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Poppy ThaxterThe Freelancers: Salome Frenzel on why entering the industry as a freelancer was the perfect choice
In our interview series, The Freelancers, we dive into the challenging world of self-employment; discussing the highs, lows, and day-to-day requirements of freelancing at different design studios and brands as a career choice. In our twelfth instalment of the series, we interviewed Salome Frenzel, a Germany-based freelance designer known for her passion for typography. She delves into her typographic world, sharing the insights and decisions that have shaped her journey, as well as the realities of the freelance landscape. As she looks forward to an exciting year, we’re thrilled to share Frenzel’s work with you.
PT Hey Salome! How are you?
SF Hello, thank you very much for the invitation! I’m doing well, thanks for asking. I’m currently working on some exciting commissions, and it’s slowly getting warmer again in Germany – spring is coming!
PT To understand you and your practice a bit better, could you take us through your career pathway so far? When did you first become interested in design?
SF I began my journey in graphic design in 2018 when I enrolled at the ‘Medien- und Informatikschule’ in Greifswald, Germany. After three years of studying, I graduated and also started to build my presence on social media as ‘designbysalome’. Since then, I’ve transitioned into freelancing and built up my business.
As for my interest in design, it’s been a lifelong passion. Initially, I envisioned pursuing fashion design, a dream that comes from my childhood as I spent hours sewing clothes for my Barbie dolls and eventually acquired my first sewing machine at the age of 12. However, upon completing school, I briefly steered towards teaching before realising it wasn’t my calling. That’s when I made the decision to pivot towards graphic design.
Being my own boss aligns perfectly with aspirations.
PT When you graduated, how did you find the transition from student to “real life”?
SF It wasn’t as intimidating as I had expected. Thanks to the practical nature of my studies, which involved working with real clients, I felt somewhat prepared for the shift. However, navigating the bureaucratic aspects, particularly concerning taxes in Germany proved to be a significant challenge. It’s something that continues to be overwhelming at times.
PT Why was freelancing or working independently right for you?
SF Freelancing and working independently have always been a natural fit for me. Even before pursuing graphic design, I envisioned being self-employed. I like the independence it provides, being able to work alone, set my own schedule, and pursue personal goals. Essentially, being my own boss and embracing independence align perfectly with my preferences and aspirations.
PT What does an average day look like for you? How do you like to manage your time across projects?
SF My average day typically begins with an hour dedicated to personal time – reading books or magazines while enjoying a cup of coffee. I find starting the day in an analogue way quite important. The evening before, I usually plan out my tasks for the following day. Mornings are often reserved for smaller tasks like responding to emails, DMs, and comments, as well as engaging with other artists and designers on Instagram. In the afternoons and evenings, I focus on heavier tasks such as working on commissions or creating content for my social media platforms. I prefer to plan specific days of the week to work on projects for different clients, ensuring I can fully immerse myself in each project without mixing them up. This allows me to give each client the attention they deserve. I also workout almost every day, and always try to make time to pursue one of my analogue hobbies.
PT How do you tend to charge for your work? And how have you worked these out over time?
SF When I first started, I was unsure about how to determine my rates and often felt overwhelmed by the question of what my work was worth. Initially, I quoted project-based prices, but I soon realised they were too low. I underestimated the amount of time required for each project, making it financially unsustainable. Quality is really important to me, so rushing through jobs was never an option. Thus, I gradually increased my prices and gained confidence in valuing my work appropriately. While I still offer project-based rates, I now also factor in an hourly fee, particularly for revisions and additional work beyond the scope of the initial agreement.
The support and knowledge-sharing within the freelance community have been invaluable.
PT Are there any specific guides or resources that have helped you navigate the freelance world?
