Meet Lisa Fernández, a Stockholm native turned Málaga-based entrepreneur and designer, whose journey from urbanism and archaeology to running her own creative business, 952design, is nothing short of inspiring. Balancing her passion for design with the demands of motherhood, Lisa has carved out a niche in the vibrant cultural landscape of Málaga, offering personalized merchandise that stands out in museum shops. In this interview, Lisa shares her story, insights, and advice for aspiring entrepreneurs, highlighting the power of self-belief, creativity, and community in transforming a dream into a thriving reality.
Can you tell us a bit about your background and how you came to start 952design?
I grew up in Stockholm and studied Urbanism and Archaeology at the University. After my Master Degree I moved to Madrid, and later on to Málaga, where I worked for several years at the local administration. It was not until I was an expectant mom that I actually started to focus on my true passion; design and illustration. I thought of starting my own business really to be able to create my own project and artwork, it was a kind of creative necessity.
What was the initial inspiration behind creating personalized merchandising for museum shops in Málaga?
The city of Málaga have a really vibrant cultural life and a lot of art museums - so I thought it was a good starting point to offer something more unique to the museum shops - personalized merchandising instead of the mass produced souvenirs you may encounter in many shops in the city centre. I I illustrated Malaga's city profile, curiosities of the local life and minimalistic portraits of universal artists - applying these illustrations on many objects like mugs, trays, totebags, postcards etc.
How has the art and culture of Málaga influenced your work and designs?
I would say that the art and culture of the city was the starting point of the creation of my brand; the name, 952design actually comes from Malaga's traditional phone prefix (952). After visiting many museums and their shops I started to work on several illustrations that I thought could offer a more personalized approach to what the tourist could bring home, something more connected to the city. I was lucky enough that many shop managers saw the same potential, and started including my collections.
What motivated you to transition into editorial illustration recently?
I've recently taken a shorter break from my daily tasks to invest in my growth as a designer and illustrator. Needed new professional challenges, and discovered that I love editorial illustration. Think that it suits me since I always work a lot on some kind of purpose behind the design/illustration - and think that this is what editorial illustration is all about - to tell a story and/or represent an idea through visual images. Are now in the difficult task of breaking in to this editorial world and get my work seen by art directors.
As a recent mom, how did you balance starting your own business with family life?
I actually started my business being an expectant mom, so it has been something that always been a part of my daily routine. In the beginning it was really tuff to stay creative being so tired and have so little time to work. But thanks to the support of my husband and close friends I managed to get by.
What were some of the biggest challenges you faced when starting 952design?
Actually I think that the biggest challenge was to support myself, to really believe that I could do this. To convince others of what you have to offer you actually have to start giving yourself confidence. In the end I think my passion for what I do was the thing that opened so many doors, since this is something other people notice and, if you are lucky, want to support.
Can you share a memorable moment or a milestone in your journey with 952design?
I think that an important milestone in my journey was when the local press contacted me for an interview, and my project was published in the local newspaper. This was something that my clients noticed and gave me a big congratulations for - like a compensation for all the hard work.
How do you stay creative and find new ideas for your designs and illustrations?
I think that like many creatives I get inspired by so many thinks, specially when I'm on hyper focus to resolve a particular visual problem. The world is a visual place, the social media, newspapers, television, museums, street life - everything. I also take great joy in seeing my daughter create things from a more happy place, free of adult self-critique, just creating whatever comes to her mind. When I get stuck I either take a break for a walk or apply my daughter trick - just to create without thinking to much - to later see what I can use or not.
What advice would you give to other women who are looking to start their own creative projects or businesses?
I would say to trust themselves and trust their process, you can't figure out everything in the beginning - but if you have passion for what you do you'll find a way. We all have our own journey, that's what makes us unique and interesting, so don't compare yourself to others. I would also say that it's important to connect with other entrepreneurs, joining local meetings and events to be able to talk about what you do and get inspired.
How do you handle setbacks and obstacles in your business?
Basically I try to grow stronger, learn from my mistakes and try not to repeat them. I think it comes natural, when you grow, that you won't take up with clients/suppliers that fails you more than once. You get more selective of whom you want to work with, and what you want to do, foremost if you started your business to be able to dedicate yourself to what you love.
What role do social media and your website play in promoting your work and reaching new clients?
When I started I reached my clientes by visiting them - and social media was not really that important, but later on I've used foremost my Instagram to put out what I do. I've had request and directed buyers to the shops where they can find my products and now, I just recently gained a client by my website for an editorial brief, which is kind of my dream project. I also think it has been important for many clients to see what I'm up to, and in some cases it is like a reminder that I'm still out there.
How do you collaborate with museum shops and other clients to create personalized merchandise?
I collaborate foremost with my clients - being the shop managers - in knowing what their buyers prefer, what they look for, and that they think they lack in the shop. What merchandising do they find the most popular and what motives do they think will work. Each store also have their own criteria of how they want to be perceived, if they have a more selective and minimalistic approach, show that they support local artists, promote the city and/or specific artist they show in their collections.
What are some of the most rewarding aspects of running 952design?
That I may dedicate myself to what I really love, growing at my own pace and give myself new challenges.
How do you see your business evolving in the next few years?
I hope that I can manage to break into editorial illustration, and reach clients outside my local community. Would like to see myself grow as an illustrator, doing more complex artwork and gaining more trust in myself and my creative abilities.
Can you share any tips for maintaining a work-life balance while pursuing a creative career?
Just to repeat that you have to trust your process and not be afraid to ask for help as well as put yourself out there. Your brand is so much about you, don't be afraid to show what makes you unique. I would say that I no longer try to set myself limits around work/life - they have to flow together in order to make some sense anyway.
