We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Harry Horstmann ("HH").
The Hamburg agency Politikwerft has specialized in corporate design. They deliver the website, the printed documents, photos - everything from a single source. Designing a uniform image for companies: That's what the makers of the Politikwerft see as their task. The name "Politikwerft" is not a reminiscence of their field of study, but dates back to the company's early days: Horstmann and Braun received their first commission for web design and poster design from a citizenship candidate whom they had met through a fellow student. Apparently, others also had a need for support in the field of design: once started, the company, which was not even one at the time in 2011, continued to develop and quickly gained more clients through word of mouth.
Harry Horstmann Designs
We are pleased to share with you original and innovative design work by Harry Horstmann.
Harry Horstmann Design - CDU Hamburg Brand Identity
Designer Interview of Harry Horstmann:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
HH : Design has always been a part of my life, even before I fully realized it. From an early age, I was fascinated by how visuals could communicate emotions, tell stories, and shape perceptions. I didn’t necessarily set out to become a designer from the start, but I’ve always been drawn to creative problem-solving and aesthetics. My formal background combines art and communication. I studied design with a focus on branding and visual storytelling, and I’ve had the privilege of working on a diverse range of projects—from corporate identities to campaigns that inspire communities. What truly made me pursue this path was the realization that design is more than just 'making things look good.' It’s about creating meaningful connections between ideas and people. At Politikwerft, this ethos drives everything we do. We design with purpose—crafting identities and experiences that resonate deeply. Whether it’s developing a logo that captures a brand’s soul or building a campaign that mobilizes an audience, my passion lies in shaping ideas into something tangible, impactful, and memorable.
DI: Can you tell us more about your company / design studio?
HH : At Politikwerft, we believe in design with purpose. We’re more than just a design studio—we’re a creative partner for brands, organizations, and individuals who want to make a real impact. Our focus lies in branding, web design, and campaign development, and we pride ourselves on crafting tailored solutions that resonate deeply with our clients and their audiences. What sets Politikwerft apart is our strategic approach. Every project starts with understanding the 'why.' What message needs to be communicated? Who is the audience? What emotions should the design evoke? From there, we bring together creativity, strategy, and storytelling to deliver designs that don’t just look great but drive results. Our portfolio ranges from corporate identities for global companies to campaign materials for local initiatives. Each project is a collaboration—our clients’ ideas combined with our expertise, resulting in something unique and meaningful. At Politikwerft, design isn’t just about aesthetics; it’s about shaping narratives, building trust, and creating experiences that leave a lasting impression.
DI: What is "design" for you?
HH : Design, for me, is the perfect blend of creativity and purpose. It’s not just about making things look beautiful—it’s about solving problems, telling stories, and creating meaningful connections. Design has the power to inspire emotions, shape perceptions, and even change behaviors. At Politikwerft, we see design as a tool for communication. It’s about translating complex ideas into visuals and experiences that are clear, compelling, and accessible. Whether it’s a logo, a website, or a campaign, design should resonate with its audience and serve a larger goal. Ultimately, design is about impact. It’s the bridge between an idea and its audience—a way to turn abstract concepts into something tangible and memorable. That’s what excites me about design: its ability to influence and inspire in ways that words alone often cannot.
DI: What kinds of works do you like designing most?
HH : I find the most satisfaction in designing works that tell a story and have a lasting impact. At Politikwerft, we specialize in branding, web design, and campaigns, and each of these areas offers something unique. But if I had to pick, branding projects hold a special place for me. Crafting a brand identity—from its logo to its entire visual language—is like distilling the essence of an idea or organization into something visual and tangible. It’s a creative challenge, but also an incredibly rewarding process when it all comes together. I also love working on campaigns that engage communities or spark meaningful action. Whether it’s for a cultural initiative, a business, or a social cause, campaigns have the power to connect people on an emotional level. Ultimately, the best projects are the ones where the client’s passion meets our creativity. Those are the designs that make a difference, and those are the works I enjoy designing most.