SF Jamie Brindle has been an invaluable resource for me, offering insightful guidance on navigating the freelance world. Additionally, being connected to a community of creative individuals worldwide through Instagram has proven immensely beneficial. Whether seeking advice from @thejamiebrindle or collaborating with fellow colleagues, the support and knowledge-sharing within this community have been invaluable. Furthermore, collaborating closely with @bendito.mockup and @blkmarket has significantly enhanced my workflow by providing access to a diverse array of mockups, textures, and illustrations, making my job much more efficient.
PT Where do you like to work? At home or in a co-working space?
SF I prefer working from home. Living in a small town where co-working spaces are unavailable, it has always been my primary workspace. However, I’m open to exploring the option of co-working spaces in the future. I can envision it being particularly inspiring for certain projects to collaborate with other creatives in a shared environment.
PT We absolutely love your ‘Meowdy Pawtner’ T-shirt! Do you enjoy creating fun designs like this, outside of your usual work? Also, how important is it for you to find time – aside from your commissioned projects – to experiment with and explore your own ideas?
SF Thank you very much! I actually made the ‘Meowdy Pawtner’ T-shirt as a Christmas present for my little brother, who adores cats. Initially, it was just a fun personal project. However, after sharing it on my story and seeing the positive reception from my audience, I decided to offer it for others to enjoy as well.
Creating designs like this, which vary from my usual style, is quite refreshing for me. It’s essential to step out of my comfort zone and explore new avenues creatively.
Finding time to experiment with my own ideas outside of commissioned projects is incredibly important to me. While I strive to meet my clients’ needs and vision, the end result may not always align perfectly with my personal preferences. Taking the time to pursue my own projects allows me to have full creative control of the final outcome, which is also very satisfying. It’s about striking a balance between meeting client expectations and fulfilling my own creative aspirations.
It’s essential to step out of my comfort zone.
PT Which project are you most proud of in your portfolio? Could you tell us a bit about the process behind it?
SF It’s difficult for me to pick just one, as there are several projects in my portfolio that I’m truly proud of. However, if I had to highlight a couple, one would be my collection of vinyl stickers. This project holds a special place for me because it emerged during a time of significant creative block. I was struggling to find inspiration and wasn’t satisfied with anything I was designing. Then, as a way to break through the block, I began experimenting with colours, textures, and elements in a mockup. Surprisingly, it sparked something within me, and I found joy in the process. The result was a collection of stickers that not only pleased me aesthetically, but also marked a personal win over my creative struggles.
Another project that stands out is the alternative cassette tape design for Joji’s ‘Smithereens’ album. Inspired by typographic illustrations I had seen on Pinterest and Instagram, I wanted to put my own spin on the technique. I depicted words being smashed, symbolising the song’s theme. To give it my own touch, I opted for a minimal and simplistic layout, creating a design that felt uniquely mine while paying homage to the artist.
PT A lot of your work has a particular focus on type – what got you interested in typography in the first place, and what keeps your interest going?
SF My fascination with typography stems from my deep-rooted love for reading, which was a significant part of my childhood and teenage years. Books were my world, and I developed a profound appreciation for letters through extensive reading. However, my true interest in typography flourished under the guidance of my typography teacher. He possessed a unique perspective on letters and a keen sense of aesthetics that inspired me greatly. His encouragement pushed me to think innovatively about typography and challenged me to explore beyond conventional boundaries. What keeps my interest in typography alive is its endless potential for creativity and expression. Each project presents a new opportunity to experiment with typefaces, layouts, and visual language, allowing me to continually evolve and refine my craft.
PT Do you have any goals for this year? Or any project ideas you would like to create?
SF Absolutely, I have several goals and project ideas for this year. Firstly, I aspire to collaborate with more brands and further establish myself within the influencer scene. The dynamic nature of work in the influencer world excites me, especially creating and publishing reels, which I thoroughly enjoy. Additionally, I have plans to release more clothing designs, and I’m currently working on a collaboration that I’m really excited about. Beyond that, I’m eagerly anticipating new projects and the opportunity to engage with new clients and creative endeavours.
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