About Me

Hi, I'm Andreina.

I grew up in Yagua, a small town in Venezuela where there wasn't much, but just enough to learn that what you see determines what you believe.

I've spent 8+ years obsessed with one thing: making companies look like who they really are. Not prettier. Not trendier. Just honest and impossible to ignore.

I work mostly with technology and engineering companies. The ones building things that are genuinely hard to explain. The ones walking into investor meetings with an incredible product and a presentation that doesn't do it justice. That gap between who you are and what people perceive — that's where I live.

I'm not going to ask you what colors you like. I'm going to ask who you sell to, what makes them trust you, and where your brand is losing deals it shouldn't be losing. Design is how you build trust before saying a word. And if it's not doing that for you, it's just decoration.

Welcome to the Herlop Effect.

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Background

BA in Graphic Design Master's in Social Media & Strategic Marketing

Tools

Figma Adobe Creative Suite Microsoft Office Keynote Notion Framer

ChatGPT Claude Midjourney DALL·E Adobe Firefly Perplexity Copilot Nano Banana

8+ years designing for tech & engineering companies.

The Interview

Unfiltered.

My most honest answers to the questions I get asked the most.

Why design?

For as long as I can remember, I was always drawing, creating and dreaming. Design found me, not the other way around. There was so much in my head that I needed to get it out and make it real. I started without even knowing it had a name — I simply couldn't stop creating. Over time I realized that this need to transform ideas into something visual and tangible was exactly what it means to be a designer. It wasn't a career decision, it was something that was always there.

“Drawing, creating and dreaming. Design found me.”

Why create your own studio?

I worked for years with companies, side by side with their CEOs and founders. That's where I understood something that changed my perspective: design isn't decoration - it's a business tool. It helps you close deals. It builds trust before you say a word. That shaped me. It taught me to create design that doesn't just look professional, but actually works. So the time came to bring all that to more companies - especially the ones in technology and engineering who need to look credible to enterprise clients and investors. That's why Herlop exists.

What projects excite you?

I used to think technology, engineering and innovation were complicated to approach. However, I understood that taking something complex and turning it into visual material that's instantly understood, with a forward-looking vision, and having companies tell me it was exactly what they wanted to express, is one of the most satisfying things. Being able to capture the future vision of a brand is one of the things I love most about my profession.

The project you're most proud of?

The work I did for Hull Hero - a marine robotics company with a vision for sustainable ocean operations. It was one of those projects where everything connected: the technical complexity, the visuals, the purpose. They needed materials that would work in enterprise sales meetings and international trade shows. Seeing their team use those catalogs to close deals... that's why I do this.

“If design doesn't come from truly understanding the business, it's just makeup.”

What do you think design is missing today?

Intention. Too often designers work on autopilot: what colors do you want, what typography do you like, done. When the truth is it's not about that — it's about truly immersing ourselves in the world where the client operates, their market, their people. Design that doesn't come from that understanding is just decoration.

How do you want your clients to feel?

Confident. That they can walk into any meeting - with investors, enterprise clients, partners - and know their materials communicate exactly who they are. Design should give you an unfair advantage. I want my clients to win deals they might have lost before, simply because they now look like the market leaders they are.

Something curious about you as a creative?

I love making patterns on every trip I take. I'm deeply inspired by the colors and textures of every city I get to know. So each trip becomes a pattern design experience. The collection I'm building makes me so happy — it's my way of taking a little visual piece of each place I visit with me.

Your best places for inspiration?

The Louvre Museum and Morocco. They're two completely different worlds but they fill me up equally. The Louvre is like walking inside the history of art - each room hits you with something new, with centuries of accumulated creativity. And Morocco is pure life, color, and texture in every corner. Those contrasts, that authenticity... all of that gets into my work without me even realizing it. I think the best references aren't on Pinterest - they're on the street, in culture, in what's real.

“The best references aren't on Pinterest - they're on the street, in culture, in what's real.”

Your favorite country?

Poland. I love it because everything feels so typical, so authentic, it's like being in another era. In a world where everything is minimalism, trends, and futurism, I think reconnecting with the traditional and authentic is the best thing we can do. You feel that there.

Your favorite books?

Rich Dad, Poor Dad and The History of Design - I always recommend them. The first one changed how I see money and business - something we creatives tend to overlook. And the second is essential, because to break the rules you first have to know them. I believe a good designer needs both things: to understand business and to know where what we do comes from.

Will you teach more courses in the future?

Probably yes, it's in my plans. I've always enjoyed teaching. I've spent a couple of years without doing it, but in that time I've learned a lot, so when I come back, I come back with more to give.

What do you think about resetting social media?

It's the best thing you can do. Just live, without putting so much pressure on yourself. The world doesn't end when you stop posting your life. Be careful though - it's different if you have a business that lives off it. But on a personal level, disconnecting is healthy.