DI: What is your most favorite design, could you please tell more about it?
HH : That’s always a tough question because every design project holds a special place in its own way. But if I had to choose one, it would be the branding project we did for the CDU Hamburg’s Markenhandbuch, which won the German Design Award 2023. This project was a perfect intersection of creativity, strategy, and purpose. The challenge was to distill a complex political identity into a cohesive visual language that felt both modern and timeless, while staying true to the values of the CDU. It wasn’t just about designing a logo or picking colors—it was about creating a system that could communicate the party’s message consistently across a wide variety of platforms and audiences. The process was deeply collaborative, involving workshops, research, and constant iteration. And seeing the finished result not only recognized by the design community but also effectively used in real-world campaigns made it incredibly fulfilling. For me, it’s not just about how a design looks—it’s about the impact it has. That’s why this project stands out as one of my favorites.
DI: What was the first thing you designed for a company?
HH : The first thing I designed for a company was a logo for a local startup. It was a small project but a big milestone for me. The company was just starting out, and they needed a visual identity that captured their vision and values. I still remember sitting down with the founders, listening to their story, and sketching out ideas late into the night. That project taught me a lot—not just about the technical side of design, but also about collaboration and understanding the client’s perspective. It’s where I first experienced the thrill of turning abstract concepts into something visual and meaningful. Even though it was a humble beginning, it set the foundation for how I approach every project today. No matter the scale, every design is an opportunity to create something impactful and lasting.
DI: What is your favorite material / platform / technology?
HH : My favorite platform isn’t necessarily a specific tool or technology—it’s the one that best fits the project and its goals. That said, I have a strong affinity for digital design, especially when working on web platforms. Tools like Figma and Adobe Creative Cloud allow for seamless collaboration, which is essential for bringing ideas to life efficiently and iteratively. When it comes to technology, I’m fascinated by the possibilities that web-based solutions offer, especially with interactive and responsive design. Platforms like Webflow make it possible to not only design but also implement complex ideas with precision, bringing creativity and functionality together in real time. As for materials, I love the tactile experience of print design—premium paper, embossing, or foil stamping add a physical dimension to the design process that’s incredibly satisfying. There’s a certain magic in holding a beautifully crafted piece in your hands. Ultimately, my 'favorite' depends on the challenge at hand. It’s about choosing the right tools and materials to create something meaningful, whether it’s a sleek digital experience or a striking piece of print design.
DI: When do you feel the most creative?
HH : I feel the most creative when I’m in the flow of collaboration and surrounded by inspiration. That might be during brainstorming sessions with my team, where ideas bounce back and forth, or when I immerse myself in the initial research phase of a project—exploring different perspectives, industries, and visual trends. Interestingly, some of my best ideas come in unexpected moments—late at night when the world is quiet, or even during a walk when my mind has space to wander. Creativity often strikes when I least expect it, so I’ve learned to keep a sketchbook or my phone nearby to capture those flashes of inspiration. Above all, I feel most creative when working on projects with a clear purpose. Knowing that a design will make a difference—whether it’s for a brand, a campaign, or a cause—fuels my imagination and pushes me to think outside the box.
DI: Which aspects of a design do you focus more during designing?
HH : When designing, I focus on several key aspects, but the most important ones are clarity, consistency, and emotional impact. Every design should communicate its message clearly, whether it's a logo, website, or campaign material. I always ask myself: Is the message coming across? Is the design easy to understand at first glance? Consistency is also crucial—especially in branding. Every element, from typography to color palette, needs to work together to create a cohesive identity. This consistency ensures that the design feels unified and professional across all platforms, whether digital or print. But perhaps most importantly, I focus on creating a design that resonates emotionally. A great design doesn’t just look good; it connects with people on a deeper level. Whether it’s through color choices, imagery, or typography, I want the design to evoke a feeling that aligns with the brand or message. It’s about building trust and a sense of familiarity with the audience. So, while every design element is important, these are the aspects I focus on most—because they’re what make a design not just functional, but truly impactful.
