Karen Martz

Duende Design

I love design. I love building identities for business that show who they are and what they stand for. I love teaching businesses how to embrace the value of design and to use a well thought out and cohesive brand image to reach a bigger audience. I am organised, motivated and very driven, I like to exceed expectations every time. Starting design businesses involves I took a leap of faith into committing myself to something that brings me so much joy. To me, this is more than a job and I enjoy sharing my passion for design with others, I simply love what I do and still get a kick out seeing the finished product. When working through my process, I encourage my clients to get inside the mind of their customers and to think about how their ideal customer perceives them and how they need to market to their audience. With qualifications in both design and business I enjoy bringing those two areas together when designing and educating the client as to the design decisions that I make. My style has been described as dynamic and classic with an illustrative flair. If you are looking for a designer that will get you, and delve into what you want to achieve for yourself and your business please get in touch.

my core skills

Brand Identity

Logo Design

Editorial layout

Poster and booklet design

Custom Illustration

Q & A

Whats the best thing to happen to you in your career to date?

All of it! When I decided to change to graphic design from my previous career it was my best career decision. I am doing what I truly love. I really enjoy seeing my work come to life.

What does a typical work week look like for you?:

Balancing design with family, life, being able to adapt to changes and still have a routine, networking, coffee and educating myself.

Describe your working environment in a few sentences..

Calm, flexible and inspiring, beautiful sunshine in the mornings. I work from my home studio or co-working where I can move about to chase the sunshine and be flexible in my approach.

What sets you apart from other freelancers in your industry?

I love to get inside the clients mind and when compiling information for a brief I am also educating them about why designers do the things we do and how it will benefit them and their business. I aim to understand the client, their customers and their goals for their business and show this in my design work. I have a high attention to detail and insist on my work being perfect to my eye as well as the clients. I am also highly self motivated and stick to agreed timeframes.

What are the tools of your trade?

Macbook Pro, Wacom Tablet, sketchbooks and coffee

Do you collaborate with others? If yes, how does that works?

I welcome the opportunity to collaborate with others, to get together in person or via video calls etc and share ideas to achieve a great result.

Whats been the biggest freelancing lesson to date?

Write a full brief, ensure that both the designer and client are on the same page on every aspect of the job, be upfront. Transparency and openness build a trusted relationship.

examples of my work

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