RAPID FIRE: JOHANA KROFT

“...being the best or famous is nothing when you are not happy with your work. So I decided to start again with more drawing, animating, creating...and do what I loved all my life.”

London based designer and illustrator, Johana Kroft spoke to us about how she creates her colourful artwork and shares how she followed her creative passion and rediscovered a love for her work. Read on to find out more about Johana’s influences.

You can view more of Johana’s work in Pictoria Volume.1, The Best Illustrators Worldwide

Who are you and what do you do?

Hi there! My name is Johana and I am Designer & Illustrator.

How would you describe your work?

I do love colours and a very minimalistic style with textures. But I am experimenting a lot so with every project I find a different way how to work.

How do you go about creating your artwork? Do you prefer to work digitally or with traditional media?

I am totally excited about the digital medium! I am happy when I can explore new program or app! But I am also a huge fan of screen printing.

What are you working on at the moment?

I am working on many projects at the moment. One of my favourites is an abstract animation named creative process for one production studio based in London. And one of the biggest projects in my life is a short animated movie about my dog. But its such a long way.

Who or what are the top five inspirations for your work?

Oh wow, just five! Haha! At the moment definitely artists around the Bauhaus. Abstract artists. Definitely Richard Williams! I am so thankful for his book.

What's one resource every artist, illustrator or designer should know about?

Podcasts, blogs, books, magazines, Instagram. Go out! Buy a ticket for some amazing art festivals. Go to the meetup. Be part of the creative community. Build your profile with your best work.

What is the most valuable lesson you've learned during your time working in the creative industries?

For me it was actually very good to realize every good work takes time. You need to learn everything step by step and cannot be in a hurry to be the best NOW. It's a long way. For me it is very important to understand old principles and tradition and of course, the history of art.

What is the hardest challenge you have faced in your career, and how did you overcome it?

It's not a long time when I woke up and decided to start with my career in a little bit of a different way. The last couple of years I spent in Advertising agencies were fun but little bit devastating at the same time. Because of I thought I want to be the best Art Director in the world. But being the best or famous is nothing when you are not happy with your work. So I decided to start again with more drawing, animating, creating.. and do what I loved all my life.

What are your professional goals for the next year?

I want to create stuff that will make you happy.