DI: What kind of emotions do you feel when you design?
HH : When I design, I experience a range of emotions, but most often, it’s a mix of excitement, anticipation, and a sense of accomplishment. The process of bringing an idea to life is always thrilling, especially during the early stages when concepts are still taking shape. There’s a rush of creativity and possibility that comes with figuring out how to communicate something visually in a unique and impactful way. There’s also a sense of challenge and determination, particularly when I’m tackling a complex problem or working under a tight deadline. It pushes me to think outside the box and find innovative solutions. But perhaps the most rewarding emotion is satisfaction—the feeling when everything clicks into place. When the design achieves the desired outcome, whether it’s an elegant logo, an engaging website, or a powerful campaign, there’s a deep sense of fulfillment. I’m proud of the work, and that pride comes from knowing that design can create real impact. Ultimately, design is an emotional journey. It’s about evoking emotions in others while also channeling your own passion and energy into the work.
DI: What kind of emotions do you feel when your designs are realized?
HH : When my designs are realized, it’s a mix of pride, relief, and excitement. There’s a deep sense of pride in seeing something you’ve poured your energy and creativity into finally come to life—whether it’s a website going live, a campaign being launched, or a branding project being unveiled. It’s always rewarding to see the design working in the real world, resonating with its audience and fulfilling the objectives we set out to achieve. Relief comes in after the intense phases of development, the back-and-forth with the team and clients, and the pressure to get everything just right. When it’s finally done, I can breathe a sigh of relief knowing that all the hard work has paid off. And then there’s excitement. I love watching how people interact with and respond to the design—whether it’s seeing someone’s positive reaction to a new logo or hearing that a website is performing well. It’s gratifying to know that what started as an idea or sketch has had a real impact. In the end, it’s a mix of fulfillment and anticipation for the next challenge. Every completed project sparks the desire to create something even better.
DI: What makes a design successful?
HH : A successful design is one that effectively communicates its message, solves a problem, and resonates with its audience. It’s about balancing form and function—design isn’t just about making something look good; it’s about making it work well, too. The first measure of success is how well the design meets its objectives. Whether it's a branding project, a website, or a campaign, the design should achieve the goals it was created for—whether that’s building brand recognition, increasing engagement, or conveying a specific message. If it does that, it’s already a win. Another key factor is emotional resonance. A design is successful when it connects with people on an emotional level. It should evoke the right feelings, whether it’s trust, excitement, or inspiration. If the design creates a lasting impression and forms a connection with its audience, it’s a success. Lastly, a great design is one that stands the test of time. It’s not about trends or fleeting aesthetics—it’s about creating something that feels relevant, adaptable, and timeless. Successful design has longevity and continues to be effective long after its initial release. In the end, a successful design is one that fulfills its purpose, makes a real impact, and leaves a lasting impression.
DI: When judging a design as good or bad, which aspects do you consider first?
