The Heroine’s Journey of the Yarza Twins

M means Marta and E means Eva

What is the best thing that I love about my work?

M. I love how multidisciplinary it is. One day you are creating an animation and the day after you are talking with your printer for the next issue of a magazine.

E. I love working in the creative industry, we are not saving lives, but it is great to help shape the visual culture of our time.

What is my idea of perfect happiness?

M. To smile constantly without realizing that you are doing it ☺

E: To be indoors warm while it is raining outside.

What is my greatest fear?

M. To lose the spirit to live, the energies to créate new things and to keep learning.

E: To not have new ideas, to not have the curiosity to learn new things.

What is the trait that I most deplore in myself?

M. My resilience to be able to adapt to different situations.

E: Many things.

Which living persons in my profession do I most admire?

M. I really admire Lance Wyman, the designer of the Mexico 68 Olimpic Games. I had the great luck of meeting him at OFFF Vienna last year and apart from being an excellent pioneer designer, he is also an amazing person.

E: Probably Sagmeister taught me that you need to know the rules in order to break them. I love his “punk” view of design.

What is my greatest extravagance?

M. I like to paint realistic portraits with ink pens in my free time.

E: I can move my ears.

On what occasion would I lie?

M. I don’t like lying, I don’t like being lied as well. If I catch you, I’ll lose my trust for you.

E: Never.

What is the thing that I dislike the most in my work?

M. I don’t dislike anything, everything is very exciting. Perhaps I would say if I have to go to the Post Office. I don’t like queuing!

E: I do not like accountancy, but it needs to be done.

When and where was I the happiest, in my work?

M. I am generally a positive person, but the first time that I could 100% work for myself was one of the happiest things in my life. I worked very hard to be there and I couldn’t believe that the time had finally come.

E: I am happy to work at our studio every day.

If I could, what would I change about myself?

M. I would love to be born again knowing everything that I know right now.

E: I guess the thing with getting older is to learn to own your own errors.

What is my greatest achievement in work?

M. For me having constantly clients contacting us. For me, it’s a success.

E: Being able to work for ourselves is a pretty big achievement for me.

Where would I most like to live?

M. I really love Europe and our lifestyle, so probably somewhere in Europe.

E: I love London but I wouldn’t mind somewhere sunnier.

What is my most treasured possession?

M. My sense of humour and having crazy ideas.

E: Being good in colour, also, being transgressive in design

What is my most marked characteristic?

M. In the design industry being a twin and our innovative designs.

E: Being innovative and not afraid of changes.

What is my most inspirational location, in my city?

M. Our studio, it’s located in an old victorian house, I’m sure that it must have hosted a lot of creativity in the past.

E: I love working in cafes, I used to work some times in Dalston Superstore during the day when it was empty as it helped me to focus.

What is my favourite place to eat and drink, in my city?

M. I really love Stick n’Sushi in London.

E: I love a Thai place in New Cross named “The Thailand” for me it is the closest to a Thai grandmother’s food (I’ve never been to Thailand, so it may be subjective).

What books influenced my life and how?

M. A book that changed my life was ‘The philosophy of Andy Warhol’. It changed my life.

E: The Aleph by Borges and Man and His Symbols by Carl Jung. By opening my mind to new ways of thinking and new worlds.

Who are my favorite writers?

M. I really like a Spanish writer called Juan José Millás, especially his novels. They are really psychological.

E: Jorge Luis Borges

You Only Die Once. What music would I listen on my last day?

M. A complete versión of Mattheus Passion by Johann Sebastian Bach.
E: Caribou.

Who is my hero or heroine in fiction?

M. Eleven from Stranger things.

E: Superman.

Who are my heroes and heroines in real life?

M. Velazquez, Goya, Dali and Picasso. They shaped art each one in their period.

E: Goya, Marina Abramovic, Picasso.

Which movie would I recommend to see once in a lifetime?

M. Les Choristes. It’s really special, the music is amazing and it brings you into another period without realizing it.

E: Schindler’s List

What role plays art in my life and work?

M. For me Art is like breathing.

E: Art is everything.

Who is my greatest fan, sponsor, a partner in crime?

M. My twin Eva, together we run Yarza Twins.

E: Marta

Whom would I like to work with in 2020?

M. Eva, we are a good design tándem.

E: Marta

Which people in my profession would I love to meet in 2020?

M. Luckily I could meet most of my design héroes, so I would say new young designers with lost of energy.

E: Paula Scher, big hero

What project, in 2020, am I looking forward to work on?

M. I would let 2020 surprise me.

E: All of them.

Where can you see me or my work in 2020?

M. or you can follow us on Instagram: @yarza_twins

E: Same

What do the words “Passion Never Retires” mean to me?

M. Choose a job that you love and you will never have to work a day in your life.

E: to work in your passion, whatever is your profession, do it with passion.

Which creative heroines should Peter invite to tell their story? 

Paula Scher, Jessica Walsh, Eva Cremers, Hey Studio, Marta Cerdá, Brigit Palma

Here follows a message of Peter de Kuster, founder of The Heroine’s Journey 


Are you a creative leader or creative professional looking to develop your business skills and storytelling?

Amidst today’s uncertainty, it is more important than ever to reconnect with yourself and others, develop your creative business, and build your story. Dive deep into your unique business style and areas for growth with the coaching of Peter de Kuster.


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    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

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    You are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. Coaching can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.

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    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

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    You are curious and want to engage in online learning.

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    You are motivated to work in-between sessions on yourself (e.g. working on homework assignments that will help you develop new storytelling, skills, and behaviors).


The Heroine’s Journey Coaching is all about your development. To make the most out of your sessions, we ask you to prepare topics to work on with Peter. These topics can serve as a starting point for further in-depth exploration with Peter.

These coaching topics typically resonate with the creative leaders Peter works with:

How can i tell the most powerful story possible about myself and my creative business?

How can I handle self promotion and marketing of my creative business better?

How do can I stay authentic and with focus when having difficult conversations with potential clients?

What are my creative values and how do I align these with my business values?

How can I manage my time and energy better?

How can I radiate confidence to my clients while feeling anxious inside?

How can I steer myself towards creative excellence without becoming rigid?

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

individual coaching for leaders


The Heroine’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Heroine’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Heroine’s Journey online coaching?

Creative leaders and creative professionals who wish to improve their business story and develop their business skills and mindset.

Should I choose 1:1 coaching?

Our The Heroine’s Journey experiences in world cities allow you to learn not only from the coach but also from your peers. For the small group coaching (1 – 4 people), we have selected important, relevant topics that we find regularly come up for creative professional: purpose, storytelling, creative confidence, self promotion, time & money and resilience.

If you would prefer to work alone or on a different topic, individual coaching is a better fit for you.

What language do we speak in the coaching sessions?


Can I buy coaching for my organization?

Yes, you can! We support many organizations around the world with their coaching needs. Please contact us for more information.

Can I bring my own topics?

Yes, for individual coaching you get to choose your own topic.

Are coaching sessions confidential?

Yes. Peter will not share anything that is discussed in the coaching sessions.

Where will the coaching sessions take place?

Sessions will take place online (as per the times we live in) via an online tool like Zoom or Skype. Peter will let you know.

How do I sign up?

Send Peter a mail to to start booking your coaching sessions.

How do I pay?

After you send the mail, you will receive an email with a link to pay.

How do I book and reschedule sessions?

Once we’ve received your payment, Peter will contact you and book your coaching sessions. He will also support you with rescheduling sessions if needed.

What is your cancellation policy?

Individual coaching sessions can be postponed up to one week before the session.


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