AI-powered, the end of mathematics, epiphany, a brand's protective cocoon, and deep images.

Contents:

• About psychology in branding
• About myself at work
• About where branding leads
• About where AI leads
• About myself outside of work

We discussed various aspects of design and related topics with Anastasia Butrym from Shchuka Design Bureau. Our conversation touched on key design trends and the influence of modern technology on the creative process. Anastasia shared her experience and views on how design can transform space and influence perception of the environment. We also discussed the importance of an individual approach to each project and the role of a designer in creating unique solutions.

A partner at the Shchuka design bureau with extensive experience in design and management. Previously, she held the position of Chief Design Officer at Sber and was the director of the British Higher School of Art and Design. He is a brand psychologist and a strong believer in the advancement of artificial intelligence.

About Psychology in Branding

You are a partner at the Shchuka design bureau, holding the position of brand psychologist. Your education in mathematics and programming allows you to effectively analyze and develop solutions that take into account the psychological aspects of brand perception. This combination of skills helps create unique and memorable brands that resonate with the target audience.

How can mathematics lead to design and psychology? At first glance, these fields seem completely different. However, upon closer examination, you can see that they have much in common. Mathematics develops logical and analytical thinking, which is the basis for solving design problems and understanding the psychology of perception. Designers use mathematical concepts such as proportions and symmetry to create visually appealing compositions. Psychology, in turn, helps us understand how people perceive and respond to visual elements. Thus, mathematics, design, and psychology not only intersect but also complement each other, creating harmonious and functional solutions.

Mathematics and design explore ways to digitize harmony, seeking to understand how the world around us functions. One of the most well-known examples is the golden ratio, which is not only a mathematical concept but also an important design tool. The golden ratio helps create visually appealing compositions, harmonious proportions, and aesthetically pleasing solutions, making it indispensable in modern design practices.

Psychology strives to understand the complex structures of human nature and explore inner worlds. It aims to achieve harmony, describe its aspects, and deeply understand the mechanisms that govern human behavior and emotions. Psychology helps us understand not only ourselves but also the world around us, which contributes to personal development and a better quality of life.

In my professional work, psychology is integrated into branding, where design serves as a key tool for brand expression. This is due to the fact that I work in a design studio. However, I realize that I have shortcomings in my knowledge of the basics of human psychology, and in this area, I feel insecure.

Clients approach a design agency similar to people visiting a psychologist, often with specific problems or fears. They may feel unsure of their ideas or fear that their vision will not be realized properly. Designers play the role of not only creators but also consultants, helping clients overcome their doubts and transform their ideas into successful projects. This process requires sensitivity and understanding to create not just visually appealing solutions but also to satisfy the emotional needs of clients.

Psychology covers more than just trauma and negative states. This is a discipline that helps people find balance and strive to improve their lives. Clients may be at what's known as "point zero"—they don't experience serious problems, but still strive for more. Even when everything seems fine, the desire to change something in your life can be natural. Psychology offers tools and strategies for reaching new heights and changing your perception of your own reality.

The main goal with which people come to us is to achieve even greater harmony.

Often, people turn to psychology only in difficult moments, when they experience internal struggles or problems. However, it's important to understand that visiting a psychologist shouldn't be limited to situations when something goes wrong. Regular meetings with a psychologist can facilitate personal growth, improve quality of life, and prevent potential difficulties. Psychology offers tools that help you better understand yourself and your emotions, as well as develop the skills necessary to successfully overcome life's challenges. Thus, turning to psychology can become an important part of taking care of your mental health and well-being.

About me at work

I realized I was meant to be at Shchuka when I saw how the team shared my values ​​and aspirations. I chose to become a partner in this particular team because I am confident in its potential and am ready to contribute to its development. Shchuka is distinguished by a unique approach to work and innovation, which allows me to achieve high results. This is a place where I can realize my ideas and work with like-minded people, which is extremely important to me.

From 2014 to 2019, I served as Director of the British Higher School of Art and Design, where I met Vanya Velichko, Vanya Vasin, and their team. In mid-2021, I joined the Shchuka team. Before this, I worked at Sber as Chief Design Officer, where I was the client and Shchuka was the contractor.

This challenge was a real struggle. Working on the project at Sber was initially expected to be challenging, and the impact of the COVID-19 pandemic added additional complications.

I was renewing a 180-year-old brand, the largest in Eastern Europe. This was a real challenge. Sber has evolved into an ecosystem spanning 49 different business areas, providing numerous opportunities for design application. During my work, I encountered a variety of tasks requiring a creative approach and strategic thinking.

