Join us as we sit down with Soapbox designer Lena Pilshofer to explore how her lifelong love of music shapes her approach to visual storytelling. From rhythm and harmony to dynamics and flow, Lena reveals how the lessons of musicianship continue to inspire her design work — and what brands can learn from a well-composed melody.
Lessons from music in design
Can you tell us about your early musical experiences? Which instrument or style has influenced you the most?
My musical journey began when I was just four with the recorder — an instrument best described as a test of parental love. My first “concerts” were essentially 20 kids enthusiastically (and very incorrectly) blasting into the instrument. Little did I know, it was all perfect training for the noise rock band I’d join in my twenties. My parents actually liked that one, surprisingly.
I started playing classical piano when I was seven. The structure and discipline of music theory taught me how to think in patterns — something that still influences how I approach design (and time management) today. I also developed a love for sight reading early on; interpreting notes and translating them into movement and emotion.
Was there a moment you realised music and design share similarities?
Absolutely. I’ve always believed that all creative languages are connected — whether it’s music, painting, design, or writing. The principles often overlap, and I draw on them daily in my work at Soapbox. The way hierarchy works in music — the grounding bass line supporting the melody — translates beautifully into visual design, where a base colour anchors the layout.
Music continues to shape how I think about rhythm, balance, and emotion in visual storytelling. Writing lyrics also taught me to step into other people’s shoes, imagining different perspectives and scenarios — a skill I apply every day when understanding clients’ needs.
How do concepts like rhythm, harmony, or dynamics translate into visual work?
When I’m designing, I often think in musical terms.
Rhythm is about pacing — how the eye moves through a layout, where it pauses, and where it accelerates.
Harmony is about cohesion — how colours, fonts, imagery, and tone of voice blend together.
Dynamics are about energy — knowing when to build visual tension and when to create calm, so audiences stay engaged rather than overwhelmed.
Every project becomes a composition, balancing consistency with moments of surprise.
Can you share a project at Soapbox where thinking musically helped shape the outcome?
One project that stands out is Soapbox’s work on the Imperial brand roll-out. My focus was on layout pacing — using different formats and compositions to create rhythm across digital and print materials. Colour choices acted as tone and dynamics: bold when needed, subtle elsewhere. The brand storytelling followed a musical structure — each piece building on the last to form a cohesive composition.
Consistency across all materials was key, like repeating motifs in a song. Too much variation and the message feels scattered; too little and it lacks energy. That balance helped the visuals not only look unified but feel engaging — turning design into an experience rather than just a delivery vehicle for information.
These creative decisions aren’t just aesthetic. They help our clients communicate more clearly, capture attention, and build deeper connections with their audiences.
How do you balance creativity with strategic goals when designing for clients?
It’s a bit like writing a song for a particular audience. You want to express something honest — stay true to your own style — but it still has to connect with the listener. It starts by understanding the “hook” or message that matters most. From there, creativity becomes the tool to amplify that hook, not compete with it.
What can brands learn from music about pacing, hierarchy, or audience engagement?
A lot! Music teaches you to pay attention to pacing and detail. It helps you understand when to build tension, when to rest, and when to repeat a section. Like a great song, strong visual storytelling surprises the audience but still feels familiar.
Are there common “missteps” in design you help clients avoid by thinking musically?
Definitely. Maybe the biggest one is overloading the viewer. Less is more! Silence — or negative space — can be as beautiful as crescendos and chaos. Not every part of a design has to shout. Sometimes it’s the quietest moments that leave the biggest impression.
If you could set the “soundtrack” to a Soapbox project, what would it be and why?
Mother Earth’s Plantasia (1976, by Mort Garson). It was written as “warm earth music for plants and the people who love them.” The album celebrates growth, harmony, and care — values that mirror Soapbox’s ethos and how I approach design and client collaboration.
Soapbox has been a place for me to grow creatively while helping clients grow their positive impact in the world.
What advice would you give to creatives who want to infuse their personal passions into professional work?
Follow your instincts and trust your personality. The things that make you excited outside of work aren’t distractions — they’re your creative fuel.
At Soapbox, we help brands find their rhythm — whether in campaigns, stories, or visuals. Let’s make your next project sing!