Marina Herp is a Graphic Designer and Creative Director based in Barcelona whose work spans both client projects and independent artistic practice. Alongside her own practice, she works with design agency Querida and is also the co-founder of Hair Archive magazine. Her approach brings together editorial sensibility and visual experimentation, creating work that moves fluidly between art and design.

Your work often balances experimentation with clarity. How do you decide when to push boundaries versus maintain restraint in a project?

I've always worked in a very intuitive way. Pushing boundaries depends on who I’m working with and their preferences. When the client is more restrictive, or the project requires a more controlled approach, I prefer to find a middle ground. This usually leads to an interesting and neutral outcome where my style still remains recognisable. On the other hand, some clients fully trust my vision, and I take that opportunity to experiment and play more freely. The same applies to my personal projects—when I’m my own client and brief, there’s more space to explore without limitations.

How does collaborating within a studio environment compare to working independently? What insights have you gained about teamwork and creative partnership that shape your own practice?

I really enjoy working in a studio environment. It’s often more dynamic, and it feels easier and more natural to share ideas. Sometimes, you just need to say something out loud to someone in order to find the answer within yourself.Being your own boss has, of course, its advantages—especially when you're in a different life stage, such as motherhood. You’re able to find a better balance between work and life, and you’re fully committed to yourself. Working in a collaborative space like Querida has helped me build a strong understanding of the full creative process. It gave me the confidence to trust my own skills, and I'm truly grateful for the trust and opportunities they offered me.

What have been some of the most formative lessons from your time at Querida?

Creative direction has always been my passion. Working closely with the team gave me the chance to reaffirm that. It takes time and experience to become a good professional, and they always gave me the opportunity to be involved and learn from the process. The most formative lesson I take from my time at Querida is to trust your own process. Things might feel uncertain when you’re just starting, but if you keep pushing and trust your vision, you often end up with a very satisfying outcome. Trust your gut.

You recently launched Hair Archive with Maia Biagini—can you share the story behind the magazine and what inspired its creation?

I met Maia while studying at university. We immediately realized we had a very similar vision and approach to the creative world. We became close friends, which naturally led us to start Hair Archive as a way to experiment together and take our relationship to another level. Hair Archive was born from the need to create and explore without limits. At the time, we were both working for companies and needed our own space. We chose hair as the main theme of the magazine. It may seem like a small field, but through it we’re able to explore topics like fashion, religion, politics, nature, and much more. The project began as an Instagram archive. After a year, we felt the need to materialise it—and that’s how our first issue was born. It featured collaborations with photographers and creatives from across Europe, with hair as the keyword that guided their creative visions.

Your work spans both commercial design and personal artistic exploration. How do you navigate that balance?

To be honest, balance is everything. Commercial work usually offers less creative freedom but better pay. On the other hand, when there's more room to play, the financial reward is often smaller. I don’t always manage to find this balance, so personal projects play an important role in fulfilling my creative needs.

Are there tools or rituals that help you stay focused and creative?

I’m usually very focused, but like every freelancer, I sometimes procrastinate. When that happens, I take my laptop to a cozy coffee shop—no distractions, just my to-do list ready to be completed. Other than that, getting good sleep is key for me to be productive the next day.

Is there a project that has been particularly meaningful or transformative for you as a designer? What made it stand out?

One of the most meaningful projects has been co-founding Hair Archive Magazine. Not only from a design perspective, but also because we had to handle every aspect—creative direction, printing, distribution, event planning, and more. We made many mistakes along the way, but learned from each of them. It was a huge lesson for us, and it gave us the confidence to put something out into the world that we truly believed in. Other projects I’ve really enjoyed and learned a lot from include the creative direction for María José Llergo’s album, Valeria Castro’s music album, and the graphic design and creative direction for Marta Vilallonga Taller Design, the studio of Marta Vilallonga, partner and wife of the renowned architect Ricardo Bofill.

What does a “successful” project look like to you, beyond client satisfaction?

Personal satisfaction—not just with the outcome, but with the entire process. When a client's vision aligns with yours, or when they simply trust your professional experience, the whole project becomes much smoother and more enjoyable. This usually leads to satisfaction on both sides.

How do you sustain creativity during challenging projects or periods of routine work?

Taking a walk always helps me. Living in a natural environment has had a big impact on me in this sense. Some fresh air and a deep walk into the forest is incredibly therapeutic and mind-clearing. Also, doing creative things that aren’t work-related—like painting or knitting—helps. Sometimes, you just need different kinds of stimulation to unlock new ideas.

If you could collaborate with any client or bring a dream project to life, what would that look like?

After working on large-scale projects at Querida, I’m now more drawn to local and community-driven design. I dream of working on sustainable and environmentally respectful projects—within beauty, fashion, or other fields—that align with my values. My goal is to bring elevated design to small, meaningful initiatives that share a strong moral compass.