It’s been a while since our last interview was posted, however today we can make up for that void with an incredibly insightful look into the life of Finnish designer, Lotta Nieminen.
Lotta has worked on a huge array of Graphic design and Illustration projects in her time as a designer. Not only that, but she has always been able to find a way to make each and every project uniquely beautiful.
As well as landing on the radar of me, Jacob, the FlyerHeroes-Interviewing aficionado, Lotta’s talent has also been noticed by the masses. Her work has been featured in Books, magazines, and even exhibitions to name but a few – wow!
Such recognition along the way she has also picked her up many awards.
Awards such as graphic designer of the year and the junior advertising award – today we would like to introduce Lotta Nieminen.
Q: Tell us a little bit about yourself. Where in the world are you and what do you do?
I’m Lotta Nieminen, a 25-year-old graphic designer and illustrator from Helsinki, Finland. I studied graphic design and illustration at the University of Art and Design Helsinki and the Rhode Island School of Design. I have also worked as a freelancer in both fields since 2006. After working for fashion magazine Trendi in Finland and Pentagram Design in New York, I am now based in NYC, working for design studio RoAndCo.
In 2010, I received the Art Directors Club Young Guns 8 award and was selected by Print magazine for its annual New Visual Artists review, highlighting 20 international rising designers under the age of 30.
My work has also won honourable mentions at Vuoden Huiput (Best of Finnish advertising and graphic design) as well as in various logo competitions. I have illustrated for the likes of clients such as United Airlines, International Herald Tribune Magazine, Monocle and Bloomberg Business week.
Q: Describe your design style and what attracts you to producing this type of artwork?
In graphic design my style is rather minimalist and deliberately colourful. I aim for a strong feel of space in my compositions. I also have a weakness for details and small type. Materials are very important to me, and I take great pleasure in choosing the right ones for each project.
In illustrations my style is more generous, with lots of elements and details. I find it easier to play with colours and patterns in illustration than in graphic design, where my taste is more simple.
In illustration, sensibility is definitely something I try to work towards, and to me it has a lot to do with well-made colour combinations and compositions. I feel like using textures also helps in making the style approachable. I hope my illustration make people feel happy, but also give them things to explore and think – I feel a lot of that comes from little details, which I use a lot in my work.
Q: Can you show us and explain your workspace?
Daytime I work as a graphic designer at RoAndCo, a design office specialized in fashion branding. It’s a beautiful loft space in Tribeca.
I work as a freelance illustrator on week nights and weekends from home. I have an apartment in the Lower East Side, which I share with my boyfriend. We try to keep the space looking like home, even though we both quite often also work from there. It’s decorated with things I’ve collected throughout the time I’ve lived in New York, little carefully chosen things. My favourite decorations are my Fredericks and Mae arrow that’s nailed above my desk, as well as the little plans I’ve started collecting. I find it very important for a workspace to be aesthetically pleasing and inspiring.
Q: What methods and websites do you use to promote your artwork and attract new clients?
Because I haven’t worked as a full-time freelancer (only on selected projects on the side of a full-time designer job at different studios) I haven’t been very good at promoting myself. I got on Twitter a year ago, and it’s surprised me how good of a tool it is for contacting with both peers and potential clients.
I sent a note to a couple of websites (It’s Nice That, Form Fifty Five) when I relaunched my website a couple of years ago, and once it was featured on them, it took a life of its own and started going around the internet.
Also, submitting my work to design and illustration competitions has helped me gain attention as well as clients.
Q: What preparations do you take before starting a new project and how do you overcome creative block?
The easiest way for me to get inspired when hit with designer’s block is to get bored. It helps me clear my thoughts start things over and get inspired anew, if I have a creative dead end. Unfortunately finding time to get bored tends to be quite tricky nowadays.
Q: Many designers use other people’s artwork to inspire themselves, where do you get your inspiration? Do you have any favourite artists?
I like to draw my inspiration from things that aren’t from my own field: beautiful clothing, old paintings, interesting furniture, and breath taking architecture. I also think the fact that I work in both illustration and graphic design shows – when I illustrate, I like to get inspired by graphic design, and vice versa.
If I have to name a designer or illustrator, it would probably be Olle Eksell – he was both an illustrator and a graphic designer, and the seemingly effortless way in which he combined both fields in his work has made him one of my biggest inspirations in terms of career description.
Q: Can you offer any tips to help upcoming designers, especially those who’re designing for print?
This is a classic, but to me one of the most valid things I’ve learned: what you have in your portfolio is what you’re going to be commissioned to do. A couple of years ago I developed a fixation: I wanted to illustrate buildings. I came up with a personal project involving a cityscape, published it on my website, and soon after landed my first building-related illustration commission – nowadays; it’s what my portfolio mainly consists of.
For print, I would recommend talking clients into things. As designers, we’re definitely in customer service, and should definitely deliver what is commissioned from us – but also professionals, consultants. Don’t give up too easily, and be prepared to argument on things you feel strongly about. Sometimes clients need a little push to do things they haven’t seen elsewhere. Learning how to argument your ideas are absolutely crucial if you want to get your visions through.
Q: What are your personal favourite pieces of art from you Portfolio?
Working on the cover of the International Herald Tribune Magazine was a definite dream job. The pitch was good, I got along with the art director very well and I think during this project I took my illustration to a new level. Whenever I’m commissioned by a client I’ve looked up to since a student makes a project very special.
For the same reason when The National, a New York band I’ve been a huge fan of for years, contacted me and asked me to design them an illustration for a bag, I thought it was the best thing that had ever happened to me.
I’ve also been really excited to have recently worked for mediums that are new to me. In the upcoming months, I have illustrations coming out in the form of a hand embroidered cushion, wine bottle labels and department store collateral. I hope to publish them on my website soon!
Q: What do you do in your spare time, apart from Designing?
Whenever I have free time, I like to completely take my mind off of work and only do things that give most pleasure: see friends, go to the movies and exhibitions, take long walks and cook at home.
Every once in a while, I also try to find time cross things off of my New York sightseeing list – I moved here a year and a half ago, and had been here many times before, but there’s still so much to see and experience. I’m not taking a lot of pressure about it, but like to benefit from the fact of living here from time to time.
Q: Where can we connect with you online?
On my website, or by following me on twitter @lottanieminen
Thank you for taking the time for this interview Lotta!
I myself can say straight away I have learnt how to deal differently with clients and how your portfolio reflects the type of work you’re expecting/looking for (not just general graphic design projects but niche).
It’s been a pleasure to interview you and we really appreciate you taking the time to answer our questions in such detail!
Thank you Lotta, let’s hope to see plenty more outstanding design projects to come!
If you would like to see more of Lotta’s work, you may here