"Dive into uncertainty—that's where growth begins"

Contents:

An artist and designer, originally from Chelyabinsk, develops corporate identities and patterns for textiles intended for children. She actively collaborates with brands from various parts of the world. Her portfolio features numerous projects distinguished by warm and inviting themes, a restrained aesthetic, a watercolor technique, and meticulous attention to detail.

Irina and I discussed how to develop a unique signature style and also explored the nuances of collaborating with small brands. We discussed where to draw inspiration and why it's important not to put off implementing your ideas.

— How did you become involved in the visual aspects of your work?

My first degree was in photography, and my second was in decorative and applied arts. Photography developed my eye for composition, focusing on light, color nuances, and details. Studying decorative and applied arts taught me how to work with various materials and think creatively, and also sparked a love for watercolor and other analog techniques.

— What are some key moments in the work process?

After completing my studies, I began my career in a framing workshop, where I worked as an artist, while simultaneously organizing a VKontakte group. For several years, I combined these two activities, and when I realized that I was ready to devote myself entirely to my business, I decided to quit.

I've been freelancing for about five or six years now. One of the biggest advantages is not having to spend the entire day in the office from nine to six, which was a real challenge for me. However, among the disadvantages, I can highlight the constant struggle with procrastination and anxiety that orders might run out.

The fight against procrastination can be successful. Each of us has our own triggers. Personally, for me, it starts the moment I let my mind decide what to do during the day, and more often than not, it chooses scrolling Pinterest or browsing Reels.

My rules:

Creating a precise daily schedule is, of course, not always easy, but it is very useful. Breaking large tasks into smaller parts and using a timer for work can significantly increase productivity. With a timer, you can also track how much time it takes to complete each specific task. I prefer to use the Move On app. My work session typically lasts 25 minutes, followed by a five-minute break.

To cope with anxiety about a lack of work, I diversify my income. In other words, I try to get funds from different sources, which reduces the risk in case one of them stops generating income. Currently, I have income from stocks and commissions, and this year I plan to launch my product for Procreate.

— Your works have a distinctive style. How did you come to develop it?

When I started my career in commercial illustration, I noticed that many artists have a unique style. However, this was not my goal, as my main motivation was to create illustrations that would satisfy clients' needs and generate income. I am not one of those who draw exclusively for myself. My style gradually began to develop through my work, particularly in children's textile prints.

Just last year, I realized I was discovering fascinating color combinations, compositions, and details. Nature-related themes are especially close to my heart. I live in the Urals, surrounded by mountains, lakes, and mosses, which certainly influences my work. My favorite series of drawings featuring hares largely conveys the ideas and feelings I strive to express in my work. I enjoy creating magical and unusual worlds populated by animals and plants, adding many small and sometimes unexpected elements.

Formation of a unique style is not limited to drawing skills; It's the result of our inner experience, accumulated knowledge, and emotions, which are expressed through the art of illustration.

Returning to our own memories is of great importance, especially when we reflect on our childhood. It's important to recall what brought us joy, what colors, characters, or stories inspired admiration. What moments caught your attention and made you freeze in anticipation?

— Currently You've been focusing on brand identity development and textile pattern creation for a while now. What inspired you to choose these areas?

From a very early age, I've had a real passion for brands. It's not so much the desire to own them, but a deep admiration for their history, visual design, and the process of their growth and development. This has always struck me as something completely amazing. When I realized last year that I was bored with exclusively doing illustration, I was eager for new challenges in my professional work.

On Instagram*, I often came across the profiles of designers working on brand identity. I followed their work for a long time, evaluating and analyzing it, and eventually decided to pursue training in this field. When I was planning to take the brand identity course, doubts crept into my mind - what if it doesn't bring me pleasure or turns out to be not what I want to do. However, I convinced myself that this experience would be valuable and would allow me to change my approach to my work process.

During the course, we worked with four real brands, for which we created unique corporate identities. I was among the winners of this program, and my project was chosen by the customer for further implementation.

— What prompted you to take up patterns? What are the peculiarities of working on such projects?

