Interview with Julia Hell

Julia Hell ("JH") interviewed on Saturday, 17 March.

Could you please tell us about your experience as a designer, artist, architect or creator?

JH : I am working as a designer for almost five years now, most of the time as a freelancer. I made the decision to become a graphic designer finally with 25 after trying to go into different professional directions before that. I went to Lette-Verein in Berlin, where they grant a very profound education, starting with the craft before they introduce the computer. After that I had a short internship at Design Hotels, followed by my first freelance jobs. I worked for a small Berlin-based Design Studio on various projects. After that I worked freelance for TUI.com on a regular basis for about two years and on my own clients projects aside of that. One of my freelance clients is the KPM Berlin, Royal Porcelain-Manufactory for whom I am working as a full time Art Director at the moment.

How did you become a designer?

JH : As long as I can remember I was driven by the need to create something. As a kid growing up i weekly rearranged my room and redecorated it. My interest in art and design was fostered by my parents but never forced on me. They just gave me options to join them visiting exhibitions or plays. I joined willingly because I liked it even as a child. When I prepared a gift for a friend, I made most of it myself but always aimed for a professional look of it. Like something you can buy at a store but better and more individual. A mother of a close friend once gave me the essential hint, asking me why not become a graphic designer. After graduation from high school I was a bit lost in the flood of possibilities, so I went a different way. A way with many crossings that luckily led me back to the idea to become a designer after trying several thing I didn't wanna be.

What are your priorities, technique and style when designing?

JH : At first I need to get an impression of the subject I am designing for. This is a mere cognitive process. I have to take some time and think about it. Sometimes I take some notes but most of it is in my head. Usually the next step is research followed by sketching ideas. Most of my work starts digital but nothing is more reliable than a prototype. I feel it is good to have build the thing you are working on at least once yourself to get a better understanding of the product.

Which emotions do you feel when designing?

JH : I feel joy when designing. I enjoy the journey and that it is often surprising what happened to the first idea at the end of that journey. Usually I try to come up with three different ideas, when I start working on a new project. I scribble the visual possibilities of these three ideas and the most special part is, when I find my favorite in the set of those three drafts. This is the moment when it starts to get exciting: Will my client favor the same? What does it take to make the other two as strong? I challenge myself in order to improve my work.

What particular aspects of your background shaped you as a designer?

JH : My passion for change shaped me most I guess. I still manage to rearrange my home every other month because I get visually bored. Plus I want to improve it. When I am done with one room, I have a new idea for the next one, because it appears to me to be more functional. That helped me understand visual problems and trained me to come up with solutions to them.

What is your growth path? What are your future plans? What is your dream design project?

JH : So far I preferred (and learned) not to plan that much ahead. My growth path is also more drawn by happy coincidences than strict plans. I just planned to work on my own, that I did. But the rest is about meeting people, finding opportunities and trying them out. The Master plan for the future is at some point to have my own agency with people working with me. But we will see how things come together.

What are your advices to designers who are at the beginning of their career?

JH : As I experienced the design business so far, it is a lot about trial and error. I knew from the beginning that I wanted to be able to make decisions on my own. That meant, I had to try working freelance. So I did. It worked. What I am trying to say is, that there are many possibilities. It is important to know what is important for you and how you feel comfortable working as a creative. One of the main positive aspects of this industry is it's flexibility - so you can create a work environment in which you can unfold your potential.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

JH : My suggestion is, not to rely on success. It is nice to be acknowledged and of course we all work to be successful and acquainted. But I am afraid to rely to much on success and commendation in order to stay independent and also be critical towards my own work.

What is your day to day look like?

JH : Regardless of where I am working, from my own studio or in-house at a clients office, I start with a cup of coffee and my e-mails before I leave the house. Currently I am working in-house on a daily basis, I go by public transport or bike. It is a nice phase to prepare for the day, think about the to dos for the day. I try to take a walk once a day, to clear my head or to think things through. I look forward to that little me-time once a day.

How do you keep up with latest design trends? To what extent do design trends matter?

JH : Personally I am following design trends. It is hard to say wether or not to pay much attention to them. But following the happening of the business is important. I am not sure how much it influences me but in general it does for sure. In both directions. If I find something appealing, the impression sticks. It is very likely that I integrate such an impression in my work in my own way. So trend may also help to develop, inspire or spice up a style without changing the basic signature. It is a fluid process every person with a strong visual influence is subjected to.

How do you know if a product or project is well designed? How do you define good design?

JH : When it comes to evaluation of good design, in my case the answer is a bit ambivalent. I am drawn to clear and functional designs. Things that are reduced to the vey essence with a functional purpose. In contrast, if a design is able to provoke a reaction, makes me laugh or cry it did a good job.

How do you decide if your design is ready?

JH : There always comes a point in my design process, where I can't look at my work anymore. This usually indicates, that it is ready and I can't do more at this point. In general I would say, yes, a design can be complete for a certain period of time. At some point you will have to make adjustments or rejuvenate the look of a brand or product to keep it attractive.

What is your biggest design work?

JH : My biggest work so far is the corporate design for Mrs T, a Hamburg based manufactory creating delicacies with tea as an ingredient. The company is growing since we started together in 2016. The design tasks get more complex and it is nice that we step by step improve the brand's look. Besides that I am working on a new issue of a paper I am publishing together wit a close friend. It has a literary topic and we are about to release our fifth issue this spring.

Who is your favourite designer?

JH : In the current landscape of creatives I'd pick Konstantin Grcic and Stefan Marx as both, individuals and artists. I like what they do and how they relate to their work.

Would you tell us a bit about your lifestyle and culture?

JH : I live in a very inspiring city that is the epitome of change. Berlin is vivid and so variable in itself. Plus it is very intercultural. I love that. Culture has an effect on design and design on culture. Good design may even be used as a communication tool. If a design is considered to be good, the positive feeling about it often crosses borders. So yes, I think it is necessary for advancement of society.

Would you tell us more about your work culture and business philosophy?

JH : I love my job, that makes it pretty easy for me to work. I prefer a mixture of teamwork (working in-house with a team a few days a week) and on my own on other projects the rest of the time. Experimenting with different solutions, this has proven to be the most comfortable way to work for me. I am a very solution oriented person which I think is important as a designer. Being able to come up with quick, good solutions for several tasks on- and offline is my everyday business at the moment.

What are your philanthropic contributions to society as a designer, artist and architect?

JH : I already did pro bono work and I am still open to that idea. It is important to see that there is more than a monetary aspect to creative work. Of course everyone needs to earn money but sometimes the work process and the outcome are so different if there is no money involved. It is not necessarily better or worse but different, maybe more free in the creation process.

What positive experiences you had when you attend the A’ Design Award?

JH : Attending A' Design Award is interesting for me because it is very international. The Award makes my work accessible to an international audience by showing the winner designs on different exhibitions and fairs around the globe. The promotion through an award makes sense to me since it gets harder to draw attention to ones portfolio. Participating in design competitions helps being noticed not only by potential clients but also by fellow designers. And the other way around. I became aware of many interesting projects, that I might have missed out. I am happy to be picked as Designer of the Day.

Julia Hell Profile