Interview with Maria Burgelova

My journey to becoming a designer wasn’t straightforward. Growing up, I was surrounded by creativity through my parents’ business, where I learned the value of making and doing. I originally studied marketing and management, which gave me a solid foundation in understanding business and communication.
But I always felt drawn to design as a deeper way to solve problems and communicate visually. After about a decade in marketing, I decided to follow that pull and went back to study design formally. What drove me was a mix of internal curiosity and a desire to make design that truly helps people and businesses.

When designing, my top priorities are strategy, clarity, and adaptability. I start by understanding the project’s goals and context, which guides every decision. Clarity ensures the design communicates effectively without unnecessary distractions, while adaptability means the design can evolve with the brand or product over time.

Designing is a journey of mixed emotions. I feel curiosity and excitement at the start—when ideas are fresh and possibilities feel endless. The process itself brings focus and flow, especially during deep work sessions where everything clicks. And there’s a quiet satisfaction and fulfillment when the project comes together and serves its purpose.

My background gave me a unique perspective on design. Growing up, I was surrounded by a hands-on environment where creativity met practical challenges. Early experience in marketing and management taught me to see design as more than visuals - it’s a tool for clear communication and achieving real business goals. This experience helps me see the entire picture - what’s behind the brief, what the client wants to achieve, and which strategy will work best for them.

My growth path is about deepening creative and strategic skills, focusing on projects that challenge me and allow us to deliver impactful work. Going forward, I want to work with more clients who value design as a key driver of their success.

For designers starting out, my biggest advice is to stay curious but patient. The path isn’t always straightforward, and it’s easy to get frustrated when things don’t click right away.
Having a background in economics helped me understand how to balance creativity with business early on - and that’s a skill every designer needs to develop.
Don’t hesitate to seek mentors and ask questions; their guidance is invaluable. The best advice I got was to always focus on the ‘why’ behind every project. It’s what makes your work meaningful and effective.
Keep learning constantly - whether that’s new tools, trends, or understanding clients better. Growth comes from being open to change, not just perfecting what you already know.

A friendly tip I often share is to always keep the people you’re designing for front and center. It’s easy to get caught up in making something look cool, but the real win is when your design solves a problem and connects with users. Ground your work in strategy, and the rest will follow.

I usually kick off the day with a coffee and a quick check-in with my team - often online, since I’m traveling quite a bit. The rest of my day is a mix of client calls, reviewing design work, and carving out quiet time to focus deeply.
I make it a point to stay updated with the latest in design and industry trends; it’s a small but important source of inspiration. What keeps me going during a busy day are the little moments: a breakthrough on a project, a thoughtful chat with a colleague, or simply watching an idea come to life.
Each day feels unique, and I appreciate the balance between teamwork and solo creative time.

I stay aware of design trends not to chase them, but to understand how the field is evolving. My focus is always on creating work that’s intentional and timeless rather than just what’s fashionable at the moment.
I prefer to develop designs that have their own lasting identity. Trends can inspire fresh ideas, but they don’t dictate my work.

Good design is an elegant solution to the problem it’s meant to solve - clear, effective, and perfectly suited to its context and audience.

When it’s simple enough to communicate without distractions.

One of the largest projects I’ve worked on is for Acumen, a risk management platform. We spent several years on it, tackling complex challenges to create an elegant and simple user experience. Transforming such a complicated system into a user-friendly platform has been one of the most demanding and rewarding experiences in my career.

My son. I admire how differently he sees the world and tackles problems with raw creativity. Every time we work together or share ideas, I’m surprised by how different we are as designers. The passion and experimentation he brings to his work constantly inspire me.

Growing up in Bulgaria, I learned to appreciate contrasts. I travel a lot for work and love exploring different cultures through their food. I find it fascinating to see how different and how similar we all are, no matter where we come from.

One client once said working with us felt like having an extension of their own team. That’s the kind of partnership I aim to build - smooth and natural.
That’s why every collaboration starts with a discovery call. It’s a great way for us to understand each other and see if we’re the right fit to support the specific project. I believe this process is equally important for both sides and helps us understand if we can truly help.

I’ve always wanted to share what I’ve learned and help young designers find their way. I know how tough it can be - dealing with feedback, anxiety, and the fear of putting your work out there. If I could wave a magic wand, I’d make supporting young talent my top priority.
We’ve run a great internship program for a few years, and I’ve mentored through “Mentor the Young,” hackathons, and university talks. It’s something close to my heart, and I love doing it.

