What is the meaning?
If the audience asks about this, well then the design product can be considered dead. Boring like the phrase "Well, I see".
It is said “They are greeted by clothes, and escorted by the mind“. The rule is true for the both type of relationships, between people and between the client and the brand. This is what we do, but we are not guided by fashion and trends, we “dress” brands in what they want to convey to customers at a glance.
We don’t play with fonts. We don’t just stop at the beautiful picture. Our main goal is to find meaning and tell a story through lively speaking images. We create an accurate visual statements that don‘t leave an awkward question “What's the meaning of this?”
Design is the meaning.
Order a free audit
My name is Axinia Kupriyanova and I am the founder of the design studio “SMYSL” - it means “The meaning”.
I don’t believe in a creative flight of imagination, magical power of inspiration or a happy combination of circumstances, because all this would not lead me to cooperation with network companies, large brands or creation of design products for L’Oreal and Maybelline.
Instead of inspiration I prefer a serious and exploratory approach to work. My design development process begins by listening to wishes of the audience, ignoring the framework perception and the rule of evaluation with subjective view. Studying and working in London showed me that you should not be afraid of offering crazy ideas. If in Russia design is presented as something understandable and from time to time boring, then the creative Mecca of Europe says: “Don't be afraid, research and watch for the audience’s reaction.” And I follow for more than 5 years the second way.
The next goal was to create a team. “SMYSL” – are people who feel comfortable working together, they are professionals of this field. We do not give orders, we set tasks for each other and solve them. A sense of common cause, joint goals and team success are very important for us.
Yes, I don’t believe in creative insight. But I believe that the design should be meaningful and bold.
Saint-Petersburg: It was the beginning of my creative and professional way. I spent two decades in the city on the banks of the Neva. This was a time of classics, cultural atmosphere and lessons of perseverance.
London: This was the search for a professional path that is embodied in the learning process. I studied not only the basics of graphic design for five years, but also the value of boldness, creativity and willpower.
Moscow: It’s time for embodiment of previous periods of professional development. I describe life and work in the capital in three words: prosperity, opportunity and competition.
Обучающая презентация для медиков
Мерч-бук для компании Bonduelle
Благотворительный ребрендинг для Московского Хосписа
Клиент: Первый московский хоспис;
Задача: Разработка логотипа с нуля с новым названием;
Бренд маркеры ЦА: Поддержка, милосердие, без боли, без страха, без одиночества, профессионализм, уют, тепло, человечность.;
Решение: Вместо избитых символов был разработан ряд изображений с намеком на дом, любовь и заботу. Все варианты лого переполняет легкость и комфорт. Цвета максимально ободряющие и жизнерадостные.
Разработка новогодних корпоративных стикеров любой сложности и другие нестандартные решения новогодних подарков
