Visual Design Lead Natalia Hertzog worked on the Flower Press Interactive team since 2020. She holds a BFA in Graphic Design from the University of the Arts in Philadelphia and has been working in design for more than 21 years.
What drew you to a career as a designer?
It turned out that my career path naturally evolved from my early days in graphic design. After earning a BFA as a print designer, starting with magazine layouts at a publishing firm and later transitioning to boutique agencies where I created print materials for local businesses. I appreciated the smaller agency feel. There was more interaction with the client and the creativity bounced around the designers more fluidly.
Businesses began to need an online presence as well as traditional print marketing, so my role shifted towards digital platforms over time. This evolution led me to specialize exclusively in digital design, with a particular focus on app design when I joined Flower Press Interactive.
As a visual designer, whether it’s for a phone, computer, or paper – I want to make the user experience visually pleasing and have the client’s style and feeling resonate through the project.
What’s your favorite part of the job?
My favorite part of being a designer for Flower Press Interactive is the team’s support and flexibility. I can bounce ideas back and forth with the team to get the best understanding for a project. I can ask for opinions on my designs and help when it comes to technology that I don’t fully grasp. The flexibility in my day-to-day schedule helps me be creative as I can focus on designing when I am in the right mind frame in a quiet working environment. I have a grade-school-aged son, so being available for him after school is very important for my home/work balance.
What’s the biggest challenge about your job?
My biggest challenge in being a visual designer is when there are unforeseen creative blocks. I can hit a wall that I can’t back out from. The wall can be caused by anything – personal stressors, too many rainy days or not having an easy connection with a project. So when given a task to be creative and all I see is a blank canvas in my mind, I know I need to step away and regroup. I need a complete disconnect from the task at hand. Taking a walk, talking with a friend, going out for a bite to eat – something positive that diverts my focus entirely. Then usually, like a bolt of lightning, I’ll get an idea that starts the creative flow again.
What’s your favorite thing to do outside of work?
When I am not in front of my computer, I really enjoy being outside working in my flowerbeds. It might be the designer in me, but I find myself always tinkering with the placement of my rock garden, constantly pruning and pulling weeds. Being outdoors and playing in the dirt is such a contrast from indoor computer work that it truly helps me reset. There is also a sense of peace outside with my son and dog playing in the yard while I garden. It helps me forget about the stressors for a short time.
Do any past projects stand out to you?
The Before the Field app stands out to me most in my time with Flower Press Interactive. I worked on everything visual, from logo creation to app screen designs. Working incessantly to get the client’s vision to come to life was an exciting challenge. Creating a tool that young athletes can use to better themselves went a long way in motivating the perfect design. I really enjoyed the complete customization that was created by our team.
What would surprise people about your job?
This is a hard question. I am so immersed in this field, I have to step back and think of what others think I actually do. For 20 years, when asked, I say I am a designer. But no one really knows what that means. I design apps and websites in layman’s terms. So while that sounds “cool”, the most surprising part of my job is what is involved before and after my designing role. I can’t start my task without the incredible discovery phase that takes months to sort through. And once I do my due diligence in designing, I hand off my creation to an engineering team to ultimately create. The entire process takes a great team from start to finish. I can’t do my job without their expertise.
