Natalya Bilousova

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Natalya Bilousova ("NB") 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?

NB : I'm a self-taught designer with a master's degree in math. My journey into design began out of a deep passion for the creative process, and I've always found fulfillment in crafting handmade items. This blend of mathematical training and artistic exploration has shaped my approach to design, blending analytical thinking with a love for creativity and craftsmanship.

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

NB : What motivates me to design is the opportunity to create something entirely new and unique. I've always had a passion for bringing ideas to life in ways that haven't been seen before. While I may not draw like a traditional artist, design allows me to channel my creative energy and problem-solving skills into tangible, functional solutions.

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

NB : Design has always felt like my destiny. When I was a child, I spent most of my free time designing crafts and clothes for my doll. My love for design started early—I even earned my first bit of money in grade 3 by creating a poster for my classroom. Even though I tried to follow a different path and got a master’s degree in math, I realized that my heart was truly in design. It's always been a part of me, and I can't imagine doing anything else.

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

NB : I really enjoy designing packaging and creating designs for everyday products. There's something special about making common goods look beautiful and functional. I also have a passion for animation and hand lettering. Animation allows me to bring stories to life in a dynamic way, and hand lettering gives a personal, artistic touch to my work. Combining these elements keeps my creativity flowing and makes every project exciting.

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

NB : I appreciate the thought, but I don’t consider myself a design legend. However, for young designers aiming to make a significant impact, I’d suggest keep working hard, stay dedicated, and enjoy the journey. The path to making a mark in design is unique for everyone, and staying true to your passion will guide you along the way.

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

NB : reat designers have a solid process they stick to, which helps them handle projects efficiently and effectively. They’re also skilled at managing their time well, making sure they meet deadlines while keeping up the quality of their work. Confidence is important too — they’re sure about their ideas and decisions. And strong communication skills are essential; they enable them to work well with clients and teammates, and clearly share their vision and feedback.

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

NB : A really good design shines by hitting a few key notes. First off, it needs to do its job well—whether that's solving a problem, improving user experience, or getting a message across. It should also be visually appealing and cohesive, making sure it grabs attention and sticks in the mind. Creativity and innovation are big pluses too, as they bring fresh ideas and unique solutions. When I’m evaluating a design, I look at how well it meets its goals, how it looks, and the impression it leaves. I also consider how easy it is to use and whether it fits with the brand’s identity. Basically, a good design isn’t just about looking great; it needs to work smoothly and make a positive, lasting impact.

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

NB : Good design really adds value because it makes products and experiences more appealing and effective. People naturally gravitate toward things that are well-designed, and they’re more likely to choose and invest in something that looks great and works well. It’s not just about making things look nice; good design also enhances how something functions and how easy it is to use. Investing in good design helps a brand stand out, makes a strong impres

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

NB : I love creating things like knitted gloves and hats, necklaces, bracelets, and crochet bandanas. It’s something I actually have time for now, and I’ve enjoyed making these pieces for my friends — they all have something designed by me. Designing accessories is a fun way to blend creativity with functionality, and I love seeing how my designs add a personal touch to people's everyday lives

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

NB : The dream project I haven’t yet had time to fully realize is designing a complete font family with five different weights. Honestly, I’ve had the time, but I haven't quite had the patience to see it through to completion.

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

NB : Just keep doing, travel and talk to people to understand their needs.

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

NB : I really admire Jessica Walsh’s style—her work is always so vibrant and impactful. Anna Kulachek is another designer I find inspiring; she’s incredibly productive and consistently maintains a strong visual style. Both of them bring such creativity and dedication to their work, which motivates me in my own design journey.

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

NB : Oh, it’s so tough to pick just a few favorites because there are so many amazing designs out there. My Pinterest boards are packed with fantastic examples that I find inspiring. I’m particularly drawn to designs that embrace simplicity and sometimes those with a touch of the unusual. There’s something captivating about clean, straightforward designs as well as those that break the mold and offer a fresh perspective.

