We were lucky to catch up with Liina Lundin recently and have shared our conversation below.

Liina, appreciate you joining us today. We’d love to hear about the things you feel your parents did right and how those things have impacted your career and life.

My father worked for the railroad and my mother is an artist. We didn’t have a lot of money growing up, so we took road trips. As dad drove, mom would visually analyze things we would see: Signs, advertising, the sky… everything. I became curious at a young age what makes something visually interesting. What draws attention? I also grew up with built-in art lessons from my mother, who encouraged me all along the way. So it was a natural fit for me to find my career in graphic design.

Liina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

After working hard in design school at the University of Wisconsin-Stout, I signed up for an AIGA event in my Senior year called Portfolio 1-on-1. I was lucky enough to meet my future boss, Richelle Huff at this event and my career in graphic design got its start in Minneapolis.

I worked in the agency world for 10 years, and learned a lot about the process of design, teamwork and managing a project. The thing I have loved from the very start is logo design and branding. I began to do some side-work with smaller businesses, and that was the start of Liina & Co. Entrepreneurs truly fuel my fire! Their passion and excitement about what they’re doing sparks my creativity.

As I began working directly with small businesses I recognized there is a great need for better branding. Many small businesses resort to DIY methods or hiring a less-professional designer because they can’t afford the cost of an agency.

This is the opportunity I have made into my business. I provide agency-quality design work for small businesses. My skills in illustration and writing also help round out the brands that I create.

When a client trusts me with their branding it is a great honor for me. My process helps us work together to create a brand that aligns with their mission and vision, and will attract the audience(s) they desire.

I educate my clients on what they need for their brand—which is a lot more than just a logo—and my branding package includes it all. A brand is a whole mood: Color palette, typography, tone of voice, imagery, pattern, and yes, a logo. But even with logos, in today’s marketplace the brand needs to be modular and versatile. Businesses need brands that work across many platforms from signage to a website to social media. I think through it all.

Can you tell us about a time you’ve had to pivot?

Right when I began building my own business I was diagnosed with a rare form of ovarian cancer. I was extremely lucky to have some corporate freelance work to fall back on, and instead of focusing on branding I got whatever work I could. Picture this: Me, bald and tired, trying to make many, many PowerPoint presentations look better! I am 11 years cancer-free, and have been blessed with a son (now 9 years old).

Where do you think you get most of your clients from?

When someone is looking for a graphic designer it can be a very overwhelming and daunting experience. Word of mouth has been my greatest source of new clients. I make the branding process easy and fun for my clients, and create brands that they are very proud to share with the world. I treat each new client with care and a willing attitude, and I learn as much about their business from them as they do about branding from me. I believe each person I meet has something to teach me, and I keep an open mind in my work and in my life—I think that attitude has drawn some amazing people into my life. I have two female business cohorts that have referred incredible clients to me as well, and we have done work together as well.

Contact Info:

• Website: liinalundin.com
• Instagram: @liinaco
• Facebook: https://www.facebook.com/liinalundingraphicdesign
• Linkedin: https://www.linkedin.com/in/liinamaria/

Image Credits
Little Ember Co sauna pic: Copyright Little Ember Co @littleemberco (IG)