With over 12 years of experience in branding, packaging, motion design, and illustration, Karolina Demina has carved out a unique path in the creative industry. Starting her career in client management at a printing company, she gradually transitioned into design, exploring software, experimenting with projects, and eventually building a thriving freelance career. Today, based in Kazakhstan, she collaborates with clients worldwide – from the US to Australia – creating everything from brand identities and mascots to animated videos and illustrations.
Karolina’s journey is a testament to the power of persistence, curiosity, and the courage to share your work, even when it feels imperfect. A perfectionist at heart, she has learned that growth often comes from taking bold steps, whether that means entering awards, upgrading skills, or embracing new technology. In this interview, she opens up about her creative process, her inspirations, and her vision for the future of design.
How did you first get into the industry?
Right after university, about 12 years ago, I started working as a Client Manager at a full-cycle printing company. While handling clients, I also learned the ins and outs of production – the technology, machines, and printing processes – to give accurate consultations and timelines to Clients.
Whenever I had a spare moment, I enjoyed helping the designers with small tasks to speed up the process, and that’s how I started exploring design software. With each project I grew more skilled and confident and my interest in design kept growing!
Then I had a period of entrepreneurship, also connected with design – I was creating designs for children’s LED night lights. After that, I moved into freelancing in design, animation, and illustration, and fully immersed myself in the industry.
Where are you based now and who do you work for?
Right now, I live in Kazakhstan with my family and work as a freelancer on various projects in branding, packaging, 2D animation, motion design, and illustration.
My clients come from different parts of the world – the US, Saudi Arabia, Russia, the Czech Republic, Australia, etc. I’ve worked on cosmetic, food, café, and fintech brands, created mascots, animated cartoons, logos, explainer videos, YouTube intros, presentation animations, and more.
What is your personal background and what role did it play in your career?
I’m a perfectionist, and that’s something that both helps and holds me back in my career. Back in school and university, I was always a straight-A student. On the one hand, I always do my best and people notice it – clients come back to me again and again. On the other hand, I used to postpone publishing projects on professional platforms or social media until they were “perfect,” and that slowed down my growth as a professional.
For example, I wasn’t even planning to enter the Creativepool Annual Awards 2025 because I didn’t feel I had a perfect project. But just three days before the deadline, I decided to polish one of my works and submit it – and I made it to the Shortlist! That was such an exciting moment!
Sometimes it’s hard for me to take a step forward if I’m not 100% sure it will succeed. But I’ve learned that sometimes a step is just a step – and an experience. Once I realized that, it became much easier for me to move along in my career.
Over the past two years, I’ve really understood how important it is not to be afraid to put yourself out there: to talk about your work, enter competitions and awards, support beginners, and stay connected with the design community. Human support, communication, and collaboration are so valuable today in a world of technology and constant race.
If you weren’t in your current industry, what would you be doing?
I think I could also make a great psychologist, marketing specialist, or even an investment specialist. In fact, I’m genuinely interested in all of these areas.
Psychology helps me better understand myself and the people around me – and honestly, it’s a way to stay sane in such a fast-changing world.
Marketing is something I see as essential, because without it, it’s incredibly hard to promote your projects.
And investments – that’s one of the ways to build passive income for the future.
Can you explain your creative process? What makes it unique?
The creative process, for me, is a mix of discipline and inspiration. And most of the time, it actually starts with discipline.
When I get a project, I try to work out the most detailed brief with the client and dive deep into the process. At this stage, I usually research the client’s niche and gather references. Very often, inspiration comes right there – at the intersection of the task, ideas, references, and styles. My goal is to come up with the most fitting solution, bringing everything together into a unique concept.
The most exciting moment is when everything suddenly clicks into place, and you see the perfect solution. Sometimes there are several equally strong options – and that’s amazing too, because it gives the client a choice.
How would you describe your style?
My style has been evolving over time, and right now I’d describe it as clean, modern, and minimalist. I work mainly in a commercial style, although from project to project – and from task to task – the specific stylistic details can vary.
What tips would you give to aspiring creatives looking for work?
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Start working on real projects as soon as you can. Look for them on freelance platforms, talk about what you do on social media, let your friends and contacts know. Get your first cases.
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If you don’t have real projects yet, create concept projects to bring your ideas to life and use them to showcase your skills.
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Stay curious, keep learning new things and applying them to your work – but remember, the basics are more than enough to get started. You can always deepen your skills when your projects grow more complex.
What tips would you give to other professionals to get more clients?
- Be proactive – keep in touch with your clients and actively look for new opportunities: job boards, LinkedIn, freelance platforms, Telegram communities, or even cold emails to brands.
