Paulina Raczkowska, a Polish-born, New York-based designer, has cultivated a career defined by empathy, cultural awareness, and a powerful commitment to societal impact. From her early studies in interior and stage design at the Eugeniusz Geppert Academy of Art and Design in Wrocław, followed by her studies in Valencia, Spain, Paulina’s journey reflects a deep dedication to both artistic excellence and the power of human connection.
Past her educational studies, Paulina has honed her creative direction in Berlin, working with renowned companies like Viacom, Rocket Internet, and Highsnobiety, as well as collaborating with major brands. This had sculpted her visual language and sharpened her ability to weave compelling narratives through design. However, it was until her subsequent decision to live and work across Mexico, Kenya, Brazil, South Africa, and the Dominican Republic that truly formulated her approach.
Spending nearly a decade immersed in diverse cultures, Paulina learned to design with a global consciousness, understanding that true design extends beyond aesthetics and to embrace cultural heritage. This experience fueled her focus on issues surrounding women’s health, safety, and empowerment.
Now employed at Ahoy Studio, a women-founded design agency in New York City, Paulina contributes to branding and creative development for non-profit organizations and mission-driven enterprises focused on environmental protection, social justice, and gender equity. Simultaneously, she collaborates with Dames New York, a women’s brand centered on mental health, safety, and empowerment, helping them construct a visual identity that empowers women to feel safe, beautiful, and strong.
Paulina also happens to be a talented photographer, using the medium to capture the essence of people and places. “I’ve always been attracted to the stories behind people and places; the ones you don’t see at first glance,” she explains. “Photography has become a way to document those stories when words just weren’t enough; capturing presence, energy, and the small details that make people and places feel alive.”
Looking further ahead, Paulina is set to co-found a creative production studio with fashion designer Katlyn O’Malley, which will aim to create socially responsible content spotlighting sustainability, women’s rights, and equity within the fashion and media industries. The studio will challenge industry norms by integrating respect, inclusivity, and ethics into every project. Paulina, who approaches all of her projects with a deeply cemented sense of human connection and cultural understanding, talks about her photo series, the Lower East Side community and what’s next.
When did you start working with photography and why?
Paulina Raczkowska: Photography has always been a reflective medium for me; a way to document people, places, and energy that often slip past simple words. While my formal background is in stage and interior design, and on a daily basis I work as a graphic designer, I picked up a camera while living in different cities: starting with Wrocław and Berlin, then Mombasa, Santo Domingo, and now New York. What made these places different for me was that I wasn’t just passing through; I lived there long enough to see the stories and textures behind the surface. That access gave me a perspective most people may miss during short visits. Photography became a tool for me to capture those layers and document human stories that feel unfiltered and sincere.
Can you talk about the portrait series you are working on at the moment?
The portrait series started very organically; it wasn’t a planned project at first. When I moved to New York City, I was struck by how this city feels like the whole world had gathered into one place. Different languages, histories, and cultures collide here daily, and I wanted to capture that synergy. About a year ago, through a friend of mine from Berlin, Germany, I met Katlyn O’Malley, who turned out to be a neighbor from my block. She was deeply involved in the downtown creative community and was launching a brand called Dames. What drew me in was that it wasn’t just a typical commercial project; it was a community-based collective where people collaborate for the pure joy of creating. Everyone’s always on board, and we make things simply because we want to.
We then started inviting people from the neighborhood; painters, designers, musicians, dancers, even a chef from a local pizza place; and it’s quite rare these days to find spaces where people create just for the love of it, without immediate commercial motives. I wanted to document that spirit through portraits.
Who are these people? Why did you choose to shoot them? Where? Are they 2024–2025?
The people in these portraits aren’t mere traditional models. They’re artists, musicians, and local legends who represent the raw, eclectic character of downtown New York. The series is still ongoing; it started last year and will continue through 2025. We shot in iconic New York spots like La Esquina in Soho, Forgetmenot on the Lower East Side, Commodore, and even Desert5, to name just a few.
Some of my favorite shoots include Ilton, an artist who just released his album; we shot a promo video and portraits with kids from the block. Another is Johnny Rozsa, a legendary New Yorker, photographer, Buddhist, and incredible person. I shoot in a fast, simple way, usually by using just one speedlight; capturing moments of presence in places that mean something to the people in them.
What makes a compelling portrait, in your eyes?
A good portrait has to be beautiful but still feel honest. It’s not just about perfect lighting or styling; it’s about capturing something that’s real in someone’s own expression, their posture. I’m drawn to portraits where you can sense the person’s energy, a kind of unfiltered humanity. It should feel like a piece of a conversation, not a posed image.
How does powerful photography tie into art direction and brand storytelling?
Photography is one of the clearest tools for brand storytelling because it instantly sets a tone and emotion. Especially now, when audiences are hyper-aware of what feels authentic and what doesn’t, powerful photography can humanize a brand and give it dimension. In my work, whether it’s a campaign for a nonprofit or a community-led project such as Dames, photography acts as a visual anchor; it captures the faces, stories, and atmosphere behind an idea. It’s where narrative, emotion, and context meet.
How do you collaborate with brands who want to promote their work in a responsible, empowering, and authentic way?
I always start with a conversation; asking for what they stand for, who they want to reach, and why it matters. From there, we shape the concepts that avoid clichés and empty statements. It’s important for me to involve the communities the brand wants to represent, making sure their voices are part of the process. I’ve been lucky to work on projects where we build real relationships with the people involved; whether it’s local creatives in New York or for nonprofit teams around the world. It’s about creating work together, not just speaking on behalf of others.
What projects have you worked on that focus on mental health, safety, and women’s empowerment?
Through my expertise at Ahoy Studios; a graphic design studio focusing on design for nonprofit organizations like The Rockefeller Foundation and the United Nations; I’ve led design and visual campaigns for nonprofits centered on gender equity, social initiatives, and mental health awareness. These projects mean a lot to me because they allow me to merge visual storytelling with topics that genuinely matter.
We work on issues from all around the world, with a particular emphasis on the Global South. As of right now, I’m preparing for a major project with Camber Collective; a research and strategy consultancy business specializing in social impact initiatives. (Camber Collective works with nonprofits, foundations, and NGOs to advance equitable health, economic, and environmental outcomes. They use research and strategy to inform policies and programs that drive social progress.) This upcoming project focuses on women’s health, directly aligning with the topics I’m most passionate about.
On a more local and personally meaningful scale, collaborating with Katlyn and Dames has been incredibly fulfilling. Themes of community care, personal safety, and mental health are woven into the brand’s DNA. We’ve worked on shoots and events that celebrate those ideas visually and emotionally, creating images that feel joyful, intimate, and unpolished; yet still bold and confident in a way that feels natural and respectful.
What is the connection between your design work and your photography?
Both my design and photography practices are rooted in storytelling and human connection. Design gives a structure to ideas; photography captures the people, emotions, and atmospheres within those stories. They constantly inform each other. My design work helps me approach photography with clarity and a purpose, while photography keeps my design practice human-centered and emotionally intuitive. Both are, at their core, about communication and finding ways to make people feel seen.
Follow Paulina Raczkowska on Instagram @paula_racz and her website.
All photos courtesy of Paulina Raczkowska.
