1. Favourite subject in school?
From the age of 12 I studied and loved
Art and somehow I always knew it would
be an important part of my life. I also
loved history, literature and languages.
How did you start your
career in the creative industries?
This is quite a long story because
actually I never studied design! My
career began in Russia in 1993 during
my 4th
year of University, when I began
working full time as a journalist for a
city evening newspaper alongside my
studies. However it was not long before
I realised that pure journalism was not
exactly what I wanted to do my whole
life and decided to change my path. At
about this time the Russian advertising
industry was being born, I found this
deeply interesting and decided to move
in this direction. I transferred in to the
advertising department at the newspaper
and became heavily involved in graphic
design.
Who inspired you to be who you are today?
I am inspired by everything around me, from
classical paintings and modern art to music
and fashion. Inspiration can literally come
from anywhere, even street signs. Sometimes
I just need to take some time to flick through
a book or look at a painting and this prompts
my creativity. I have learned a lot - both about
design and life - from the likes of designers
Zaha Hadid and Karim Rashid. My sources
of inspiration are constantly changing and
evolving. At the moment Art Deco design
is has a major influence on my work and the
work of French artist duo Pierre et Gilles is a
particularly good reference point.
What is it about Graphic Design that you
really enjoy?
There’s a wise saying that to be happy you
should make your hobby your source of
income and that is exactly what I have done.
Because I genuinely love all aspects of design
the boundaries between work and pleasure
are very blurred. Being involved in design and
being a part of the design community is more
of a way of life. Even when I holiday as a tourist
in a foreign country, design is the first thing
which captures my attention and my luggage
tends to double in weight as I collect inspiring
books, leaflets and brochures on my travels. A
passion for design is not something I can - or
wish - to leave at leave work.
What tips can you give other people starting a career in Graphic Design
What qualities make a good designer?
Working at IKEA as the Chief Interior Designer
shaped my ideas on what it is to be a good
designer. Here I learnt that it was not appropriate
to build a room set based on personal taste,
rather it should be based on clean and clear
rules and commercial needs. I understand that
good design is not in simply creating beauty
for beauty’s sake, but in always keeping in mind
your intended audience and the purpose of the
work you are creating. Design is a kind of service
function to communicate a message, as was
taught by the school of Bauhaus in 1926, shape
should always follow content and not vice versa.
Good designers are aware that the best things
have already been created but have an ability to
reinvent and re-present them in a new way.
Tell us something unusual about you
I am an internationally licensed Dancesport
competitor (Latino-American program).
What are you passionate about
outside of work?
The first passion in my life is my 17 year old
son who is a great friend to me. He has also
chosen independently to study for a career
in the creative industries which enables us
to support one another in our work. My
other great loves are
photography and
travel and luckily
I am often able
to combine
the two. These
hobbies, com-
bined with
looking after my
pet dog and cat,
all make for an
interesting life and keep
me very busy!
This is My Story
Train your eyes
to see - there are
endless ideas and
sources of inspira-
tion around you
‘Fake it until
you make it’. Create
a portfolio of design
work for nonexistent
clients to refine
and showcase
your talent
Create, create,
create and learn
from the creation
process
Studying the
theory of design
is nothing without
practise, so practise,
practise and
practise again
Work on practical
projects alongside
your work to stimulate
your creativity and
give you time
to think
Lily Alieva,
Creative Marketing Manager
Switzerland, EMEA