baskets are sent to employees when they’re sick or when they’ve been working really hard. I know that Dani and Lené will always do their best to protect us from working overtime whatever clients request. We always get the work done (and done well) but that never comes at a cost to the employees.
Jessie: Studio culture to me looks like mutual respect. It looks like a safe space to be your most authentic self. Free of any judgment and a room full of constant support. It’s definitely a sustainable environment in the way that your time, work and life are valued.
“Studio culture to me looks like mutual respect. It looks like a safe space to be your most authentic self. Free of any judgment and a room full of constant support.”
Magdalena: Batch culture is the definition of a team at its best. You get professional support, advice on how to improve and grow your skills, and resources where you can find the best examples and inspiration. There is a bunch of women happy to help you out whenever you are stuck on your project task. At the same time, you can feel safe to be yourself. All. The. Time.
You can say out loud that you don’t know how to do a task, or that you are behind with your workload, or that today you feel 12% is the maximum you can give from yourself. For each of these situations, you’ll be provided with empathy and support from the studio.
This feeling of community, collaboration and working together towards a common aim is the strongest part of the studio culture for me. I couldn’t ask for a better balance between a professional environment and friendly supportive one.
“This feeling of community, collaboration and working together towards a common aim is the strongest part of the studio culture for me. ”
How do you maintain a work/life balance and a sustainable space for your team to work in?
Tamzyn: Office hours are flexible. This gives us the freedom to adapt depending on what our day might look like from a personal capacity. Some of us work better in the morning, and this sometimes means starting work earlier but can also mean finishing earlier. Having that freedom allows us to create as our best selves without feeling like we’re obligated to perform outside of our limits.
Lené: Batch provides me with an allowance to step away from my screen. I usually spend this on a date night for myself to try a new spot I haven’t had before. These moments of alone time are crucial for me to be able to practice self-love, but also try new things.
Catherine: Maintaining a routine where I slot activities throughout the day for my mindset, heartset, healthset, soulset, work, chores and hobbies. Also prioritizing mandatory screen breaks during my working hours by taking mental health walks.
Jessie: One of the many cool things about working for the studio is the ability to be flexible with my time. Having a flexible schedule helps me stay productive and allows my creativity to thrive. As mentioned before, your time and personal life are valued at Batch, so you’re constantly reminded to log off when needed, take a break and enjoy your time off.
What do you find most challenging about being women and working in the design industry?
Viola: The most challenging thing was the terrible things said by the male CEOs about women. It didn’t matter if they were women in political leadership, activists or women walking past our studio window. It was impossible to see myself ever growing into a leadership position at that studio because the people making those calls were constantly talking about how women “definitely slept her way to the top” or that “she’s such a bitch” for standing up for what she believed in.
Lené: Having to take a step back and watch somebody less equipped, but male and white, be provided more opportunities and responsibilities.
Tamzyn: Making sure I’m being heard and authentically represented in an industry that often values a male counterpart’s opinion above mine is incredibly challenging. Especially when you’re a softly spoken woman and have to exert yourself to be heard in the first place.
Jessie: I think just knowing that the industry is male dominated, especially living within South Africa where there is a huge gender-based violence problem. Unfortunately, I constantly need to hold space in my head for my safety, just knowing that in most rooms I enter I would be outnumbered by men or at least under their authority. So, I think that constant fear taking up space in my thought processes hinders my growth as a creative.
“…I constantly need to hold space in my head for my safety, just knowing that in most rooms I enter I would be outnumbered by men or at least under their authority… that constant fear taking up space in my thought processes hinders my growth as a creative.”
Magdalena: The design industry is made by men for men, so the patriarchy is flourishing here. As a woman, I often find that people feel the need to explain things to me in random calls or emails, without me asking for their advice. We are all experts at Batch, we don’t need to be patronized. I had a chat recently with a guy who also works in the creative field. Do you know how many times he’s been told that he overcharges for his services? Never. Not even a single time. While it happens to women all the time. Some people believe that when men charge for their work, they know what they’re doing, but women have no idea and overcharge.
What advice would you give to other women and gender expansive folk who are trying to find their creative voice?
Catherine: Don’t settle for working in the hotshot studios that disrespect you or struggle to thrive in toxic environments. A studio doesn’t need to be part of that problem to be great.
“Don’t settle for working in the hotshot studios that disrespect you or struggle to thrive in toxic environments. A studio doesn’t need to be part of that problem to be great.”
Lené: Create art outside of work. You will most likely have a male director or lead, and a lot of the narratives and views out there are created and curated by them. Create work that you can own and that isn’t filtered by a white male. It is important to practice YOUR style and narrative outside of that realm because our jobs don’t always allow us to do that.
Tamzyn: Stay true to who you are, and never settle or compromise your values to fit anyone else. Your creative voice is always changing and will usually shine the brightest when you feel you’re in a safe creative space, free of judgment. Find that space, embrace it and play.
“Stay true to who you are, and never settle or compromise your values to fit anyone else.”
Magdalena: Find your support circle. Creative work can sometimes feel really lonely and it’s relatively easy to fall into self-doubt and questions like, “Is it just me?” It’s good to stay in touch with people who do similar things so you can discuss your experiences. A support circle can be your studio team, co-workers, Facebook group, Meetup group or local community.
“There’s enough sun for everybody.” Do you have any words of advice to share to women that are trying to find some of that sun?
Lené: Be the sun. There’s so much money in this world, and clients and projects are endless. Lead and approach everything with kindness. Finding a community of like-minded individuals that you are happy to uplift and having them uplift you in return is best practice. We can’t do and be everything all the time! Share your connections, care about the well-being of fellow professionals in the industry and find a more personal purpose than just ‘making cool shit.’ We have found that sharing work, credit, budget and glory has come back to us twofold. Let’s practice not being precious about these things.
What is your vision for the future of Batch?
Daniéla: We want to be a self-sustaining studio. What does that mean? We’re aiming to create products that can service the people in our industry. That will create a sustainable income for our studio and make us not reliant on clients for our main source of income. We’ll be able to choose more like-minded clients, do more passion projects, and help out non-profit organizations that align with our values. We’ll also be able to provide more work opportunities to other women creatives.
Batch is a work in progress. There’s always something we can improve on. We’ve realized that our joy isn’t at ‘kick off’ or the ‘finish line.’ It’s the magic in-between. It has been such a privilege to see our growth and the contribution that everyone who’s been involved has made, and it’s something that we are constantly aiming to build on.
“Batch is a work in progress. There’s always something we can improve on. We’ve realized that our joy isn’t at ‘kick off’ or the ‘finish line.’ It’s the magic in-between.”
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Article by Jade Kuzak