Interview with Gamze Binici

I'm an independent freelance designer focused on crafting meaningful visual identities and packaging design. My work is centered around helping brands find their voice and express it through thoughtful design systems.

For me, design is meaningful communication and storytelling. It is about helping brands find their visual language, while creating emotional connections with their audience through thoughtful design systems.

I love designing packaging that is not only visually appealing but also meaningful. I enjoy selecting materials, creating tactile experiences and bringing visual identities into physical form through structure, layout and storytelling.

One of my favorite projects is my recent work, Matterdays. Matterdays is a preventative pet wellness brand built around the belief that every day matters. The name became the foundation of the concept, inspiring a calendar-based system that transforms daily supplementation into a meaningful ritual of care. I really enjoyed building a thoughtful narrative around the brand and translating it into a functional and emotional visual identity.

A logo design for a wine company.

I really enjoy creating freehand illustrations on Procreate and integrating them into my brand identity and packaging projects. I love how digital tools can still preserve a handmade and emotional quality.

I feel most creative when I travel and experience new cultures, art and architecture. Nature also inspires me deeply. Discovering new environments, textures and stories helps me widen my perspective and fuels my creativity.

I focus on making meaningful choices and understanding what a brand truly needs in order to be seen and heard. I care deeply about translating a brand’s story into visuals that feel authentic and emotionally engaging.

Design is a complex process and sometimes difficult to describe. I often feel inspired and curious, but also challenged by my perfectionism. It is both exciting and emotionally intense.

That is one of the best feelings. Seeing an idea become tangible makes me feel proud, fulfilled and happy.

A design becomes successful when no detail is overlooked. When it exceeds the client’s expectations, creates connection, sparks curiosity and leaves a lasting impression.

I usually focus on the first impression, the emotional connection and the overall feeling the design creates. I also pay close attention to the intention behind the design choices.

Designers have the responsibility to create consciously, communicate honestly and consider the environmental and social impact of their work. Thoughtful design can encourage more sustainable and meaningful consumption.

The design field is becoming more multidisciplinary and experience-driven. I believe the future of design will focus even more on sustainability, emotional connection and creating meaningful experiences rather than simply aesthetics.

My inspiration comes from my curiosity to explore, read and collect. Traveling and nature are major sources of inspiration for me. I also enjoy following design trends, browsing design platforms, reading other designers’ stories and experimenting with different art mediums and illustrations.

I would describe my design style as minimal yet impactful. I often blend clean layouts with hand-drawn illustrations, storytelling and expressive color palettes. I’m drawn to simplicity because I believe strong concepts do not need unnecessary complexity. My approach is always rooted in strategy and emotion, creating designs that not only look beautiful but also communicate clearly and feel memorable.

I moved to London two years ago, and living here has exposed me to an incredibly diverse creative environment. Being surrounded by different cultures, exhibitions and creative communities constantly inspires me and broadens my perspective as a designer.

I like building collaborative and transparent relationships with companies. I begin by understanding their values, goals and audience, then develop strategic and visual solutions tailored to their needs. Communication and trust are very important throughout the process.

I think companies should look beyond aesthetics and choose designers whose vision, process and communication style align with their brand values. A good designer is someone who listens carefully, thinks strategically and creates meaningful solutions rather than simply following trends.

I begin with a questionnaire or a discovery call to better understand my client and their needs. Then I conduct detailed research and move into the concept and design phase. I offer revisions to make sure everything feels aligned and finalize the project meticulously with attention to detail.

My favorite design items at home are my design books, art prints I collected around the world and carefully designed packaging that I collect for inspiration.

My days usually start slowly with coffee and checking inspiration sources or design references. Then I move into client work, sketching concepts, designing and communicating with clients. I also try to make time for walks with my dog, exhibitions or creative activities that help me recharge and stay inspired.

Stay curious and keep exploring beyond design itself. Travel, observe, read and experiment as much as possible. Don’t compare your journey to others and trust that your unique perspective is your biggest strength.

One of the most positive aspects is having the ability to create meaningful work and communicate ideas visually. One of the challenges is balancing creativity with deadlines, expectations and perfectionism.

Design with intention. Every detail should have a reason behind it.

Curiosity, communication, observation and problem-solving are essential skills for a designer. Technical skills are important, but having empathy and a strong point of view matters just as much.

I mainly use Adobe Creative Suite, especially Illustrator, InDesign and Photoshop, along with Procreate for illustration work. I also love collecting books, magazines and packaging samples for inspiration. Pinterest, design platforms and exhibitions are also part of my creative toolbox.

I try to balance structure and flexibility. Planning my schedule and setting priorities helps me stay organized, while also giving myself enough creative space to experiment and refine ideas.

It really depends on the scale and complexity of the project. Some projects take a few weeks, while others evolve over several months depending on research, strategy and revisions.

Probably how I find inspiration and develop ideas for each brand.

Working on branding and packaging projects that allowed me to combine storytelling, illustration and strategy has been the most valuable experience for me so far.

I have worked with clients in lifestyle, beauty, wellness and food industries from all around the world.

I enjoy packaging design the most because they allow me to combine strategy, storytelling and physical experience into one cohesive system.

I would love to continue growing internationally, collaborate with inspiring brands and further develop projects. Receiving recognition through design awards have also been an important milestone for me. I'm hoping to achieve better results each year.

Most of the time I work independently, but I also enjoy collaborating with other creatives and specialists whenever a project requires different expertise.

At the moment I’m exploring a new branding and packaging concept for a skincare brand that involve tactile materials and illustration-driven storytelling, which is something I’m very excited about.

People can contact me through my website, email or social media platforms. I’m always happy to connect, collaborate or simply say hello and talk about design, art and creative ideas.

I’m truly grateful to be part of an award-winning journey and happy to be able to reach and connect with more people through my work nowadays.