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The Hamburg-based artist and illustrator Ines Hassler, better known by the name of Frau Ines, thrives by her creative talent, bravery and the local artist community.

"Creative exchange, contacts, and the community factor of the scene are extremely crucial to me, and have had a profound impact on my career," says Ines. This scene is located in Hamburg includes creative projects that are run by Ines and her local artist's collective: Hey Du Hey Du, which is their gallery and tattoo studio. They also have Live Art Club, their "cheerful fresh, cheerful" drawing class. "I wouldn't be where I am now if I weren't open to all that the city and its people could give me in the past few decades," Ines says.

An active artist from a young age, Ines studied a variety of artistic professions throughout her school years before landing on what felt right: design. "But after just a couple of years of agency experience," she says, "I realized the fact that I was focused on what I do outside of working for hours than working with big brands and clients. So at some point I decided to establish my own company and become a full-time an artist."

Find out more about how Ines manages her many projects, how the feedback of customers influence her design decisions and what she uses to communicate her company's image.

Creative variety can be motivational tool

"The diversification of my day-to-day life is what keeps me creative and active," she says. "The most difficult thing for me is doing exactly the same thing over and over again. I love shifting between different assignments, working with different people, and achieving similar objectives. My job feels like a hobby."

"But obviously, it's frequently challenging," she acknowledges, "especially during times of epidemics or when deadlines of different parties are brought together. It can be extremely stress-inducing and often way too much. This is where it's my responsibility to strike a balance."

"In the end, however it is the self-realization that is always the dominant factor," Ines adds. "Sometimes it's still a bit crazy I'm able to call what I do as a job. But for me it's not an occupation, but a way of life."