For de Koning, the most critical aspect of a design is striking the right combination between telling a story and making it look good. “If my work doesn’t communicate something meaningful, it’s just decoration,” she says. 

Striking a balance between strategy and creativity is key, too. “I think you can balance them by trusting your creative instincts but also making sure that the strategy is based on research,” de Koning says. “As a designer, I tend to make decisions based on ‘gut feeling’, so I have to stay sharp by always questioning my choices. The more you understand who you are designing for, the better you can tell the right story.”

She also stays inspired by exploring big cities. “Last year we went to a design festival in Berlin with the team,” de Koning says. “The city itself, with all the street art and the incredible mix of architecture, was just as inspiring as the festival.” Staying creative under pressure through collaborating and getting feedback from colleagues is another way that de Koning stays sharp and focused, especially when deadlines are looming.

Balancing different projects without getting burned out is a challenge for most designers, and de Koning handles it by spreading out deadlines and asking for help when she needs it. “At Studio Duel, we believe it’s important to balance work and relaxation, so we share the workload as much as possible and sometimes lay down the Wacom pen for a quick surf break. That’s one of the perks of having an office next to the beach!”