{"id":49473,"date":"2022-03-01T16:07:00","date_gmt":"2022-03-01T14:07:00","guid":{"rendered":"https:\/\/kuvittajat.fi\/?post_type=paper-article&p=49473"},"modified":"2025-10-28T18:54:24","modified_gmt":"2025-10-28T16:54:24","slug":"pauliina-holma-growth-and-blossoming","status":"publish","type":"paper-article","link":"https:\/\/kuvittajat.fi\/en\/kuvittaja\/pauliina-holma-growth-and-blossoming\/","title":{"rendered":"Pauliina Holma \u2013 Growth and blossoming"},"content":{"rendered":"\n
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\"Pauliina
Pauliina Holma (b. 1986) is an illustrator, graphic designer and design
student based in Helsinki.<\/figcaption><\/figure>\n\n\n\n

\u201cPauliina Holma\u2019s illustrations ooze with a soft summertime haze.<\/strong> We are reminded of long afternoons spent lazing in meadows, and the cool feel of ocean waves splashing on the shore.\u201d <\/p>\n\n\n\n

\u201cThere is an extra finesse of magic in Pauliina\u2019s work, and it refuses to leave our minds.\u201d <\/p>\n\n\n\n

Thus wrote the British media It\u2019s Nice That<\/em>, one of the world\u2019s most followed online platforms for illustration, graphic design and photography, back in 2018. At the time, Holma\u2019s career as an illustrator had barely lasted a year. <\/p>\n\n\n\n

However, Holma\u2019s distinctive and widely acclaimed illustration style did not come out of nowhere. It is the result of a long journey marked by a variety of studies, jobs in the field of design and one existential crisis. <\/p>\n\n\n\n

\"\"
Personal work.<\/figcaption><\/figure>\n\n\n\n

Pauliina Holma\u2019s home is located in Helsinki,<\/strong> near Hietalahti market square. Light floods in through the windows, bringing great joy after the long, grey period. Numerous plants and the colourful interior bask in the sunshine. <\/p>\n\n\n\n

On a weekday afternoon like this, Holma would normally be in her studio in the next block. She shares the small, street-level commercial space with three graphic designers, with whom she feels at home. <\/p>\n\n\n\n

Holma usually spends her mornings at home and then works in her studio from midday until six in the evening. The short trip to the studio also serves as a mental transition. However, Holma often takes a detour to create more distance between her home and work. <\/p>\n\n\n\n

\u201cI used to resist routines, but I\u2019ve come to notice that I need them too,\u201d she says. <\/p>\n\n\n\n

Holma is the only one of the foursome in the studio who does illustrations. Recent projects include vignettes for the Timma online booking app and website, card illustration for Samuji and book covers for Gummerus. She has done editorial illustrations for publications such as Image<\/em>, the American magazine The Atlantic<\/em>, Psykologi<\/em> and Trendi<\/em>, and has illustrated short stories published by the British Soho House. <\/p>\n\n\n\n

\u201cThe illustrations for the rebranding of Timma were a lot of fun. I would love to do more brand illustrations,\u201d says Holma. <\/p>\n\n\n\n

\"\"
Illustration for Timma.<\/figcaption><\/figure>\n\n\n\n

There is plenty of empty space on her desk in the studio. <\/strong>These days, Holma does not use any other tools for her illustrations besides an iPad. <\/p>\n\n\n\n

Many illustrators prefer to work with pens, paints, inks and brushes. Traditional methods are often described as therapeutic. Holma, on the other hand, enjoys the lightness of doing things digitally and has stored her old art supplies in cupboards. <\/p>\n\n\n\n

\u201cI can\u2019t stand all the clutter and eraser shavings that you get when using traditional methods. I also like the idea of not needing a lot of space.\u201d <\/p>\n\n\n\n

However, it would be wrong to think that creating illustrations on a digital graphics tablet does not involve working by hand. <\/p>\n\n\n\n

\u201cMy technique is traditional drawing; it just doesn\u2019t involve pens and paper. For me, it\u2019s important to be in direct contact with the image. I wouldn\u2019t like to do illustrations by clicking a mouse, for example,\u201d Holma explains. <\/p>\n\n\n\n

The fragile lines and soft colours of Holma\u2019s tablet-drawn illustrations convey a highly organic and delicate impression. Her style is both decorative and airy. The images often feature lush vegetation and imaginative, symbolic characters. The atmosphere is dreamlike. <\/p>\n\n\n\n