This was my second year attending the A’ Design Awards in Como. The event is a true celebration of design and creativity, and I feel genuinely honoured to be part of it. Meeting some of the best designers in the world and being part of that crowd is a really special experience. I’ve made friends and met so many like-minded people from all over the world.

What drives me is the challenge of taking complex problems and turning them into simple, elegant solutions. I became a designer because I love finding clarity in complexity and creating designs that feel effortless while solving real issues. There’s something deeply satisfying about making the complicated easy to understand and use.

I was supposed to manage my parents’ professional sports equipment company. Becoming a designer was my way of rebelling against the odds - and following my own path.

We work on a huge variety of graphic, web design, and branding projects. I find it fascinating to explore the possibilities of each medium, as each offers unique ways to tell a story and impact the audience.
Many of the designs we create in our studio are for innovative products. It’s rewarding to be part of projects that introduce new ideas to the market.

The key is to never stop investing in yourself - your skills, your knowledge, your mindset. Design is always evolving, so there’s always something new to learn. Stay curious and keep pushing your boundaries. Embrace challenges, seek honest feedback, and don’t shy away from stepping out of your comfort zone.

I would say the key difference is the ability to see the bigger picture. A good designer can create something that looks great and meets the immediate needs of a specific task. But a great designer goes beyond that; they think about the broader implications of their work.

Good design is beautiful. Great design solves problems with simplicity and elegance, achieves its goals, and is timeless.

Without overcomplicating it, I firmly believe that design in business (coming from an economics background) is the first way to show how serious you are about what you do.

I would love to focus on high-impact projects with clients who truly value design.

Every day brings a new dream project, and I’m lucky to work on many of them. But as a creative, the challenge isn’t just finding time - it’s choosing which dreams are truly worth chasing.

For me, it’s curiosity. It keeps me exploring, learning, and pushing beyond the obvious. Curiosity turns every project into an opportunity to discover something new and better.

I get inspired by big-name designers and fresh, up-and-coming creatives who aren’t afraid to do things differently.

Some of my favourites are projects that solve tough problems with smart, elegant solutions - designs that feel effortless but took real thought behind the scenes. Those kinds of works inspire me the most.

Every year, my favourite design changes because I’m always learning and growing. Right now, I’m really passionate about a project I’m working on that helps small companies get accessible and consistent design from professionals.

Keep learning and keep working - that’s how you get better.

If I hadn’t become a designer, I’m pretty sure I’d still be doing something creative - because I just can’t switch that part off.

Design is another form of communication - faster and more impactful.

Last year, just before the A’ Design Awards, I lost my little brother. He was my biggest supporter and fan in everything I’ve done. There was a moment when I wasn’t sure if I could keep going or if I should cancel all my plans. But I kept going because I knew how much he would have wanted to see the wonderful things happening in my professional life. Thinking of that gives me strength every day.

Honestly, what’s helped me become a better designer is knowing I can always do better next time and just keeping at it. I see a lot of young designers thinking that once they gain enough experience, they’ll finally feel confident and happy with their work. For me, that rarely happens. The doubt - “Is this good enough?” - never really goes away. But you learn to show up and share your work anyway.

In my family, I was kind of the rebel for choosing design. I battled a lot of self-doubt and had my share of personal struggles, but honestly, that just made me want to be a designer even more. Those challenges pushed me to keep going.

I’ve heard people say portfolios are dead lately, but I couldn’t disagree more. No matter the format, a portfolio is the best way to show your thinking and problem-solving skills. I believe it’s the greatest tool we have to present ourselves and highlight our strengths. If we have it, why wouldn’t we use it?

I’d love to focus on projects where I can use my full range of skills and design something truly impactful. That’s definitely where I want to head next.

To create elegant and simple solutions to complex problems that have a real impact on everyday life.

Sometimes people expect me to be a good fit for every project. While I might try that occasionally, I believe successful projects happen only when there’s a true fit between the project, the client, and the designer. That’s why I always aim to have an honest conversation upfront - to get a feel for whether I can genuinely help and if I’m the right fit for the project.

Design translates ideas into impactful visual language that can influence how people see and think about important issues in society. I love when design not only changes environments but also shifts perceptions, encouraging reflection and sometimes inspiring action.

I’m currently working on a couple of projects that really excite me - one in cybersecurity and another focused on healthy living. Both have a real impact on people’s everyday lives, which keeps me inspired and curious. Working on such different challenges helps me stay fresh and engaged.

The projects that bring me the most satisfaction are the ones that have real impact. Acumen is a great example - a technology that can actually save lives. I also love working with innovative products that change the way we do business like MoEngage and Kibo, as well as Defendara, where cybersecurity is a top priority. Even projects like Teo Beauty, a cosmetic brand, are rewarding because they add a little extra to make everyday life more enjoyable.

