Daria Kuptsova: "The design market will inevitably change"

Contents:

• About the atmosphere in the team
• About changes in the company
• About changes in the SMM design market
• Advice for those who remained in Russia

We discussed key solutions with design experts that can help overcome the crisis, and also explored development prospects and hidden opportunities. In this issue, we share the opinion of Bright Side Art Director Daria Kuptsova.

Bright Side's Art Director plays a key role in shaping the visual style and creative direction of projects. He is responsible for developing concepts, managing the creative team, and coordinating all stages of the production process. An experienced art director not only creates original ideas but also ensures their implementation, ensuring deadlines and budgets are met. Creativity, leadership skills, and teamwork are essential qualities for this position. The Art Director position at Bright Side requires a deep understanding of contemporary design and art trends, as well as the ability to adapt to changing client needs.

About the Team Atmosphere

In the first weeks after February 24th, there was a sharp decline in demand for design services. Feedback on ongoing projects virtually ceased, as clients were focused on resolving urgent issues within their companies. New tenders and projects were not launched due to the constant uncertainty and instability in the business environment. This created additional difficulties for design professionals, who were faced with the need to adapt to changing market conditions.

In a climate of uncertainty, it is important for the team to have calm leadership. When employees observe that their management maintains a calm stance, it helps reduce their anxiety and creates a sense of stability within the company. A calm demeanor among leaders builds trust and confidence that the organization can handle any challenge.

This condition can be exacerbated when employees observe their leader moving tiredly from one meeting to the next, with no real projects being implemented. This leads to increased nervousness within the team and raises concerns that the agency has serious problems whose resolution will require significant effort and resources. In such an atmosphere, motivation and productivity decrease, which can negatively impact the company's overall performance.

About changes in the company

We are currently completing post-production of commercials and are actively developing our IT business, which is a promising area with potential new orders and significant impact on the future. We have also focused on self-promotion: we have completed the "Anti-panic in the Office" project and are in the process of creating a podcast. This will allow us to demonstrate our agency's expertise in various fields and increase its recognition among professionals.

Our agency is opening a branch in the UAE, which will allow us to enter the international market. We are also considering relocation to expand the company's horizons and develop new areas of projects related to NFTs and metaverses. This step will help us attract international clients and improve the quality of services offered in the field of digital assets and virtual worlds.

When choosing software, there are always worthy alternatives. For example, Cinema 4D can be replaced with Blender, which also offers powerful tools for 3D modeling and animation. Similarly, Procreate can be replaced with Paint Tool SAI, which provides excellent capabilities for digital painting. These options can not only be cost-effective but also offer a wide range of features, making them an excellent choice for professionals and amateurs.

About changes in the SMM design market

The design market is constantly evolving. Brands that have long been in their shadows are replacing those that have left their mark. Clients change, some leave, others arrive, and over time, the situation stabilizes. It's important to monitor trends and adapt to new conditions to remain competitive in this dynamic environment.

SMM design is undergoing significant changes, and in the current situation, there is no need to develop layouts. Companies are actively testing new platforms and formats for engaging with their audience, taking into account the specifics of each. For example, TikTok-style video content would not be appropriate on the VKontakte platform, despite the presence of the "Clips" feature. Therefore, it is important to continue to monitor trends, analyze them, and adapt to new conditions.

Telegram has gained significant popularity, and we are striving to fill this niche. In the fall of 2021, we simultaneously worked on creating a full-service Telegram agency called "Cicero" and developing our own channel monitoring systems, known as Aranea. This approach proved strategically sound and allowed us to effectively adapt to the changing market.

In the near future, Telegram projects will likely focus on communications, including tasks such as "firefighting"—reducing negative brand sentiment. The Vkusvilla case is an example of the successful implementation of this strategy. This demonstrates that clients can represent a variety of business sectors, opening up new opportunities for effective interaction and reputation management.

Advice for those remaining in Russia

I recommend considering combining design and programming. However, this may not seem straightforward to everyone. Alternatively, you could consider 3D modeling and animation, which are becoming increasingly popular. Furthermore, the video game industry is currently experiencing stability, and a career in game development is worth considering. This field offers a variety of opportunities for creative professionals seeking to develop in technology and design.