Vsevolod Abramov

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Vsevolod Abramov ("VA") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

VA : I have over 11 years of experience in design and advertising, working with global brands like BMW, Burger King, Lay’s, and many others. My formal education includes a Bachelor’s degree in Graphic Design from the Belarusian State Academy of Arts and a Bachelor’s degree in Advertising Management from the Russian Economic University. Additionally, I’ve completed several professional courses, such as the Font Design Intensive at BHSD Moscow, Growth-Driven Design from HubSpot Academy, and Creative Methodologies at the School of Innovation ICRA. These experiences have shaped my creative approach and given me a strong foundation in both traditional and modern design methodologies.

DL: What motivates you to design in general, why did you become a designer?

VA : The core motivation behind my passion for design is the process of creation itself. I find immense satisfaction in turning ideas into tangible visual solutions that can evoke emotions, tell stories, and make an impact. Design, for me, is more than just aesthetics; it’s a tool for meaningful change. I became a designer because I believe in the power of visual communication to influence the world positively—whether it’s enhancing user experiences, strengthening brand identities, or addressing social and environmental issues through sustainable design practices. Every project I work on is an opportunity to contribute to making the world a bit better, more functional, and more beautiful.

DL: Did you choose to become a designer, or you were forced to become one?

VA : Becoming a designer was entirely my choice—no one twisted my arm)

DL: What do you design, what type of designs do you wish to design more of?

VA : I’ve always enjoyed exploring new aspects and possibilities in design, especially with the rise of AI, which has opened up exciting creative opportunities. At the core, though, my focus remains on graphic design and branding—crafting visual identities and stories that resonate with audiences.

DL: What should young designers do to become a design legend like you?

VA : I didn’t realize I was a legend until you asked! For young designers, my advice is to immerse yourself in as much inspiration as possible—explore great design examples, study different styles, and constantly seek what truly inspires you. The key is to stay curious and never stop learning.

DL: What distinguishes between a good designer and a great designer?

VA : A good designer creates, but a great designer thinks about improving it.

DL: What makes a good design a really good design, how do you evaluate good design?

VA : Good design stands out when it balances three key elements: taste, craftsmanship, and experience. A truly good design is not just visually appealing but also well-executed and thoughtfully tailored to its purpose and audience.

DL: What is the value of good design? Why should everyone invest in good design?

VA : Good design is the comfort in your life that you don’t even notice—because when you do notice something, it’s usually discomfort. Investing in good design means investing in your comfort.

DL: What would you design and who would you design for if you had the time?

VA : I would design something for the planet.

DL: What is the dream project you haven’t yet had time to realize?

VA : My dream project would be creating a global initiative that combines design and technology to address environmental challenges—something that inspires change and leaves a meaningful legacy.

DL: What is your secret recipe of success in design, what is your secret ingredient?

VA : Mix of curiosity, persistence, and empathy. The secret ingredient? Passion—it’s what drives me to keep learning, experimenting, and creating meaningful designs.

DL: Who are some other design masters and legends you get inspired from?

VA : I find inspiration from both legendary designers and contemporary digital creators. Icons like Dieter Rams for his principles of good design, Paula Scher for her mastery of typography, and Massimo Vignelli for his clarity and timelessness have deeply influenced my approach. Among modern creatives, I admire Jessica Walsh for her boldness and creativity, Beeple for pushing the boundaries of digital art and NFTs, and Chris Do for his dedication to educating the design community. Their work serves as a constant reminder of the endless possibilities in design.

DL: What are your favorite designs by other designers, why do you like them?

VA : Some of my favorite designs include Dieter Rams’ iconic Braun products for their timeless simplicity and functionality, Paula Scher’s branding for the Public Theater for its bold and expressive typography, and Massimo Vignelli’s New York subway map for its clarity and innovative approach to information design. I admire these works because they not only solve design problems effectively but also stand as cultural milestones that inspire generations of designers with their balance of form, function, and creativity.

DL: What is your greatest design, which aspects of that design makes you think it is great?

VA : One of my greatest designs was the comprehensive rebranding of SberMarket. It stands out because it wasn’t just about visual updates—it involved creating a cohesive brand book, aligning visual language with the parent company, and enhancing advertising strategies. What makes it great is its impact: it boosted brand recognition by 68% and helped position SberMarket as a leader in the delivery market. This project combined strategic thinking, creativity, and teamwork, which is why I consider it one of my proudest achievements.

DL: How could people improve themselves to be better designers, what did you do?

VA : To become a better designer, people should focus on constant learning, experimenting, and seeking inspiration. I’ve always explored different aspects of design, studied great examples, and embraced challenges that pushed me out of my comfort zone. For me, experimenting with new tools, like AI, has been a game-changer, opening up innovative possibilities. Beyond that, collaborating with others, gathering feedback, and being open to growth are essential for improving both skills and creative thinking.

