The Heroine’s Journey of Amalia Mora

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

I love thinking and finding visual solutions. And i love looking for the detail, reducing it to essential, to a sign. Quoting Iela Mari: “You have to start from the analysis to get to the synthesis, not vice versa. For example, you must first draw all the details of a leaf and then delete, delete, delete”.

The first idea is never good but when it happens it’s great!

Pensare e trovare soluzioni visive. Cercare il dettaglio, ridurlo ad essenziale, ad un segno.

Citando Iela Mari: “ Bisogna partire dall’analisi per arrivare alla sintesi, non viceversa.Per esempio bisogna prima disegnare tutti i dettagli di una foglia e poi cancellare, cancellare, cancellare”.

Non è mai buona la prima idea ma quando accade è grandioso!

What is my idea of happiness?

A plant grown by me.

Una pianta coltivata da me.

What is my greatest fear?

Stop dreaming when I am sleeping but also when I’m awake.

Smettere di sognare quando dormo ma anche quando sono sveglia.

What is the trait that I most deplore in myself?

Being very strict with myself.

Essere molto severa con me stessa.

Which living persons in my profession do i most admire?

I admire many people but at the moment the two that I admire most are David Hockney and Lorenzo Mattotti.

Ammiro molte persone ma al momento le due che ammiro di più sono David Hockney e Lorenzo Mattotti.

What is my greatest extravagance?

Let my white hair take over.

Lasciare che i miei capelli bianchi prendano il sopravvento.

On what occasion would I lie?

When they are white lies.

Quando sono bugie bianche.

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

the self-promotion. I hate to talk about myself especially on certain official occasions.

L’autopromozione. Detesto parlare di me soprattutto in certe occasioni ufficiali.

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

At an illustration festival a few years ago. I had the opportunity to speak publicly about my work. Initially I thought I couldn’t do it, then with great surprise I found myself at ease.

Ad un Festival di illustrazione qualche anno fa. Ho avuto l’occasione di parlare in pubblico del mio lavoro. Inizialmente pensavo di non potercela fare poi con grande sorpresa mi sono trovata a mio agio.

If I could, what would I change about myself?

My being deeply “bear”.

Il mio essere profondamente “orso”.

What is my greatest achievement in work?

I’m waiting for it.

Lo sto aspettando.

Where would I most like to live?

In Bologna, in a penthouse in the center with my private terrace and the people I love.

A Bologna, in un attico in centro con il mio terrazzo privato e le persone che amo.

What is my most treasured possession?

My daughter and my partner.

Mia figlia e il mio compagno.

What is my most marked characteristic?



What is my most inspirational location, in my city?

Piazza Maggiore in Bologna and a song by Lucio Dalla “March 4, 1943” as background music.

Piazza Maggiore a Bologna e una canzone di Lucio Dalla “4 marzo 1943come sottofondo musicale.

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

Margherita Gardens with a nice mojito

I Giardini Margherita con un bel mojito

What books influenced my life and how?

Philip Roth’s “Indignation “

It made me realize that one can be ruthlessly sincere.

“Indignazione” di Philp Roth

Mi ha fatto capire che si può essere spietatamente sinceri.

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

Chopin – Nocturne op.9 No.1

Vorrei ascoltare Chopin – Nocturne op.9 No.1

Who is my hero or heroine in fiction?

Lagertha, a legendary Norwegian shield-maiden.

Lagertha una leggendaria shield-maiden norvegese.

Who are my heroes and heroines in real life?

People loyal to themselves.

Le persone leali con se stesse.

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

Krzysztof Kieslowski’s “Three Colours: Blue”.

Film Blu” di Krzysztof Kieslowski

What role plays art in my life and work?

Art is whatever you do with patient dedication, creativity and hope. Today more than ever we need hope.

Arte è qualunque cosa si faccia con paziente dedizione, creatività e speranza. Oggi più che mai abbiamo bisogno speranza.

What do the words ‘You are the storyteller of your own life’ to me?

Do what you want.

Fa quello che vuoi.

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

My partner

Il mio compagno.

Which people or companies would I like to work with in 2020?

I’d like to do some covers for Penguin Random House. Illustrate some articles for the New York Times. Working for fashion companies such as Alexander Mcqueen, Iris Van Herpen and Etro.

Mi piacerebbe fare delle copertine per la Penguin Random House. Illustrare alcuni articoli per il New York Times. Lavorare per aziende di moda come Alexander Mcqueen, Iris Van Herpen e Etro.

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? 

I’d like to meet people who get involved and who aren’t afraid of change.

Mi piacerebbe incontrare persone che si mettano in gioco e che non abbiano paura del cambiamento.

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

A book written and illustrated by me.

Un libro scritto e illustrato da me.

Where can you see me or my work in 2020?


instagram: @amaliamora82

fb: @amaliamorablog

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

The artist’s work is the only one for an indefinite period. First of all creativity is an exercise in thought which in turn must be carefully cultivated. Everything is illuminated by a personal vision that will never be someone else’s vision, this is the beauty of life and art.

Il lavoro dell’artista è l’unico a tempo indeterminato. La creatività prima di tutto è un esercizio di pensiero che a sua volta va coltivato con cura. Ogni cosa è illuminata da una visione personale che non sarà mai la visione di qualcun altro, è questo il bello della vita e dell’arte.

Which creative heroines should Peter invite to tell their story? 

Anna Masini (Ninamasina) (Artist / Illustrator)

Aysegul Donmez (Global Marketing Identity & Equity Manager)

Arianna Squilloni (Editorial Director of A Buen Paso Editore)

Ester Grossi (Artist / Painter)

Alessandra Maio (Artist / Painter)

Gabriella Giandelli (Artist / Illustrator / Cartoonist)

How can you contact me?

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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