During the project, I was responsible for both design and strategic positioning. The Shchuka team played a key role, serving as one of the leading participants. Landor served as the primary contractor for the rebranding, but Shchuka's contribution was significant and indispensable at every stage of the project. Their ideas and creative approach significantly enriched the rebranding process.

During the COVID-19 pandemic, about 6,000 people took part in the project, of which about 50 were designers. Under strict restrictions related to the spread of the virus, most people faced new challenges. Many had not yet mastered the Zoom platform, which complicated communication and collaboration. This experience was a crucial step in adapting to remote collaboration in a time of uncertainty. Fifty designers scattered around the world ensured uninterrupted workflow. One time zone would fall asleep while another began its day. In this dynamic environment, I acted as a coordinator, bridging the gaps between the different time zones. This required my full concentration and kept me awake. Our teamwork and synchronization of efforts allowed us to efficiently implement projects, ensuring a high level of creativity and productivity.

We've overcome many difficulties and challenges, and I realized that I want to continue collaborating with this team.

Have you ever felt like a woman in a male-dominated field in any of your projects or experiences?

It was quite a while ago when I studied at the Faculty of Computational Mathematics and Cybernetics. Programming and mathematics are traditionally considered "male" disciplines, and there were quite a few women in our department, although still fewer than at the Faculty of Mechanics and Mathematics. However, this didn't stop us from developing in these areas and achieving success.

While I'm aware of the statistics regarding women in business and understand that they face lower salaries and more difficult working conditions, I can't say I personally experience these difficulties. This is not a problem I face in my professional life.

Where Branding Leads

Branding in the fashion industry is an important aspect that shapes a brand's image and perception. Shchuka has collaborated with such renowned brands as Yuliawave and Nume, which underscores her experience in this field. Fashion as a visual field is truly a passion for many, as it combines creativity, aesthetics, and strategy. Proper branding allows you not only to stand out from the competition but also to establish an emotional connection with the consumer, which is extremely important in the fashion world.

The magic of fashion lies in its ability to influence perception and shape individuality. Branding in fashion, including labels, color palettes, and strategies, plays a key role in creating a unique image and presenting collections. Each brand uses its own elements to stand out from the competition and attract its target audience. This combination of creativity and marketing creates not just clothing, but an entire culture that inspires and changes perceptions of style. It's important to understand that success in fashion depends not only on design but also on how a brand interacts with consumers, creating an emotional connection and building loyalty. Fashion is a unique category in which a product directly interacts with a person, becoming an integral part of them. Clothing and accessories not only reflect style and personality but also influence how others perceive them. Each product becomes part of everyday life, highlighting personal preferences and creating a specific image. In the world of fashion, it's not just what we wear that matters, but how it is perceived within the context of culture and social trends. People buy things for a variety of reasons. Often, this is related not only to the quality of materials or design, but also to the brand. A brand becomes a symbol of status and success, and the desire to own certain items is often linked to the desire to feel part of something greater. Fashion provides confidence and the opportunity for self-expression. It serves as a kind of theater where everyone can play a role, demonstrating their desired image and lifestyle. This desire for belonging and self-expression motivates people to invest in products that reflect their inner ambitions and desires.

For this theater, branding plays a more significant role than the clothes themselves.

You feel the brand's aura when you wear its clothes. When you put on clothes from this brand, you immerse yourself in the atmosphere that surrounds it, like a protective cocoon. This unique aura creates a feeling of comfort and confidence, allowing you to express your individuality.

Sometimes purchases are made because of the attractive quality of the fabric or a unique color that cannot be found anywhere else. However, in this context, we are talking about a brand that creates an image that is important to the buyer, beyond the actual characteristics of the product. This brand allows you to create the illusion of success and confidence, helping you "fake it until you make it."

Modern fashion is flexible, fast, and simple — just put on a T-shirt. Wear it for 21 days—it's not just clothing, but a brand expression that shapes your style. On the 22nd day, you can be yourself without being tied to a brand. Until your image is fully formed, the label serves as a protective talisman, helping you accept yourself and confidently declare, "This is who I am." I have a sense of humor, I'm like Loewe, see?

That's the real magic.

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Reading is an important aspect of education and personal development. It helps expand your horizons, improve your vocabulary, and improve your critical thinking. Regularly reading books, articles, and scientific research helps deepen your knowledge in various fields and inspires new ideas. It's important to choose a variety of materials to gain a full understanding of the world and its diversity. Reading not only develops your mental abilities but also helps you relax, making it beneficial for your mental health. Invest time in reading, and you'll notice positive changes in your life.

