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The Hamburg-based artist and illustrator Ines Hassler, known by the name of Frau Ines lives on creative variety, courage, and her local artists community.

"Creative exchange, contact as well as the sense of community of the scene are extremely crucial to me, and have had an impact on my career," says Ines. This scene that is in Hamburg includes creative projects managed by Ines as well as her own local artist's association: Hey Du, their gallery and tattoo studio, and Live Art Club, their "cheerful and refreshing" drawing class. "I would not be in the position I am today if I had not been open enough to all that the city and its people could offer me over the last several months," Ines says.

A prolific artist since an early age, Ines studied a variety of creative professions during her college years, before finally settling upon what seemed to be the right choice: design. "But after only a few years of agency experience," she says, "I realized the fact that I was much focused on what I do outside of working hours , and not so much for big clients and brands. That's why at one point I just had the courage to establish my own company working full-time as an artist."

Discover more about the way Ines is able to balance her diverse projects, how the feedback of customers influences her design decisions, and what she uses to communicate her company's image.

Creative variety can be a motivator

"The variety in my everyday life is what keeps me energized and creative," she says. "The best thing I could do would be to do exactly the same thing over and over again. I love switching back and forth between assignments, working with different people, and achieving the same targets. My job seems like a pastime."

"But naturally, it's frequently challenging," she acknowledges, "especially when there is a pandemic or when deadlines from different parties come together. This can be really overwhelming and can be way too much. This is where it's up to myself to find a balance."

"In the end, the feeling of self-realization always prevails," Ines adds. "Sometimes you're still amazed that I could call the way I do a "job. However, for me it's not an occupation, but a way of life."