Ukrainian web designer Karina Mazneva: To create company branding, I form a clear understanding of the company's values, mission, and competitive environment

Karina Mazneva is a Ukrainian web designer who believes that creating quality branding for a company requires a clear understanding of its values, purpose, and competitive environment. This is where she begins her work. Karina combines two professions in her work – graphic design and UI/UX design – and develops websites and applications for people in Ukraine and worldwide. Among the companies Karina has collaborated with are the Polish real estate agency "AURA", the café "Manufaktura Smaku", and many others. Karina shared with Drive Music Media her journey in design, working during Russia's war against Ukraine, and her new projects.

Interviewer: Why did you decide to become a graphic designer? What inspired you?

Karina: I have been passionate about creativity since childhood and always felt my potential was in this direction. For much of my life, I dedicated myself to dance, and my next step was drawing and choosing a creative profession – graphic design.

Interviewer: What area do you work in? Who do you create designs for?

Karina: Currently, I work in UI/UX design, developing websites and apps for clients from Ukraine, Europe, and the U.S. My skills in graphic design are a great asset in my work, as they allow me to combine and grow in both fields, which complement each other well.

Interviewer: What’s the easiest and the most challenging part of graphic design for you personally? Why?

Karina: The easiest part for me is constantly learning something new, developing, and honing my skills. I love studying, diving into new skills and trends – that’s what I live for. The most challenging part, to be honest, is the competition. Every day, more specialists enter the market, and to stand out, you need to consistently raise your standards, showcase a unique style, and demonstrate deep expertise. It’s a challenge that motivates me to stay true to my standards and continuously expand my capabilities.

Interviewer: Tell us about the most interesting projects. Who were they for, and what was the work process like?

Karina: A project that stands out from my three-year career was developing branding for a digital company, where we created everything from the logo to the complete website. Usually, I work with clients online, but this time, the team decided to meet in person. We worked together in co-working spaces and cafes, discussing all the details and bringing ideas to life right during our meetings. Every call was genuinely exciting. I also participated in photoshoots, designed branded T-shirts for the team – it all became part of an incredibly inspiring process that kept me fully engaged

Interviewer: Are there any projects you would never take on? Why?

Karina: I would never take on projects that conflict with my principles or don't align with my values. If a project has questionable ethics, dishonest intentions, or doesn’t bring any benefit to people, I would immediately refuse. It’s important for me to work on things that inspire me and create a positive impact, so I always choose projects that match my professional and personal beliefs.

Interviewer: Do you always design strictly based on client requirements, or do you have creative freedom?

Karina: Usually, I try to combine the client’s requirements with my creative approach. Sometimes clients have a clear vision, and my task is to realize their ideas, but I always try to add my creativity and offer unconventional solutions. It’s important to find a balance between what the client wants and what actually works for their brand.

Interviewer: Given the war situation, how difficult is it to continue your career and create new designs? What challenges have you faced in your creative profession, and how did you overcome them?

Karina: In the context of the war, working has become very challenging due to constant stress and emotional strain. When there’s so much instability around, it’s hard to stay focused and creative. But we’re living in a time where it’s crucial to learn how to adapt, to find a balance between work and rest. I’ve realized that to keep creating, I need to find ways to replenish my energy – to do things that give me strength, inspire me, and help bring myself back to a balanced state. This could be sports, meditation, or simply going for a walk in nature. When I make time for these things, I can come back to work with new ideas and the energy to bring them to life. Life changes, but it’s essential not to lose the ability to create, even in the most challenging moments.

Interviewer: Tell us about the branding process. Where do you start, and what is essential in this work?

Karina: The branding process begins with a deep understanding of the business itself, its goals, and its audience. First of all, I always strive to get a clear idea of the company’s values, mission, and competitive environment. This helps to create a foundation for a visual identity that will meet not only the business objectives but also the emotions the brand wants to evoke in its customers. It's essential for the visual style to be not only attractive but also convenient to use, maintaining its effectiveness across different contexts. This process, where creativity combines with analysis and strategy, creates a real brand that not only looks beautiful but also serves as a powerful tool for business growth. Next, it's crucial to create a brand concept that includes a color palette, typography, logo, and other elements that will work together in a unified style. This stage requires creativity but also clear strategy and attention to detail. Each element should reflect the brand’s spirit and be adaptable across various platforms – from packaging to digital channels. After creating the main elements, I actively test them in real-world conditions: I look at how they appear on different media, check if they meet audience needs, and see if they help the brand stand out among competitors.

Interviewer: What projects are you working on right now? What are they about?

Karina: Right now, I’ve decided to focus on developing my brand, organizing various case studies for social media. At the same time, I’m quietly working on realizing my little dream related to the brand, but I’ll share more about it a bit later.

Interviewer: If you could choose one word you’d want people to associate with your design, what would it be?

Karina: Well, to put it simply – “it’s fire”, and that’s exactly what my design is all about!

Pictures were taken by Anastasiia Nofenko