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

NB : Greatest design? Hmmm, honestly, I wouldn't label any of my designs as the greatest. I have a deep appreciation for all my packaging projects, and I’m particularly proud of the most recent one that performed exceptionally well for its owners. In my opinion, a truly great design is one that stands the test of time and is recognized and valued by millions of people.

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

NB : o become a better designer, I suggest not getting stuck in front of your laptop all the time. Engage with real life, immerse yourself in new experiences, and continuously feed your eyes with inspiring visuals. Having a hobby and a personal project can also help you express your creativity. For me, stepping away from the screen and finding inspiration in the world around me has been crucial.

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

NB : If I hadn't pursued a career in design, I would have definitely become an accessories designer. Crafting is a huge passion of mine, and I absolutely love creating unique pieces of jewelry and crocheting clothes. It's a wonderful way to blend creativity and craftsmanship, and I find immense joy in bringing beautiful, handmade items to life.

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

NB : For me, design is not just a job — it's a lifestyle. I feel incredibly happy designing cool stuff and seeing it come to life in the real world. I love briefing my clients, presenting my work to them, and discussing various ways to design their products. Even my hobbies are related to design; when I'm not at work, I enjoy creating necklaces or bracelets. Design is woven into every aspect of my life, making it both my passion and my profession.

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

NB : I’d say my biggest supporter was my first employer, who took a chance on me despite my lack of experience. The salary was quite low, and I felt pretty useless at the start, but that opportunity was crucial in defining the beginning of my design journey. I’m truly grateful for their belief in me and the chance they gave me to grow in the field.

DL: What helped you to become a great designer?

NB : What helped me become a great designer was reaching out to people from other cities when I was living in a small town without a design community. Their openness to my questions and their valuable advice were incredibly helpful. Even now, I believe that being part of the design community is one of the best ways to continually improve and stay inspired.

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

NB : Before reaching mastery in design, I faced several challenges, such as a lack of experience and fear of having weak ideas. Imposter syndrome was also a big issue. To overcome these obstacles, I gained hands-on experience, built confidence in my ideas, and learned to trust my skills and instincts. Each challenge helped me grow and become a more confident designer.

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

NB : Designers should approach their presentations with confidence and a strong belief in their ideas. If you don’t fully believe in your work, it’s challenging to persuade others of its value. It’s crucial to prepare thoroughly, anticipate potential questions, and be ready to address them effectively. Always remember that client feedback is focused on the work itself, not on you personally — taking it as constructive criticism rather than a personal attack helps maintain a positive mindset. Additionally, having a well-organized plan and presenting high-quality images are key to showcasing your design in the best possible light. This preparation not only highlights your design’s strengths but also demonstrates your professionalism and commitment to the project.

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

NB : Currently, I’m working on packaging designs for sparkling wine and coffee, and I’m really excited about both projects. While I can’t share too many details just yet, I’m thrilled about the direction they’re taking and look forward to revealing more in the near future. Stay tuned for some fresh and innovative designs!

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

NB : My ultimate goal as a designer is to create something truly great and valuable. More than that, I want to find happiness in my work and continue doing what I love. Balancing creativity with personal fulfillment is key for me, and I hope to produce designs that are both meaningful and satisfying.

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

NB : When people think of a respected designer, they often expect more than just aesthetically pleasing work. They’re looking for designs that are both innovative and effective, something that stands out and makes a real impact. Creativity is a must, but it's equally important to pay close attention to every detail and truly understand the client’s needs and goals. Clients also hope for a high level of professionalism throughout the process. This means clear and open communication, meeting deadlines, and offering thoughtful solutions that address their specific challenges. Overall, it's about combining artistic vision with a strong sense of responsibility and understanding to deliver exceptional results.

DL: How does design help create a better society?