DL: If you hadn’t become a designer, what would you have done?

VA : I probably would have pursued something equally creative, like filmmaking or photography. Both are powerful ways to tell stories and capture emotions, much like design. Creativity has always been at the core of what I love to do, so I’d still find a way to express it.

DL: How do you define design, what is design for you?

VA : For me, design is the art of problem-solving. It’s about creating solutions that are not only functional but also visually engaging and emotionally resonant. Design is everywhere—it shapes how we interact with the world, how we feel, and how we connect. At its core, design is about improving lives, whether it’s through a product, a brand, or an experience.

DL: Who helped you to reach these heights, who was your biggest supporter?

VA : Reaching this point in my career wouldn’t have been possible without the incredible people around me. My family and friends have always been my biggest supporters, encouraging me to pursue my passion and push boundaries. I’m also grateful to the mentors and teammates who challenged me, shared their knowledge, and inspired me to grow as a designer and as a person.

DL: What helped you to become a great designer?

VA : Several factors contributed to my growth as a designer. The foundation was built on relentless curiosity and a desire to master my craft. I’ve embraced every opportunity to learn, whether by experimenting with tools like AI or studying inspiring works by others. Collaborating with diverse teams and facing challenging projects have also honed my problem-solving abilities and pushed my creativity to new heights.

DL: What were the obstacles you faced before becoming a design master?

VA : Like any journey, mine was filled with challenges. Early on, it was about finding my unique voice and navigating the balance between creativity and practicality. I also faced the constant pressure of staying relevant in a fast-evolving industry, which pushed me to adapt and learn continuously. Limited resources and tight deadlines were common obstacles, but they taught me resilience and problem-solving skills that shaped who I am as a designer today.

DL: How do you think designers should present their work?

VA : Designers should present their work with confidence, focusing not just on the visuals but on the problem their design solves. It’s essential to clearly communicate the thought process, the challenges faced, and how the design addresses the client’s or audience’s needs. A well-structured presentation that highlights both creativity and functionality is key to making a strong impression.

DL: What’s your next design project, what should we expect from you in future?

VA : Right now, I’m deeply immersed in branding projects, and I believe the most exciting discoveries and breakthroughs will come from this area. Branding allows me to explore new ways to connect with audiences and tell compelling stories through design, so expect innovative and meaningful work in the near future.

DL: What’s your ultimate goal as a designer?

VA : My ultimate goal as a designer is to create work that leaves a lasting impact—designs that not only solve problems but also inspire and improve the way people experience the world. I aim to push boundaries.

DL: What people expect from an esteemed designer such as yourself?

VA : People expect an esteemed designer to deliver not just visually stunning work but also innovative and strategic solutions that address real problems. They look for leadership, creative vision, and the ability to inspire both teams and clients. It’s also about consistency—maintaining high standards across every project and adapting to new challenges with confidence.

DL: How does design help create a better society?

VA : Design has the power to shape how we interact with the world and with each other. It can make complex ideas accessible, foster inclusivity, and drive sustainable solutions. Thoughtful design improves daily life—whether through better products, more engaging communication, or environments that inspire connection and collaboration. Ultimately, design is a tool for positive change, helping to create a more equitable and harmonious society.

DL: What are you currently working on that you are especially excited about?

VA : At the moment, I’m working on the thrilling and glamorous task of updating my portfolio. It’s not exactly a party, but hey, someone’s got to do it! Necessary evil, as they say—it’s like eating your vegetables so you can have dessert later.

DL: Which design projects gave you the most satisfaction, why?

VA : I enjoy all the projects I work on, but what stands out the most for me is the beginning phase. That’s when you dive into research, explore ideas, and start crafting concepts. It’s the most exciting and creative part of the process, where everything feels possible, and the foundation for something great is being built.

DL: What would you like to see changed in design industry in the coming years?

VA : I’d love to see the gap between creators and clients continue to shrink. New tools are already making collaboration faster and enabling complex projects to come to life quicker than ever before. Let’s keep that momentum going—it’s an exciting time for the design industry!

DL: Where do you think the design field is headed next?

VA : I believe the design field is heading toward deeper integration with technology, especially AI and automation, which will continue to revolutionize the creative process. Designers will increasingly focus on strategy and storytelling, as tools handle more technical aspects. At the same time, sustainability and inclusivity will take center stage, pushing us to create designs that not only look good but also do good for the world.

DL: How long does it take you to finalize a design project?

VA : Anywhere from a month to a few years—depends on the project and, honestly luck.

DL: When you have a new design project, where do you start?

VA : I always start with research—diving deep into the brand, the audience, and the problem we’re solving. It’s like gathering all the puzzle pieces before figuring out how they fit together. Without this step, the rest of the process just doesn’t work.

