Snap Underwood's work with soul

For Indigenous Business Month, few stories better demonstrate the power of Indigenous entrepreneurship than that of Karen Seage, a proud Noonuccal woman from Quandamooka Country, who transformed a small print business into a thriving national operation while creating opportunities for her community.

As owner of Snap Underwood, Karen has built a business founded not only on quality and service, but on a commitment to supporting Indigenous artists, creating employment opportunities, and helping other Aboriginal and Torres Strait Islander people achieve their own business goals.

From graphic design to business ownership

Karen's journey began in graphic design before joining Snap.

"I worked in the Brisbane production house for four years, then went across to Rocklea to work in sales and management before coming to Underwood in 2011," she said.

For two years, Karen operated as a partner alongside non-Indigenous franchise owners, gaining valuable experience and developing a vision for the business.

"That gave me the chance to see if I could make it work the way I wanted to, and in 2013 I bought the business."

The early years were challenging, but Karen persevered. Growth accelerated following the introduction of the Federal Government's Indigenous Procurement Policy, which created new opportunities for Indigenous-owned businesses.

Through Indigenous business networks and a growing reputation for quality work, Snap Underwood began securing contracts with organisations across Australia.

A game-changing opportunity

A major turning point came in the lead-up to the 2018 Commonwealth Games.

Karen recalls receiving a last-minute job from the Queensland Government that would determine whether the business could meet the demands of large-scale projects.

"They gave us an initial job one afternoon at 4pm, and we stayed up all night to get it done. I delivered it at 8.45 the next morning," she said.

The successful delivery demonstrated the team's ability to produce high-quality work under pressure and led to ongoing opportunities throughout the Games preparation period.

"That was our test to see if we could produce high-quality work in a short period, which we did. From then on they kept using us."

The impact was significant.

"It doubled our sales, which enabled us to buy all our own equipment to run all our jobs in-house and hire more staff."

Karen describes the period as a "game changer" that helped establish the business as a trusted supplier for major clients.

Creating opportunities for Indigenous artists and workers

As the business grew, Karen remained focused on her original goal: creating opportunities for her community.

Today, many staff members at Snap Underwood are Indigenous or have Indigenous family connections. The business also works closely with Aboriginal and Torres Strait Islander artists, helping connect them with major corporate and government clients.

"I also employ Indigenous artists, who do original paintings and designs that fit client briefs," Karen said.

"That means artists are dealing with big companies like Boeing, the Children's Hospital Foundation and various government departments, which gets their name out there."

A safe place for community and business

For Karen, success is measured by more than profit.

One of the things that sets Snap Underwood apart is the welcoming environment she has intentionally created for Indigenous clients and community members.

Rather than conducting meetings across a counter, clients are invited into the heart of the business.

"My clients don't stand at the front of the shop," Karen said. "They walk straight down to the middle of our production area, where there's an eight-seat table. They'll sit down at the table, have a cup of tea and everyone starts yarning."

The business has become a place where aspiring entrepreneurs can seek advice, explore ideas and access the services they need to grow.

"That's the most important thing to me. I need the business to keep being successful so that my community can come here, get a job done and feel safe to talk about a business they want to get going."

Work with soul

Karen believes her success helps challenge outdated perceptions about Indigenous business capability and leadership.

"We can run businesses, we can produce the products that big businesses need, and we're really good at it," she said.

As Australia celebrates Indigenous Business Month, Snap Underwood stands as a powerful example of how Indigenous businesses can create economic opportunity while strengthening communities.

For Karen, the greatest reward remains the ability to support others.

"It's helping people," she said. "It's work with soul."