We spoke to Erik Herrström, Founder and Creative Director of Studio Herrström in Vienna, Austria.
Studio Herrström isn’t just designing for music brands—they’re redefining what it means to have a visual voice in an industry built on sound. In just two years, the Vienna-based studio has made waves, crafting identities for some of the most influential names in music and culture.
From shaping the brand presence of James Blake’s Vault.fm to reimagining the legacies of icons like Whitney Houston and Elvis Presley, their work proves that great design in 2025 isn’t about being louder—it’s about being intentional. We caught up with the team to talk about their approach to branding, the design inspiration they draw from Vienna, and the advice they have for creatives looking to carve their own path.
Can you tell us a little about your first few steps in your design career?
Studio Herrström was founded about two years ago on the belief that music brands need more than just visibility—they need a distinct personality. In 2025, standing out isn’t about being louder; it’s about being more intentional. Audiences crave brands they can believe in, connect with, and champion. Though we’re still a young studio, we’ve quickly grown into a team of 10+ creatives, shaping the visual identities of some of the most influential names in music and culture. Our work spans across brand strategy and design, from crafting over 25 editorial brands for Spotify globally to helping James Blake establish Vault.fm as a cultural movement. We’ve also had the honor of redefining the visual legacies of icons like Whitney Houston and Elvis Presley—breathing new life into their stories for a new generation. At our core, we’re here to push the boundaries of design in music, ensuring brands don’t just exist, but resonate.
Who are some of the people within the design community that inspire you most?
We’re consistently inspired by artists, founders, and creatives who lead with passion and strong beliefs—those who challenge conventions and shape culture in their own way. Musically, icons like Grace Jones, Travis Scott, Björk, and Fred Again inspire us with their bold artistry and ability to redefine genres.
What should emerging designers keep in mind as they begin their design career?
- Define your future self. Where do you want to be in 3-5 years? Be specific. Then, shape your portfolio and skills to align with that vision—don’t wait for opportunities, create them.
- Learn from those ahead of you. Seek out mentors and learn from the best in your field. When you approach with genuine curiosity, humility, and a true willingness to grow, opportunities will naturally follow.
- Create something of your own. Focus on your vision rather than comparing yourself to others or chasing trends. Originality comes from looking inwards.
Tell us some of your favourite, creative people and inspiring places in your city!
Here are some of our favorite design-y spots in Vienna:
- Secession – A stunning Art Nouveau masterpiece where you can see Gustav Klimt’s Beethoven Frieze. Fun fact: the building caused quite a stir when it was first unveiled.
- OTOTO Store & Coffee – A beautifully curated space where you can shop unique finds from independent brands while enjoying great coffee and delicious treats.
- MAK – Museum of Applied Arts – A must-visit for anyone interested in design, craft, and how they shape our world.
- Anouk (Westbahnstrasse) – One of the best places in Vienna to find thoughtfully designed, timeless clothing.
- Wiener Würstelstand (Pfeilgasse) – Whenever friends visit, we take them here for a Bosna (we usually go for the vegan one). It’s a true Vienna street food experience just around the corner from our studio.
Who inspires you and your practice?
We’re consistently inspired by artists, founders, and creatives who lead with passion and strong beliefs—those who challenge conventions and shape culture in their own way. Musically, icons like Grace Jones, Travis Scott, Björk, and Fred Again inspire us with their bold artistry and ability to redefine genres.
What 3 pieces of advice would you give someone feeling stuck in their career?
- Define your future self. Where do you want to be in 3-5 years? Be specific. Then, shape your portfolio and skills to align with that vision—don’t wait for opportunities, create them.
- Learn from those ahead of you. Seek out mentors and learn from the best in your field. When you approach with genuine curiosity, humility, and a true willingness to grow, opportunities will naturally follow.
- Create something of your own. Focus on your vision rather than comparing yourself to others or chasing trends. Originality comes from looking inwards.
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