1First, tell us about yourself, your company, job profile, etc.
After finishing my Bachelor in graphic design at ecal.ch, I worked as a packaging designer for 2 years, then as an Art director in a branding agency in Lausanne for almost 5 years before starting my own studio, Mashka.ch in November 2015. Since then I had the chance to collaborate with local and international clients on many different graphic design projects, from corporate identities to illustrations, social media, packaging, web design or exhibitions.
Beside Mashka.ch, I am part of a collective of women making illustrations and I’m exhibiting my work in different venues.
Based on an almost scientific approach with grids layouts owing to the Swiss design style, I start to play with all the elements, adding organic shapes, colorful patterns, hand-drawn elements following the motto “Learn the rules, learn to break the rules”.
I also love to play with “printing” features and techniques like embossing, hot foils, serigraphy, laser cutting, varnishes, etc.
In the end, it is important for me that every design elements and printing techniques used all have a meaning and add value to the final message/product.
2Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
Thank you! I am really grateful. It means a lot to be acknowledged by a talented international jury. It is great to be featured next to graphic designers and agency from all around the world: it provides a recognition of my work and my studio.
3Who has inspired you in your life and why?
I had the chance to have a supportive family who always encouraged me in my artistic path. I grew up surrounded by creative people. My grandfather was an amazing illustrator, my aunt and uncle were talented, independent graphic designer and my mother used to create beautiful illustrations on silk scarfs. They all initiated me to their passions.
4What makes your country specifically, unique in the creative industry?
Switzerland has a unique relationship with design. It got its reputation from talented and iconic designers like Joseph Müller-Brockmann, Le Corbusier, Wolfgang Weingart, and many more. The Swiss graphic design style has a recognizable touch: powerful compositions based on a strict grid, using clear typography, minimalistic elements, all based on the saying “less is more”.
5Finally, what is your key to success?
As a freelance graphic designer, I would say:
• If you start your own studio, stay small. By being a small agency (1-6) allows you to select the projects and clients you want to work with, and it gives you more freedom to organize your time.
• Be rigorous and serious about the way you handle your projects, deadlines, billings, etc.
• Being a freelance requires a lot of soft skills, not just good design: Learn to listen to your client’s need.
• Keep on making personal side projects
• Stay informed of what’s happening in your field (exhibitions, blogs, etc.)
• Collaborate with other freelance/professionals on your projects. Everyone has their specialties.