Lina Forsgren
Lina Forsgren
Art Director / Graphic Designer
Stockholm, Sweden
www.linaforsgren.com
Instagram @lina.pdf
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WHAT DO YOU DO?
“I’m a cross-disciplinary Art Director & Graphic Designer developing physical and digital design and concepts for brands, organizations, institutions and initiatives worldwide.”
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
For seven years I've been both studying and working with graphic design full time in various ways. Illustrating is something I've always done and at 16 I got into graphics and then continued on that line forward until now. Hard work and opportunities along the way has led me to where I am now.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
This is key to make it work, but I would say follow deadlines and an interest in project management and administrative work. Most people within my field work as employees and then you might not need as much project management in you, but if you want to work on your own/have your own studio you need to be really communicative, organized and interested in project management. Also not everyone loves the freedom you have as a freelancer since it can feel a bit unsafe at times but I enjoy it a lot.
WHAT ARE YOU WORKING ON RIGHT NOW?
At the moment I’m working on the identity for a new podcast featuring athlete women and non-binary people and developing the identity, doing illustrations and printed matters for a women’s aid organization.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I like to work in different mediums and disciplines, to let them cross. I like it big and bold with some edge. Maybe a mix of cute and dark interpreted in typography, shapes and colors. My intention though is to always let the process guide me towards the result where I work a lot with a norm critical perspective which I think is extremely important when creating visual communication that might effect people in their everyday life.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I'd like to do work in a physical space more often, like set design and art directing for photo shoots or exhibition design.
WHAT IS FRUSTRATING YOU RIGHT NOW?
The things that don't have a specific deadline always ends up at the bottom of the list. I really need to set a deadline to get it done. This includes documenting my finished projects. I think i have projects one year back that I didn’t have the time to document yet.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Producing originals and answering emails!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I'd tell my self to not compare myself with others too much when I went to design school and that everything doesn’t depend on each project done during that time. I was really on the edge of hitting a wall back then which also kept me exhausted the time after graduation.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I'd absolutely love to learn 3D animation.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Creating visual identities and concepts, designing for both printed matters and digital platforms. Art directing photoshoots, doing set design and directing short films (commercial and art), illustrating.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I love to do work for exhibitions – creating the identity, all the communication around it, catalogue and the visual experience in the room. Overall I love building concepts that creates recognition and emotions either it’s in a small flyer, a catalogue, a video or a physical room.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
~110 $/h
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Ideal is writing me an e-mail with a brief, telling me what they appreciate about my work in relation to the potential project, letting me know the time frame and asking me to give them a quote, or if the budget is limited, letting me know the budget before we move forward.
HOW DO YOU STAY CREATIVE?
Meeting people I find inspiring! And taking some time off once in a while to get some new energy. I like to draw in my free time, to do something creative without it being a commission. That often gives me new ideas and ways of thinking.
This member profile was originally published in January 2017, Updated May 2018.