From Argentina to Germany: How Lucia Built a Brand That Reflects Her Story
In her own words, Lucia Sanguinetti-Jonescheit—surface pattern designer and founder of DEINKI Studio—shares her journey from Argentina to Germany and from fashion to freelancing. With a deep love for nature, planning, and creativity, Lucia reveals how motherhood and a serendipitous Skillshare discovery led her to surface design, where she now blends heart, strategy, and storytelling to create meaningful patterns and empower fellow creatives.
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My name is Lucia Sanguinetti-Jonescheit, and I’m a Surface Pattern Designer working under the name DEINKI Studio. I was born and raised in Argentina but now reside in Germany, where I live with my husband, our kids, and our two cats. Creativity has always been a big part of my life. As a child, I was constantly drawing and crafting, so I knew early on that I wanted to pursue a career in design.
In addition to design, I’ve always been passionate about languages, so I thought fashion would be the perfect way to combine these interests. I studied Fashion Design in the University of Buenos Aires, then moved to Germany, where I worked in retail and for a fabric e-commerce company in customer service. Eventually, I completed my studies in Berlin and secured an internship at a design agency in Hamburg, which led to a full-time position. There, I worked on exciting projects, focusing the last years on baby and kidswear design.
After getting married and having my first child, my priorities shifted, and I was "led" down the freelancing path. Over the years, I’ve worked with companies and startups, specializing in kidswear design.
The Spark Defining Moment
The defining moment came after the birth of my second child in 2018. At the time, I felt the need to expand my knowledge beyond traditional fashion graphics. That’s when I stumbled upon Skillshare and discovered incredible teachers like Bonnie Christine, Elizabeth Silver, and Shannon McNab, among others. They introduced me to the world of surface pattern design, and I immediately fell in love with this career path.
Though I had worked with patterns before, diving into surface pattern design felt like uncovering a treasure chest of opportunities. It allowed me to combine creativity with flexibility, giving me the ability to be present for my kids while building a fulfilling career.
Overcoming Doubts and Handling Uncertainty
Dealing with doubts and uncertainties has been a recurring challenge throughout my creative journey. I’m naturally prone to anxiety and often struggle with my inner critic and intrusive thoughts. I often push myself to the point of burnout, trying to prove I can handle it all. Last year, I’ve realized that this approach wasn’t sustainable.
I’m learning to manage these challenges with more compassion and care. While I’m still working on it, I’ve developed strategies to stay grounded, like setting realistic goals and focusing on progress rather than perfection. It’s a work in progress, but I’ve accepted that this struggle is part of my life, and I’m committed to navigating it as healthily as possible.
Challenges and Biggest Obstacles
One of the biggest challenges I’ve faced is overcoming self-doubt and the fear of failure. I’ve often been afraid of making mistakes or worried about how others might perceive my work. This mindset has held me back at times, but I’m learning to shift my perspective.
I’ve come to understand that how you view life greatly affects your journey. If you’re self-critical or hesitant to take risks, it’s harder to move forward. On the flip side, adopting a more optimistic outlook can make a world of difference. For example, instead of worrying about how many deals I’ll secure, I’m focusing on the things I can control, like how many pitches I send out. It’s a mindset that has helped me persevere, even during challenging times like 2024.
Creative Process
Living in a lovely small town in northern Germany, surrounded by nature and forests, provides endless inspiration for my work. I find beauty in flowers, and animals, which often influence my designs. I aim to create patterns that evoke emotions and inspire others, whether it’s through nostalgia, joy, or wonder.
I’m a planner by nature, so I usually map out my projects in advance—choosing themes, colors, and the number of prints I’ll create. However, the creative process is never entirely predictable, and that’s what I love about it. Sometimes, what starts as a clear plan evolves into something completely different, and those unexpected turns often lead to my best work.
Marketing Strategy and Instagram
I started using Instagram six years ago, and it’s been a crucial part of my journey. In the beginning, I was inspired by seeing other artists and designers with large followings. I set a goal to post regularly, often creating an entire collection each month just to share on the platform.
For three years, I posted every single day. I celebrated every new follower and every like, using Instagram as a motivator to keep creating. Over time, I’ve experimented with different strategies, from hosting design challenges to scheduling posts in advance. I’ve had my work copied, but I’ve also gained visibility and opportunities, including client collaborations.
One key mindset shift I’ve made is recognizing that follower count doesn’t define success. It’s just a number and doesn’t necessarily translate to more deals or better work. This realization has helped me relax and focus on what truly matters: creating and sharing meaningful work.
Branding Strategy
DEINKI Studio has gone through several iterations to become the cohesive brand it is today. If you scroll to the bottom of my Instagram profile, you’ll see how much my style and branding have evolved. A few years ago, I worked with a talented designer, Nina Schindlinger, to create my branding. It’s a visual identity that reflects my attention to detail and love for aesthetics.
Teaching on Skillshare
In 2021, I created a Skillshare class on Instagram for Surface Pattern Designers. At the time, my account was growing steadily, and I was frequently asked how I managed my content planning and engagement strategies. I wanted to share my knowledge, so I developed the class to help others navigate Instagram as a creative tool.
The class was a valuable experience, but it’s now outdated, and the production quality could be better. This year, I plan to re-record it and expand it into a two-part series. My goal is to provide updated insights and share both my successes and challenges to help other designers build their presence with confidence.
Advice for Aspiring Creatives
Show your work in a smart way. Share your process and the story behind your creations.
Let the joy of sharing your work outweigh the fear of it being copied or stolen.
Be proactive. Don’t rely solely on Instagram; explore multiple ways to get your work noticed.
Build a supportive network of fellow designers who understand your journey.
Be clear about your goals and plan your batch work effectively.
Portfolio Showcase/Links