"Any creative director should be in constant therapy." Interview with Sasha Bazan

Contents:

• The Studio is Energy
• Treatment is Design
• Design is Therapy

The VOSK design studio was founded by Sasha Bazan and Vasily Podyadchikov in July 2021. The team currently consists of 12 specialists, four of whom are partners. VOSK collaborates with a variety of clients, including architectural firms, Samokat, Alrosa Diamonds, IT product developers, as well as real estate projects and educational platforms. The studio offers unique design solutions, allowing it to successfully implement projects of varying complexity and scale.

In our conversation with Sasha, we discussed the studio's ambitions, cancer education, animal husbandry, ADHD, and clean design. We strive to make information accessible and understandable to a wide audience, focusing on important aspects of health and contemporary art.

Co-founder and CEO of the VOSK design studio, which specializes in the development of unique visual solutions. Our team creates modern and functional designs that help clients stand out in the market. We strive for high quality and a personalized approach in every project, providing our clients with effective and creative solutions.

The Studio is Energy

VOSK Studio was founded with the goal of creating unique content and providing high-quality design and development services. Our team brings together experienced professionals who strive to use modern technologies and creative approaches to achieve outstanding results. We focus on creating attractive and functional solutions that meet the needs of our clients. Since its inception, VOSK Studio has established itself as a reliable business partner, offering innovative ideas and professional project implementation. Our mission is to help clients stand out from the competition and achieve their goals through high-quality design and development.

I have always believed that the creation of the studio is the result of my personal journey. After leaving RBC, I realized that I was striving for independence and turned to Vasily Podryadchikov. His videos for Readymag, related to the collaboration with the Garage Museum, left a lasting impression on me. I wrote him a direct message proposing to work together. We began collaborating on a partnership basis, and about six months later, our studio was born.

Vasya and I quickly found common ground on future plans, although we had many disagreements about design. A year after founding the studio, I introduced Vasya to Denis Valetin. We completed several projects together, and I invited Denis to become my partner. Yulia Peretyagina later joined our team and soon became a partner.

When I was just starting out in design, I watched the film "Design and Money" and realized I wanted to start my own design business. I like the concept of a studio as a horizontal structure, which doesn't require cultivating individual stars. Instead, I prefer to attract talented specialists from the market. This approach, although it seems like a shortcut, allows you to create a strong team and achieve high results.

Working in a studio, especially in a leadership position, means responsibility for teams and projects. When I was diagnosed with lymphoma, a key question became how quickly VOSK could adapt to changing conditions. We were faced with the need to restructure processes and distribute tasks to minimize the impact on the team. As a result, the team quickly developed new workflows, which allowed us to maintain stability and continue to deliver projects.

We managed the task, although it was not easy. I informed the team about my illness and delegated some of my responsibilities to Yulia Peretyagina. She took on sales, salaries, and finance management, although her primary specialization is marketing.

Our team did not have a clear process for transferring responsibilities. Nevertheless, the team unanimously decided: in Sasha's absence, we would assume all obligations and responsibilities. This decision allowed us to maintain the workflow and ensure stability within the team.

Our design studio is focused on a partnership approach, rather than traditional managerial management. This means that at least one partner is involved in every stage of the design process. In practice, in most cases, all four partners are involved in a project, as more than half of our projects are full-cycle. We strive for close collaboration and co-creation, which allows us to achieve high results and meet our clients' needs.

Clients first chat with me and Yulia, then with Vasya and Denis. Each of us is responsible for our own area and corresponds to the current stage of the work. No one explained to clients the partner's illness, saying, "Now I'll be with you." Even during chemotherapy, I continued to communicate with clients and colleagues, while on an IV, and this did not raise any questions.

Of course, I will help with text editing. Please provide the source text to be revised.

Yulia Peretyagina is a partner at VOSK. In her role, she actively participates in business development, offering innovative solutions and strategies for success. With her experience and professionalism, Yulia makes a significant contribution to the company's projects, helping clients find optimal solutions to their problems. Partnering with VOSK opens new business opportunities, and Yulia Peretyagina's expertise contributes to the achievement of ambitious goals.

