Who is Lelaina??
Hi, I’m Lelaina, 26, born in Hamburg. I love finding beauty in the unexpected and bringing fresh perspectives into my work. When I’m not designing, I’m probably drinking coffee, buying magazines or geeking out over some obscure detail that caught my attention.
What are you doing here and tell us who you really are?
I joined Hyperfocus as a Mid-Level Designer, eager to create great work with the team. At my core, I’m a curious person — especially when it comes to the weird, absurd, and sometimes questionable things around us. Those moments that make you stop and think, 'Wait… what?' are what fuel my creativity, push me to view things from new angles, and inspire me to tell visual stories in unexpected ways.
How did you come to work with Hyperfocus?
I’ve been following and admiring Hyperfocus’ work for quite a while, so when I decided to take on a new professional challenge, I knew I wanted to find a studio that truly aligned with both my creative vision and personality. The timing was perfect, and I knew this was the kind of environment for me to grow and contribute – so I’m truly excited to be part of it now!
What’s your style?
I’d say my style is minimalistic, with a focus on clarity and simplicity. But I like to add a little twist — whether it’s through bold photography or a contemporary approach to layout. It’s a balance of solid foundation and a modern, playful touch, creating a memorable visual identity.
Working on anything big in the background?
Italian! Italy has always been one of my favorite travel destinations, and after spending a week in Rome in January, I fell even more in love with it. So now feels like the perfect time to finally learn some Italian for my next trip – and bevo un caffé e mangio una pizza gustosa like a local!
Do you have any design heroes?
I admire designers like Mirko Borsche and Jessica Walsh for their bold, distinctive approaches. But honestly, most of my inspiration comes from unexpected places — the little curiosities we encounter in everyday life. That’s why I love the work of creatives like Sam Youkilis, Max Siedentopf, and Gab Bois, who all have a unique way of capturing the absurd and playful. I also draw a lot of inspiration from magazines like Sleek, 032C, and Numéro, which always bring fresh perspectives to design and culture.
Inspire in one word?
Curiosity / Perspective
