Interview with Zlatina Petrova
Zlatina is the CEO of Brandly Collective. She's also a curious explorer and startup design mentor (including being featured at Google's Startup weekend).
Designer Interview
10 March 2020
The only thing I have ever wanted to be for my whole life was a graphic artist. I draw all through childhood, all through adolescence. After my studies in economics, I decided to make my hobby a profession. At that time I was very fascinated by web design. Currently, I have a Master's degree in Arts and 10 years of professional experience as a web designer.
My studio is a boutique creative agency. We call us a communication company because this is the main purpose of marketing and great design - to understand others and to be understood. Many of our efforts are focused on helping businesses with a mission and social entrepreneurs to create healthier brands with a brighter future.
Design for me is more than an art. It is a way of communication.
In my free time, I continue to explore new graphic design techniques but most of the time I enjoy working on my web design projects.
BuiltForImpact of course. It is a distillation of best web design practices and it also has a purpose - to help businesses with a cause to make more impact online. In our times we have to support social entrepreneurs because they change society for good.
My first project was a freelance project for an educational platform in the USA and I created the graphics presenting the courses.
For me, web design combines more than one tool. I use SketchApp when I create the user interfaces, InVision for prototyping, UXPin for wireframing and Photoshop for photo editing. But when it comes to drawing, I'm a big fan of Adobe Illustrator.
In the morning, after a good sleep and a cup of coffee.
The visual design, for sure. It comes at the end of every project, but it is quintessential. The visual design often makes the difference between good and great design.
I feel happy, motivated and empowered.
I feel good and I'm also curious about the feedback from online visitors.
This is a difficult question. Successful design is the design that fulfills the purpose of its creation.
Storytelling and functionality. A good website has an attractive design but it is also functional and tells a story. Then I consider other aspects as visual design, typographic design.
To be a good person and to have a positive impact on society and the environment.
Well, web design is getting closer to artificial intelligence. A few years ago it wasn't possible to create a website without programming skills, now it is not the case.
My first and last exhibition was in Como, Italy, the day after the award ceremony of A'Design Award and Competition.
Like many designers, I'm a very curious person. I love researching creative processes, rules, and practices from different fields like cinema, classic art, handcraft and so on. Often, I get inspiration from other designers' work.
Elegant, modern, simple, functional. For met " keep it simple" is more than a phrase, it reflects my understanding for good design.
I live in Sofia, Bulgaria. It is interesting how this small country balances the rich cultural heritage with modern times. The digital sector is developing in the country, so it's a good place to be as a designer.
I work closely with companies to define their brand’s digital needs and develop transformative user experiences across all platforms and brand touchpoints, crucial to their brand’s success. I work as an independent consultant.
There are many great designers online. My advice is to find a designer with a good portfolio and good communication skills.
Of course. It starts with a mood board creation, then I continue to the wireframing stage. The design goes through low-fidelity wireframe, medium-fidelity wireframe, high-fidelity wireframe. At the high fidelity stage, I focus on visual design and interaction action.
A photo frame, a three with gemstones, a painting from a Bulgarian artist and a vase.
My day starts at 6 am with my daily routine. I do some sport, I meditate and at 9 am a start my working day with a big cup of coffee. My day ends around 7 pm.
To work hard and not give up. Dreams always come true when we keep following them.
Like any other creative profession, sometimes designers have to deal with client's vision and have to make a compromise with their vision.
I don't have any golden rules, but I try to " keep it simple".
Communication skills. If designers learn how to communicate better with clients and developers, then their designs will be always to the point.
I use a pencil and paper, digital software tools for graphic design and wireframing, such as SketchApp, Photoshop, Invision, UXPin. One of my favorite books is "The User Experience Design Revolution".
People say that artists are bad at planning. However great designers have good organization skills. Reaching success, I always try to stick to my plans.
Around a month or two, depending on the complexity of the website or the interface.
What is the purpose of the design?
As a junior designer. At that time I learned a lot as a designer and thanks to my mentors I became the designer that I am today.
I worked with fashion brands like Alessa, startups like Propy Inc, social entrepreneurs, and many other companies.
I like working with social entrepreneurs because I have that when I help them increase their impact, I help society.
This year I started my own creative studio, Brandly Collective and I will focus on its development.
Currently, I manage my own team of designers, but I worked as a single player for many years.
Yes, the DeafUp mobile application. This is one of my latest social projects and I am happy that it will help the deaf community in Eastern Europe to develop new professional skills that will help them find jobs.
Through my e-mail (office@brandlycollective.com) and my social media channels.