My passion for patterns arose during my work on stocks. At first, I created individual elements for sale, but soon realized they could be combined into various patterns. This inspired me to delve deeper into the subject: I began researching materials, watching tutorials on YouTube, and analyzing the work of international artists, eventually choosing the method that suited me best.

As an illustrator, I always enjoy seeing my work in print. Patterns are ubiquitous in our lives: they appear on textiles, wallpaper, household items, clothing, in design, and even in books. In my opinion, this is one of the most sought-after trends in the world of illustration.

When creating patterns, it is necessary to take into account the criteria that will affect subsequent printing. At the moment, I am developing a pattern for clients from Sri Lanka who plan to use the silkscreen printing technique for printing. In this case, it's important to consider aspects such as the number of elements, their sizes, and color palette. However, all of this is learned as you go; it's impossible to know every nuance in advance. It's important to ask clients questions and learn the requirements of different workshops.

— Please share with us some projects that have been meaningful to you. Are there any that have been particularly inspiring or resonated with you on a personal level?

One of my favorite projects is the designs for children's yoga mats for the Dubai-based brand YogaMagic. We created two prints inspired by themes of day and night. This bright and atmospheric project really delights me!

I really like it Creating illustrations for children's textiles is always relaxing for me. One of the projects I worked on last year involved designing patterns for the Canadian store Ploom Baby. The otter print was a particular hit with the brand's customers, and clothes with this design quickly sold out.

For over a year, I have been designing all the bedding and pajama designs for Arya&Mo, a company from New Zealand. The client was able to create a brand with a minimalist style and unique aesthetic. I especially enjoy working with small companies because I have the opportunity to interact directly with the founder and gain a deeper understanding of their ideas and vision.

— What other areas are you attracted to?

Lately, I've become increasingly interested in design. I love how it has transformed not only my professional pursuits but also my everyday life. I've become more sensitive to detail. When working on projects, I find inspiration not only on Pinterest, but also in the world around me. Museums, theaters, cinema, and literature have become sources of true interest for me.

Currently, I'm in the process of finding my style and exploring what truly inspires me. I follow the work of leading design studios with interest, noticing how they create a corporate identity, and I realize that I still have a lot to learn. I want to learn not only how to create visually appealing solutions, but also how to work more deeply with concepts and meanings. In the future, I plan to continue my education.

Currently, I'm taking courses on design. I take short lessons to gain a deeper understanding of specific areas that I'm struggling with.

It was only last year that I realized how quickly I can jump-start my career or advance my professional development by taking courses on a topic I'm interested in. Previously, I thought I could easily find all the information I needed on Google. However, courses really help me organize my knowledge, saving me time collecting and organizing diverse information.

Are you keeping up with changes and new trends in design?

I don't follow trends specifically, but I do pay attention to what's going on around me from time to time. Having captured the points that interested me, I think about how they can be used.

— You decided to work with foreign clients despite not knowing the language. How do you rate this experience?

As a rule, I quickly make decisions about trying something new in my professional activities. As soon as I came across a comment or video mentioning the possibility of collaborating with international clients without knowing the language, I registered on a freelance platform without hesitation. Just a week later, I was already working on orders for clients from various countries.

It takes very little time between the moment I have an idea and the first action. If you have a desire to try something, act immediately. Otherwise, you risk forgetting about it, and over time, your desire may fade, depriving you of the energy and inspiration so necessary in the beginning stages, when the results are not yet evident.

In my work, I interacted with foreigners using translators like Yandex and Deeply. Lately, I've been trying to reduce my dependence on these tools. Incidentally, this was one of the reasons I decided to try collaborating with international clients: I wanted to improve my weak English skills, and I realized the best way to do this would be to find myself in an environment where language skills would be truly essential.

Currently, I work with several regular clients from various countries. Working on exchanges has been temporarily suspended due to certain difficulties associated with working from Russia. In today's reality, establishing interactions with international clients has become more difficult, but it is still achievable. The main thing is your strong desire to pursue this field. Immerse yourself in situations that make you feel insecure but that spark your interest—that's where development occurs.

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• Design that creates unique emotions: children's products without hackneyed solutions.

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