How did you first get into the industry?
Becoming a designer is the dream that, with a lot of work, patience and a little bit of luck, of course, I managed to make come true. Design is all around us. I've had an extremely strong desire to create things on my own or with a team I'm involved with. I wanted these designs to "come to life" in the environment around us.
That's how I started working without having even the slightest technical skills in a small design studio in the city I'm from. There I had the good fortune to meet a fellow designer with many years of experience (with whom we have been working together on creative projects for over 20 years to this day), who was willing to show me many of the subtleties of the profession. I gradually acquired the technical skills I needed.
Where are you based now and who do you work for?
I am currently based in Sofia, Bulgaria, and am the founder and creative director of Design Depot EOOD, a creative design studio focused on packaging design, branding, graphic and web design, as well as POSM material design. In the studio, I work with nine incredibly talented designers, illustrators, and marketing experts.
What is your personal background and what role did it play in your career?
I have over 20 years of experience in the fields of design, prepress, and control during the printing process and subsequent printing processes. Before the establishment of Design Depot, I worked for several design studios and large printing houses in Bulgaria.
If you weren’t in your current industry, what would you be doing?
I don't think there is an option not to be in this industry.
Although lately I've been more involved with the studio and working with clients, this does not in the least cut me off completely from the design process. I certainly would and will do something closely related to this industry.
Can you explain your creative process? What makes it unique?
I work closely with my colleagues in the studio. In our quest to understand the client's business and needs as much as possible, we work together on every single project we take on, give ideas, and discuss possibilities. In this way, we manage to weave our different styles as designers and illustrators into solutions that also work for our clients.
How would you describe your style?
This is a very complicated question that I don't know how to answer. All I can say is that maybe I am detail-oriented, and very attentive to details and accuracy. For me, the presumption of pixel-perfect is leading. And I believe that every detail in a design should be done to perfection before it is produced.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Oh, they are too many :) I’m Inspired by people like Neville Brody, Ivan Chermayeff, Stefan Kanchev - https://stefankanchev.com/en/, Artemy Lebedev, Verònica Fuerte, Lotta Nieminen and many, many more.
What tips would you give to aspiring creatives looking for work?
Passion is at the core! The design profession should appeal to you in all its aspects, although not all of them are positive, of course. You have to find your way through the "orderly chaos" in your head to give your best. You need to listen properly to understand the customer, his needs, goals and wants, as well as the products he offers.
Don't stop improving yourself. Believe that everything is possible! Talent is a gift that you manage to develop with a lot of study and persistence. To be a good designer, you must not stop learning and trying to realize your ideas through practice.
What tips would you give to other professionals to get more clients?
If you act in the best interest of your current customers, they will be more likely to refer you to potential new customers.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
I learn a lot from every project I work on and every life situation I face. Our clients' appreciation of the detail with which we approach their projects gives me confidence that we are working in the right direction.
What kind of tools/kit/software could you not do without?
Doing the right design in the right software saves time and gives you comfort and confidence. It just works smart. This is one of the things that I personally care about the most in my studio, namely the ability to combine software to facilitate your work process.
What’s your secret to staying inspired and motivated?
The biggest motivation is to keep challenging yourself.
In three words:
Passion - the love for design and everything beautiful that surrounds us.
Trust - which I receive in our work from our clients and colleagues.
Result - the assessment of everyone who touched to our work.
What’s the work achievement you’re most proud of?
I am most proud of building one of the best teams (Design Depot team) I have and have had the opportunity to work with in the industry!
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
Several directions will maintain or increase their influence on our work well into the future. People like simple and clear things that is the reason I think minimalism will be a modern long-time.
More and more attention will be paid to sustainable design, integrating ecological elements into creative work. And last but not least, nostalgic and retro design will retain its influence for the future.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Their desire to search and develop continuously.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Technology has always aimed to make human life easier. This also applies to the design profession. All automation and AI tools can help us. But I believe that passion cannot be automated, and it is the key to creating something memorable.
What is the one thing that you would change about the industry?
Underestimating creativity. I hope we don't let all the AI tools make us lazy and stop looking for and developing our skills.
Let's not get lost in such rapidly developing technologies but use them to support the search for the beautiful in us, the useful beyond the limits of limitations, and the non-standard solution for our customers.
Any websites, books or resources you would recommend?
The Design of Everyday Things by Don Norman
Interaction of Color by Josef Albers
Design Form and Chaos, Paul Rand
100 Things Every Designer Needs to Know About People, Susan Weinschenk
https://packagingoftheworld.com/
