Katharina Auferbauer, BA MA

How did you come to your decision to study?

I always knew that I wanted to do something completely different from my two brothers. Their careers were more classical – one is a sociologist and the other a doctor. Because I was a so-called “latecomer” and also grew up at a completely different time, I knew that I definitely wanted to do a creative and varied job.

Was your training at the FH JOANNEUM varied enough?

Oh, yes! It was a fantastic time! I felt incredibly comfortable from day one – in this “bubble” – surrounded by people who think similarly and pursue the same goals. I literally arrived at the FH JOANNEUM and was very warmly welcomed, it was immediately a familiar environment for me and I am grateful for that to this day. In an interview for the ORF, I said jokingly, but still with a clear conscience, “at the FH JOANNEUM you are not a matriculation number, here you are a human being!” I still smile a lot about this statement when I think back, but I would put it that way again.

Which internship did you choose?

The internship practically fell into my hands because at that time I was asked by the designer Katharina Schlager to model glasses for the Andy Wolf brand. Of course, I accepted immediately, because this offer meant great appreciation for me, since my height doesn’t correspond to the usual model measurements. The shoot for this campaign was done by Lupi Spuma, and I also did my internship there. It was an instructive time and I had incredible fun getting an insight into the working world of creative people.

Was it clear to you afterwards in which direction you wanted to develop professionally?

I realised early on that mastering graphic programs is a nice to have but that my strengths lie primarily in the organisational area and social interaction with people. I realised that I wanted to act as an interface between clients and the creative department. By chance I came across the culture and scene guide LUUPS, which was looking for a project manager for the Graz location at the time. I got the job, and the design and documentation of this voucher book was ultimately my bachelor’s thesis.

You also did a Master’s in Communication Design at the FH JOANNEUM, didn’t you?

Yes, in the Master’s program, I was able to deepen my skills and work out my strengths even better, but, at the same time, I got to know people from all over Europe. For my Master’s thesis, I was interested in the networks of the “creative district of Lend” in Graz. I have lived there myself for over 13 years. Subsequently, my networking nature led to my first job as marketing manager at the Diagonale, the festival of Austrian film: Peter Schernhuber became aware of me through my work for LUUPS. The master’s thesis then underlined my love for Graz and my passion for the creative industries once again.

How can one imagine your work for the Diagonale?

It was always important to the two directors, Sebastian Höglinger and Peter Schernhuber, that the festival be closely connected to the city of Graz. Barbara Pichler laid the foundation for this, but the Diagonale owes the enormous “addition” and thus the reach and radiance that the festival has been able to achieve in recent years to the two gentlemen – with tireless activity and innovative collaborations. With this vision in mind, I have been involved from the very beginning with developing new and, above all, exciting collaborations with local companies, such as local producers mapbagrag®, AEIJST Styrian Pale Gin or the floral outfit Vom Hügel.

And as the saying goes “…after the festival is before the festival!”. You actually start negotiating and drawing up contracts again straight after the festival. In addition, you think about a marketing strategy that you want to pursue and initiate new cooperations through acquisitions. The closer the festival gets, the more intensive the working hours become and the more tangible the essence of my work becomes. Until then you just write a lot of emails (laughs). The highlight for me is definitely the festival week itself when the weeks of preparation become visible in the city.

What is special about your work?

LUUPS and the Diagonale have not only been my two mainstays in the last few years, but they also provide new impulses and surprises every year. The nice thing is, on the one hand, to be able to hold a book in my hands with LUUPS, which I am proud of. On the other hand, with the Diagonale I am able to help shape an annual festival to which people from the most diverse cultural fields travel to participate. Those are the signs for me where I realise that I have “done my job” – I am still a scout at heart – and “can go home”.

What advice would you give to future information designers?

Maybe I can give them the tip: “If you really like doing something, you’ll do it well! Stay curious, stay focused!