NB : Design improves society by focusing on a few important principles. It makes sure products are accessible to everyone, including people with disabilities, and embraces inclusion by reflecting diverse needs and perspectives. Responsible packaging, such as using eco-friendly materials or no packaging at all, helps protect the environment. Designers also choose sustainable and recyclable materials to reduce harm to the planet. Finally, good design makes communication clearer and more engaging, helping people understand and interact with information better.

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

NB : I’m currently working on several packaging projects that I’m especially excited about. I can’t wait to see them come to life and to hear people’s reactions when they experience the designs firsthand. It’s always thrilling to see a concept turn into a tangible product and to gauge how it resonates with others.

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

NB : Design projects for consumer goods have given me the most satisfaction. I find great joy in creating products that people use and appreciate in their everyday lives. Seeing something I designed being enjoyed and valued by others is incredibly rewarding and fulfilling.

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

NB : In the coming years, I’d like to see the design industry move away from mediocrity and strive for more exceptional and unique work. Great design should stand out and offer something truly distinctive. I also hope the industry will continue to embrace sustainable and ethical practices, focusing on eco-friendly materials and reducing waste. Additionally, a greater emphasis on inclusivity and accessibility will ensure that designs serve diverse audiences effectively. Lastly, I’d love to see emerging technologies integrated in a way that enhances human creativity rather than replacing it, allowing for even more innovative and meaningful design solutions.

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

NB : The design field is heading towards a future that is both more integrated and technologically advanced. We’re likely to see continued growth in the use of AI and machine learning, which will enhance design processes through automation and data analysis. Alongside this, the field is shifting towards a more multidisciplinary approach. Designers can no longer focus solely on graphic design; there’s a growing need to expand skills into areas like UX/UI, industrial design, and digital media. Additionally, there is an increasing emphasis on accessibility and inclusion, ensuring that designs work well for everyone. As the field evolves, blending different design disciplines and addressing diverse user needs will be essential for staying relevant and effective.

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

NB : The time it takes to finalize a design project really depends on the specific project. It could range from a few hours to several months. Each client has unique needs, so sometimes it takes longer to understand their goals and preferences. For example, I once completed a project for a friend — a chocolate label — in just two days because she was very clear about her wishes. Generally, the timeline varies based on the complexity of the project and the clarity of the client's vision.

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

NB : My design process starts with research to understand the project and its goals. Then, I move on to sketching and brainstorming ideas. After that, I explore different concepts and gather feedback from clients. Finally, I refine the design based on the feedback to make sure everything aligns perfectly.

DL: What is your life motto as a designer?

NB : Keep going and keep growing!

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

NB : It's a bit of a two-way street. Design often helps set trends by introducing new ideas, styles, and innovations that can influence broader cultural and aesthetic movements. At the same time, trends can shape design by creating a framework or context that designers work within. Designers might draw inspiration from current trends, but they also have the power to push boundaries and create new ones.

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

NB : Technology is essential in design because it makes processes more efficient and lets us focus more on ideas and concepts. With tools and software handling repetitive tasks, managing complex data, and streamlining workflows, we have more time for creativity and innovation. When technology takes care of the technical details, we can concentrate on developing and refining our concepts, confident that the implementation will be handled smoothly.

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

NB : I wouldn’t say I’m very original in my choice, but my go-to design software includes the Adobe Suite — Photoshop, Illustrator, InDesign, After Effects, and Dimension — as well as Figma. These tools cover most of my everyday design needs and help me work efficiently across different projects.

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

NB : Color, materials, and ambient factors are essential in design because they engage our senses, which are key to how we experience and understand the world. Color shapes our emotions and perceptions, setting moods, conveying meanings, and influencing our interactions with a design. The choice of materials impacts both the look and feel of a design, affecting texture, weight, and durability, and contributing to its overall quality and sustainability. Ambient factors like lighting, sound, and spatial arrangement further shape our experience by highlighting details, setting the right atmosphere, and guiding how we interact with a space or product.

