Introduction

Who are you and what do you do?

I’m Aoife Cusack and I’m a queer creative. I don’t really identify with being a woman, I never really did. I usually just refer to myself as queer.

I like the loose label of creative because I'm interested in a lot of different things. I mainly do illustration motion and some graphic design stuff.

What is the best part of your job?

I love creating stuff. It gives me a lot of satisfaction to make things no matter what the project is.

How did you get to where you are today?

I graduated from NCAD with a product design degree and I began working for a PR company doing social media content that led me to working in an agency. I eventually became an art director, then I moved to Berlin and I’ve been floating around since making cool stuff.

What did you find to be the most challenging?

For me, I struggle most with making contacts and networking. I have major imposter syndrome and I have trouble tooting my own horn. I've gotten a little better lately but I still struggle with feeling like I'm not good enough.

Client Communication

What have you found to be the best way to work with colleagues and clients?

I find honesty is the best policy, I like to be straight up with people. It might be hard to set a fairer deadline or lower an expectation on a project but in the long run, it leads to a better relationship.

If you come across an issue when working on a brief, how do you deal with it?

I usually try to ask a more experienced person, whether that's sending a DM to another creative or asking a colleague. I used to hold things in and just try to overcome problems on my own but it’s so much harder. I was surprised that a lot of people are flattered when you ask them for advice. A problem shared is a problem halved, it’s cheesy but it’s true.

Have you found senior management lack the ability to communicate clearly or effectively?

Yes, one hundred percent.

I have worked with some amazing people that have really looked out for my best interests such as Enda Conway, Kirk Bannon and Colm O’Gara in BBDO. I also have experienced a lot of bad management and communication.

I think everyone has a specific communication style and some people mesh well together and others don’t. Generational differences can sometimes add fuel to the fire in these situations and get in the way of effective communication.

When you're working on briefs, what makes the project run smoothly?

For me, regular informal check-ins work the best. It’s about tailoring your communication style for the situation and being clear about the goals of the project from the outset.

The Gender Question

Have you noticed any major differences in the way people treat you compared to your male colleagues?

Yes definitely, I often was not listened to or not taken seriously.

In my last job, me and my creative partners’ ideas were not taken seriously and it was very disheartening.

I did notice that I was treated differently to my cis straight female colleagues. I was kept in the shadows and not ever at the forefront. It dulled my creative flame for a long time.

Do you know, roughly, the percentage of men to women in leadership positions in your industry/area?

In my last role, there were four heads of department and one of them was a woman. There were a few female creatives but I was the only queer creative.

How can we be sure we don't pass subconscious bias down the line to our team members/clients?

Bias and discrimination are subtle. It can be small things like not inviting you to important meetings, not listening, interrupting people or not paying equal wages for equal work. No one is going to say outright, “I’m not treating you with respect because you’re gay or a woman.”

These subtle behaviours can sometimes happen naturally, but I think what makes it damaging is the regularity at which it happens. It’s like chipping away at something. Eventually it’s going to cause damage. We all need to learn to recognise these patterns. No one is more important than anyone else; a leadership position does not give you a right to treat others badly.

What advice do you have for young women entering this industry?

If it feels wrong, it is; trust your gut. Call people out on discriminatory behaviours if you can or find a senior colleague that can advocate on your behalf.

We have the power to change the companies we work for and with, so just keep an eye out for performative feminism.

Real feminism rarely comes from the mouth of a cis white man. Don’t just look out for your gal pals. There is a whole spectrum of genders and minorities that are often not treated equally. Women, trans and queer people will rule the world one day and it will be beautiful.

If you want to find out more about Aoife and their work - check out the website or if you’re looking for amazing GIFs, Instagram is the place to go!

Womxn First: Meet Aoife