What led you into design?
When I was 8, I broke my right hand falling from a tree, and to restore its function, my mum sent me to art school. I’d always been creative, so it just became a trigger that finally made my talent tangible.
I became a certified fine artist, but never pursued it professionally, because I didn’t see it as global enough for the kind of life I envisioned for myself. Instead, I got a degree in International Business in Finland and Italy, moved to the Netherlands, and end up never following that path either. It was COVID, so I had time to rethink everything. I realised I needed to digitalise my creativity and turn it into my work, because this is what I’ve always been best at.
I love to joke that I work in what I studied, because I own a business which is both international and creative.
What does a typical day look like?
Always flexible. Sometimes I try to live like an employed person to keep my routines fixed, but it never lasts. Though, in my creative work, client communication, and collaborations, I’m the opposite — structured, precise, and demanding.
I start my day with whatever feels right in the moment and go with the flow if nothing is scheduled. I move between different tasks related to the brands I work on: emails, client communication, directing photographers and social media teams, aligning with architects, researching and designing. I also spend a good amount of time analysing what inspires me, where I am and where I’m going, refining my processes, and shaping how I present myself as a designer and creative director, making sure it reflects who I am.
What's your workstation setup?
Where do you go to get inspired?
Fashion, interior design, and high-achieving people with individual taste and understated presence are a big part of my inspiration and lifestyle. I appreciate timelessness, boldness, authenticity, refined settings, non-trivial colour combinations, and subtle twists that give simplicity a character.
What product have you recently seen that made you think this is great design?
I’ve recently finished working on a coffee house brand that turned out very unique both strategically and visually. I believe it’s my strongest project so far, so I’m hoping to see it launch in the near future.
What pieces of work are you most proud of?
I’m most proud of the brands I build in the food & beverage sector, especially from a strategic perspective. I’m grateful to work with clients who trust me and are open to bold direction, giving me the freedom to express my vision at its fullest.
Besides that, I’m truly proud of my own logo and positioning.
What design challenges do you face at your company?
There’s one internal and one external challenge I’m currently solving.
The internal one is about my personal development as a designer and creative director. I’m trying to shift my style towards a more understated direction while maintaining its bold core, to feel more aligned with myself.
The external one is ensuring brand consistency after I’ve built it. The main challenge is in transferring the information in a clear way to the right people. It’s not only about skills, but whether people care enough, can “feel” the brand, and follow my guidelines precisely. I’m constantly refining those guidelines to make brand principles easier to grasp and maintain, while professionals who do things good and get genuinely involved are very rare.
What music do you listen to while designing?
Any advice for ambitious designers?
Being yourself is key. In everything. In how you think, how you communicate, how you position yourself, and how you design. Never try to be someone else. What works for one person won’t work for you in a way you expect. Playing a different role will dilute your individuality, which can be highly valued if discovered by someone who’s looking specifically for you.
I believe this is how you attract what’s truly yours and feel genuinely appreciated.
Anything you want to promote or plug?
Follow along on my social media:
https://www.instagram.com/katezest.studio/
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