#DrakeDreams: Josefina Hernandez, Illustrator

Posted by Drake, July 05, 2016

We’ve teamed up with Street Dreams Magazine and New Balance to connect + inspire up-and-coming dreamers who live the creative life. If you're as passionate about food, drink, art, craft + design as The Drake is, we want to hear from you! Calling all makers, artists, musicians, mixologists and culinary adventurers: post on Instagram to show us how The Drake inspires your creativity. Be sure to tag #DrakeDreams + win a priceless Drake experience that nurtures your craft. Interested? Learn more here

Don't forget to follow along in our weekly installment of #DRAKEDREAMS + meet the dreamers behind The Drake.

Josefina Hernandez

Photos courtesy of Street Dreams Magazine

When she’s not designing floor plans or adding finishing touches to eye-popping window displays at Drake General Store, Josefina Hernandez is carefully cutting prints, drawing stencils and creating multi-disciplinary works of art in her studio. Pulling inspiration from energetic people + spaces around her, Hernandez is a Drake Dreamer who’s thinking big, with an impressive portfolio that explores collective past and nature.

With three years under her belt as a Visual Merchandising Coordinator at DGS, we’re thrilled to announce Josefina as our first Drake Dreamer. Call us proud parents, we can’t wait to see what’s next for this multidisciplinary illustrator + all-round cool gal...

Josefina Hernandez

1. What does the Drake mean to you?

Drake is a place where creativity abounds and new ideas are always booming.

2. How does working at the Drake inspire you to follow your dreams?

Working at the Drake inspires me to follow my dreams through working with creative individuals who are all working hard and using their talents to innovate in the industry.

3. What do you love most about what you do?

In my work at the Drake, I love setting up for new campaigns and seeing it all come together. In my artist, I love meticulous and long hours of work that amount to great compositions.

4. How do you feel when others get inspired by your work?

It encourages me to keep working and makes me thankful that I am able to do what I love.

5. Why do you wake up and do what you love?

Because life is too short to not do something you enjoy.

6. What gets you out of bed in the morning?

Eggs + coffee

Josefina Hernandez

7. Describe your creative process.

I am an artist and my main practice are paper cuts. My creative process starts with me observing and absorbing my surroundings. I am constantly snapping photos and later incorporating some of those elements into my compositions. I start by drawing out a loose idea and start cutting. In this stage I work intuitively adding or taking away elements as I go.

8. Describe your ideal day.

Breakfast, reading, working on a creative project, having time to pause and reflect.

9. Tell us 3 random facts about yourself.

Colombian, Baha’I, Vegetarian

10.What's something people would be surprised to learn about you?

My favourite colour is still pink.

11.Where in Toronto do you feel most creative?

I feel creative while biking around busy streets and absorbing different neighbourhoods. I like taking the time to stop and snap some photos of any little thing that catches my attention, whether it’s the way the light falls on a wall or an interesting colour combination.

Josefina Hernandez

12. Why do you love Toronto?

I love the diversity of the city and the creative exchanges that come from that.

13. Who or what are your greatest influences?

I am influenced by Matisse’s cut outs. Klimt’s line work and intricate patterns as well as Japanese woodblocks.

14. In what ways you do see yourself improving in your work?

By dedicating more time to creating, exploring new combinations of materials and colours.

15. What do you think distinguishes you from others?

My extraordinary attention to detail and the fact that I enjoy seemingly tedious processes in an age where most are looking for instant results.

16. What do you when you hit a life roadblock? How do you get past that?

Keep working and making efforts while looking out for confirmations from life to know that I’m on the right track.

Josefina Hernandez

17. How does it feel to create something that inspires/affects others?

I feel like I am able to make a difference in the world and through my actions and endeavors I can positively affect the lives of others.

18. What's one important thing you've learned, that you could have only learned through experience?

I’ve learned to appreciate the process of creating and have realized that it is just as, if not more important, than the final product.

20. What are some goals you’ve yet to accomplish?

Have a Solo Show in NYC.

21. What’s #1 on your bucket list?


Josefina Hernandez

Posted in: People

Tags: Drake Art  Drake Dreams  Drake General Store  Street Dreams Magazine  The Drake