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Interview with Liudmila Shurygina

Home > Designer Interviews > Liudmila Shurygina

Editor Frank Scott (FS) from DesignPRWire has interviewed designer Liudmila Shurygina (LS) for A’ Design Award and Competition. You can access the full profile of Liudmila Shurygina by clicking here.

Interview with Liudmila Shurygina at Wednesday 22nd of May 2019
Liudmila Shurygina
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
LS: My art and design background has passed through several fazes from book graphic design, book ilustrations and all techniques related to it to broadcast motion design - design of the TV programmes and landed in the current faze of graphic design and branding work for retail and public spaces.

FS: Can you tell us more about your company / design studio?
LS: The company creates branding concepts for retail / architectural spaces and general brand development.

FS: What is "design" for you?
LS: Design for me is to find an answer. The only key that matches and opens the door to successfully working brand / visual communication.

FS: What kinds of works do you like designing most?
LS: I like to design posters and patterns for architecture.

FS: What is your most favorite design, could you please tell more about it?
LS: I was very much inspired by posters of Studio Dumbar.

FS: What was the first thing you designed for a company?
LS: It was graphic design for the news TV programme.

FS: What is your favorite material / platform / technology?
LS: Adobe Illustrator. I like to work with clean flat graphical style, so it perfectly suits me.

FS: When do you feel the most creative?
LS: When I have a blank piece of paper in front of me and total freedom to create what I want!

FS: Which aspects of a design do you focus more during designing?
LS: Working with different materials and collaboration with interior architects in order to create one story.

FS: What kind of emotions do you feel when you design?
LS: Excitement and joy

FS: What kind of emotions do you feel when your designs are realized?
LS: Proud if the production was also successful. I like to work with perfectionists.

FS: What makes a design successful?
LS: Good concept, attention to detail, quality in production

FS: When judging a design as good or bad, which aspects do you consider first?
LS: The first general feel and impression. How solid the visual story and concept are. Professionalism in composition and detail.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
LS: In my opinion designer should contribute to society by aesthetical and practical means. If this 2 aspect come together successfully - this is a great design!

FS: How do you think the "design field" is evolving? What is the future of design?
LS: The future of design is to care about environment and our planet I think

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
LS: It was participation in International Poster Biennale The Golden Bee in Moscow 2018. This year I would to participate in different graphic design biennales as well.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
LS: Classical music, nature, works of other designers, latest trends - everything around. You never know what will inspire you!

FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
LS: My style is clean and monumental. Less is more. My goal is to use less details and to achieve the most powerful and clear result. If it works I am happy.

FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
LS: I live in Amsterdam. Netherlands is the country of design. The general graphic design culture is on very high level and you can it on the street - the street posters inspire a lot. Pros - to create good design is easy if everything around you is on the same page with that. Cons - it would be good to be born here for more networking integration.

FS: How do you work with companies?
LS: The work process always start with briefing, than goes conceptual faze, than design production faze On my website www.big-idbrands.com work approach related to certain type of design direction is described.

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
LS: On the basis of portfolio and experience. I believe that years of experience in practical assignments count a lot.

FS: Can you talk a little about your design process?
LS: My design process always starts with analysis of assignment and briefing. Than comes conceptual faze - moods and inspiration. Than principal design faze with several design directions being developed. Than design manual faze which is more focussed on detailed design development of certain direction.

FS: What are 5 of your favorite design items at home?
LS: My 5 different design lamps. Each has own trick.

FS: Can you describe a day in your life?
LS: Waking up. Doing design work. Going to yoga. Reading. Falling into sleep.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
LS: Always think about developing your strong points and creative vision independent from circumstances.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
LS: Positive: it is a truly interesting job. It is almost not a job so great it is! Negative: difficult to combine with business and practical aspects. It is another job. Ideal situation is when designer works together with business partner specializing in marketing and project management.

FS: What is your "golden rule" in design?
LS: To achieve quality and to stay true to yourself in any case!

FS: What skills are most important for a designer?
LS: Strong conceptual thinking, good aesthetical feel and knowledge of composition, attention to detail

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
LS: Abobe Creative Suit, Adobe After Effects, Cinema 4D, books, Internet

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
LS: By confirming all principles and major direction in the beginning of the project, it saves time on the production faze.

FS: How long does it take to design an object from beginning to end?
LS: It depends on the specific project.

FS: What is the most frequently asked question to you, as a designer?
LS: What project are you working on now?

FS: What was your most important job experience?
LS: My most important job experience is related to different design directions - from broadcast design to architectural design. The most important is - when I have a chance to own the project development totally from scratch.

FS: Who are some of your clients?
LS: Metrogiprotrans, 1 Russian State Channel, 2 Russian State Channel, KPMG, Post NL, IHG, Diana Ross, Moscow Kremlin Museum, City of Utrecht New Identity Campaign, in cooperation with Jos De Vries: Coca-Cola, Bever, Intermarche

FS: What type of design work do you enjoy the most and why?
LS: I enjoy working with architecture because it turns into monumental and 3 dimensional design object.

FS: What are your future plans? What is next for you?
LS: My future plans are to continue to get more independent creative assignments and to cristallize further my design vision and style.

FS: Do you work as a team, or do you develop your designs yourself?
LS: I work both: with architects if it is architectural or retail project, myself if it is a series of posters.

FS: Do you have any works-in-progress being designed that you would like to talk about?
LS: I work now on a series of posters against production of unnecessary plastic items. I think it is really getting serious now and it is a good moment to shout about it on every corner!

FS: How can people contact you?
LS: I will be very glad if you will contact me via email: big-id@mail.com I am looking very entousiastic towards new business creative initiatives and collaborations.

FS: Any other things you would like to cover that have not been covered in these questions?
LS: I think that the biggest goal and challenge for a designer whether working in the agency or as a freelancer is to stay yourself and to discover yourself.


FS: Thank you for providing us with this opportunity to interview you.

A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.


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