Geoff & Michelle Howell
Article by Alice Armitage Photography by Luke Burgess
In 2018, Geoff Howell made the gutsy decision to take over the family’s printing business, and was soon fol- lowed by his twin sister, Michelle. Determined to take on a struggling industry and win, this dynamic duo are reimagining the way Australian print is portrayed, expanding the brand’s repertoire beyond its natural trajec- tory in pursuit of a more creative way.The pair introduce two complementary ventures : Molten Creative Agency and Level One Seventeen Production Space. Carrying a keen emphasis on exceptional quality, precision and in- novation, their personal success continues to provide instrumental guidance, as Australia works to find its place with a new era of home-grown craftsmanship, production and industry.
When I first met Geoff and Michelle it was hard not to be infatuated by the pair. It’s quickly evident that they share a deep synchronicity that most of us will never ex- perience, let alone find in a business partner. Although profoundly different in their personalities and their ap- proach, there is something about family relationships in the workplace that has allowed them to dig deeper and fight harder, to push boundaries and come out the other side with dynamic solutions to the challenges they face. As first time entrepreneurs, they both tackled an incredibly steep learning curve. Coupled with the arrival of a global pandemic, the weight of the responsibilities they’d chosen to take on was undeniably heavy, but only seemed to solidify their determination to succeed.
Although they now reside on the Gold Coast, Geoff and Michelle were born and raised in London. Often seeing their international perspective and erudite con- tradict the perceptions we all hold of what life and work means on Australia’s Gold Coast. Very early on, the pair felt a strong desire to make the most of their European influences and experiences, furthering them to adapt to the Australian culture. With this different dynamic in mind, they soon realised the only way forward was sim- ply to lead from the front, and to facilitate the cultivation of local change. Positioning themselves in Nerang, in the Gold Coast’s north, just fifty minutes to Brisbane and an hour to the ultra mega trendy Byron Bay, Geoff and Michelle find themselves capitalising on the more affordable industrial area of the Gold Coast. Creating some distance from the run of the mill crowd, which has allowed them to cultivate a space of their own with a lit- tle more chic character and worldly perspective. Chang- ing attitudes is always an uphill battle and comes with a never ending stream of frustration, disappointment and defeatism, but Geoff and Michelle have continued to make a considered effort to scout local talent, and build a framework in which they can leverage those skills. Not only seeing them enhance their own work, but also the work of their clients, collaborators and counterparts.
There is an inherent tension between the hunger for pro- gressive practice, and the need to respect legacy crafts- manship and work process. But Geoff and Michelle have certainly learned to tread the line between contemporary pursuits, and maintaining a strong legacy of high quali- ty, traditional print methodology, something that Geoff took on with incredible vigour when first taking over the business, spending vast amounts of time in a deep dive to grasp a fundamental understanding of the indus- try. He seems to have taken to the challenge incredibly well as he continues to show immense aptitude, and has adopted an attitude of fearlessness in the face of what must certainly be an overwhelming challenge. There is no denying it all takes a toll, but it sure is easier to have confidence when they have each other to lean on.
The phrase ‘family values’ doesn’t often conjure images of business practice, but it’s the reality for this family driv- en team. They may be first time entrepreneurs but Geoff and Michelle carry with them a lifelong understanding of the business’ DNA, and as the pair continue to explore the bounds of their work, they seem to have made the conscious decision to carry on these traditional states of play. Their unwavering support for each other, as well as continuing immense respect, admiration and trust, has enabled them both to do very good work.
Where Geoff focuses on mechanics and strong strategic direction, Michelle brings life and motion to activating people. Seeing opportunity everywhere and drawing inspiration from the talent she meets locally. Her abun- dance of warmth and vibrant creative energy, combined with her own legacy of working with some of London’s most prestigious advertising agencies, has seen Michelle draw on her personality and professional accolades to perfectly position her to lead the charge on the day to day management of the business, and to expand their presence throughout the community. Believing that the indulgence of creative pursuits can be the best problem solver, and finding constant dialogue with their team and customers to be invaluable, Michelle’s work continues to add a depth of understanding and connection to the way business is being done.
Meanwhile Geoff turns to introspection, seeing him hibernate on ideologies and methodologies for days. Emerging with ideas he then crafts into reality. His bril- liant mind and natural strategic energy sees him con- stantly redefining the norm and exploring fresh modes of thinking.
Just as the pair began to really get the hang of things, a mysterious illness from China took hold and abruptly al- tered all ambition. Printing at its core is a manufacturing business, and one that relies heavily on a very complex supply chain system, all painfully impacted by the introduction of covid. With incredible pace, Geoff set systems in place to see the company through the worst of the pandemic’s blow, maintaining continuity and ensuring stability for their staff. Affording them time to readjust and contemplate their next move. Through all this may- hem, a more resilient and wiser way has emerged.
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