For designer and pattern maker Sanna Jonsson, it all starts with pen and paper. Then orders from companies around the world turn into digital designs and prints on products. Right now she is working on a pattern collection for a Canadian fabric company while developing her company - Isoletto Design - in the express programme.
How did you get into pattern design?
- I learned how to make patterns when I was studying fashion design at folk high school ten years ago and we tried screen printing. It was great fun! But then I studied some other things and eventually got a degree in systems science and my creative dreams got shelved a bit. But during a sick leave from my then IT job, I found my way back to pattern making and then I just couldn't stop. I started my Instagram account as a digital portfolio from the beginning, to have somewhere to collect my creations, and my account just grew and grew. Eventually I started getting requests to sell my designs from different companies and that's the way it is.
How would you describe your creative process?
- It depends a bit on what I'm working on. If it's an assignment from a client, they usually have ideas or a brief to work from and I start sketching ideas based on that. If I'm creating a design without input, I usually start from my own inspiration folder on my phone. There I collect ideas for patterns or collections as soon as I get them. Inspiration can strike me at any time and they are often quite fleeting thoughts, I've noticed. That's why it's good to get it down immediately! It could be a snippet of text or a picture or something else that reminds me of what I want to create. Then I sketch out the composition and draw the pattern itself. I'm a hopeless fan of paper and pencil so I always draw by hand first. Then I digitise the pieces and build on the pattern in Adobe Illustrator.
Can anyone buy patterns from you? How do you sell?
- I always sell my designs digitally, so anyone can buy from me. So far, however, I have mainly sold patterns to companies in the textile industry. It's super fun because I have a great love for sewing and fabric.
It sounds like a large and broad market.
- Yes, the market for pattern design is huge. In fact, any company that wants designs on their products can buy from me. But some work with their own designers and others only buy from so-called pattern banks - because the prices are lower there. It can be very different from country to country and company to company. I hope and believe that more people will become aware of all the great freelance designers out there!
What do you want to develop in the autumn in the eXpress programme?
- I'm at a fairly early stage in my business, so there's a lot I want to do and develop. I want to learn more about how to develop my brand and connect with new customers. I also want to pick up on smart ways of working and prioritise work. As a solo entrepreneur, you are alone in all the decisions and ideas so it feels super useful to share some thoughts with others in the same position.
What does the future look like?
- I am very excited about the future and building Isoletto Design! Right now I'm developing a pattern collection for a new Canadian fabric company to be launched next fall, so it's full steam ahead with that. Then I'm also keen to develop some of my own products, but I'm only in the idea phase there so far. Hopefully I can make it a reality down the road.
Three quick questions
The most fun mission?
- All the assignments I've had have been fun, but one that was particularly fun was when I got to design a pattern collection for a children's clothing company in Kuwait. The theme was the Kuwaiti desert, so I got to dig into a lot of new and unknown motifs for me. Then I also had the honour of illustrating the poster for this year's Christmas market at Pilgatan which was super fun!
Dream assignment?
- I would love to design for more Swedish companies, IKEA would be the dream!
Your finest pattern according to you?
Difficult! If I have to choose one, it will probably be the pattern "Flo". I drew it as an experiment when I needed to get out of a too perfectionist phase, directly with fine liner without sketching and it turned out so great. Now it has become both fabric and wallpaper in several colours.
Fact box
Name: Sanna Jonsson
Live: Öst på stan, Umeå
Love: New pens and that it's almost Christmas
Inspired by: Anyone who dares to go for what they are passionate about!
Number of followers on insta: 34000
