Interview with Elena Gamalova

Pagané Studio was founded 13 years ago and is based in Sofia, Bulgaria.
Over the years we’ve worked with clients from all over the world on various projects, from startups to global brands and institutions.Nowadays the main focus is brand strategy, visual identities, branding, and packaging design.

Design is about solving problems, enhancing user experiences, and making them functional, creative, innovative, and memorable. Design can be found in various aspects of our daily lives. It plays a significant role in shaping the world around us and impacting how we interact with and experience our environment.

I like to create visual identities and packaging design the most.

I would say the next one. Usually after the completion of each project, I enlarge my knowledge, expertise, best practices that I use on the next, and so on. The latest project is always the best until the next one is coming.

The first thing I designed was a mood board for Christian Lacroix's mobile phone on demand for a company specialised in creating mobile phones for luxury brands, like Dior, TAG Heuer, MTV, Puma, and others.

I do not have one. I consistently explore new software, platforms, and techniques. It's a field that evolves constantly.

I feel the most creative when I’m relaxed, after a walk in the mountains with my family, a vacation with friends, or a beautiful trip outside or inside the country. When I'm happy, surrounded by inspiring people, and working on meaningful projects, and causes.

The focus of design often depends on the project's goals.
I'm focusing more on the problem-solving aspect and visually and emotionally creating a connection with the target audience of the brand for which I'm working at that particular moment.
It's crucial to balance aesthetics with functionality and consider the user experience to create designs that resonate with the target audience while addressing market demands and business objectives effectively. So I would say that each one of the phases of design is important to have a memorable and successful project.

It’s always a plethora of emotions with a large spectre of feelings - passion, inspiration, frustration, excitement, curiosity, doubt, sensitivity, empathy, determination, and pride. Design is a highly creative and often emotionally charged field. The mix of emotions is always part of what makes the design process rewarding and challenging, as I always work to bring my creative visions to life and the same time create meaningful and impactful designs.

This is the most rewarding and priceless phase to see the reaction of the clients and their audience, once the project is done and the design is implemented.

The definition of success in design can vary depending on the project's goals and the specific context. However a successful design strikes a balance between functionality, aesthetics, consistency, adaptability, accessibility, relevance, emotional impact, market fit, innovation, and sustainability to create a visually appealing, functional, and meaningful solution.

When judging a design as good or bad, several aspects are typically considered to assess its quality and effectiveness. These aspects can vary depending on the specific design discipline, but some common criteria include:
Functionality: Does the design effectively serve its intended purpose? For example, does a website design make it easy for users to navigate and find information?
Aesthetics: Is the design visually appealing? This includes considerations of layout, color, typography, and overall visual harmony.
Clarity and Communication
User Experience (UX): How does the design impact the user's experience? Is it user-friendly and intuitive, or does it create frustration and confusion?
Originality and Creativity: Is the design innovative and original, or does it rely on clichés and overused conventions?
Consistency: Is the design consistent with the brand? Consistency is essential for brand identity and recognition.
Accessibility: Is the design inclusive and accessible to a wide range of users, including those with disabilities?
Sustainability: Does the design consider sustainable materials and practices, especially in fields like product and industrial design?
Emotional Impact: Does the design evoke emotions or create a memorable impression?
Relevance: Is the design relevant to the target audience and the context in which it will be used or displayed?
Problem-Solving: Does the design effectively address the problems or challenges it was created to solve?
Technical Execution: Is the design well-crafted?
Market Fit: In business-related designs, does the design align with market demands and industry best practices?

Designers have significant responsibilities to both society and the environment, and these responsibilities have become increasingly important in the face of global challenges like climate change.

Design has the power to shape the world, and as a responsible designer I recognise that my choices impact not only the immediate user but also the larger ecosystem. By fulfilling these responsibilities, designers can contribute to a more sustainable and equitable society while minimising harm to the environment.

The design field is undergoing several significant transformations as it adapts to evolving technologies, societal needs, and environmental concerns.
The future of design is likely to be shaped by ongoing technological advancements, societal values, and environmental imperatives. Designers will play a vital role in addressing global challenges, such as sustainability and accessibility, while also creating innovative and visually engaging solutions. Adaptability and a commitment to staying informed about emerging trends and technologies will be key for designers to thrive in this evolving field.

Inspiration comes from everywhere, from nature, history, traditions, architecture, books, magazines, films, a good spectacle, and every aspect of our daily lives.
Inspiration is a highly personal and subjective experience. The combination of these sources and the unique perspectives and experiences is often the way to create something unique and memorable.

I would not say that I have a particular visual style. A good designer should adapt and create what is the most appropriate and relevant to the target audience of the client's brand, their needs, and business goals.

I live between my hometown - a small town in the Rila mountain and the capital, Sofia.
Yes, definitely. The Bulgarian cultural heritage affects my designs. I love exploring the past, what was created centuries before, the forms, visual language, and legacy.

Working with a designer is a crucial and critical collaboration for many companies, as it can significantly impact the visual identity, user experience, and success of their products or services. So below are my top six suggestions for companies looking to work effectively with a designer and select the right one for their needs:
1. Clearly Define Your Goals and Objectives. - Have a clear understanding of what you want to achieve. Define your project's goals, target audience, and key messages.
2. Research and Identify Your Design Needs
3. Budget and Compensation - Be clear about your budget constraints and discuss compensation arrangements upfront to ensure there are no misunderstandings.
4. Collaboration - Foster a collaborative relationship
5. Trust Your Instincts - Trust your instincts and choose a designer who aligns with your company's values, vision, and goals.
6. Mutual trust - trust your designer and reciprocally

My design process briefly: Proposal and budget set - Legal documents signed - Discovery call or meeting - Clients needs and goals clarified - Project timeline, milestones, deadlines, and deliverables set - Design Phase - Iterations - Deliverables.

A vase - a special hybrid collection. A beautiful tapestry called The Winter from my mom. A wooden horse - a gift from friends of us living in Paris. A silk kilim from Iran. A lamp from a well-known Danish design studio for lamps.

A typical working day - I woke up, took a shower, prepared my son for school, and got him to the school. A coffee with my husband, we both work from home. Exchanging ideas, design inspiration, plans of the day, tasks, and focus. Focus on the work, client meetings, getting the boy from school, sports, a walk or playing with the kids, dinner - reading, or a film with my husband.

Try as many design field as you can, to find which is the one that truly touches your heart and bring you joy and satisfaction. Explore and acquire new skills constantly. Stay curious. Surround yourself with inspiring people. Enjoy the whole creative journey. This is one of the professions that we choose with the heart, so follow your heart and don't forget to trust your inner voice.

Positive - working on inspiring projects, with inspiring people from over the world.
Negative - When you are passionate about the work you do, it’s really difficult to switch off and disconnect.

The golden rule in design for me is to connect emotionally.

Designers require a diverse set of skills to be successful in their roles.

The specific skills needed can vary based on the design discipline (e.g., graphic design, industrial design, web design) and the project requirements. If I could summarise the most important it would be a combination of technical, creative, and interpersonal skills, allowing them to effectively communicate ideas and create visually appealing, user-friendly, and functional designs.

Beginning of 2024 I will launch my new website. Stay tuned.
I have been working on an art exhibition lately also. Portraits of 68 inspiring female personages from the past inspired by rich culture and world heritage.

I currently working on the visual identity of a centuries-old Tuscany villa in Italy. It will be the most completed project that I have worked on until now and probably the most challenging one. I will share more at the beginning of next year.

You could contact me via email - elena@paganestudio.com or through Instagram or Behance direct message.