HH : When judging a design, the first aspects I consider are clarity and functionality. A design needs to communicate its message immediately and clearly—there’s no room for ambiguity. Whether it’s a logo, website, or campaign material, the core message should be immediately apparent to the audience. If it’s not, it’s not working. The second thing I look at is whether the design aligns with its goals. Does it meet the brief and serve the intended purpose? For example, if it’s a branding project, does the design reflect the brand’s values and identity? If it’s a website, is the user experience smooth and intuitive? The design must be functional and solve the problem it was created to address. Aesthetics come next. The visual appeal is important, but it should support the message and the goals, not distract from them. A good design should have a strong visual hierarchy, clear typography, and a balanced composition. It should feel polished and cohesive, with each element working in harmony. Finally, I consider the emotional response. Does the design evoke the right feelings in the audience? Does it build trust, excitement, or connection? A good design goes beyond functionality; it leaves a lasting impact and resonates with its viewers. So, in short: clarity, purpose, aesthetics, and emotional connection are the key aspects I focus on when judging a design.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
HH : As designers, we hold a unique position in shaping not just brands or campaigns but the broader visual landscape of society. Our work has a profound impact on how people perceive the world, interact with it, and ultimately make decisions. With that power comes responsibility. Firstly, I believe that designers have a duty to create with empathy and inclusivity in mind. Designs should be accessible to all—whether that’s ensuring websites are user-friendly for people with disabilities, or creating visuals that resonate with diverse audiences. It's essential that we consider the social implications of our designs, particularly in a globalized world where messages can quickly spread across cultures. From an environmental perspective, I think we should be conscious of the materials and processes we use. In print design, for instance, choosing sustainable, eco-friendly materials can make a significant difference. The digital side of design also comes with environmental responsibilities, such as minimizing energy consumption through efficient website and app design. A lean, fast-loading website reduces carbon footprints, which is something that we as designers need to keep in mind. In addition, designers should advocate for honesty and transparency in design. Whether it’s through clear messaging, ethical advertising, or responsible branding, we have the opportunity to encourage positive social behavior. Designs that manipulate or mislead can have lasting negative effects, and we must steer away from unethical practices. Ultimately, designers are in a position to create solutions that improve people's lives, elevate social causes, and protect the environment. It's not just about making things look good; it's about making a meaningful, positive impact.
DI: How do you think the "design field" is evolving? What is the future of design?
HH : The design field is evolving rapidly, and it’s an exciting time to be a part of it. We’re seeing new technologies, materials, and philosophies come together to shape the future of design in profound ways. One of the biggest shifts I see is the increasing integration of digital and physical worlds. Design is no longer confined to a static website or printed brochure—it’s about creating seamless, interactive experiences that can span multiple platforms and devices. The rise of augmented reality (AR), virtual reality (VR), and immersive technologies is pushing designers to think beyond traditional mediums and explore new ways to engage audiences. At the same time, there's a growing focus on sustainability in design. As a society, we're becoming more aware of the environmental impact of our choices, and the design field is no exception. Designers are increasingly tasked with creating sustainable, eco-friendly solutions—whether it's through the materials we use, the way we structure digital products, or how we approach the lifecycle of a design. Sustainability will no longer be a trend; it will be a fundamental part of every design decision. Another key evolution is the shift towards more inclusive and accessible design. Designers are increasingly expected to create with empathy, ensuring that all people—regardless of ability, age, or background—can engage with the designs we create. The push for accessibility in digital design, for example, is becoming more of a standard, not just a consideration. Diversity, equity, and inclusion will continue to play a central role in shaping the future of design. The future of design will also be more collaborative. As the lines between design, technology, and business continue to blur, designers will increasingly work in interdisciplinary teams. The ability to collaborate with developers, data scientists, marketers, and other specialists will be essential to creating more holistic, user-centered solutions. Design will be seen not just as an aesthetic pursuit but as a strategic tool for problem-solving and innovation. In terms of tools and technology, the design field will continue to embrace AI and machine learning, particularly in areas like automation, personalization, and predictive design. While these tools will help us streamline processes and improve efficiency, I don’t think they’ll replace the creative human touch. The future of design will still be about the human ability to solve problems, tell stories, and create experiences that resonate on an emotional level. Ultimately, the future of design is about embracing change and staying agile. As new technologies emerge and societal needs evolve, designers will have to continually adapt, but the core principles of good design—clarity, empathy, and purpose—will remain unchanged.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
