In today’s fast-moving creative landscape, the role of a freelance digital designer is evolving faster than ever. Clients expect originality, clarity, and work that doesn’t just look good but feels right. Few creatives embody this philosophy as fully as Liza Puchkova, a freelance digital designer who has carved out her own global path by combining minimal design, emotional intuition, and a deep understanding of how brands live online. Her work stands out not just for its clean aesthetic, but for the way she builds each project from a core feeling — a unique approach that’s quickly becoming essential in the modern design industry.

In this interview, Liza opens up about her creative process, how she transitioned from economics and early childhood education into design, and why staying inspired is a mix of curiosity, discipline, and knowing when to step away. She shares actionable insights for aspiring creatives, tips for freelancers seeking new clients, and her perspective on where the future of digital design is heading. Whether you’re a junior designer, an established creative, or someone navigating freelance life, this Q&A offers practical advice, honest reflections, and a refreshing reminder that great design starts with emotion — and grows with courage.

How did you first get into the industry?

I guess it has started with working as SMM for a few projects and from there I got really interested in the design aspect and started learning about it and using this knowledge everywhere I could.

Where are you based now and who do you work for?

I work with different projects from all over the world, primarily smaller ones - I really like helping them out in finding their right place in the online world.

What is your personal background and what role did it play in your career?

I have a background in economics and finance - that is my Bachelor Degree actually. And a great part of my background is also early childhood education which I still love and partly do. But I have always been creative in one way or the other and loved design in all it shapes and forms.

If you weren’t in your current industry, what would you be doing?

It would either be early childhood education, love working with kids or some sort of an event industry.

Can you explain your creative process? What makes it unique?

I posted an article recently here on Creativepool talking just about it. I have been in the process of establishing my way of working and I have been thinking a lot about it. And what I have realised is that my best work always comes out of a feeling. I try to really tune in into the project until I get this feeling inside of me and then I try to look for visual representations of it. And then from there I go to the moodboard etc.

This feeling sometimes comes very easily and sometimes it takes a while and lots of briefing and thinking (and not thinking for a while).

What I have also noticed is that not settling with the first draft/idea is usually a good idea, because you will either find something better or get very confident in the initial one.

And one last thing is that I try my best not to settle for anything less than ‘I love this’. I feel like this is when the design really reflects me and my client best.

How would you describe your style?

I would say that it is rather minimal and I try to always go for a bit of a creative twist. And probably clean too (in my eyes but I might be totally wrong).

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

I usually gain inspiration from all the different kinds of places and people. And very often these places are not really connected to design. But I do have a few people who I follow and am always very interested in what they do that is Zhenya Rynzhuk and Artemii Lebedev (the one in New York) and honestly these are just the most recent but there are so many people who inspire me and they do not even have to be famous, I have friends and family members who really do inspire me. And most recently that has also been plays in the theatre.

What tips would you give to aspiring creatives looking for work?

I have already mentioned but to not settle for anything else than ‘I love this’ in your work and then I feel like the right people and companies will find you.
And also to just keep putting yourself out there and keep creating and doing what you love and then everything else will follow, I promise.

What tips would you give to other professionals to get more clients?

Well, creative pool is probably not news but also contests and social media. And probably reaching out to studios you love and proposing collaboration. 

Can you share a memorable experience from your career journey that shaped your approach to creativity?

This is a very tough question)) But I feel like it was one journey but more so the whole journey has been shaping my approach and how I am looking at things and how I am feeling about things and how I am translating them through design.

It has been a series of lessons and experiments and lots and lots of feedback, trial and errors and repetition (nothing new I guess ahahah).

What kind of tools/kit/software could you not do without?

Figma. Do not know how I have ever lived without it. And my journal.

What’s your secret to staying inspired and motivated?

I think whenever you are inspired you are instantly motimated and whenever it happens that you are motivated it doesn't always mean you are inspired. So we more so have to look for inspiration at the first place.

And I would say my go to inspiration spot is Pinterest - no matter how much hate sometimes comes its way from designers, Pinterest is my go to place for inspiration and I do not look for “design things” instead I look for everyday things and they get me inspired. 

I also go talk to people, flip through magazines and beautiful books. And then there are places like museums and book shops too. But I also like to just go to places where there are other people working and just join them with a cup of coffee and it all doesn’ seem so bad.

But very often it is also a break that I take. Sometimes this all you need and a walk outside does wonders to motivation and inspiration.

What’s the work achievement you’re most proud of?

From the design perspective I am proud of the fact that I am still creating  and posting all about that. And being featured on creative pool was recently a thing I was hoping to achieve one day. And I am proud of that and am trying to rush and acknowledge that fact that I once dreamt of it. But also getting the Site Of The Day on several platforms was very motivating and serial.

What do you think sets apart truly exceptional creatives from the rest of the pack?

The desire for always getting better and learning more; not being afraid to collaborate and work with other creatives together; asking for help and feedback; and staying true to themselves

How do you think technology has influenced the creative industries and how have you adapted to these changes?

The changes that are happening are crazy but they are not going anywhere so we have no choice but to adapt and use them to our advantage. Just a creative is great, just an AI tool (for example) is great - a creative who knows how to use and uses the AI tool well is a very great creative.

But overall it has really opened up the possibilities and things that we can now even think about are a lot different from what they were before.
I also think there is a lot more to come and a lot more to adapt to but if we go with it and not against I think we have some WOW bits coming up.

What is the one thing that you would change about the industry?

Nothing. I love working with what I already have. But I think a bit more kindness wouldn't hurt anywhere.