Interview with Yana Okoliyska, Creative Director at SQUARED, LICC Winner in ILLUSTRATE (Graphic) in the Professional category. Okoliyska discusses the inspiration behind their award-winning project, their strategy for captivating the viewer while subtly conveying a deeper message, and how their victory at LICC bolsters their mission to create meaningful and thought-provoking visual experiences.

 

 

 

Congratulations on winning the LICC with your “Not Always Fun” project! Can you share the inspiration and story behind this design? What personal or external influences shaped the development of this project?

Thank you! The inspiration for “Not Always Fun” came from our desire to shed light on Harlequin syndrome, a rare and often misunderstood condition. We wanted to juxtapose the whimsical image of the Harlequin character, which is the first associated image when people hear the word “harlequin”, with the serious nature of the medical condition. This duality was influenced by our passion for storytelling and our commitment to using visual art as a means to educate and raise awareness. 

The striking imagery & colors in “Not Always Fun” is immediately captivating. How did you develop the visual language for this project, and what techniques did you use to ensure it effectively communicated your intended themes?

Developing the visual language for “Not Always Fun” involved a collaborative process where our team explored various artistic styles and color palettes. We aimed for a contrast that would draw attention and provoke thought. Techniques such as illustration, color theory, composition and a lot of craft were employed to create a balance between the playful and the serious. By juxtaposing elements associated with the traditional Harlequin character with symbols of the medical condition, we ensured that the imagery communicated our themes effectively and resonated with a wide audience.

How did you strike a balance between entertaining your audience and delivering a more profound message through your design work?

Striking this balance was key to the success of “Not Always Fun.” Our approach was to create visually engaging illustrations that would capture the viewer’s attention while subtly introducing them to the deeper message. We achieved this by using the well known humor and light-hearted elements of the harlequin character as an entry point, then layering in the more serious aspects of the syndrome. This method allowed us to maintain engagement while fostering a deeper understanding and empathy for those affected by it.

Can you briefly tell us about your background and what inspired you to pursue graphic design? What motivates and drives your work?

As an agency, we have a diverse background in art direction, strategy, marketing and visual storytelling. Our collective experience spans various disciplines within the creative and production realms. We are driven by a shared passion for crafting visual experiences that make a difference. What motivates us is the ability to tell stories that resonate, educate, and inspire. The collaborative energy within our team and the desire to push creative boundaries fuel our dedication to excellence in every project we undertake.

Winning the LICC “Best in Illustration” prize is a testament to your creative vision. What does this award mean to you personally and professionally?

Winning the LICC “Best in Illustration” prize is an incredible honor for our agency. Personally, it validates our commitment to creativity and innovation. Professionally, it enhances our reputation and showcases our ability to deliver impactful work on an international stage. This award not only recognizes the talent and hard work of our team but also reinforces our mission to create meaningful and thought-provoking visual experiences.

Looking ahead, are there any upcoming projects or new design challenges you’re particularly excited about, and how do you envision your work evolving in the future?

We have several exciting projects in the pipeline, each with its unique set of challenges and opportunities for creative exploration. We are particularly excited about a new initiative focused on environmental sustainability, where we aim to combine our creative powers with important ecological messages. Looking ahead, we envision our work evolving to incorporate more interactive and immersive experiences, leveraging new technologies to engage audiences in innovative ways. Our goal is to continue pushing the boundaries of creativity while making a positive impact through our visual storytelling.