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A graduate of Minneapolis College of Art and Design, Aimee Hucek began her career as a senior designer, building brand identities for clients like Pillsbury and 3M. Now based in Chicago, where she runs her own firm, Aimee specialises in all forms of print communications from business cards to billboards.
Since 2004, Aimee has designed Holiday cards for the Museum of Modern Art, and as big fans of hers, we’re delighted to now collaborate with her on a playful new birthday card collection!
I grew up in a small Midwestern town in northern Illinois and have spent most of my life in the Chicago area. I can remember creating design pieces as a child—tearing tissue paper, layering colors, and playing with simple shapes long before I had a name for what I was doing.
Recently, one of my cousins discovered a portfolio of designs my grandmother created while she was in high school. It included watercolor studies, floral repeat patterns, and graphic landscapes—work that felt surprisingly contemporary. None of us knew this creative history existed, and uncovering it was a meaningful reminder that a love of art and design had quietly been part of our family all along.
I studied visual communications at the Minneapolis College of Art and Design and began my career at a Minneapolis design firm, working collaboratively on identity systems, branding, signage, and print materials for companies and arts organizations.
My career began just before the computer revolution, so I learned the craft of design by creating mock-ups and final artwork by hand and gained a deep understanding of the printing process—from Pantone inks and press checks to selecting beautiful papers.
After returning to the Chicago area, I established my own design firm, specializing in print communications of all kinds. During this time, I transitioned into digital production, teaching myself early Apple computers and Adobe design tools.
I later began designing three-dimensional, fold-out holiday cards for The Museum of Modern Art, a collaboration that has continued from 2004 to the present. This year, I’m thrilled to partner with Lagom Design to create a series of fold-out birthday cards, drawn to their exceptional attention to detail, vibrant color printing, and love of paper.
My design philosophy centers on simplicity and hands-on exploration. Every card design project begins with small pencil sketches, followed by rough three-dimensional mock-ups that allow me to experiment with how a card will fold, unfold, and come to life.
Once I’ve chosen a direction, I develop the artwork digitally and then return to paper— printing, cutting, and folding each design by hand. Seeing the card fully assembled helps me refine details and ensure the form feels intentional and balanced.
I love working with paper for its tactile, sculptural quality. Many of my cards reveal a story as they unfold and include an element of surprise, inviting the recipient to interact with the piece. A thoughtfully designed paper card becomes a gift—something to hold, display, and enjoy long after it’s opened.
I like working early in the morning when I feel freshest and enjoy getting outside. Sometimes I review the photos or notes I have taken while traveling to give me inspiration, and I always enjoy a cup or two of coffee to get me started.
I love to travel, and I am inspired by everyday moments I observe both far away and near to my home. My design studio is on the second floor and I have a tree outside my window where I can see all manner of birds feeding on berries and at birdfeeders across the street. I have used birds in a number of my cards throughout the years.
I have also gotten inspiration from walking in my neighborhood. On one walk, I picked up pine boughs and pinecones. When I was back in my studio, I put the pine boughs on my scanner and incorporated them into a card design.
I also collect various bits of print material and other objects from my travels to give me inspiration and love to visit art museums to see how people have communicated their ideas and addressed universal themes throughout history.
I attended a 6-week summer design workshop in Brissago, Switzerland, studying with Paul Rand, Armin Hofmann and Richard Sapper, among others. This workshop was one of the most inspirational experiences I have ever had because I was totally immersed in design and began to look at things in new ways. Paul Rand’s message was to keep it simple and that has stuck with me to today. His work includes humor, playfulness, simplicity and joy. We worked on a project with Richard Sapper that involved folding paper in a 3-dimensional, sculptural way and that was a big influence on my work. Armin Hofmann taught me to observe design in the everyday environment and to experience a new way of seeing.
Do something you love and don’t be afraid to follow your passion. Keep things simple, experiment, have fun and learn a lot along the way!
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