We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Elena Gamalova ("EG").
Elena Gamalova has been working in the design field for more than 15 years, from startups to global brands and institutions. During her career so far, almost half of which she has spent in Paris, she contributed to the development of visual identities, brand strategies, cross-channel promotional campaigns, product development, and packaging. Her work was featured in Packaging of the World, the Dieline, World Brand Design Society, Best of Branding. One of her packaging projects - was part of the 10 best and most appreciated projects of May 2020, on Packaging of the World. She believes that design can contribute to our society and be considered as a strategic and problem-solving tool.
Elena Gamalova Designs
We are pleased to share with you original and innovative design work by Elena Gamalova.
Elena Gamalova Design - Albella Brand Identity
Elena Gamalova Design - The Enchanted Forest Packaging
Elena Gamalova Design - Al Mocha Port Coffee Packaging
Elena Gamalova Design - Odaya Home Packaging
Designer Interview of Elena Gamalova:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
EG : My creative journey started in Paris in 2004. I've been living studying and working for almost 7 years in the city of art and lights. I had the chance to meet and work with exceptional mentors, professionals, and clients from the luxury and design, art, fashion, and cultural sectors. Living and breathing design. That was the beginning of an unforgettable and long-lasting experience.
DI: Can you tell us more about your company / design studio?
EG : 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.
DI: What is "design" for you?
EG : 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.
DI: What kinds of works do you like designing most?
EG : I like to create visual identities and packaging design the most.
DI: What is your most favorite design, could you please tell more about it?
EG : 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.
DI: What was the first thing you designed for a company?
EG : 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.
DI: What is your favorite material / platform / technology?
EG : I do not have one. I consistently explore new software, platforms, and techniques. It's a field that evolves constantly.
DI: When do you feel the most creative?
EG : 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.
DI: Which aspects of a design do you focus more during designing?
EG : 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.
DI: What kind of emotions do you feel when you design?
EG : 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.
DI: What kind of emotions do you feel when your designs are realized?
EG : 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.
DI: What makes a design successful?
EG : 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.
DI: When judging a design as good or bad, which aspects do you consider first?
EG : 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?
DI: From your point of view, what are the responsibilities of a designer for society and environment?
EG : 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.
DI: How do you think the "design field" is evolving? What is the future of design?
EG : 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.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
EG : 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.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
EG : 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.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
EG : 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.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
EG : 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
DI: Can you talk a little about your design process?
EG : 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.
DI: What are 5 of your favorite design items at home?
EG : 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.
DI: Can you describe a day in your life?
EG : 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.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
EG : 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.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
EG : 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.
DI: What is your "golden rule" in design?
EG : The golden rule in design for me is to connect emotionally.
DI: What skills are most important for a designer?
EG : 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.
DI: What are your future plans? What is next for you?
EG : 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.
DI: Do you have any works-in-progress being designed that you would like to talk about?
EG : 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.
DI: How can people contact you?
EG : You could contact me via email - elena@paganestudio.com or through Instagram or Behance direct message.