Interview with Anna Zhuk

Anna Zhuk ("AZ") interviewed on Monday, 30 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

AZ : I've been working as a designer since 2023. My design education started with online courses, where I learned the basics of web design, graphic design, and, in particular, identity. Later, I honed my skills through practice, working on personal projects, and studying design and marketing books. During this time, I've had the opportunity to work with different clients — from small brands to real estate agencies, educational platforms, and sustainable energy companies.

How did you become a designer?

AZ : I've always felt a strong pull toward creativity — I loved making things with my hands and was fascinated by art. But when it came time to choose a profession, I chose finance — it seemed like a more practical path. However, deep down, I always knew that creativity was my true calling. As an adult, I became interested in photography and later even tried painting. After moving to another country, I had to rethink my career, and that's when I decided I wanted to finally do what truly inspires me and brings me joy — design. It was my own decision, born out of a desire to do what I love and to realize my creative potential.

What are your priorities, technique and style when designing?

AZ : When working on a new project, I always prioritize: 1. Research and understanding the client's goals and their audience — this helps me propose solutions that are relevant and meaningful for the brand and its customers. 2. Attention to detail and clarity — I believe even the smallest element can affect the overall impression. 3. Visual harmony and emotional resonance — it's important to me that the design evokes the right emotions. I mainly rely on digital tools in my work, such as Illustrator, Photoshop, Figma, and others. However, I always start with a notebook — I create associative maps and sketches by hand to better feel the concept. This helps me move from the idea to the final visualization.

Which emotions do you feel when designing?

AZ : When I'm working on a design, I feel a lot of excitement and inspiration, especially during the concept stage. That's when I feel the freedom and joy of bringing my ideas to life. But what excites me the most is the feeling of having a finished product — when I see the project come to life and start working for the client. This always brings me satisfaction and a sense of happiness.

What particular aspects of your background shaped you as a designer?

AZ : I believe that several important skills not directly related to design have shaped me as a designer. First of all, it's the ability to listen and sense what truly matters to the client. I've always valued art, observation, and attention to detail — these qualities help me better understand the character of a project and express it through visual language. The biggest turning point in my design journey was moving to another country and changing careers. It was a challenging but transformative experience that taught me to be braver, more open to the unknown, and to trust myself. For me, design is not just a profession — it's a space for continuous growth, inspiration, and discovery.

What is your growth path? What are your future plans? What is your dream design project?

AZ : Right now, I'm focused on growing as an independent designer — taking on more complex and meaningful projects. One of my big dreams is to collaborate with a well-known luxury brand — something elegant, refined, and emotionally expressive. At the same time, I would truly love to be part of a project that has social value — for example, working with an organization that supports people, communities, or animals. In the future, I hope to continue building my portfolio, participating in exhibitions, gaining recognition for my work, and eventually opening my own design studio.

What are your advices to designers who are at the beginning of their career?

AZ : At the beginning of your journey, it's important — to give yourself time to explore, make mistakes, and grow. Don't be afraid to try new things and ask questions. My advice is: don't compare yourself to other designers, especially early on. Focus on your own progress, look for projects that inspire you, and remember — design isn't just about aesthetics; it's also about meaning and emotion. One of my teachers once told me: "While you're thinking and doubting, others are doing. It won't be perfect at first, but with time, you'll learn." And one more big thing — don't be afraid to show yourself and your work, because that's what opens new opportunities and helps you move forward.

What is your day to day look like?

AZ : My day usually starts with a cup of coffee — a small ritual that sets the tone for work. Then I check my emails and go through my planner — I like having a clear picture of what needs to be done. During the day, I work on various projects — it could be designing a logo, creating a presentation, searching for new ideas, or preparing for a client call. What I enjoy most is the moment when an idea starts taking shape — it always feels a bit like magic. I find inspiration in simple things: a cozy atmosphere, favorite music, a kind message from a happy client, or a new idea that comes unexpectedly during work. No two days are exactly the same — and that's part of what makes it beautiful.

How do you keep up with latest design trends? To what extent do design trends matter?