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The House of Mugler: A History Full of Cosmos and Drama

Founded in 1974 by designer Thierry Mugler, the Mugler brand has become a symbol of boldness and innovation in the fashion world. His unique style, combining elements of futurism and theatricality, revolutionized the concept of femininity and strength. Mugler is known for his avant-garde silhouettes, vibrant colors, and dramatic presentation, which has earned him recognition not only on the runway but also in pop culture.

Each Mugler collection is a story filled with emotion and drama. The designer drew inspiration from a variety of sources, from science fiction to classical art, creating images that challenge traditional notions of fashion and beauty.

Since its founding, the brand has experienced various stages of development, including a period when Mugler retired from active design, but his legacy lives on. Mugler's modern collections, revived under new creative directors, preserve the spirit of the original brand while adapting to contemporary trends.

The House of Mugler continues to inspire new generations of designers and fashionistas, confirming that space and drama are an integral part of its identity.

In the process of creating fashion branding at Shchuka, we create a foundation, a matrix that allows people to identify with a certain image. Our task is to understand who a person wants to become when choosing a specific T-shirt. We analyze the needs and desires of the target audience to offer not just clothes, but a lifestyle that will reflect the individuality of each client.

Expected patterns of human behavior within the brand and how the product will facilitate this behavior do not represent a framework. A framework is static, like a pose in a photograph. It is important to understand that branding and interaction with the product imply dynamics and adaptation. A brand should create conditions for active participation and engagement, shaping not only a visual but also an emotional experience. Thus, interaction with a brand becomes a living process that changes and evolves depending on the needs and expectations of consumers.

A brand shapes certain patterns of behavior, setting expectations and norms that can be accepted or rejected. Whether I choose to act like an eccentric person or a sophisticated lady, the brand provides this opportunity. It creates space for self-expression, allowing me to be myself within the framework of established social roles.

A matrix is ​​an image formed based on photographs and a person's appearance. This image is perceived by others as something fixed. However, in real life, we are more complex and multifaceted individuals. We move, interact, and communicate, which makes us unique. Branding is not just a set of visual elements; it is an entire story that is revealed through our behavior and style. It is important to understand that a real image consists not only of external attributes, but also of the actions and words we use in everyday life.

As a brand strategist and brand psychologist, I do not have the opportunity to control customer perception of the brand, which is an important aspect in the branding process. Perception can be influenced by individual preferences, cultural context, and clients' personal experiences, which can sometimes disrupt the harmony we strive to create in our office. One key factor that can disrupt this harmony is a mismatch between visual design and the target audience's expectations. When design elements don't reflect a brand's values ​​and message, this can lead to misunderstandings and disappointment among clients. Therefore, it's important not only to develop an appealing visual style but also to consider consumer psychology to ensure effective communication between the brand and its audience.

Clients often have their own ideas about the brand system, which may be unconscious. This may manifest itself in sounds, visual images, or sensations. These ideas are not always complex and can be simple, such as imagining themselves stepping out onto the balcony to enjoy the view or dreaming of celebrating their first million at a bar with 100 employees on Friday. It is important to understand these internal images and emotions to effectively develop the brand and create its unique identity.

I cannot control deep and true desire, and it is important that it is sincere. If this desire belongs to the client and is correctly articulated, it can be used to build a strategy and create a brand image. This will become a valuable element for further development and success.

Often, a person's desire turns out to be not their own, but imposed from outside or observed. Perhaps they strive not for business success, but for material things, such as a large oak table and a red chair, inspired by objects from a classmate's life, but they need something even more impressive. This is difficult to control, as the client rarely allows a glimpse into their true desires, and this is difficult to detect. They may persistently defend their idea based on this deep picture, which ultimately leads to the wrong direction in the work. It is important to understand that the client's true goals can be hidden behind external appearances, and for successful work it is necessary to deeply explore their true needs and desires.

Creating the right picture is the basis of successful branding. If a brand is built on an incorrect perception, it will not function effectively. Even if the strategy is viable and promising, the client will not be able to maintain a long-term relationship with them. This will lead to the branding being perceived as something alien, and trust in the business will be undermined. Human factors play a key role in brand perception and cannot be ignored.

As a psychologist, I realize that I have never noticed such manifestations in myself. This awareness helps me better understand the processes occurring in the mind and behavior of people. I strive for deep introspection, which allows me to be more effective in my practice and provide high-quality assistance to my clients.