I’d love to see more intentional design in the coming years. Right now, there’s way too much visual noise.

I hope the design field is moving toward more intentional design.

How long it takes to finalise a design project really depends on the scope - it can be as short as a week or stretch over a couple of years.

When I start a new design project, the first thing I do is talk with the client to understand what they really need - not just in terms of colours or visuals, but the deeper reason behind the design. I explain our process and set clear expectations about what we’ll deliver and when. Setting goals upfront is always my starting point.

Embrace complexity, but always aim for elegant solutions.

“One step at a time” is my motto. It reminds me that progress, creativity, and growth come from steady, thoughtful effort, not rushing or shortcuts.

Technology is a tool that brings ideas to life. But it’s never the driver - creativity and strategy always come first.

I use all the typical Adobe Creative Cloud apps and Figma daily, but I love exploring new tools as they come out, so my toolkit changes quite often. Honestly, I never thought I’d say this, but I’m starting to really like Canva for its ease of use, especially for non-designers. Right now, I have a slight preference for Luma for image and video generation, but I use other products as well.

Color, materials, and ambiance set the mood, guide focus, and tell the design’s story.

I wish people would ask why a design is made the way it is. Everything we do as designers has a purpose, and understanding that purpose reveals the true value behind the work.

When I see a great new design or product, I often wonder what the designer was feeling just before the idea struck. Were they having coffee, in the shower, or just going about a regular day? I’m really curious about those small, human moments that sparked the idea.

I’ve been working closely with my team for the past few years, and one thing I always remind them is that it’s okay to have weaknesses - there’s someone else who’s strong where you’re not. The trick is to focus on what you’re really good at and keep pushing your limits. I’m a big believer in co-design because someone else will always bring a skill or perspective you don’t have. So why compete when we can support each other and make better work together?

Probably the person who influenced my design journey the most was professor Dimitrov, who I met when I first applied to university. He was the first to tell me that I could actually be a designer, and that encouragement made all the difference.

Some of the books that have influenced me are Creativity, Inc., The Design of Everyday Things, The Mom Test, Guerrilla Girls: The Art of Behaving Badly, and many others. They’ve helped me see different perspectives on creativity, design, and pushing boundaries.

I developed my skills through a lot of hands-on work, continuous studying, and, importantly, making plenty of mistakes along the way.

Leonardo, Salvador Dalí, Picasso, and I really admire how humble and real Robert Rauschenberg was.

I believe that as designers, we should use recognition and attention to support young talent and give back to the community whenever we can.

My favourite color is white, my favourite place is home, and my favourite food is fruit. I love going to the cinema, and when it comes to brands, there are too many to pick just one.

I worked on a coat of arms as a university project and got paid in dogs. I made a coat of arms for the village where my dad was born, and by chance, it was just before their 600th anniversary. At the local celebration, people were so impressed they gave me a dog as a gift, saying, “We give what we have, and we have dogs.”

What makes my day great as a designer are the small things: a lot of coffee, those moments when a design finally clicks, a nice email saying the design is approved, and the excitement of starting a new project.

It was so obvious, I sometimes wonder how I didn’t realize it sooner. As a kid, I was always sneaking fabric and paint from my parents’ factory, making screen prints, and playing with colours every day.

Looking a thousand years ahead, I hope humanity has learned to live sustainably and peacefully alongside nature, finding harmony that supports both people and the planet.

I founded More By Us in 2016 as a small, senior creative studio. We focus on strategic design that helps businesses communicate clearly and grow with confidence. Our work spans brand identity, web design, and the full spectrum of marketing materials - supporting teams from their first pitch deck all the way through large-scale international product launches.
What makes us different is how hands-on we are. We work closely with each client, adapting to their needs instead of forcing a one-size-fits-all process. That’s why we’ve been able to collaborate with startups and international companies alike across tech, medical, security, cosmetics, and more.

Design is how I communicate ideas, emotions, and solutions.

I enjoy projects where design can solve a real problem - whether that’s clarifying a complex product, building trust through a brand, or creating digital spaces people actually want to use.

My favourite type of design is when a complex problem is solved with simplicity - it’s always a bit of a surprise.

My very first design project was a business card I created for my office while working in marketing. It’s not a project I’m particularly proud of, but it’s funny to think it took me another ten years after that small job to realise I’d eventually become a full-time designer.

I enjoy working with digital platforms, especially web, because of the interaction and reach. But I still love the smell of paint and the hands-on process of screen printing - it’s where my love for design started.

