An Afternoon with Lorena Siminovich

An Afternoon with Lorena Siminovich

Lorena Siminovich is the founder of UK based design agency GoodLines. Originally from Buenos Aires, Lorena is a visionary leader with 20 years of experience spearheading teams in the gift and toy industry. Her collaborations with Kikkerland include the creation of Kidoki, a playful range designed for children, and Inkerie, a stylish and versatile line of stationery.
Recently we spent an afternoon with her to talk about her life and work.


How did you become interested in art and design, and what led you to start your creative studio GoodLines?

I hold a graphic design degree from the University of Buenos Aires, and my passion for design has been burning bright since I was young.
Back in high school at age 15, I hustled at a design studio in the mornings and attended school in the afternoons. It was a creative balancing act but I loved it. Fast forward to the age of 18, and I took a leap of faith by starting my very own graphic design studio, soon I had an office in downtown Buenos Aires and a small team. 

In 2001, I found myself amidst the exciting streets of New York City, diving headfirst into the vibrant world of a gift and stationery company. Found a job in New York Times ad! I started as an art director, and loved it. Soon enough, my dedication paid off, and I was entrusted with the role of Creative Director, working with leading licenses and museums.

Next stop: San Francisco! Petit Collage was born, became a multimillion dollar line sold globally, and luckily reached the hearts of kids and parents alike. 

 Some of Lorena's books.

Life took yet another turn when I landed in the charming city of Bath, England. As the Chief Creative Officer at another gift company, I led several brands and created a few new ones, led a talented team, pushing boundaries, and bringing incredible ideas to life. But then, a twist of fate during the pandemic led that bussiness to close its doors.

But you know what they say – when one door closes, another one opens. So, I decided to embrace the opportunity and launch my very own design firm. Now, I'm thrilled to be helping companies in the gift and kids space, where my passion lies. Together with my exceptionally talented team, we're creating magic everyday.

This journey has been nothing short of amazing, filled with ups, downs, and endless inspiration. 

Goodlines office.

What was your inspiration behind Inkerie and KIDOKI, and how did you approach designing these product lines? And how did you come up with the names Kidoki and Inkerie?

Kikkerland approached Goodlines with the question "How can they create a kids line that spoke to Kikkerland spirit and DNA?" We did lots of research, collaborated on a name that felt like an off-spring of the parent brand and developed the logo, all the branding and look and feel. Then we jumped to create the line of products,  which we are now doing every season, and we love it!


Inkerie came more recently as another idea, how can Kikkerland capture some market share in the stationery space, with an eye for Gen Z and can that be a cohesive brand. The naming process was longer, but we landed in a good place. The product range is more trend led. We focus a lot on pattern and color and think of it as a collection that evolves season after season with clear thread.

Can you talk about the design culture in Bath, England, and how it differs from that in San Francisco or your hometown of Buenos Aires.

I love Bath, is like this gorgeous old city in between hills, its like a best kept secret!

Bath, is well-known for its Georgian architecture and its historical significance. The city has a rich heritage in design, especially in the areas of fashion and interior design. The design culture in Bath is focused on elegance, sophistication, and traditional craftsmanship, reflecting the city's history and culture.


Lorena's home in Bath.


In contrast, San Francisco is a hub for technology and innovation, with a thriving startup culture. The design culture in San Francisco is highly focused on digital and user experience design. San Francisco is also known for its commitment to sustainability and environmentalism, which influenced my previous company a lot.

Buenos Aires, on the other hand, is a vibrant city known for its art, culture, and nightlife. The design culture in Buenos Aires is more about the city's Latin American heritage and its artistic traditions. Designers in Buenos Aires often incorporate bright colors, bold patterns, and handcrafted details into their work, creating a vibrant and dynamic aesthetic.

Overall, the design culture in each city is shaped by its unique history, culture, and economic factors. While there may be some similarities across different design cultures, each city has its own distinct style and approach to design.

What kind of kid were you growing up? What was your favorite subject in school?

As a designer, I have always been interested in art and creativity from a young age. Growing up, I was a very artsy and crafty kid, and I loved spending my free time drawing, painting, and creating things with my hands. 

I was also a curious and inquisitive child, always asking questions and seeking to learn new things. This natural curiosity has stayed with me throughout my life and has been an asset in my work as a designer, where I am constantly exploring new ideas and seeking out new inspiration.

My dad started his career as a Graphic designer, and my mom was a teacher so that influenced my choices as well.

Lorena's home office


Are there any foods that you will never get tired of eating?

Milanesa, Ravioli and Dulce de Leche from Argentina.


 See Lorena's products here.


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