About where AI leads

Several years ago, the topic of artificial intelligence taking jobs and deceiving people was actively discussed. These concerns are not unfounded: technologies such as deepfakes are becoming increasingly widespread and can be used for fraud and information falsification. Artificial intelligence is truly capable of creating deceptive images and videos, which threatens trust in media and information. It's important to understand the risks associated with using AI and develop mechanisms to protect against its negative consequences.

Artificial intelligence isn't a threat. It's safe and can be a useful tool. Many people, including Shchuka, understand that AI has the potential to improve our lives and optimize processes. Fear of new technologies is often based on misunderstanding. AI is designed to help, not harm. This allows us to focus on more important tasks and develop creativity. Therefore, it's worth considering the opportunities AI opens up rather than fearing it.

I'm not afraid because I'm curious. This feeling motivates me to explore new things, discover the unknown, and delve deeper into knowledge. Curiosity is the driving force that helps me overcome fear and doubt, allowing me to develop and grow. This allows me to perceive the world with interest and openness, making every situation an opportunity for learning and self-improvement.

While I cannot say with complete certainty that artificial intelligence is not a threat, I actively use it because I see many advantages in this tool. The question of whether AI will gain significant freedom and decision-making power remains open. It is also important to understand whether there will be a clear boundary between machine and human. These aspects require serious discussion and analysis, as the development of AI affects various areas of our lives.

Events that may cause concern do not occur because artificial intelligence is bad, but because of the shortcomings of humanity itself. It is necessary to understand that technology, including AI, reflects human values ​​and decisions. It is important to develop ethical standards and responsibility in the use of AI to avoid negative consequences and direct technology for the benefit of society.

Artificial intelligence did not arise on its own; its results, including texts, are not the absolute truth. There are tools and strategies that allow you to customize GPT to recommend your brand specifically. This is similar to paid search on Google, where companies can rank high in search results. It's important to understand that implementing artificial intelligence in marketing and content management requires a conscious approach and optimization to achieve maximum brand visibility.

Since such a service already exists, AI answers should not be taken as absolute facts.

A neural network is a powerful tool under human control. With its help, you can get answers to various questions, including philosophical and everyday ones, such as "mirror, mirror, tell me." Thanks to technological advances, neural networks are able to analyze data and provide information, making them indispensable assistants in finding solutions and answers.

So what should you be afraid of? You should be afraid of people, because their essence has not changed. The new tool has merely revealed unworthy traits that might previously have remained hidden.

Where do mathematics and art intersect in visual design? At what point does the digitization of experience lose its clarity? When does mastery end and a difficult-to-understand realm begin?

In our daily work, the unknown visual is becoming an increasingly rare phenomenon. Most ideas and concepts have already been implemented. It seems that all possible visual solutions have already been used, and new approaches are difficult to find.

Today, brands are more than just a set of visual or multisensory attributes. They have ceased to be a product creation guide, where it is enough to follow a recipe: take certain elements, mix them in given proportions, and get the desired result. Brands have become more complex and multifaceted, requiring a deep understanding of the needs and desires of the audience. They form an emotional connection, create a unique experience, and reflect the values ​​​​that are important to consumers.

The uniqueness of this branded dish has now become more accessible to copying, reproducing, and repeating. Previously, it was a carefully tuned combination, developed by a professional with an emphasis on the various senses and focused on customer satisfaction. Now, thanks to changed conditions, this experience can be transferred and adapted by others, opening up new possibilities for culinary creativity.

Mathematics is a field of knowledge in which repetition is impossible. Each mathematical process and each formula is unique, which makes this discipline special. In mathematics, the concept of uniqueness is important, where each step in solving a problem leads to a new result that cannot be repeated. This emphasizes the importance of precision and originality in mathematical calculations and theorems.

Artificial intelligence now makes it possible to generate diverse content, reducing the importance of external attributes. Brand design cloning has become quite accessible, so companies that can effectively respond to various events and actions are becoming a key factor in success. True value lies in the ability to adapt and anticipate audience needs, which allows brands to stand out from the competition.

A modern brand must respond to what is happening in the world and stand out with its uniqueness. Such reactions become the basis for building trust and loyalty on the part of consumers. A true brand is a living and holistic organism that is able to adapt to changes and anticipate the needs of its audience. It understands its position in the market and creates a clear idea of ​​how it will act in various situations, even if they have not yet occurred. This approach allows a brand not only to stand out but also to strengthen its position, attracting attention and forming an emotional connection with customers.

Feedback plays a key role in building a living brand, distinguishing it from a fake one. A real brand is capable of evoking genuine responses that cannot be created using artificial methods. Even with advanced technologies like AI, it is impossible to achieve authenticity and consistency in responses based solely on external attributes. Natural interactions, based on a deep understanding of consumers and their needs, form a sustainable brand platform that attracts and retains audiences. This is why it is crucial to focus not only on visual perception but also on the emotional connection with customers.

