Who are you at the agency and what do you do?
I often joke that I am a driver or a manager — because both in thesign.digital and in working with clients I am responsible for giving direction: stylistic, graphic, creative... As a result: I develop brand strategies and their user experience. Jako designer: that is, explorer, advisor and guide in one.
Why do you do what you do?
Let the world dare. First dream, then act. Discover, fulfill, change for the better. Why? Because I am constantly dreaming of a good, perhaps even somewhat utopian future. And since it is brands that shape opinions and change the world (and I am convinced of that!) I have no choice but to help inspire them, point out tools and accompany them in this change.
What motivates you?
Effort. Does that sound very bad? Laughter: But this is the truth: the more difficult the task and challenge, the more it motivates me. I like to think of my job as grinding diamonds out of seemingly only mediocre lumps of coal. It is difficult; but possible.
What's your story?
When I read, watched, or listened to stories as a child, I believed for a long time that they were true. I have always been fascinated by unusual things that blurred the boundaries between the mundane world and magical ideas about the future.
Then I did not understand what was actually inside me. Today I know that it is the ability to create and connect. Because that's what brands do! They create their own unique images in the minds of each of us — and invite you to live simultaneously in both worlds: the real and the magical.
After this discovery and breakthrough, I stopped “just” designing. My job was to make brands more competitive, readable and understandable — and therefore stronger. However, not in the first place in the race with others, but in terms of what they do for people. But I would never do it all alone! Hence the idea of organizing a team: combining the work of individual individuals who have different, highly specialized skills — but one, common goal. This is how we can move mountains.
What are you passionate about?
Brain. :laughing again There are tons of activities that I enjoy or are interesting. But none of them give me a feeling as deeply satisfying as learning about the mechanisms of functioning of my own head and then putting that knowledge into practice. I'm also a fan of AI — and I don't believe in it so much as I'm convinced it's part of our exponentially calculated future.
You and your work in 3 words are...
Habits. Processes. Consequence. But if I can 4, then at the beginning I would add more inspiration.
