Life as a Freelancer & How to Win Your First Clients with Winona @AverageSadKid.

We have lots of Self-Taught Learners here in our Creative Community, and Winona(or, Win) is no exception. Win is a Multidisciplinary Designer from Denmark who publishes her work under the Instagram Handle, @AverageSadKid. She is a Featured Creative here on NGCB, mostly for her Poster Designs. Over the weekend, we got to have a conversation with Win about what the creative life means to her, how she gets inspired for projects, and how to succeed as a Freelancer.

The Creative Life of Win.

N: Win, the first thing we’re all very curious about is your Instagram Handle, why call yourself @AverageSadKid?

W: Well, because that username was available, but also because I really like anonymity. It makes me feel less conscious about what I post and how my art is looking.

Obviously, Art is a different process for everyone, but I really like experimenting and trying out different things — which “averagesadkid” lets me do in privacy. Having a synonym as an “artist name” makes me feel like I have endless creative freedom because there is no one who will judge me for my appearance. It will just be for my art — and I think that’s quite beautiful.

I really think it gives the artist behind the name more time to develop as an artist, which is very important. It is and will always be for me, as I am quite self-conscious still about my art, and I sometimes struggle to share what I make with friends and family — but being able to share it with a lot of people online and not feel nervous is a lifesaver in my development as an artist.

N: How would you describe your aesthetic?

W: I think it’s very broad. I’m still trying to find my voice.

But I really enjoy the more rough, distressed kind of look — I think that can quite easily bring a piece to life and make it seem really edgy and kinda 70/80/90’s punk rock/acid graphics.

Lately, I’ve been trying to challenge myself by bringing some album covers to life. That’s a thing I’ve come to really enjoy as it really challenges me to use different assets and typefaces that I wouldn’t normally say fit my aesthetic per se. So — to be honest I don’t think I’ve developed my own type of aesthetic yet — but I’ll always be into the more edgy, distressed look.

N: You said before that you were self-taught if we’re not mistaken?

W: Yes, I am self-taught. The only thing I have ever been taught is Adobe Illustrator — so everything else I have learned through trial and error (and YouTube).

I have been into art for as long as I can remember, and I have always enjoyed creating. It gives me so much joy to share and see what others think of my thoughts if that makes sense because my art is my thoughts and my way of expressing myself. I think my interest in art really started when I got my first tattoo at the age of sixteen on a Field Trip in a backroom in a shady bar in downtown Copenhagen. It got me really into drawing and expressive art and I purchased photoshop a few weeks later.

I now make art and websites for a living(and I’m also quite heavily tattoed) so I’m quite happy I went to that bar that one day.

N: That was such a great story, who knew that tattoo was going to change your life, right?

W: I know! It is such a coincidence!

How Win got here.

N: Since you’re self-taught, what did you study in school then?

W: I am currently studying to become a multidisciplinary designer, but that also came very unexpectedly.

Back in March last year, Denmark completely closed. I went to university at the time studying Business Economics, because somebody once told me that design was not a real career. But I had a really hard time trying to keep up during lockdown and I just was not really feeling motivated and inspired, so I did not do very well in the exams.

I had throughout lockdown rediscovered my love for graphic design and website development, and I remember feeling really conflicted because Business Economics seemed so “safe”.

But then exams came around and I actually passed all except one, the one that would determine if I could make it through — and I did not. I tried twice. So, I got kicked out of university, and basically had one day to decide what I wanted to.

I applied for multidisciplinary design and got in. It is the single best thing that has ever happened to me!

Win’s Creative Inspirations.

N: Earlier, you told me about your aesthetic, which leans more towards punk rock and things of that nature. Do you listen to that kind of music a lot by any chance?

W: As for music, I really like The Smiths, a bit of Elton John, and a whole lot of Elvis Presley. But I don’t really feel like they heavily inspire my art in any way. I’ve just always been drawn to older music I think.

As of right now, my most played playlist on Spotify is the American Horror Story soundtrack — that sure has a lot of bangers on there!

N: Who were some artists (or non-artists) who really inspired your aesthetic?

W: Caroline Dietl, without a doubt!

N: Did she also inspire you to get into poster design?

W: Yes and No. I really wanted to try the whole “365 days of posters”, but I already failed… but she inspired me to try that art style and I really love it, which makes me feel even more creative and inspired.

N: So is it safe to say that if not for her, you wouldn’t really have your current aesthetic?

W: Hmm… yes I think so. That’s the Power of Inspiration, it acts as a source of Motivation, really.

N: As you said earlier, people think that creative work isn’t really considered work, but those same people look at some piece of art and they get super inspired. And they go on to find meaning in life and succeed, right?

W: I think that’s a very correct way of putting it! I think once those people try it for themselves and see just how much effort it takes to make something tell a story — they get a new sense of respect and admiration for creatives.

If I ever inspire somebody to pick up their computer and create — then I’ve done my job. There will always be room for more Creatives!

N: What fuels you with Ideas?

W: Walks and drives! Most of the textures I use in my art are from walls, pavements, and such around my city that I take pictures of and use as textures! You know, I see a door with graffiti and I’m like yep — I wanna use this in a design.

N: That’s actually really observant of you. What about music and movies?Because I know you’re doing stuff around album covers too.

W: Yeah — I actually found this really awesome band on Instagram called Hlth and I listened to their stuff on Spotify and I just really got a vibe from them and their songs.

So I messaged them and was like hey, can I do some artwork for you guys? And they loved it! So also, vibes, I guess are a massive inspiration source for me.

Win’s Success as a Freelancer.

N: Did Hlth pay you?

W: No — it was out of my own interest I initiated contact. It was as much for my own practice and portfolio.

N: Isn’t that how a lot of people get their potential clients?

W: Absolutely! It’s really just about getting exposure.

N: Any networking tips for getting clients for creatives?

W:

Reach out! Sometimes people don’t know they need you!

N: Let’s talk about Freelancing for a while, you’ve been freelancing for how long?

W: Hmm… on and off for about 1.5 years!

N: Oh okay, that’s a good amount of time! So since you chose the harder, yet probably better path of freelancing and studying simultaneously, how do you manage the 2?

W: Honestly I am doing what I love and I’m doing it full time — I can’t explain it but it just works!

Just make sure You’re Doing What You Love.

N: A lot of creatives are having some trouble thinking about how they should go about pricing their work. Any advice for them?

W: Pricing is very individual. I’d say never undersell yourself — and if people just say “oh yes we’ll take it” you’ve priced yourself too low.

Also, don’t oversell yourself because that can create A LOT of pressure and really reinforce the infamous imposter syndrome.

N: What are some things you had to learn along the way as a freelancer?

W: I’ve had to learn the hard way to not work with people who don’t know what they want — but to also not work with people who know down to the T what they want.

You should stick to clients who — like your style — but who will also allow you to get creative.

Also boundaries. Set boundaries for yourself and your clients.

Do not let anyone trample on you.

N: What’s your favorite project, both Personal and Client Projects that you have worked on so far?

W: I think my favorite project is one that I did for my granddad which was a total rebrand — and for myself, it’s probably my sad clown design🤘🏼

N: Any goals for 2021 and for your future career?

W: Create, create, create. I’d eventually want to work for Live Nation’s Merchandise Department!

All the best in life, Win! We hope you can go on to expand the Creative Community and make the world a better place!

If you’d like to see more of Winona’s work, do go ahead and follow her on Instagram @AverageSadKid. She’s been posting quite regularly lately, so do head down and show your support!

If this Interview has added value to you, do Drop Winona a DM or let her know down in the comments below that she’s really making an impact!

Until Next Time, Keep Doing What You’re Doing :)