\"\"
Personal work.<\/figcaption><\/figure>\n\n\n\n

Pauliina Holma was born and raised in Kankaanp\u00e4\u00e4<\/strong>, a small town about half an hour\u2019s drive from the city of Pori. Kankaanp\u00e4\u00e4 is also home to the highly regarded Fine Arts Campus of Satakunta University of Applied Sciences, but the presence of a fine arts school did not have a significant impact on young Pauliina Holma\u2019s experience of the town\u2019s cultural capital. <\/p>\n\n\n\n

\u201cThere was nothing to do in Kankaanp\u00e4\u00e4, so my best friend and I spent our free time at the library,\u201d Holma says. <\/p>\n\n\n\n

Her imagination was also fed at home. Her grandparents\u2019 place in Ostrobothnia was a fairy-tale world where she heard all kinds of tall tales as a child. <\/p>\n\n\n\n

After graduating from upper secondary school, Holma was about unsure what she wanted to do. She ended up studying art history and aesthetics at the University of Helsinki but eventually decided that a purely theoretical approach to art was not her thing. After a couple of years, she left to study visual arts at the Karjaa Folk High School for a year. <\/p>\n\n\n\n

\u201cFor some strange reason, I first applied to the University of Art and Design Helsinki to study industrial design. Only after that did I apply to study graphic design and was finally accepted in 2008. I drew a lot and had read about illustrators who had studied graphic design, so that\u2019s where I wanted to be,\u201d Holma explains. <\/p>\n\n\n\n

However, Holma put her drawing aside during her graphic design studies. She quickly immersed herself in the world of visual communication design. Before earning her bachelor\u2019s degree, she was already working as an in-house graphic designer at Marimekko and Artek. <\/p>\n\n\n\n

Despite enjoying these jobs, Holma did not feel particularly fulfilled. She wanted more creativity in her work. She points out that graphic design can also be done in a very imaginative way, but that was not her strongest arena. She did not have enough energy for her own projects either after long days and weeks at work. <\/p>\n\n\n\n

\u201cThe question kept nagging at the back of my mind: is this what I want to do for the rest of my life? Eventually, I had a full-blown mid-life crisis at 30,\u201d Holma says. <\/p>\n\n\n\n

\u201cI quit my job and travelled around Southeast Asia for six months.\u201d <\/p>\n\n\n\n

While travelling, Holma found herself in situations where she felt bored for the first time in a long time. She started drawing again after a break of several years. <\/p>\n\n\n\n

\u201cThat\u2019s when things seemed to fall into place.\u201d <\/p>\n\n\n\n

\"\"
Illustration for Mondo Magazine.<\/figcaption><\/figure>\n\n\n\n

During her time abroad, Holma published a website for her illustration portfolio, an exceptionally impressive one at that. Her colleagues were amazed by this new venture \u2013 where did these illustrations suddenly come from? Orders began pouring in. 
\u201cI\u2019ve had plenty of work, especially considering how poorly I\u2019ve marketed my art. I\u2019m pretty bad at using Instagram, and I don\u2019t post images often enough. But whenever I do post new images, I get more job offers,\u201d Holma says. 
She is currently working on updating her website. The previous virtual artwork will be making room for work samples. 
\u201cI\u2019ve started to realise that a surprising number of customers do actually visit the website to see my work, so it would be useful to have a more comprehensive portfolio there. That\u2019s what I\u2019m working on right now.\u201d <\/p>\n\n\n\n

\"\"
Cover illustrations for Gummerus.<\/figcaption><\/figure>\n\n\n\n

Although Holma\u2019s career as an illustrator has advanced rapidly<\/strong>, the growth has felt natural, without any major pressure or surprises. Holma does not consider herself very competitive. <\/p>\n\n\n\n

\u201cI\u2019ve always been quite cautious and calm in my actions, and the same goes for my work. I take my work seriously and want to do it well, but I also listen carefully to myself. For example, I don\u2019t try to take on so much work that I feel overwhelmed,\u201d Holma says. <\/p>\n\n\n\n

So far, the commissions have gone well. The clients have been nice and understood what Holma is good at and have not asked for something completely different. <\/p>\n\n\n\n

