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.

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About the founder

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.

Portfolio
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Обучающая презентация для медиков

Мерч-бук для компании Bonduelle

Благотворительный ребрендинг для Московского Хосписа

Новогодний корпоратив

2D анимация логотипа

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01. What exactly do you need?



02. Deadline of project

03. The purpose of design?


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04. Common information about company



05. Who is your audience?
GENDER

AGE

MATERIAL WEALTH



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06. Required information

DOWNLOAD MATERIALS THAT SHOULD BE IN DESIGN

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DOES PRODUCTION OF BRAND PRODUCTS REQUIRED?

YOUR REFERENCES FOR THE DESIRED STYLE

[mfile* desired-design]

YOUR REFERENCES BY STYLE WHICH DOES NOT CATEGORALLY SUIT

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07. ADDITIONALLY



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Services

01.

Logo
from 70 000 rub
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02.

Corporate identity
from 150 000 rub

corporate printing, souvenir and stationery

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03.

Identity
from 200 000 rub

logo + firm style + brand book

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04.

2D animation
10 000 - 50 000 rub

logo or graphics

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05.

3D Animation
from 30 000 rub

static logo or with animation

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