Johanna Hertel

Hey Johanna, glad you could join us. Let’s jump right in. Where are you from, and how long have you been in Leipzig?

I’m from a really, really small village near Chemnitz, and I’ve been in Leipzig for six years now.

Why Leipzig? What brought you here?

Initially, it was an art history degree. But I quickly realized that wasn’t for me. I’m not the type for academic study, so I ended up doing an apprenticeship as a media designer at an agency, which really prepared me for everything in terms of design. I’m very glad I chose Leipzig. Moving here was a great decision. I feel like you get to know people quickly here.

Now you’re working as a freelance designer – when did your passion for design begin?

I always liked art class in school, but it was more about the aesthetics than painting for me. I don’t enjoy drawing at all. When I moved to Leipzig and got all the artistic input that came with it, I realized you can combine design, communication, and aesthetics. I still find that really exciting today.

How did things progress from there, and what do you do now?

I worked in advertising for a long time and then on some projects in Chemnitz and for European Capital of Culture 2025. Currently, I’m working in Halle on a project called Tumult. I’m out and about in the city, meeting various clubs, projects, and initiatives, introducing them on social media, and showing young people what’s going on in Halle. It’s less about graphic design and more about content creation and video editing.

I meet super interesting people and am really happy with this job because it offers so much variety. It’s a different kind of workload, and I have more capacity to do other creative things. I freelance as a graphic designer on the side. That’s definitely good for my creativity.

Yeah, I can imagine. So, what does your freelance work look like right now?

Most of my freelance work is in Leipzig and Chemnitz. In Chemnitz, I feel obligated to give something back because there’s so much change happening. Even though I live in Leipzig, a part of me is still in Chemnitz. In Leipzig, I mostly work in the art and cultural scene but also in the club scene. I do event designs, posters, and social media content.

Your graphic style really stands out. How would you describe it?

Interesting question. I would describe my style as very adaptable. Dynamic, but still clean. Clean forms that play together. I think you can always see my signature in the end. I love when design is loud. I love colors and contrasts. If you walk down the street, see my poster, and think: Oh, okay! – then it’s good.

We’re surrounded by so many graphics and information every day. I want my designs to do something to people, even if it’s just making them think: Wow, that’s really bold.

How do you work? How does a finished poster come together?

The best ideas come to me when it’s completely quiet around me. Sometimes, I just lay my head down on the table and think about a project until something comes haha. I guess that’s not the most traditional way to brainstorm, but it works for me. Sometimes, ideas come to me right before I fall asleep.

When it comes to music events, there’s usually not much to go on, so I just start from scratch. Since I listen to a lot of music myself, I rely heavily on intuition, a feeling, to guide me into the design. For techno parties, it’s super dynamic, loud, and that’s exactly the feeling I try to capture.

Are there other artists or designers who inspire you?

Yes, I love the designer 27 Bucks from Berlin. Everything he does is super aesthetic and conceptual, and he works a lot with video and photography. I admire people who work interdisciplinary and create a complete picture that comes together in the end.

Who have you worked with here in Leipzig?

I worked with Elipamanoke for almost two years. Through that work, I got in contact with various collectives in Leipzig. And maybe you know Nachtrat Leipzig? I did the corporate design for them. A few weeks ago, I worked with Heizhaus in Grünau on the project “Jugend Designed Grünau.” That project is a lot of fun because it’s so youthful. Right now, I’m working on my biggest project yet: in 2025, the “Office for Pop Culture and Music Saxony” starts, and I get to design the corporate identity for it.

Imagine you had all the resources you could dream of. What would be your dream project?

I’d love to start my own brand. A place that’s not just an agency but also works with music, video, and exhibition design. I like the idea of having a space where you can experiment and try things out, even beyond commissions and jobs.

Interdisciplinary projects in a collective – that would be my vision. With my collective “foma studios”, I’m already getting close to that vision, and I’m super excited to see where it will go in the next few years.

That sounds amazing. We’re excited to see what’s next. In addition to everything you’re doing, you also organize exhibitions, right?

Yes, I’m part of the association Zentrale für Kunst (ZFK). For over five years, we’ve been organizing group exhibitions, mostly in Leipzig, which always revolve around a specific theme. This year’s theme is WUT (ANGER). I used to be in charge of curating for ZFK, but I also handled social media and graphics.

Are you involved in other associations or collectives?

There’s a new network that’s forming right now called “ZUKUNFT OST.” It brings together many creatives with the goal of encouraging a positive, forward-thinking narrative for Eastern Germany. I’m also part of Sweet Spot, a FLINTA* design collective here in Leipzig.

What are your favorite places in Leipzig to go out?

I’m more of a bar person. I love Kolonnadenstraße – it’s my favorite spot in Leipzig. Otherwise, I like going to Conne Island, Peter K, the garden at Tante Manfred, or Pixi.

Is there anything you’d like to say to Leipzig’s art and culture scene?

I think it’s important for the art and culture scene to open up. Art shouldn’t be elitist but accessible to everyone. The scene shouldn’t close itself off even more. People should feel encouraged to try things, even beyond academic degrees. That’s something I’d really like to see.

More collaboration would be great too. There are so many talented people here who could work together on projects. I also think the city needs to create more affordable spaces where you can try out projects and ideas.

What could we do to make Leipzig the best city in the world?

I think a little “la dolce vita” would do us all good. And more bike lanes!

That’s a great note to end on. Thank you, Johanna.

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This conversation for eos archive was hosted by Laura Friedrich, who is an author and teacher for Contemporary Dance. To check out her published book of poetry, click here. Laura is currently based in Leipzig, writing her first novel “Kein Land”, about growing up in the early 21st century in the eastern province, and working on an performing exhibition about embodied shame.