We didn't have a clear description of the restructuring process, but we took an important step—we got together and discussed the changes in the situation. As a result, the processes developed intuitively, and we demonstrated empathy for each other. Sasha remained fully engaged in his work. As partners, it was important for us to provide him with the opportunity to recover his health while maintaining his connection with the team and preserving his role within the team.

This was extremely important for me, as I strived to create reliable support and an atmosphere of safety. I noticed this resonated with Sasha. Whenever he had the energy, he would fully engage in the process, bringing fresh ideas to projects. He began exploring a variety of materials that, while not directly related to design, touched on business, teamwork, and effective communication.

Exploring these areas proved invaluable, as it inspired me to expand my horizons and deepen my understanding of our operating system.

The reason I continued to communicate with clients is the importance of maintaining professional relationships. I believe that open communication with clients helps us better understand their needs and expectations. Separating treatment and work can lead to a lack of information and reduce the quality of services provided. It is important to find a balance between the professional and personal spheres to ensure effective treatment and client satisfaction.

During my illness, it would have been unusual for me to radically change my life and decide to live a completely different life from now on. I preferred to continue doing the same things that brought me joy and energy, rather than depleting them. This allowed me to maintain inner balance and maintain a positive outlook during a difficult period.

Calls were conducted according to plan. However, nurses do not pay attention to the fact that you are on the line: they may interrupt you from the conversation to perform necessary procedures or draw blood.

My fragile condition did not prevent me from developing collaboration and establishing connections. Everything happened as before.

Clients had a significant impact on me, helping me find doctors, perform a prompt biopsy, and organize treatment. Their support demonstrates the importance of mutual assistance during life's trials.

My illness became an important lesson for the studio and partners. It pushed us to rethink our approaches to work and interaction. We learned to value the health and well-being of each team member. This led to improved working conditions, the introduction of flexible schedules, and a focus on the psycho-emotional well-being of our employees. We also strengthened communication with our partners, which helped create stronger, more trusting relationships. As a result, our studio became more cohesive and productive, which positively impacted the quality of our work and client satisfaction.

Everyone knew about my chemistry studies, and my colleagues were understanding about my absences from work when I couldn't get out of bed. This experience helped us realize the importance of supporting each other and how strong our team is.

We trust each other, and I have no doubts about our team. Different design views may arise within the studio, and we can discuss budgetary issues, but I never felt like we were falling apart. This situation only confirmed that we work successfully together and complement each other perfectly.

VOSK strives to collaborate with innovative companies and talented professionals who share our values ​​​​and approaches. We are interested in partnering with organizations committed to the development and implementation of modern technologies. Our goal is to create productive and long-term relationships based on mutually beneficial cooperation. We are open to working with professionals in various fields, including IT, marketing, design, and other areas where innovation plays a key role in achieving success.

We don't just dream; we strive to make our dreams come true.

Cooperation with large fashion retailers, such as Ssense, provides unique opportunities for business development. Partnerships with cultural institutions in Africa or Asia open new horizons and promote the exchange of cultural values. It is also important to consider small businesses that offer high-quality service and a personalized approach to each client.

We are passionate about retail and innovative foodtech. This field has many interesting aspects, both in the food industry and in changing user journeys. There are truly many hypotheses worth exploring. For example, our collaboration with Samokat is an example of one of the most technologically advanced retailers in the world, actively using advanced technologies to improve the customer experience and optimize processes.

Treatment is design

You visited a world where design focuses on utility: an IV drip should simply work, and wheels should perform their function. In this context, visual aspects that usually attract attention fade into the background. What did you learn from this experience?

I found great satisfaction in organizing chemotherapy, as I was interested in exploring how the process of designing a person's treatment works. Although this process may seem unaesthetic and unwelcoming, it arouses deep curiosity.

