In conversation with... Lena Addink

Can you tell us a bit about yourself and your journey into illustration and design?

My name is Lena Addink, and I'm an artist and self-taught illustrator based in the
Netherlands. I’m originally from Germany. I work across a diverse range of formats—
including editorial illustrations, packaging, products, wallart, book covers, and entire books for both children and adults. My work is fuelled by a love for fantastical adventures and draws inspiration from the beauty of nature, thoughts, and dreams.

I have a background in consulting and digital marketing but have always been eager to live a creative life. In 2023, I decided to leave my job and become a full-time illustrator. I did this rather cold-turkey, after I have build up a bit of a buffer. I was fortunate enough to be offered representation by Advocate Art, an illustration agency based in NYC and the UK almost immediately after I said good-bye to corporate life. Lucky me.

 

Your work is rich in detail, texture, and colour—how do you develop your visual style?

Developing a style takes time, and it is constantly evolving—it's dynamic. When I compare my old work to my current pieces, they look completely different. This is also because you continuously learn new things through practice. That being said, style develops through daily effort and experimentation.

My style is painterly and rich in textures. I love a hand-drawn feel, and most of my work
combines both analog and digital media. I enjoy working with gouache and ink, then
rendering my pieces in Procreate.

 

Much of your work is focused on children’s publishing and product design. What do you love most about creating for these mediums? 

I’ve always loved being versatile and not focusing too much on just one thing. I have three young children, and they love looking at picture books and textbooks. Back in the day, I imagined what it would be like if I could one day read them a book that I had illustrated myself. That dream has already come true a few times, and they get so excited when they see what I’ve created.

Beyond publishing, I enjoy creating art for products—currently, mostly designing prints for the home. I have a passion for interior design, so combining these two areas feels like a natural fit. I definitely want to design more products in the future. Right now, I’m learning how to use Affinity Designer, a tool for creating seamless patterns.

 

Your illustrations often have a whimsical and nostalgic quality—what inspires the themes and characters in your work?

My work is inspired by a combination of vintage products, mid-century design, and artists whose work feels timeless, like Mary Blair and the Provensens. I’m also influenced by the charm of old Disney movies, which evoke a sense of nostalgia and whimsy. Nature plays a bigrole in my illustrations too, providing a rich source of inspiration for colors and textures. Additionally, my children have brought a new layer of inspiration into my work, reminding me of the innocence and wonder of childhood. All of these elements come together to shape the whimsical and nostalgic quality of my art.

 

How does your process differ when working on a children’s book compared to designing artwork for products? 

My process differs mainly in the choice of medium and the amount of research involved. Children's books require much more research, especially for character design. When working on a children’s book, I typically use Procreate, but sometimes I take a mixed approach—starting with sketches in Procreate, moving to my drawing table for traditional work, and then finishing digitally.

For products, I mostly use analog media, as I love the textures and depth they bring to the final design.

You incorporate both traditional and digital techniques—how do you balance these approaches in your creative process? 

I love combining traditional and digital techniques because each brings something unique to my work. I usually start with traditional media like gouache or ink. Then, I bring my work into Procreate to refine colors, add details, or make adjustments more efficiently. 

Sometimes, the process works the other way around—I sketch digitally first and then move to traditional media before finalizing everything digitally. This balance allows me to maintain a painterly, hand-crafted feel while also taking advantage of the flexibility digital tools offer.

 

What challenges do you face as an illustrator, and how do you overcome them?

The biggest challenge I face as an illustrator is time. Balancing creativity with the business side—client communication, deadlines, and marketing—can be overwhelming. 

On top of that, I'm a mother, which adds another layer of complexity to my day-to-day life. Like many people, I always want to learn new things and push myself further. I’m a very ambitious person who often wishes I could do it all, ideally yesterday! But to manage every thing, I stay organized by planning my projects carefully, setting clear goals, and reminding myself to plan realistically. 

The changing landscape of the industry also presents its own set of challenges. The rise of AI, lower budgets from clients, tight deadlines, and increasing competition are just a few of the hurdles I navigate. But I see myself as a fish in the ocean, constantly swimming further and adapting to the currents. My creative life is a dynamic flow, always evolving.

 

Are there any artists, books, or experiences that have influenced your artistic journey?

One of my biggest sources of inspiration is vintage books and mid-century artists like Mary Blair, Alice and Martin Provensen, and Fiep Westendorp. These artists' work has shaped my style with its warmth and charm, as well as stylized characters and wonky shapes. I also enjoy dark academia themes, which add a bit of drama and depth to my art. For this I turn to more contemporary artists.

What advice would you give to aspiring illustrators looking to enter children’s publishing or surface design? 

Draw, draw, and draw. As a self-taught illustrator, I can’t emphasize enough the importance of consistent practice and research. I’ve gained a lot from Skillshare classes and books, learning new skills like Procreate and Photoshop, perspective drawing, and figure drawing. The list goes on, but at the core, it’s about regular practice, determination, and discipline.

Do you have any exciting projects in the works that you can share with us?

I just returned from maternity leave after having my third child, so right now I’m focusing on networking, creating fresh work for my portfolio, and handling client acquisition. I’m also working on new designs for my own webshop, as well as for GoodMood Prints.