- Don’t be afraid to show up on social media and share not only your results but also your journey. Being visible often leads to exciting projects.
- And if social media isn’t your thing, remember there are other ways to get great projects – you can post your portfolio on professional platforms and promote your work there.
- Collaborate with brands and other professionals in your field – partnerships can make your projects even more noticeable.
- Take part in competitions and annual industry awards – it’s a great way to showcase your work and get recognition.
What kind of tools/kit/software could you not do without?
Adobe Illustrator, Adobe After Effects, Procreate.
What’s your secret to staying inspired and motivated?
I’m always keeping an eye on projects happening in my industry and in related creative fields. There is a lot of inspiration in people and their stories! I also find inspiration in everything around me – in nature, in traveling, and in moments with my daughter. Sometimes she helps me see familiar things in a completely new way!
What’s the work achievement you’re most proud of?
At the moment, I’d say it’s a project with a series of explainer videos that I took on right when I studied the basics of motion design. It was a bold move, and honestly, I was nervous, but I had a huge desire to work on it. I even had to upgrade my equipment for this project. It was a large-scale task, and along the way I studied a massive amount of material to handle it properly. In the end, everything worked out – the client was very happy, and each round came back with almost no revisions. After that experience, I became much more confident in my skills.
Unfortunately, the project is under a strict NDA, so I can’t disclose the company name or share the work. But it gave me the most important thing – growth – and for that, I’m truly grateful.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
I believe the future of creativity will be shaped by three big shifts.
First, the integration of human imagination and technology – where AI and new tools won’t replace creativity, but expand what’s possible.
Second, a stronger focus on purpose and sustainability, as audiences increasingly value ideas that have meaning and long-term impact.
And third, creativity will become more multisensory and inclusive, blending cultures, disciplines, and experiences to connect with people on a deeper, more emotional level.
Generally speaking, the future of creativity lies at the intersection of authenticity, innovation and human connection.
What do you think sets apart truly exceptional creatives from the rest of the pack?
I think what sets exceptional creatives apart is their ability to go beyond aesthetics and create work that resonates on a deeper level. It’s not just about producing something beautiful – it’s about combining vision, strategy, and empathy to tell stories that move people.
The best creatives also stay endlessly curious, adapting to new tools and cultural shifts while still maintaining a strong sense of authenticity and purpose.
These people are also not afraid to try, make mistakes, and try again. Many of them are very disciplined and willing to work long hours, without expecting quick results.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Technology has completely changed the creative industries. It has made the process faster, more collaborative, and more global. Tools like AI and 3D have opened up new creative possibilities that were unimaginable a few years ago.
For me, adaptation has been about embracing these tools without losing the human touch. I use technology to streamline workflows, explore more ideas, and push boundaries – but I always keep storytelling, emotion, and strategy at the core (which is the human part).
Tech is the tool, not the replacement of human creativity.
What is the one thing that you would change about the industry?
If I could change one thing about the creative industry, it would be the tendency to prioritize speed and trends over depth and originality. Too often, work is rushed to meet deadlines or to follow what’s “in” at the moment, which leaves little space for real experimentation and meaningful storytelling. I’d love to see more room for slowing down, valuing the creative process itself, and giving ideas the time they need to grow into something truly unique and impactful.
Any websites, books or resources you would recommend?
I would recommend the book “Steal Like an Artist” by Austin Kleon – it’s all about finding inspiration, about creativity as a process, not a talent you’re simply born with.
Another great book is Robin Williams “The Non-Designer’s Design Book”. It’s especially useful for beginners who don’t yet have a strong design background. The book clearly lays out the fundamentals and helps you understand why certain things work. If before you were designing intuitively, after reading this you’ll be able to design with intention and confidence.
I’d also recommend watching TED Talks on creativity, innovation, and technology. They broaden your perspective, and give you a chance to see how leaders in the creative industries think and what they are working on.
If you’re a designer, study the projects of big teams and agencies – there’s so much to learn from their work. And definitely follow creative industry news platforms – we live in an incredible world where something new and amazing is being created every single day.
And of course, Creativepool is a unique platform where you can not only showcase your own projects, but also find inspiration and see what industry giants are producing. It’s also a place for communication: you can reach out to authors, connect with them, and even ask for feedback. That’s an amazing opportunity – don’t miss it! Not everyone will respond (these are busy people), but many successful professionals are open to conversations with newcomers and willing to share advice. And who knows – maybe your talent will be noticed and you’ll get invited to join an exciting project.