Holma\u2019s background in the world of design can perhaps be seen in the elegance of her illustrations and their contemporary relevance, even though her style does not focus on being trendy. Holma says that when she was working as a graphic designer, she kept track of and thought a lot about what was fresh and current in design language, but when creating illustrations, she does not need to think about this as much, at least not consciously. She still believes that fashion trends do influence the colour palette and design language of her illustrations. She finds most of her inspiration and aesthetic pleasure in objects and spaces. <\/p>\n\n\n\n

In addition to working as an illustrator, Holma is currently pursuing a Master of Arts degree in Contemporary Design at Aalto University, where students work with materials such as ceramics and glass. However, the pandemic has caused some interruptions to her studies. It is difficult to sink your hands into clay through a video link. <\/p>\n\n\n\n

\u201cI\u2019m interested in taking the world of my illustrations into a more three-dimensional form and also think about end products and spatial entities,\u201d Holma says. <\/p>\n\n\n\n

\"\"
Postcard for Samuji.<\/figcaption><\/figure>\n\n\n\n

In addition to interior design elements, <\/strong>Holma says she is interested in designing packaging, for example. <\/p>\n\n\n\n

\u201cMy dream would be to design a lovely pastry package of some sort. I really love baking! It\u2019s a great way for me to de-stress after major work projects. It\u2019s just been a bit difficult to practice this hobby lately, as there haven\u2019t been many people around to eat the cakes,\u201d says Holma with a laugh. <\/p>\n\n\n\n

Another beloved new hobby is sailing. Last year, Holma and her partner bought a 1970s wooden sailboat named Merit\u00e4hti<\/em>. <\/p>\n\n\n\n

\u201cMy boyfriend has been dreaming of having his own boat for a decade, and I finally agreed to get one with him, even though I didn\u2019t know how to sail. It\u2019s been wonderful. When I\u2019m tinkering with the boat, I forget all the worries in the world, and I can\u2019t wait to get back out on the water,\u201d Holma says. <\/p>\n\n\n\n

\u201cI still struggle with the sails and, having grown up inland, I find the sea quite scary. But I\u2019m sure that fear will lessen over time.\u201d <\/p>\n\n\n\n

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Illustration for the catalogue of F\u00f6rlaget.<\/figcaption><\/figure>\n\n\n\n

_____________________<\/p>\n\n\n\n

The article was published in Kuvittaja magazine 1\/22. <\/em><\/p>\n\n\n\n

pauliinaholma.com <\/a><\/p>\n\n\n\n

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Illustrator of the Year 2025 is Pauliina Holma, creator of dreamlike worlds<\/a><\/p>\n\n<\/div>\n <\/main>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n\n

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More articles<\/h4>\n <\/i>\n <\/a>\n <\/div>\n <\/div>\n <\/div>\n\n
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4.6.2025<\/div>\n\n \n
\/<\/div>\n

Finnish Illustrators<\/p>\n <\/div>\n <\/div>\n

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20.10.2025<\/div>\n\n \n
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Sydney Smith \u2013 The Poetic Illustrator<\/a><\/h3> <\/div>\n<\/div> \n <\/div>\n
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5.3.2024<\/div>\n\n \n
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Features<\/p>\n <\/div>\n <\/div>\n

Package stories<\/a><\/h3> <\/div>\n<\/div> \n <\/div>\n
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1.3.2022<\/div>\n\n \n
\/<\/div>\n

Finnish Illustrators<\/p>\n <\/div>\n <\/div>\n

Pauliina Holma \u2013 Growth and blossoming<\/a><\/h3> <\/div>\n<\/div> \n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Pauliina Holma\u2019s airy illustrations whisper in their own language. Her career as an illustrator blossomed quickly \u2013 the talented artist seemed to appear from nowhere. But before stepping into the shoes of an illustrator, Holma had to look for herself in many different realms. <\/p>\n","protected":false},"author":2514,"featured_media":49386,"template":"","theme":[149],"class_list":["post-49473","paper-article","type-paper-article","status-publish","has-post-thumbnail","hentry","theme-finnish-illustrators"],"acf":[],"yoast_head":"\nPauliina Holma \u2013 Growth and blossoming | Kuvittaja-lehti | Kuvittajat ry<\/title>\n<meta name=\"description\" content=\"Pauliina Holma is Illustrator of the Year 2025. 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