About Me

Hi, I'm Andreina.

I've spent 8+ years helping companies look like who they really are. My sweet spot? Healthtech, engineering, and B2B companies - the ones building complex things that need to look credible to investors, clients, and partners.

I'm Venezuelan, currently based in Spain, working with clients across Europe and the US. I specialize in design that doesn't just look good - it helps you close deals and win trust.

Welcome to the Herlop Effect.

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The Interview

Unfiltered.

I was asked some questions. Here are my answers, unfiltered.

Who are you?

I'm Andreina Heredia, and I come from Yagua, a small town in Guacara, in northern Venezuela. A humble place but full of light, mango trees, and streets where everyone knows each other. There wasn't much there, but I learned to dream big. Now I live in Spain and I'm the founder of Herlop, a strategic design studio where I help B2B companies - especially in healthtech and engineering - look like the market leaders they are.

Why design?

For as long as I can remember, I was the creative one. The one who was always creating something, drawing, imagining how everything could be better since I was 5 years old. It wasn't a decision like “I'm going to study design” and that's it. It was more like design found me. I needed to make what I saw in my head a reality, and when I discovered I could do that for a living and also contribute something positive to the world, there was no turning back.

“Design found me. There was so much in my head that I needed to get it out and make it real.”

Why create your own studio?

I worked for years with companies, side by side with their CEOs and founders. That's where I understood something that changed my perspective: design isn't decoration - it's a business tool. It helps you close deals. It builds trust before you say a word. That shaped me. It taught me to create design that doesn't just look professional, but actually works. So the time came to bring all that to more companies - especially the ones in healthtech and engineering who need to look credible to enterprise clients and investors. That's why Herlop exists.

What projects excite you?

Complex B2B companies. Healthtech, engineering, deep tech - I used to think “that's not my thing,” but it turns out to be the most rewarding work I've done. The challenge of taking something technically complex and turning it into visuals that instantly communicate credibility and competence... that's what drives me. When a founder says “this is exactly who we are” - there's nothing better.

The project you're most proud of?

The work I did for Hull Hero - a marine robotics company with a vision for sustainable ocean operations. It was one of those projects where everything connected: the technical complexity, the visuals, the purpose. They needed materials that would work in enterprise sales meetings and international trade shows. Seeing their team use those catalogs to close deals... that's why I do this.

“If design doesn't come from truly understanding the business, it's just makeup.”

What do you think design is missing today?

Business understanding. Too many designers ask “what colors do you want?” instead of “who are you selling to?” For B2B companies, design needs to understand the sales cycle, the decision makers, what builds trust in your industry. Design that doesn't come from that understanding is just decoration - and decoration doesn't close deals.

How do you want your clients to feel?

Confident. That they can walk into any meeting - with investors, enterprise clients, partners - and know their materials communicate exactly who they are. Design should give you an unfair advantage. I want my clients to win deals they might have lost before, simply because they now look like the market leaders they are.

Something curious about you as a creative?

I love making patterns inspired by each trip I take. It all started when I saw the work of an artist from Malaga who did something similar and it inspired me so much. Since then, each trip becomes a pattern. I already have several and I love showing them - it's my way of taking a little visual piece of each place with me.

Your best places for inspiration?

The Louvre Museum and Morocco. They're two completely different worlds but they fill me up equally. The Louvre is like walking inside the history of art - each room hits you with something new, with centuries of accumulated creativity. And Morocco is pure life, color, and texture in every corner. Those contrasts, that authenticity... all of that gets into my work without me even realizing it. I think the best references aren't on Pinterest - they're on the street, in culture, in what's real.

“The best references aren't on Pinterest - they're on the street, in culture, in what's real.”

Your favorite country?

Poland. I love it because everything feels so typical, so authentic, it's like being in another era. In a world where everything is minimalism, trends, and futurism, I think reconnecting with the traditional and authentic is the best thing we can do. You feel that there.

Your favorite books?

Rich Dad, Poor Dad and The History of Design - I always recommend them. The first one changed how I see money and business - something we creatives tend to overlook. And the second is essential, because to break the rules you first have to know them. I believe a good designer needs both things: to understand business and to know where what we do comes from.

Will you teach more courses in the future?

Probably yes, it's in my plans. I've always enjoyed teaching. I've spent a couple of years without doing it, but in that time I've learned a lot, so when I come back, I come back with more to give.

What do you think about resetting social media?

It's the best thing you can do. Just live, without putting so much pressure on yourself. The world doesn't end when you stop posting your life. Be careful though - it's different if you have a business that lives off it. But on a personal level, disconnecting is healthy.