HH : As a design studio, we don’t typically hold traditional exhibitions in the sense of showcasing individual artwork, as our focus is more on applied design—branding, digital experiences, and campaigns. However, we often participate in design conferences, industry events, and awards ceremonies where we showcase our work, exchange ideas, and stay inspired by other creatives. Our most recent involvement was at the German Design Award 2023, where we were honored for our branding work with CDU Hamburg. As for future exhibitions or showcases, we're always open to opportunities to present our work in a more public-facing way. It could be an exhibition at a design festival or a curated event that focuses on the intersection of design and technology. We’re particularly interested in events that allow us to explore the connection between design, sustainability, and innovation. As the design landscape continues to evolve, we’re looking forward to future opportunities to showcase the innovative projects we’re working on and engage with others in the industry.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
HH : Inspiration for our work comes from a variety of sources—both within the design world and from the broader world around us. We draw a lot of creative energy from the real-world challenges our clients face. Each project starts with a problem or a goal, and understanding the context, target audience, and objectives often sparks the initial creative direction. We then build on that foundation to create designs that not only address those needs but also resonate emotionally with the audience. Outside of the project brief, I find inspiration in everyday life—nature, architecture, literature, travel, and even personal experiences. Sometimes it’s a color combination I spot in a street mural or a pattern in a natural landscape that gets my creative juices flowing. Visiting different cities, museums, and cultural spaces is a big part of how I feed my creativity. These experiences help me stay connected to the world and bring fresh perspectives to our work. Another major source of inspiration is other designers and creatives, both contemporary and from history. I constantly look for innovative projects and ideas from across industries—fashion, technology, art, and even film. Inspiration is often interdisciplinary, so we draw from fields outside of pure design to push the boundaries of what’s possible. Collaborating with the team at Politikwerft is also a huge driver of creativity. The exchange of ideas and the diverse perspectives we bring to the table often leads to unexpected and exciting results. We love brainstorming together, discussing new trends, and testing out new tools and techniques. In terms of more structured creative input, I keep a collection of design books, visual archives, and a digital mood board where I store things that catch my eye. Whether it’s a piece of typography, a compelling photograph, or a bold brand identity, I like to reference these when starting a new project to spark ideas. Ultimately, creativity isn’t just about finding inspiration—it’s about staying curious, remaining open to new experiences, and always pushing yourself to explore new possibilities.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
HH : My design style can be described as clean, purposeful, and concept-driven. At Politikwerft, we focus on creating designs that are not only visually appealing but also strategically aligned with our clients' objectives. I believe that design should solve a problem, tell a story, and connect with people on an emotional level. Our style is contemporary and minimalistic, but we never sacrifice the depth of meaning behind our work for the sake of simplicity. We aim for a timeless, yet modern aesthetic that feels relevant for today and adaptable for tomorrow. What has driven me to explore and refine this style is the belief that design can be both functional and expressive. Early on in my career, I realized that clean lines, thoughtful composition, and effective use of negative space not only make designs more legible but also communicate a sense of clarity and trust. Over the years, I’ve become increasingly interested in how design can reflect deeper values—whether it’s sustainability, inclusivity, or social responsibility. This has pushed me to explore a more concept-driven approach, where each design choice is made with intention and care. The main characteristics of my design style include: Simplicity: We focus on reducing complexity and removing anything superfluous. Every element in our designs serves a clear purpose, which allows the message to stand out without distractions. Typography: I’m a firm believer in the power of typography. Well-crafted fonts, with the right spacing and proportions, can convey mood and tone in ways that images sometimes can’t. Our designs always put a strong emphasis on the choice and treatment of type. Balance: Whether it's visual weight, color usage, or the arrangement of elements, balance is key. I like to ensure that every design feels harmonious, where nothing dominates unnecessarily. Purposeful Color: Our use of color is intentional and restrained. We carefully choose color palettes that reflect the brand’s identity, evoke the right emotions, and stand out without overwhelming the viewer. Human-Centered Design: Ultimately, I’m always thinking about the people who will experience the design—whether it’s a user interacting with a website, a viewer engaging with a campaign, or a customer experiencing a brand. The goal is to create designs that are intuitive, relatable, and inclusive. My approach to design is grounded in research and empathy. I believe in getting to know the client’s vision, understanding their audience, and thoroughly exploring the context before diving into the creative process. From there, it’s about iterative work—sketching, refining, and testing. I’m a big advocate for collaboration; design is rarely a solo endeavor, and I think the best results come from bouncing ideas off others and being open to feedback. At the end of the day, I want my designs to have an impact. Whether it's elevating a brand, connecting with an audience, or solving a problem, the work we create should always serve a greater purpose.