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

NB : I’d love for people to ask about the ideas and thought processes behind my designs. It’s especially pleasant when they save my work to their moodboards or reference it for their own projects. Hearing that my ideas are appreciated and well-developed is the most rewarding feedback I can get.

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

NB : When I come across a new great design or product, my first thought is often, "Why didn’t I come up with that?" I’m always curious about the process behind it and would love to ask people about their approach and see the behind-the-scenes of how they brought their idea to life.

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

NB : My ideal design partner would be someone who is highly organized and has excellent time management skills. I believe in co-design and value having a partner who can provide a balanced perspective and help keep projects on track. It’s great to have someone who can say, "Stop iterating, it's good enough," to ensure we don’t get caught in endless revisions and can move forward efficiently.

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

NB : The people from the Ukrainian design community have had the most influence on my design. They are incredibly kind, supportive, and open to new ideas, always ready to help and share their knowledge. Their encouragement and openness have been instrumental in shaping my approach and growth as a designer.

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

NB : It's always challenging for me to pinpoint which books have had the most effect on my design, as I often can't recall specific titles in the moment. Having a list to choose from might make this easier. However, books on typography, such as "The Elements of Typographic Style" by Robert Bringhurst, have had a notable influence on my design approach.

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

NB : developed my skills as a master designer through a combination of daily inspiration and continuous learning. I make it a habit to browse new design solutions regularly, which helps me stay updated and inspired. Seeking feedback from others has been invaluable for refining my work and gaining fresh perspectives. I invest time in online courses and workshops to learn new techniques and expand my knowledge.

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

NB : Irrespective of time and space, I’d love to meet a renowned font designer from the past whose work continues to influence design today. It would be fascinating to delve into their thoughts on how their fonts are used in modern design contexts and how they perceive the ways their creations have been adapted and reinterpreted over time. I’d also be interested in exploring their views on the evolution of design practices and trends, and how they think their approach to design might have evolved if they were working in today’s world. Their insights would offer a profound understanding of both their own work and the broader changes in the design landscape.

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

NB : I’d probably answer this question more easily if I were famous, but I can share my thoughts on awards and recognition. While awards are always pleasant and serve as a valuable acknowledgment from design professionals, they’re not the ultimate goal. They provide a nice boost alongside client feedback, but it's crucial to remember that the primary focus should be on meeting client and business goals. Awards are a great honor, but they should complement, not overshadow, the core objectives of design work.

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

NB : I don’t have a single favorite color, but I really love the hues found in nature—like the colors of sunsets and sunrises, a deep blue sky, white snow, and the vibrant red of strawberries with their green leaves. My favorite food is avocado toast with salmon and sushi. As for brands, I don’t have just one favorite, but I have a soft spot for Uniqlo.

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

NB : Once, I almost cried and begged my client not to destroy their logo with a small, improper raster image. They wanted to include a very low-quality PNG right in the center of an already overwhelmed logo. Despite my best efforts to explain why it wouldn't work, the client insisted, saying, "We want it like this, please keep it." It was a humorous yet challenging moment, highlighting the delicate balance between client wishes and design principles!

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

NB : What makes my day great as a designer is a combination of factors. Positive feedback from clients always brightens my day and fuels my motivation. I also thrive when I have time to learn or try something new, which keeps me engaged and inspired. A good cup of coffee and a restful night’s sleep further contribute to setting me up for a productive and satisfying day.

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

NB : When I was a little child, it might not have been obvious that I would become a designer, but I always had a deep passion for the creative process. I graduated from Art School, and even as a child, I was constantly creating craft projects and exploring new artistic ideas. My early love for creativity and making things by hand naturally led me to a career in design.

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

NB : That’s a great question! Given how technology and medicine are advancing, I hope that in a thousand years, people will not only live longer but also enjoy healthier and more vibrant lives. With continued developments in these fields, we can look forward to a future where we overcome many current health challenges and enhance our quality of life.

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

NB : Thank you for inviting me!