When I have enough space to think and no pressure to rush. That’s usually when the best ideas show up.

Strategy is always first - then clarity, then how it feels and works. When those align, the design does its job.

It’s a mix - curiosity at the start, focus during the process, and a bit of excitement when things finally click into place.

I feel fulfilled when I see the design doing exactly what it was meant to do - helping, connecting, making things easier for people. That’s the moment it all makes sense.

A design is successful when it supports the brand’s strategy, helps reach its goals, and communicates its values clearly - while looking simple and effortless.

Context and goal - if the design meets those effortlessly, it works.

Our responsibility is to make people’s lives easier, simpler, and more beautiful - without creating unnecessary noise.

The design profession is changing rapidly - tools and technology evolve faster than ever. As designers, we need to stay rooted in creativity and the meaning behind our work so we can create solutions that truly solve problems. Another part of this is supporting young talent and guiding them through an already challenging landscape. That’s how the field will stay strong in the future.

Our last exhibition was at the A’Design Awards, and the next one will be Utopia 40×40 at the end of August in New York.

Lately, I find more inspiration in young designers and their raw creativity than in the big names. My son is also studying design right now, and seeing how differently he approaches things compared to me is a constant reminder of how many ways there are to see the world. It makes me happy.

My style is clear and intentional - I start with strategy and let the design adapt to the problem, never the other way around.

I rarely work for Bulgarian clients, and from the start of my design career, I’ve been adapting to different cultures. But the contrasts in Bulgaria are striking - in design, in life, in architecture.
I used to be upset that not everything around me was beautiful. Then one day, I left the office and saw a street musician playing jazz on a piece of cardboard with simple sticks, sitting on the pavement. That was the moment I felt proud to live in a country of such huge contrasts. It taught me to see beauty differently, and that perspective always finds its way into my work.

Every time we start a project, we aim to feel like an internal part of the company we’re working with.

Look for a designer whose work resonates with you, then have a conversation to see if there’s a good working connection. That chemistry matters as much as the portfolio.

I start by understanding the context and goals, then explore directions with the client, refine, and build until the design feels effortless and true to its purpose.

My favorite design items at home are paintings - many of them. And now, the Silver XXL A’Design Award adds a nice accent among them.

Most days start with coffee and a quick catch-up with my team - wherever I happen to be, because I travel a lot for work. Then it’s a mix of client calls, design reviews, and deep work when I can find the quiet. Evenings are slower - time with my partner, checking in on my closest people, or just clearing my head so I can start fresh the next day. No two days are the same, but I like that rhythm.

Stay curious, ask “why” often, and don’t be afraid of the messy parts. Find people who push you, learn constantly, and remember. Evolving matters more than following trends.

The positive is seeing your work make a difference - it’s incredibly rewarding. The negative is that I’m often most creative when I’m trying to switch off.

Everything starts with understanding the context and the goal - if you miss that, nothing else will work.

The most important skills are staying curious, always learning, and being open to experiment.

I work with all the tools a designer should use, but I don’t think they’re the important part. Tools evolve and change; good design shouldn’t depend on them.

Designing can take a lot of time, but I built a project management system myself so we can have one tool that fully supports the way our agency works.

We’ve worked on projects that took a week and others that lasted years - it really depends on the scope.

The question I get asked most often is simply: “Where do you start?” It’s a reminder that every project begins with understanding, not just ideas.

Growing up, I watched my parents pour everything into their business. They didn’t let me jump in, but I longed to be part of it. The first job they gave me was cleaning the factory. It wasn’t glamorous, but it was mine - and it made me feel like I belonged. That early experience taught me the value of hard work and grit. It showed me that no role is too small when you’re building something meaningful, and that mindset has driven everything I’ve done since.

Some of our clients include MoEngage, Kibo, Acumen Risk, Adenis, among others. We've had the opportunity to work with a diverse range of companies, each bringing unique challenges and projects that have helped us grow and refine our approach to design. It’s been fantastic to collaborate with such a variety of businesses, as it keeps our work dynamic and always interesting.

I enjoy brand identity work the most because it’s where strategy, storytelling, and design come together to shape how people connect with a business.

My future plans are to keep growing creatively and strategically, exploring new challenges with clients who push us to think differently. I also want to focus more on mentoring young designers helping the next generation navigate this complex field.

I work closely with my team on projects, but I’m personally involved in all key designs to maintain our vision.

People can easily get in touch with us through our website at https://moreby.us, or they can reach out directly via my personal email: maria@moreby.us. I am always open to discussing new ideas.