AZ : I keep an eye on design trends, but I don't let them lead the way. I find it valuable to understand where the industry is heading and how visual styles, colors, and forms are evolving. Still, in my work, I always focus first on the idea, the brand's values, and its target audience. Trends are a helpful tool — not the final goal. I draw inspiration from many sources: the design community, books architecture, nature, and sometimes even from casual conversations or unexpected observations in the city.

How do you know if a product or project is well designed? How do you define good design?

AZ : I believe that good design is one that fulfills its purpose — it's clear, functional, and resonates emotionally. It's not just about beauty, but about meaning, concept, and the context in which it exists.

How do you decide if your design is ready?

AZ : I believe the moment when a design is truly finished is always an intuitive decision. Of course, there's always something you could tweak or improve, but for me, it's important to stop when the design clearly fulfills its purpose, feels complete, and there's no longer that inner sense of "something's missing." I usually revisit a project a few times after taking a short break — a fresh perspective helps catch small details. But eventually, I open the design and realize: everything is in its place. That's when I know I can confidently set it aside and move on.

What is your biggest design work?

AZ : Each of my projects is special to me — I always put a part of myself into the work. But the ones that are closest to my heart are the identities I created for Ukrainian handmade brands. It's more than just design — it's about warmth, authenticity, love for details, and the care that artisans put into their craft. It was important for me to capture that energy through visual identity, preserving the feeling of naturalness, simplicity, and deep meaning. Especially now, in such a challenging time, I genuinely want to support artisans, small brands, and businesses — to help them grow, build their presence, and find confidence through strong visual communication.

Would you tell us a bit about your lifestyle and culture?

AZ : I come from Ukraine, and my culture has always been an important part of my life and creative work. Ukrainian traditions, values, the drive for self-improvement, growth, and hard work have deeply shaped my approach to design and inspire me to create thoughtful, high-quality work. I currently live in Italy, and this place has had a strong influence on how I perceive design. The local culture teaches me to appreciate emotion, history, and individuality in everything — from architecture to the small details of everyday life. Music accompanies me every day. It sets the mood, helping me either focus on work or unwind. I believe that design has the power to influence people — their thoughts, feelings, and even their choices. For me, design has changed everything: the way I see the world, the way I perceive it, and how I express myself. It's not just a profession, but a part of my life and culture that helps make the world around me a little better. Through design, I've learned to appreciate small details, notice beauty in simple things, and find harmony even in everyday life.

Would you tell us more about your work culture and business philosophy?

AZ : What I value the most in my work is openness, respect and responsibility. I work independently, but I occasionally collaborate with other designers, SMM managers, and marketers — and I always strive to make this interaction comfortable and effective for everyone involved. It's important for me to share common values with partners or clients: honestly, mutual respect, a desire to create a quality product, and a genuine attitude toward the work. As for my working culture — I believe the best results come when there's clarity in the process, but also enough space for creativity. I always meet deadlines and keep my commitments, but I also believe that a healthy work environment shouldn't be about pressure and stress — it's about mutual trust and respect for each other's time. The main challenges of my profession are finding the balance between creativity and real business goals, staying flexible, and being open to change. I believe that being a good designer isn't only about talent. It's also about attentiveness, empathy, the ability to listen and understand things on a deeper level — and to turn all that into a visual outcome that makes sense and resonates.

What are your philanthropic contributions to society as a designer, artist and architect?

AZ : For me, design is not only about visual language but also about responsibility. I believe that design can support, amplify important messages, and help change society. I am also open to working on charitable or Pro Bono projects if I see meaning and value in them. This could include supporting local initiatives, social campaigns, or brands working with people in need. In the future, I definitely want to be more involved in such projects — this is very important to me.

What positive experiences you had when you attend the A’ Design Award?

AZ : I haven't yet attende the A'Design Award ceremony, but I am already very excited and inspired. I believe it will be a unique opportunity to meet talented designers from all over the world and witness a wide range of approaches and styles, which will greatly broaden my understanding of design. In my opinion, three main benefits of participating in design awards and competitions are: 1. Improving professional skills through experience exchange and feedback. 2. Gaining recognition and expanding potential client networks. 3. Motivation for continuous improvement and creative growth. Design competitions help advance a career because they open new opportunities, connect you with industry peers, and push you to constantly improve. Being named Designer of the Day is a great honor and responsibility for me, as it means my work is recognized and valued.

Anna Zhuk Profile