A creative director with over a decade of experience, Silvia is a fascinating individual that loves to experiment with ideas and let her mind run wild. As Co-Founder and CD at the Obelisk Agency, she has worked for everyone from tiny startups to major tech companies.
Today, however, she faces her greatest challenge yet under the glaring slow of the Creativepool Member Spotlight
How did you get into the industry?
It began when I was around 14-15 years old. Subsequently, I lived in the UK for six years, where I pursued my university education at the University of Winchester. During my time there, I was fortunate to encounter incredible opportunities that significantly boosted and nurtured my career.
Balancing various responsibilities, such as working in a cafe, taking on freelance projects, and attending university, was undoubtedly challenging. However, my unwavering desire to work for myself and build something unique never faltered.
Now, with over a decade of experience in the industry, my passion for what I do continues to burn. The journey has been filled with determination and love for my craft, and I am grateful for the amazing path that has led me to where I am today.
Where are you based now and who do you work for?
Currently, I am based in Romania, having left the UK nearly three years ago. I am the proud co-founder of my own company, Obelisk Agency, which I established with my partner.
If you weren’t in your current industry, what would you be doing?
At one point, I dabbled in making hard/soft enamel pins, which I found quite fascinating. However, I believe I would have thoroughly enjoyed being an architect or delving into a bachelor’s degree in criminology. These fields have always intrigued me, and I could see myself finding fulfilment and creative expression in them.
Can you explain your creative process? What makes it unique?
My creative process commences with a discovery call, a practice I extensively utilised during my tenure at Outlier Ventures until November 2022, where I closely collaborated with several startups.
Understanding the project's scope is pivotal before delving into the research phase. Even before opening any design software, I dedicate substantial time to research. What sets my process apart is the holistic approach I embrace. Beyond merely designing logos, I strive to establish a robust brand presence and strategy in collaboration with my clients.
For me, a logo alone falls short, and a consistent brand strategy truly flourishes when complemented by outstanding customer service and experiences. This belief forms the foundation of my creative process.
The most crucial aspect of my approach lies in identifying pain points and challenges. By gaining a profound understanding of these aspects, I can craft effective and tailored solutions. This empathetic approach ensures that the solutions I offer deeply resonate with the audience, leaving a lasting impact and driving success for my clients.
How would you describe your style?
I would say it's highly versatile and adaptable, allowing me to immerse myself in various concepts and fields of expertise. However, I find great joy in drawing inspiration from the Japanese aesthetic, particularly appreciating its emphasis on minimalism.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
The individuals who have significantly inspired me include Chris Do and Aaron Draplin. I deeply admire how they actively contribute to the design community and generously share their knowledge within the industry.
However, some of the most transformative learning experiences came from my early freelancing days and my first job as a designer at Summit Digital, a studio based in Winchester. Collaborating with a diverse range of clients provided me with invaluable insights, and my fascination with the psychology behind design enhanced my ability to engage with clients and present effective solutions.
While I prefer not to label specific people as my heroes, I hold profound appreciation and admiration for all my university teachers. Deborah Wilson, Paul Wilson (whose passing deeply saddened me, but he will forever remain one of my utmost inspirations), and Steve Cross are among the individuals who played pivotal roles in supporting and guiding me during my formative years as a designer.
Their mentorship has been instrumental in shaping my career and fostering personal growth. Their legacy continues to inspire me in my pursuit of excellence in design.
What tips would you give to aspiring creatives looking for work?
My foremost advice is to get your work out there. As an introvert myself, I used to struggle with showcasing my projects, often feeling that they weren't on par with others. I learned that comparing oneself to others is counterproductive. Instead, invest time in thorough research, define your own unique style, and confidently present yourself to the world.
Moreover, it is essential to embrace feedback with an open mind. Listening to constructive criticism is one of the most powerful tools for personal and professional growth. Embrace the learning opportunities it offers and use it as a stepping stone to refine your skills and become even better at what you do.
Remember, each journey is distinct, and by staying true to your vision and being receptive to feedback, you can carve a path that leads to fulfilling opportunities and success.
What tips would you give to other professionals to get more clients?
My advice to other professionals looking to attract more clients would be to focus on networking. I learned a great deal from my former employer, Mike, at Summit Digital, observing how adeptly he managed his connections and provided them with the help and support they needed.
His approach and attitude were truly inspiring. He remained cheerful, supportive, and never seemed bothered or fed up with his work, which made me even more passionate about what I was doing. So, I encourage others to cultivate meaningful relationships and foster a supportive network, as it can work wonders in expanding your client base and fuelling your passion for the work you love.
What kind of tools/kit/software could you not do without?
My MacBook Pro and Affinity Designer. Affinity Designer has been my go-to software, while my MacBook Pro has been the hardware powerhouse that brings my vision to life. I truly can't envision pursuing my creative endeavours without them. They have been my ride or die, supporting me every step of the way.
What’s your secret to staying inspired and motivated?
I take breaks. My secret to staying inspired and motivated revolves around taking breaks and learning from past experiences. I once faced burnout, and it was a significant wake-up call for me. Since then, I've become adept at recognising when to pause and separate my personal life from work commitments. I used to push myself to the limits, but now I prioritise self-care and understand that creativity requires time and space.
I believe that immersing myself in visual inspiration is an essential part of the creative process; it's not a waste of time but rather a valuable aspect of generating fresh ideas. Taking breaks to unwind and enjoying meals away from my desk helps me maintain balance and recharge my creative energy.
One of my desires is for employers to comprehend that the creative process demands time and cannot be rushed. Different projects involve distinct challenges and people, so it's crucial to give the process the space it requires. If we rush through projects without truly understanding them, the outcomes may fall short of the desired level of quality and satisfaction.
Embracing a balanced approach to work and allowing creativity to flourish naturally leads to better results and a more fulfilling creative journey.
What’s the work achievement you’re most proud of?
The work achievement that fills me with the greatest sense of pride is undoubtedly the establishment of our agency. It has been a significant milestone in my career. Another achievement that holds immense importance to me is being featured on your website, haha, seriously.
It's truly a dream come true as I've been a part of Creativepool for the past 6 years, admiring the featured projects, and aspiring to have my work showcased one day. Lastly, I must mention the great experience of having my work displayed in London's bus stations through a special event in which I participated. It was a remarkable opportunity that added another layer of fulfilment.
What is the one thing that you would change about the industry?
If there's one thing I'd like to see changed in the industry, it would be a collective understanding that free design should not be taken lightly. Neither should it be expected nor offered without proper compensation. Design plays a crucial role in every aspect of our lives, from the smallest details like the handle on a door to the overall user experience of a chair we sit on or the functionality of a website or app.
It's essential that we pay more attention to its significance and respect the artistry involved in crafting a remarkable brand, a captivating website, or an exceptional app. Design has the power to evoke emotions and foster empathy, and I'm truly passionate about it. Let's embrace and celebrate its value, ensuring that designers receive the appreciation and recognition they deserve for their creativity and hard work.
Any websites, books or resources you would recommend?
I must admit, I have a wealth of resources that have inspired me throughout my creative journey, making it difficult to choose just one. On our social media accounts, we have a special category called 'On the Shelf' where we share insights from our personal book collections, drawing inspiration from various sources.
One of the websites that caught my attention recently is Brand Archive. It's a treasure trove of brand aesthetics and their creative evolution, offering a plethora of references. Another platform that holds a special place in my heart is Pinterest, as it has been my faithful companion and a boundless source of creative ideas and visuals.
