Karsten

Q%What would you have thought or imagined before your studies about where you’d end up professionally?

A%I always knew what I wanted to do. Since I was 11. That’s when I got my first records, and from then on, I wanted to design record covers. During puberty, it became graphic design. And I knew I wanted to study it since I was 12, 13, 14. First came civil service, but after that, I went to Enschede and finally became a graphic designer.

Q%How long did it take you to find a job after graduation?

A%(Laughs) That was also super easy, sorry. In 1998 (in my third year of studies), I spent a summer in London and made some contacts. Back then, you still had to call people—it was just before emails became common. I think I had 20 interviews. Then I made a Top 3 list. When I knew in June 1999 that I’d probably pass my thesis, I called again, and there were two companies that wanted me. Two weeks later, I started working. Enschede to London—the logical step.

I worked for three years at SEA. It was a tiny agency: 3 designers, two of whom were the owners. Joining them was, of course, amazing. You’re right in the middle of it. But it was also really hard: almost 24/7 work. (“Do you mind coming in on Saturday?”) And you do it because it’s fun.

After three years, I thought—I could go to another company now, but it can’t get much better than this. Maybe I should try going solo. That was in 2002. I started from home and then moved to Amsterdam.

Q%Any difficulties or doubts?

A%Only once, during an internship at Saatchi in my fourth year. At first, I thought: Woohoo, I made it to Saatchi, this huge company… But it was terrible—advertising is just not my world. No love for the craft. It was completely lifeless. That was my only moment of disorientation, where I doubted and thought: “Nope—this is not what I want.” I much prefer small companies.

Q%Did you ever have self-doubt?

A%Yesss, with teaching, for example. I simply can’t speak in front of people, so I doubted whether I could be a good teacher. I even get nervous when I’m just showing students something. But it’s better now. You just have to do things you believe in, and then you can talk about them.

Q%How important are connections?

A%Super important. I always thought I wasn’t good at it, but maybe I am. In London, I made contacts through the agency—with printers and clients. I’ve also never written to anyone asking to work for them. I tried twice, designing a poster I planned to send to potential clients. Back then, websites weren’t really a thing yet. (Holds up a poster) I never sent a single one; they’re still lying around. I always had too much work.

Q%They probably want the same thing but different?

A%Yep. But now I have a kind of “monopoly” on landscape architecture in North Holland, and suddenly you have a massive network. But then you’ve got this big snowball that only rolls in one direction.

Q%Why freelance?

A%I always wanted to stay small. I did have a few interns once; that was okay. But I just don’t see myself as a boss, managing employees. Then you’re suddenly running a business, and I have no desire for that. Of course, I technically run a business, but I only have to answer to myself.

That also means I don’t have to start every morning at 9. I’d go nuts over HR issues—what if someone suddenly goes on 12 months of maternity leave? Or having to fire someone—that would be awful.

Q%Do you attend networking events?

A%I rarely feel like going to events or exhibitions I’ve worked on. It’s always the same: “Hi, hi, hi, I’m Carsten…” But you have to do it. You’ve delivered the work, people are seeing it, and if they like it, you need to say hi so they can match a face to the name. It’s funny how everything always seems to work out. Especially in London—there are a few more people wanting to be graphic designers there.

Q%What went better than expected? Any worries that were unfounded?

A%The whole career after AKI. We got even less real-world education at AKI than today, and students still complain they don’t learn enough software, etc. But what really matters is DOING, DOING, DOING. That’s my motto.

During my studies, I was fully focused. I also had the privilege of not needing a side job. My parents supported me, so I could be a 24/7 student—and I was. Everything you do, even if it fails, teaches you something. Like with Saatchi & Saatchi. It was awful, but afterward, I knew: not that.

Q%What do you wish you had done more of in your studies?

A%Screen printing! I also missed painting and drawing. I think I’m okay at drawing, but I’m not an illustrator. I completely missed typography at AKI. It wasn’t even offered. We once had a guest lecturer for half a semester, Christian Mass- he was my guru. With him, we only did typography. Before that, I didn’t know typography could also be an image, that it could say everything you need. 

Now all my work is typographic. That all came from that short course with Christian Mass.

Q%Is your work financially valued? Are you paid fairly? Is it enough for you?

A%No. But that’s on me. When everything runs so smoothly, and you work exactly in the field you want to… It doesn’t feel like work.Even if I didn’t make money with this, I’d still do it. I’m not in it for the money- it’s mostly love for the craft.On the other hand, I don’t make a lot of money. But enough. I’m alone. If you need to bring in big numbers (for a family, for example), you have to deal with having two or three big clients you might not love. Big clients don’t fit a one-person operation, anyway. So no, my work isn’t financially valued, but I get to choose my clients and enjoy my work.

Q%Couldn’t you just charge more?

A%Yes, much more. I sometimes see quotes from other firms and think: What?! I get annoyed sometimes and think I could charge 1.5 times more, and they’d still pay it. Right now, I only have one really commercial client, and with them, I have carte blanche—and those are always big invoices. If I had one more of those, I’d be fine. For example, “Orange Babies” is a charity. I don’t work for free, but for much less. The LGBTQ stuff rarely brings in money, but you do it for the cause. I’m no longer frustrated about not being one of the top earners because, on the other hand, I whistle while going to work.

That’s priceless. I also don’t want to retire at 60 like my friends in their jobs.

Q%Making a difference-  For many of us, it’s also about the cause you’re contributing to. Are you designing the catalog for Heckler & Koch or an LGBTQ poster- something you truly stand for?

A%That’s the point. If my design helps even one person- like a young Moroccan guy realizing he might be gay—then I’ve achieved my goal. The community here benefits from my work because it’s (sorry, but true) much better than what they had before, and they still don’t have to pay my usual rates. Knowing my designs positively affect people- that’s priceless. And when the whole city is covered in flags, you think: Finally.

Q%Selling yourself short

A%We’ve all done it for too long, but you have to be careful and set boundaries. Sure I enjoy it, but I can’t sit in the office until 10 every night. I need to do laundry and have friends, too. I have to tell lower-paying clients, theyre  not at the front of the line.

Q%How much of your working time is creative? Is it enough?

A%Uh, no, it’s too little. The best phase is always the beginning of a new project when you’re brainstorming. Overall, maybe 5% creative and 95% execution. But I enjoy the execution too. I’m very tech-savvy and love staying up-to-date with the latest tools. That keeps it exciting. Trends constantly change: Now I have to create vertical formats, for example. Ten years ago, you’d have just shaken your head at that.

Q%What are you working on right now?

A%For a fashion event (Joost) next weekend, I’ve been working on the socials and stuff. Also, there’s a lot going on for AKI—the new school newspaper is coming out, so I’m busy with quotes for that.

I’m also working with an artist on a book. It’s full of little phrases, like: “Please leave it… Please. Thanks.” We just planned it together in the studio the other day.

Q%What advice would you give your student self?

A%Don’t be too hard on yourself. Just do, do, do… and then analyze.