DI: What skills are most important for a designer?
HH : For me, the most important skills for a designer go beyond just knowing how to use design software—though, of course, proficiency in tools like Adobe Creative Suite, Sketch, Figma, and others is essential. What truly sets great designers apart are a few key skills that blend creativity with problem-solving and communication: Creativity & Innovation: At the heart of design is creativity. The ability to think outside the box, approach problems from new angles, and push boundaries is essential. Great design often comes from bold, innovative thinking that challenges the status quo and introduces fresh ideas. Attention to Detail: The smallest details can make a big difference in design. From perfecting the kerning in typography to making sure all elements are properly aligned, attention to detail ensures that the design feels polished, professional, and visually cohesive. Communication Skills: Designers are problem-solvers, and being able to communicate the rationale behind design choices is crucial. Whether you're presenting to clients, working with a team, or explaining your work to stakeholders, being able to articulate why certain decisions were made helps build trust and aligns everyone on the vision. Empathy & User-Centered Thinking: The best designs are the ones that connect with people on an emotional level. Understanding your audience’s needs, preferences, and pain points is critical. Design isn’t just about aesthetics—it’s about creating an experience that resonates with users and solves their problems in a meaningful way. Conceptual Thinking: Being able to develop a design concept that ties into the brand's overall strategy or solves the business problem is essential. This means starting with a big-picture understanding and then distilling it into a visual language that communicates the right message. Collaboration & Teamwork: Design is rarely a solitary endeavor. Whether it’s working with other designers, developers, copywriters, or clients, the ability to collaborate effectively is vital. Working with a team often leads to more refined and diverse solutions. Adaptability & Flexibility: The design world is constantly evolving, and being able to adapt to new tools, trends, and technologies is a must. Clients’ needs and project requirements also change, so being flexible and responsive to shifts is a key skill. Problem-Solving & Critical Thinking: Design is fundamentally about solving problems. Whether it’s creating a user-friendly interface, developing a strong brand identity, or optimizing a website for conversion, being able to approach challenges with a critical, problem-solving mindset is essential. Time Management & Organization: Design projects can involve tight deadlines, revisions, and multiple moving parts. Being able to manage time effectively, prioritize tasks, and stay organized ensures that projects run smoothly and are delivered on time. Curiosity & Continuous Learning: The design field is ever-changing, and staying curious, open-minded, and willing to learn is key. Whether it’s exploring new design trends, tools, or understanding cultural shifts, a designer should always be evolving to stay relevant and innovative. These skills, when combined, not only make a designer effective in creating beautiful, functional work but also equip them to be a strategic partner for clients, driving the overall success of design projects.
DI: What was your most important job experience?
HH : My most important job experience was definitely when I had the opportunity to work on the rebranding and web design for the CDU Hamburg. This project was not only challenging from a creative perspective but also impactful on a larger scale. It wasn’t just about designing a logo or a website; it was about shaping the way a political party communicates with its constituents, creating a visual identity that resonated with the party’s values, while also ensuring it was modern and forward-looking. What made this experience particularly important was the collaboration with a team of strategists, designers, and communicators, which allowed me to see how design intersects with politics and public perception. It taught me how essential it is to understand the larger context and to create designs that are not only aesthetically pleasing but also strategically sound and able to connect with people on an emotional level. In addition, this project pushed me to hone my skills in creating adaptable designs—something that is critical when working with brands that need to maintain a consistent identity across multiple platforms. The outcome was rewarding, both because it was successful in the public eye and because it pushed me to think beyond just visual design and consider the broader influence design can have in shaping public opinion and behavior.