The process of creating a cocktail can be compared to a personalized approach to treatment. Each component is a unique element that, when combined with others, forms your personalized remedy. This medication is determined by the genetic characteristics of your disease and how it differs from other diseases. Treatment success depends directly on the precise selection of ingredients, making this process similar to intelligent design. This approach provides more effective and targeted treatment, highlighting the importance of individualization in medicine.

Chemotherapy is a major cancer treatment that involves the use of drugs to kill cancer cells or slow their growth. Unfortunately, many people do not understand how this process works and why it is so important. A common misconception is that information about chemotherapy is not well-available, leaving many patients unaware of what cytostatics are and how they work. Cytostatics are drugs that block cell division, which is particularly effective against rapidly growing tumors. A proper understanding of chemotherapy can help patients better prepare for treatment and reduce anxiety. Explaining the main aspects of chemotherapy in accessible language promotes awareness and allows people to make more informed choices during treatment.

Design is Therapy

Before moving into design, you worked on a pig farm. What aspects of your work on the farm relate to your partner's work in the design studio?

Attention to detail is crucial in any field, including modern animal husbandry and design. It's crucial to consider the nuances of processes, as they can significantly impact the final result. Modern animal husbandry is becoming increasingly technologically advanced, requiring highly skilled professionals and the ability to adapt to new conditions. This makes attention to detail especially crucial, as carelessness in small details can lead to serious consequences.

My design is inspired by the frequency of pig feeding on the farm and my experiences weeding carrots in the countryside. It also reflects my childhood passion for fishing, when I practiced choosing lures and wobblers. My design is a distillation of all the important moments in my life and the experiences that have shaped my work.

How to successfully work in design without turning into a preacher? Or, perhaps, it is worth preaching and creating a community of like-minded people around you? It's important to find a balance between expressing your ideas and respecting the opinions of others. A designer must be willing to share their views on art and functionality, while remaining open to criticism and new ideas. Establishing a harmonious relationship with clients and colleagues will help avoid becoming a dogmatic preacher. Instead of imposing your beliefs, it's better to focus on creating a space for dialogue and exchange of opinions. This will allow you not only to develop your own style but also to enrich the professional community.

Design has a unique magical aspect, especially in fields such as fashion and interior design. Every decision made by a designer can radically change the perception of the environment and the style of clothing. In fashion, design creates images that emphasize individuality and mood, and in interiors, it creates an atmosphere that influences everyday life. The art of design combines creativity and functionality, allowing you to create harmonious and aesthetically pleasing solutions.

I am not a preacher, but I enjoy completing tasks. I am convinced that high-quality design should have a high price tag. This fosters excellent work both within the team and in the eyes of clients, enables the effective implementation of ideas, and the appreciation of achieved results.

A unique perception of context helps you attract like-minded people and build communication in which people can see a reflection of their thoughts and feelings. However, this does not give the right to impose your ideas on others. It is important to remember that everyone has the right to their own opinion and perception. Communication should be based on mutual respect and understanding, not preaching.

I do not share a passion for design, which is limited by narrow frameworks. Design should be a dialogue free from ego, providing an opportunity for a limitless exchange of ideas. It is important to perceive things as they are and strive to improve them. Therefore, I do not like people who approach design with dogmatism and moralizing.

I chose a path in management because I believe that managing projects and teams allows me to use my organizational and communication skills. Management offers the opportunity not only to oversee processes but also to influence project development strategy. Art direction is certainly interesting, but I prefer to coordinate and optimize teamwork to achieve shared goals. In management, I see myself as the link between creativity and implementation, allowing me to be an active participant in the process of creating successful projects.

I have been diagnosed with ADHD, which makes it difficult to concentrate on drawing for long periods of time. However, I have learned to organize my life and work, effectively moving between different tasks. This approach allows me to maintain productivity and find inspiration in the diversity of my activities.

Management is a great field for experimentation. Design, as such, did not particularly interest me, and I did not enjoy drawing. My true passion lies in creating complex structures. In this context, I continue to work in design, but now in the form of designing processes in the studio and producing large projects with clients.

