The Print Life by Leslie Kenehan
Historically there have been few opportunities for learning textile print design online. This niche of the design industry is a competitive one and its trade secrets have been closely held. But along with the surge in popularity for surface pattern design, and easier access to digital sharing platforms, there are now more choices for online professional development. With this blog series I’m sharing my experiences with four: Textile Design Lab, The Print School, The Print Life, and Natasha Gulliford. All have helped me pivot and grow into a working freelance textile print designer. They also have unique strengths. I regularly get DMs asking about them, so thought I would share to help you make the best decisions for your time and resources. Short on time? Jump down to the Round Up
All links are unaffiliated.*
As a remedy for the hard realities that 2020 brought us, Leslie Kenehan, owner and Creative Director of US-based White Buffalo Studio, started sharing her professional experience and knowledge with print designers around the world. It blossomed into a multifaceted membership community called The Print Life.
In the spring of 2020 an invitation popped into my IG feed. Leslie Kenehan, owner and Creative Director of White Buffalo Studio, saw a powerful opportunity in the downtime that the pandemic brought us. She began live streaming, sharing her knowledge with designers around the world. That IG announcement immediately caught my attention. A studio owner generously sharing her experience? Yes please, sign me up.
I learned the unique ways the fashion print design business works, and valuable tips from a studio owner’s perspective on working as a freelance designer.
Fast forward a year and a half to today. Those live streams have blossomed into a paid membership community, professional development courses, and a podcast — all existing under the umbrella name The Print Life. Working through the courses I created my first successful portfolio — I was invited to join the White Buffalo Studio consignment artist team! And if that wasn’t enough to celebrate, they sold my first print in just a few weeks. Yes, pinch me.
I could probably stop here and tell you to run to this incredible resource. But my outcome was unique to me. It’s more important that I try and give you an unbiased review of The Print Life so you can decide if it’s right for you. Because, you know, one-size-fits-all never really does.
My 2020 brand vision board, developed in Portfolio Bootcamp, helped to clarify my niche and market.
With Clarity Comes Confidence
The first thing to know about The Print Life; you will read and hear the word niche and focus often. Leslie’s philosophy is clarity brings confidence, and confidence paves a path to success. Being everything to everyone, all at once, is not encouraged. So, you’ll be coached to make decisions to help you focus — how much is up to you — to achieve momentum in those priority areas first. New beginners still wanting to dabble, or needing to discover all the different markets and options for commercial sales, may be uncomfortable with this idea. But if you’re feeling pulled in too many directions and on the verge of burn out, without results to show for all that work, it’s probably time for some focus. It’s best to hear it from Leslie herself in the video below.
The Print Life Membership
That video is a great example of what you’ll be getting from The Print Life membership — Leslie talking candidly about all kinds of topics. From business things like building your email list and setting up a marketing cycle, to strategies for creative flow and branding your artistic hand. There’s something so valuable in the unscripted nature of it. It feels like you’re actually sitting with a creative director in the studio and she’s sharing all the secrets she’s learned working hard in the industry over the years.
It’s not all casual though. There are beautifully designed presentations and helpful documents too. Like the Client Tree, a worksheet to help you identify ideal clients with a recommended timeline and tips to connect with them. One of my favorite presentations was a runway trend review with advice on giving your design layouts more value for buyers. Total gold. There are also fun activities, like the monthly First Friday Prints with trend inspiration and a theme prompt — think Micro Ditsies or Simple Shapes — that you can design a print and share on IG #firstfridayprints.
The Print Life membership has a monthly or annual fee and it’s hosted on Kajabi, an e-learning classroom website. There are on-demand, self-paced video trainings that remain accessible 24/7. Fresh content is also added each month, available to the current members for a few weeks. Top that off with a monthly live group coaching call with Leslie to ask questions.
The member community interaction is currently hosted on Facebook, but recently it is also being tested out on the Kajabi platform. So it’s in-between right now, but has been an excellent place to get advice, celebrate a quick win, and network with peers.
A portion of my 2020 results from The Print Life membership Market Focus exercise.
Networking Up
Speaking of community, The Print Life is a lovely one with currently around 100 members. During my time there I have felt like I was networking up; meeting and listening to designers that have more experience in the industry than I do. For example, Tanya Freitas and Jacqui Slade, both owners of boutique print studios. Alex Solly, freelance print designer with many years experience designing for brands and studios. And Donna Senger, consignment print designer for multiple studios. All lending their voices and knowledge to create a rich dialogue between designers. There are more members with impressive experience, as well as beginners and emerging designers like me.
As the choices for online communities expand and become more specialized, consider what kind of networking is important to your growth. I’m really grateful for this community.
