How To Build A Thriving Brand From Pain To Passion: Giulia Hartz Story

What happens when strategic design meets raw authenticity? 

From Strategic Designer to Storytelling Illustrator

With a background in product and strategic design, Giulia brings a unique blend of analytical thinking and emotional storytelling to her work.

After years in a Berlin-based agency facilitating events and helping speakers craft compelling presentations, she began using illustration as a private tool to process emotions and trauma—transforming pain into witty, relatable artwork.

Eventually, she began sharing her drawings online. What started as a personal outlet soon became a growing online movement. Audiences from around the world resonated with her blend of vulnerability, humor, and unapologetic self-expression.

“I process trauma by laughing about it. That’s my coping mechanism. And illustration became the way I healed—and helped others feel seen too.”

A New Model for Creative Collaboration

One of the most insightful parts of our conversation was Giulia’s approach to working with brands. She doesn't just design for clients—she designs with them. Her process is rooted in design thinking, empathy, and workshop facilitation—a methodology she learned during her master’s program and honed in the agency world.

Instead of the traditional “brief and deliver” model, she initiates a kickoff workshop with every client, using a shared Miro board to align expectations, gather references, set boundaries, and visualize feedback. One of her standout tools?

The Feedback Grid (get tool for free here)—a simple yet powerful framework that structures creative feedback and empowers non-creatives to collaborate more effectively.

“Creatives and corporates often speak different languages. I see myself as a facilitator bridging that gap—creating a smooth, inclusive, and joyful design experience.”

Growing a Personal Brand with Real Impact

Giulia’s personal brand didn’t emerge from a strategy deck. It came from a desire to feel better, connect, and be understood. By consistently showing up with her voice—humorous, raw, and real—she organically grew a massive following.

But it’s not about vanity metrics. For her, the true reward is finding community and belonging.

“I used to feel really alone. Sharing my illustrations brought the right people into my life. Not followers—friends, collaborators, community.”

She also emphasizes that a personal brand is not a fixed image—it’s a living, evolving reflection of the self. For Giulia, it’s both a product and a dialogue—a space for learning, changing, and growing.

Passion Over Perfection

A key takeaway from this episode is Giulia’s fierce belief in passion as a driving force. She encourages creatives to start small, to share what they love—not what they think is “good enough.” Her advice to those afraid to put themselves out there?

“Ask yourself: what’s the worst that could happen? People realize you’re passionate? That’s not failure—that’s freedom.”

And she’s clear: not every passion needs to become a business. It’s okay to have a job that pays the bills and a creative outlet that feeds your soul. But finding something that brings you joy—and doing it with your hands—is essential for well-being in a hyper-digital world.

Final Wisdom: Community Is the Real ROI

Whether she’s illustrating her inner world or guiding startups through brand identity development, Giulia centers her work on one thing: connection. The real ROI of creativity isn’t just likes or sales—it’s finding your people, sharing your voice, and feeling a little less alone in the process.

Giulia Hartz on the Change_liscious Podcast

🎧 Listen to the full episode on the Change_liscious Podcast to hear more about Giulia’s transformative process, her top creative rituals, and how you, too, can use your story as your superpower.

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• Personal branding for creative, Design thinking in client collaboration, Illustration as a mental health tool, Feedback Grid for designers, Growing an authentic Instagram following, Turning pain into purpose, Healing through creativity, Passion vs perfection, Building community through art