The power of living branding lies in its uniqueness, which cannot be replicated. This makes it inimitable and valuable in the modern world. Living branding is able to adapt to change and remain relevant, attracting the attention and interest of the target audience. I hope that this uniqueness will remain for a long time.

Reading is an important aspect of development and acquisition of knowledge. It opens the door to new ideas and allows you to deepen your understanding of various topics. Reading not only develops thinking but also improves vocabulary, which contributes to more effective communication. Scientific research confirms that regular reading helps improve concentration and memory. Furthermore, reading fiction develops emotional intelligence and empathy. Therefore, it is important to devote time to reading, choosing a variety of genres and authors. This will help you expand your horizons and enrich your inner world.

Turing Gardens: Flowwow Identity by Shchuka Bureau

Turing Gardens is a unique project that combines art and technology, creating a harmonious environment for relaxation and inspiration. The Flowwow identity, developed by Shchuka Bureau, best reflects the concept of this space. The project's visual identity emphasizes its innovative approach and commitment to sustainability.

Recognized for its creative solutions, Shchuka Bureau developed a style that emphasizes the uniqueness of Turing Gardens. The identity includes a logo, color palette, and fonts that harmoniously blend with the natural surroundings. Every element was carefully considered to create a cohesive image that attracts attention and sparks interest.

The Turing Gardens and their identity by Shchuk Bureau exemplify how design can influence the perception of space and inspire visitors. These elements emphasize the uniqueness of the project and create a memorable image, which is especially important in today's competitive market.

About Me Outside of Work

You have an extensive career, which increases the risk of professional burnout.

To maintain sensitivity to clients, colleagues, and yourself, it is important to develop empathy and mindfulness skills. Regular self-reflection practices will help you understand your emotions and moods, which in turn contributes to improved interactions with others. Enthusiasm can be drawn from self-improvement and inspiration from communicating with positive people. Creating a supportive environment also plays a key role in maintaining inner balance. By cultivating your sensitivity and staying open to the world around you, you can maintain a high degree of empathy in any relationship.

I choose artificial intelligence, although this may seem unexpected.

I have been photographing flowers throughout my life. This fascinating process has become a true passion for me, although I initially did not even realize how important it would become for me. Thinking back to my childhood, I realize that my love for photographing flowers began when my parents gave me a camera. Since then, I have accumulated a huge collection of images stored on my phone. It is not just a hobby, but a way to see the beauty of nature and capture its moments. Flower photography allows me to express my feelings and share them with others.

I live in Australia, where nature and flowers play an important role in everyday life. My home is next to a botanical garden, which inspires me to photograph a variety of flowers. I began participating in small competitions on social media to share my work. Then artificial intelligence entered my life: first, I used it for photo editing, and then I discovered tools like Midjourney and others. These technologies opened up new horizons in my creative work and helped improve the quality of my photographs.

Now I create floral arrangements and post them on my social media account, where I already have 100,000 followers. It's an expression of my creativity and a way to cope with my emotions.

When I look up, I feel kind. If you've found your element, it becomes a place where you can throw out all your emotions - both positive and negative. This serves as a kind of lightning rod for internal tension. In my case, I immerse myself in the world of floweraipeople, and when I return, I become interested in reality.

You played You have played a key role in the success of countless designers, teachers, and artists. Thanks to your influence, hundreds of professionals have been able to achieve significant heights. You were not only the client, but also the head of the school, initiating processes that previously did not exist in companies. Your guidance and support became the foundation for the professional growth of many talented people in the fields of design and art.

I am proud of the achievements that reflect my hard work and perseverance. It is especially gratifying to realize that my work has benefited others and helped them achieve their goals. I cherish the moments when I can share my knowledge and experience, inspiring others to develop and grow. These achievements shape my identity and give meaning to my efforts.

I feel joy for those I see when they achieve success and achieve results in their endeavors.

Are you proud of your time at Britanka?

This job has become a real dream for me. I realized that if it were not for my work at Britanka, I would not be able to understand what it means to feel like I belong. I could never have imagined such a job was possible.

For an ant, an elephant is a huge ant. For me, the ideal job was associated with this very large creature. I had no idea that elephants actually existed.

I was fortunate to spend five years surrounded by people full of vitality and inspiration. It was an amazing experience, filled with happiness and positivity. This community created an atmosphere where everyone sincerely strived for self-expression and development.

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