Critique
Since designers selling exclusive rights require privacy, (most in the apparel print industry do,) they don’t often show their design in a way that would jeopardize its exclusivity. It’s a real challenge for independent freelancers selling exclusive designs to get feedback in a protected way. For that reason there hasn’t been much design critique in the membership; it just wasn’t going to happen on Facebook or anyplace where digital images would be archived and remain available for many eyes. A week ago I would not have recommended The Print Life membership for regular design critique. However, seeing and understanding the unique need, Leslie has recently introduced monthly critiques from a selection of member work. They will not be archived! I’m eager to see if it works out.
My prints developed during Portfolio Bootcamp course, 2020. © Kelly Lahl
The Print Life Courses
The Print Life courses—separate from the membership—are also a great resource to create an impactful portfolio and learn how to interact with studios and potential employers. The courses have some overlap with the membership content; that niche message is woven through all that Leslie does, for very good reasons. Prior to the course I was bouncing around trying to do all the things and not really staying true to myself. I wasn’t confident putting my work out into the world. I needed to focus and edit, and Leslie’s portfolio bootcamp course helped me do that. I also learned important concepts like the difference between print groups vs. collections.
That portfolio course is now permanently closed, but no sad emoji necessary. Leslie is creating a bigger course, coming in 2022, called Apparel Print Design with Leslie Kenehan. It will have all the portfolio info and more. Stay tuned.
If you have an interest in signing with a studio for representation to sell your prints on consignment, I highly recommend Leslie’s Consignment Design 101 course. It’s important advice on how studios operate and the best ways to interact professionally with them.
A page from my imperfect first portfolio, ©Kelly Lahl
Imperfect Action
Many Print Life members are often impressed and inspired by Leslie’s productivity. In just a short time she’s managed to start a digital print agency, a trend service, a podcast, digital courses, 1-1 coaching, and the membership — all while managing her White Buffalo Studio design team and sales! Needless to say, to get this all started she’s had to employ a lot of sharp time management and a little bit of imperfect action. Just like my imperfect first portfolio, and all of our imperfect firsts, if the content is valuable the audience will see it. If I hadn’t shared my portfolio, good things would never have happened. I am forever grateful for Leslie’s push to move beyond the limiting perfectionism.
At a year old, The Print Life is a beautiful fledgling community that has legs and is growing. Leslie has evolved and solidified The Print Life with a fine balance of thoughtful generosity and ambition. It has excellent value for the amount and depth of information unique to the industry.
If you find the membership isn’t a good fit for you, at this time Leslie offers a simple no-questions-asked refund. It’s clear she truly wants people to find value in what she’s offering and turn that into positive growth. As I sit here and write, I have L.A. Frock Stars playing in the background. The words from the legendary vintage fashion collector Doris Raymond just rang out… the definition of power is someone who has the ability to have a positive impact on someone, and chooses to do so. The Print Life is powerful. In my opinion, run to this excellent resource.
Round Up (the condensed version)
If you’re ready to get focused and take a straight line to professional confidence, The Print Life by Leslie Kenehan is a powerful resource to learn, grow, and find your unique place in the print design world.
THE PRINT LIFE BENEFITS
EXPERIENCED — Leslie and the community don’t hold back; they share their generous knowledge and experience with a sincere desire to help print designers solve problems and achieve goals.
ACTIONABLE — Going beyond simple surface information, the trainings provide actionable steps and industry insider advice to create momentum.
VALUE — Excellent value for the depth of information unique to the industry.
THE PRINT LIFE THINGS TO CONSIDER
DECISIVE — The core philosophy is deciding your niche, then aligning your work and presentation for success in priority areas first. The temptation to be everything to everyone, all at once, isn’t encouraged. You will hear the words niche and focus often.
CRITIQUE — Many of the working designers in the group need to keep their exclusive designs private, so there hasn’t been design critique in the membership. Monthly, non-archived design critiques are just being introduced.
NEW — This fledgling community has legs and is growing.
IMHO, BEST FOR
ADVANCED BEGINNERS TO SEASONED ENTREPRENEURIAL DESIGNERS
BUSINESS MARKETING AND SALES — Informative trainings to help market and sell work, start a studio, launch a product or land the job you want.
NETWORKING — Experienced, supportive voices in the community make this a great place for networking.
PRINT DESIGN FOR FASHION APPAREL — Important advice on designing and selling prints in the fashion apparel market, and working on consignment with print studios.
*I do not use, or receive monetary compensation for, affiliate link clicks/sales, but White Buffalo Studio and The Print Book do represent and sell my design work.