DL: What is your life motto as a designer?

VA : I didn’t have a motto until you asked, so I had to come up with one: Design with purpose, create with passion.

DL: Do you think design sets the trends or trends set the designs?

VA : It’s like the chicken and the egg—there’s no clear answer. I believe design and trends are deeply interconnected, constantly influencing each other in equal measure. The key is understanding this relationship and using it to create something meaningful

DL: What is the role of technology when you design?

VA : Technology plays a huge role in my design process. It’s both a tool and a partner—helping to streamline workflows, push creative boundaries, and experiment with ideas that wouldn’t be possible otherwise. With innovations like AI, technology has become an essential part of creating impactful and efficient designs.

DL: What kind of design software and equipment do you use in your work?

VA : I rely on a range of design tools, including Adobe Creative Suite (Photoshop, Illustrator, After Effects, Premiere), Figma, and Cinema 4D. For equipment, I use a powerful 4K setup to ensure precision and clarity in my work. Having the right tools and hardware is crucial for efficiency and quality in design.

DL: What is the role of the color, materials and ambient in design?

VA : Color, materials, and ambiance are the backbone of any design. Color sets the mood and guides emotions, materials bring the design to life by adding texture and depth, and ambiance ties everything together, creating a cohesive and immersive experience. Together, they turn ideas into something tangible and impactful.

DL: What do you wish people to ask about your design?

VA : Why and how

DL: When you see a new great design or product what comes into your mind?

VA : I envy it—in the best way possible!

DL: Who is your ideal design partner? Do you believe in co-design?

VA : Absolutely! I believe the best designs are created by teams. Collaboration brings diverse perspectives and ideas, which are hard to achieve alone. A great design partner is someone who inspires, challenges, and complements your skills.

DL: Which people you interacted had the most influence on your design?

VA : The people who influenced me the most were my mentors, colleagues, and clients. Each interaction taught me something new—whether it was about creativity, problem-solving, or understanding different perspectives. These experiences have shaped my approach to design over the years.

DL: Which books you read had the most effect on your design?

VA : Books like “Grid Systems in Graphic Design” by Josef Müller-Brockmann and “Designing Brand Identity” by Alina Wheeler have had a significant impact on my approach to design. They provided a strong foundation for understanding structure, branding, and the principles of visual communication.

DL: How did you develop your skills as a master designer?

VA : Through a mix of continuous practice, studying great design examples, experimenting with new tools, and seeking feedback. Embracing challenges and learning from both successes and failures played a huge role in shaping my expertise.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

VA : I’d love to meet and talk with Dieter Rams. His philosophy of “less, but better” has shaped the design world, and it would be fascinating to discuss his approach to simplicity and functionality in depth.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

VA : Awards and recognition are nice, but fame? Oh, it’s exhausting—signing autographs, dodging paparazzi, and explaining to people that designers aren’t rock stars. But seriously, it’s always rewarding to see hard work appreciated.

DL: What is your favorite color, place, food, season, thing and brand?

VA : My favorite color is black—it’s timeless and versatile. Place? New York, because it’s full of energy and creativity. Favorite food? Probably pasta, especially something classic like carbonara. Season? Fall, for the cozy vibes and beautiful colors. Thing? My sketchbook—it’s where ideas come to life. And favorite brand? Hard to choose, but probably Apple for their innovative design and attention to detail.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

VA : Once, during a client presentation, I realized halfway through that the projector was displaying my desktop instead of the slides. The clients got a sneak peek of my chaotic file names like “Final_FINAL_v2_REALFINAL.psd.” They laughed, and so did I—it was a humbling reminder to always double-check before presenting!

DL: What makes your day great as a designer, how do you motivate yourself?

VA : A great day as a designer is when I solve a challenging problem or see my ideas resonate with a team or client. I stay motivated by reminding myself of the bigger picture—how design can create change and bring value. And honestly, sometimes it’s as simple as starting the day with good music and a great coffee.

DL: When you were a little child, was it obvious that you would become a great designer?

VA : As a child, I was always drawing, building, and coming up with creative projects, so the signs were there—though I think my parents were just happy I wasn’t drawing on the walls too often. It wasn’t obvious I’d become a designer, but creativity was definitely in my future.

DL: What do you think about future; what do you see will happen in thousand years from now?

VA : I imagine design and technology will be indistinguishable—maybe we’ll be creating designs with just a thought or collaborating with AI on a level we can’t even fathom today. The core of design, though, will remain the same: solving problems and connecting with people, no matter the tools or era.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

VA : I’d like my fans to know that design, for me, is about more than just aesthetics—it’s about creating meaningful connections and solving real problems. Every project I take on is a chance to push boundaries and explore new ideas. Also, I’m always open to learning, experimenting, and sharing what I know—so don’t hesitate to reach out if you want to chat about design or collaborate!