Alumni: Anaïs Lobmeyer, Freelance Artistic Director
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The design professions have evolved a lot in twenty years. On the occasion of Intuit Lab's anniversary, we find our alumni who tell us about their experiences and their relationship to work.
Artistic director and founder of the creative studio Release The Zebra, Anais Lobmeyer (promo 2016-2017) creates tailor-made brand strategies and identities.
What does your day-to-day job look like today?
I share my daily life between branding projects, the animation of creative workshops and the creation of accessories and/or decor for events.
What do you enjoy most about your current job?
The variety of projects I work on. More generally, to give life to the ideas of my clients, whether on a brand project or the creation of decor. I'm lucky to be often commissioned to build universes from A to Z, it's very stimulating!
What are the difficulties to overcome in the creation of a freelance activity?
Put on all the hats to manage your status/company in a sustainable way. Beyond creation, you have to manage customer relations, which is not always easy when you're on your own, without a project manager to mediate. It also means having to take care of less stimulating aspects such as administrative paperwork, canvassing, networking, etc. Being a freelancer requires a lot of energy and time, it's a continuous job!
You reside in Australia. What differentiating and appreciable aspect compared to France, did you find in your activity?
In general, I have the impression that we are pushed more to undertake here. I started by doing branding and today I have a shop where I sell my hand-painted pots and vases, I organize creative workshops, etc. It's nice not to be put in a box. Purchasing power is also much better compared to France. I left for Melbourne in 2019 with the project of staying there for a year. In the end, the opportunities and quality of life won me over. There's a vibe to Melbourne that I haven't found anywhere else.
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Does the evolution of your career resemble your aspirations during your studies?
I always had this project of becoming my own boss so I think that on that side yes, my situation today resembles what I aspired to at school.
Your advice for a student who wants to work in artistic direction?
Make personal projects that make you kiffer, it's the best way to shine your personality and attract you the projects of your dreams. Be curious about everything, don't hesitate to experiment and take risks.
What did you enjoy the most about your learning at the Intuit Lab School?
Without hesitation, the last year alternately. The rhythm of 3 weeks in the agency/1 week at school was very formative because it gave us time to follow the projects and to be really involved in the agency. It's a good taste of the profession and a great asset to start your professional life with a Master's degree AND significant professional experience.
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