Alumni Interview: Distinguished Personalities Share Insights from Their Professional Lives

In this series, we aim to highlight the paths our alumni have taken, how they reflect on their studies, and most importantly, the tips they would like to pass on to our students.

YOU BECAME SELF-EMPLOYED AS A COMMUNICATIONS DESIGNER AND FOUNDED YOUR OWN LABEL "VIANINA". WAS THIS ALWAYS YOUR DREAM DURING YOUR STUDIES, OR HOW DID THIS STEP COME ABOUT?

No, that was not my plan at all. Initially, I worked three days a week at a design agency in the areas of corporate, editorial, and web design and had my own clients on the side, even as an illustrator. In 2011, I wanted a change and took the plunge into self-employment, with the help of a great program available in Austria called the Business Start-up Program (UGP), where you get financial support and courses on topics like accounting from the employment office. I drew my first illustrated city map of my hometown Wasserburg in 2006, just for fun. That's when I developed the Vianina style. In 2007, I moved from Augsburg to Vienna and created my first city map series based on the initial Wasserburg sketch. Never before had a design project of mine received so much positive feedback as these city illustrations. So, I submitted the first series featuring Wasserburg, Vienna, Berlin, and Hamburg to various design competitions and actually won several awards: "100 Best Posters", the Austrian Joseph Binder Award, and the German Design Award. After that, I started receiving email inquiries about where people could buy my illustrations, and I decided to draw more city maps and sell them online and at design markets. Until 2015, I balanced working as a freelancer for the Vienna design agency Ferras while building my Vianina label. Since 2015, I have been living exclusively from Vianina.

WHAT CONTENT AND SKILLS DID YOU ACQUIRE DURING YOUR STUDIES IN AUGSBURG THAT PLAY A ROLE IN YOUR CAREER AND CURRENT ACTIVITIES?

Typography and lettering remain important in my work, even as an illustrator. And for designing my own printed materials like business cards, websites, etc., which I still design myself. Interestingly, I didn't like business administration and marketing during my studies, but nowadays, you can't avoid these disciplines, especially when running your own business. The exchange and collaboration with my fellow students also benefited me greatly. Drawing and illustration classes still accompany me today. Otherwise, I learned a lot after my studies. I think it's good to explore many disciplines during your studies and find your niche either during or later. The profession of a graphic designer is quite diverse.

WITH THE COVID-19 PANDEMIC, WE ARE CURRENTLY EXPERIENCING A GLOBAL SITUATION THAT SEEMS COMPLETELY SURREAL. WE HOPE YOU AND YOUR SURROUNDINGS ARE DOING WELL. WHAT SPECIAL CHALLENGES ARE YOU FACING AS A BUSINESS OWNER DURING THIS TIME?

Health-wise, my surroundings and I are doing well. Two Easter markets, one at Schönbrunn Palace and the other at Freyung in Vienna's first district, have been canceled. This means a loss of revenue that I can't easily make up for later. I'm trying to offset this through my online shop, but it's not easy. There are state hardship funds in Austria that will replace some of the lost revenue. I hope that the situation will normalize somewhat over the course of the year and that the crisis will increase appreciation for smaller, local labels. I know many small labels in Vienna that produce wonderful, lovingly crafted, and fairly made products, whether it's jewelry, fashion, ceramics, or art. I'm sure there are some in Augsburg as well.

YOU ILLUSTRATE AWARD-WINNING CITY MAPS. CAN WE CONCLUDE THAT YOU ARE VERY FOND OF TRAVELING AND ARE OFTEN ON THE GO? 

Actually, yes, but my travel habits have slowed down considerably in the last three years since my daughter was born. We moved to an old house on the outskirts of Vienna and have been fixing it up. Before that, I traveled a lot: to Asia, Mexico, Australia, etc. I even rented an apartment in Budapest once. Honestly, I don't miss traveling that much at the moment; I also enjoy "traveling" with my city maps with a finger on the map. 

HOW HAS YOUR SPECIFIC PERSPECTIVE ON CITIES DEVELOPED? 

I love the quirks that make each city so unique. Whether it's the canals in Amsterdam or the seaside location in Barcelona. The difference between a classic European city like Venice and a newer city like Sydney is also fascinating. Both have their charm, especially when drawing. I like to look at cities through the eyes of a child because even the smallest town seems gigantic then. Viewing a big city this way overwhelms you with a true flood of impressions. 

CAN AUGSBURG RESIDENTS SOON LOOK FORWARD TO AN ARTISTIC IMMORTALIZATION OF THEIR CITY? 

I hope to get to it soon. It takes weeks to months to draw a city, so I have to carefully consider which city to draw for economic reasons. I can't afford to do it just for fun given my limited time as a mother of a young daughter. Let's see how things go after the crisis; I'm optimistic! 

DO YOU STILL KEEP IN TOUCH WITH FORMER CLASSMATES FROM AUGSBURG UNIVERSITY? 

Thanks to social media, I'm still connected with some classmates, but the active contact has dwindled somewhat since I moved to Vienna in 2007, I must admit. Some still live in Augsburg, some in Berlin, Hamburg, etc. Everyone is living their lives, busy with their work, and many have started families, so you end up having more contact with people in your immediate vicinity. 

IF YOU HAD THE CHOICE AGAIN, WOULD YOU CHOOSE TO STUDY AT AUGSBURG UNIVERSITY? 

That's a tough question, but I really enjoyed my studies. I found the professors and lecturers convincing, the subjects were very diverse, and life in a smaller city was ideal. It might not have been as hip as London or Berlin, but the scene in Augsburg was very lively and benefited greatly from the design department. There were great pubs and clubs. I felt at home both at the university and in Augsburg from day one. It was a bit like a big playground; we had a lot of space for free development. 

WHAT THREE KEYWORDS IMMEDIATELY COME TO MIND WHEN YOU THINK OF YOUR STUDIES AT AUGSBURG UNIVERSITY? 

Calligraphy, typography, and parties (laughs). 

WHAT TIP WOULD YOU LIKE TO GIVE OUR STUDENTS? 

Reach out to real-life experiences during your studies. So, take internships at agencies or take on your first small projects. Experiment and try out a lot, whether with analog or digital tools. Try to find your own style, but it won't happen overnight. And as boring as it sounds, it's true: practice makes perfect; talent alone is just the foundation for it (laughs). 

Interview conducted by Robert Dölle, April 2020