#32 Anna Härlin

1. Dear Anna, I'm so happy to be able to introduce you in our Female Founder Stories! Could you briefly introduce yourself to our readers?

Sure, yes: I'm a freelance graphic designer, illustrator, and photographer—I even like to combine all three skills in my projects. I especially enjoy creating brand identities, the visual identity of brands. And I also work on concepts, print designs, digital design (websites, social media designs, newsletters, etc.), and packaging designs. My greatest motivation is my interest in people and their stories. I love immersing myself in new ideas and finding the perfect design language for each project. I mostly work with founders and startups, and I enjoy working in a wide variety of fields: I'm fascinated by developing the design for a restaurant in Berlin Mitte and then creating the corporate design for a chiropractor—or a sustainable jewelry label. Each time, I delve into the subject matter anew, which I find incredibly exciting.

Image: Branding, web design and photography for Nadine Richter

2. What values ​​and principles shape your design work?

Innovation & creativity – the courage to try new things in order to create designs that surprise and inspire. It's important to me that...  To make the vision and values ​​of each brand visible. Sustainability & timelessness – I strive for durable designs that don't just follow trends, but stand the test of time. Honesty, transparency, trust, and openness are important to me in my communication with clients. When it comes to photography, it's crucial that the person I'm photographing feels comfortable and safe.  I'll try to make sure of that.

3. What inspires you in your creative work?

I draw the most inspiration from traveling, changing locations, and discovering new places. I also find museums wonderful. And: I have an insatiable curiosity.

4. How can I envision a collaboration with you? From initial contact to the finished project, how much time should I plan for a project?

That actually varies a lot and depends heavily on the specific project. In any case, there's always an initial personal consultation to hear the client's ideas and define the task. After the initial consultation, I usually start by designing the design.  I create a mood board to make my vision tangible. It's important to me to involve the client in the design process. For example, branding takes 4-6 weeks, while a brochure typically takes 2-3 weeks, depending on the scope. I'm generally open to all kinds of projects, from small to large; I'm particularly excited by the variety.

5. Do you have a dream project or a vision for your future as a designer?

Yes! I would absolutely love to design a corporate identity for a hotel, a holiday home, or a restaurant. I find all things hospitality fascinating because I love to travel and draw so much energy and inspiration from it.

6. We recently completed a joint project: a high-quality booklet for our fine jewelry label DEAR DARLING BERLIN. How did you visually translate the brand and which elements were particularly important to you?

Because you're already such a strong brand, it was important to me to reflect your high standards of quality in the brochure's design. To achieve this, I chose a simple, modern, and timeless design to give the fantastic photos (by XX Name) center stage and maximum visibility for the products. The typography is refined, timeless, and understated, conveying a sense of quality. I especially loved that you, Lisa, are featured in the brochure – visualizing this personal connection with you as the founder is important to me and reflects what makes you such a wonderful brand.

Image: Illustrated stationery

7. What helped you in the beginning as a self-employed person? To persevere, even when things got difficult?

In my previous statements, I had already gained work experience and established some contacts. In addition, I received a start-up grant from the government, which provided me with a financial cushion for the first nine months. However, I was incredibly lucky that I had a very good order book from the beginning and that I acquired most of my clients – to this day – through word of mouth and recommendations.

8. Do you have any tips for women who want to become self-employed in the creative industry?

Today, artificial intelligence is truly a topic that is fundamentally changing the industry. My most important tip would be to be aware of how you can work with AI and, beyond that, what makes you stand out as a person and proves valuable to clients. Furthermore, don't just follow trends; find your own design language and always be bold.

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