Learn more about our materials and resources. We offer a wide range of information to help you gain a deeper understanding of the topics that interest you. Our goal is to provide high-quality and relevant content so that you can find answers to your questions and receive useful tips. Stay tuned and stay updated to stay up-to-date with new articles and research.

The identity of the future requires creating not just design, but functional tools. Vosk Studio shares its experience in developing the corporate identity for the G8 2023. In today's world, identity must be multifunctional, providing users not only with visual identification but also with convenient solutions for interacting with the brand. This approach allows companies to effectively stand out in a competitive market and leave a lasting impression on their audience. It's important to remember that a successful corporate identity is not only aesthetic but also practical, making it an integral part of strategic branding.

Design managers often face a dilemma: whether to intervene in the visual aspects of a project or leave it to the designers. It's important to understand that a manager's primary task is to coordinate processes, manage a team, and ensure the completion of assigned tasks. Interfering with visual details can distract from these key responsibilities and lead to conflicts within the team.

However, knowledge of the visual aspects of design can be beneficial. It will help the manager better understand the needs of clients and evaluate the quality of the designers' work. It is important to find a balance: the manager should support the creative process without imposing their ideas, and trust the professionalism of the team.

Therefore, instead of interfering with the visual, the manager should focus on strategic project management, ensuring harmonious interaction between all participants. This will achieve optimal results and satisfy client needs.

In design firms, communication between the manager and the designer is an important aspect of the work. The manager must provide the designer with clear terms of reference (TOR) and a clear understanding of the project. Without this information, it is difficult for the designer to perform their tasks effectively. If the manager is unable to establish such communication, then the question arises about their need for the team, since it would be easier for the designer to communicate directly with the client. Effective collaboration between the manager and the designer is key to successfully completing projects and satisfying client needs.

I strive to communicate information transparently and objectively, avoiding emotional overtones and my own ambitions. My primary goal is to convey the vision we developed together with the client in a crystal-clear manner. The designer's responsibility is to interpret this vision and transform it into a visual product that will meet the client's expectations and needs.

Your role is to deeply understand the client's needs and Convey them to the designer like a crystal ball, revealing hidden ideas and expectations.

Embracing the client involves not only understanding their hidden desires but also recognizing any anxieties that could negatively impact the team. Instead of completely absorbing the client's requests, it's important to establish clear boundaries. This will help maintain harmony in the interaction and improve efficiency. Setting boundaries promotes more productive collaboration and helps avoid burnout.

It's important to give clients the opportunity to see themselves in the mirror, observing their actions and mistakes. Provide constructive feedback and discuss how you can help. It's essential to find a compromise that satisfies both parties regarding budget, approach, and timeframe. This comfort zone should form the basis of your communication with the companies you're considering partnering with. This way, they'll be able to see their own goals reflected in your process and become interested in your proposal.

Any B2B product team based on a complex service requires a specialist with deep knowledge of psychotherapy. A creative director involved in customer interactions should regularly undergo therapy to develop active listening skills and understand the client's implicit needs. The ability to recognize what has not been voiced requires experience in psychoanalysis, which allows for more effective interactions and building trusting relationships. This knowledge helps create more accurate and relevant solutions for clients, which ultimately increases the company's competitiveness in the market.

A Client Service Director with experience in cognitive behavioral therapy (CBT) or Jungian analysis is able to deeply understand client needs and extract valuable insights from them. Such a specialist is able to observe nonverbal cues, analyze gestures, emotional reactions, as well as moments of silence and client fears. These skills play a key role in effective interaction with clients, but they are rarely found in practice.

VOSK stands out among other studios thanks to its unique approach to each project. We focus on the individual needs of our clients, offering personalized solutions that best meet their goals. Our specialists are highly qualified and experienced in various fields, allowing us to provide high-quality services. At VOSK, we use modern technologies and innovative methods, which guarantee effective results and client satisfaction. Our team strives for continuous improvement and development, making us a reliable partner for businesses.

The fair answer is that on the surface, we appear to be a typical design studio, like many others. However, our distinguishing feature is our attention to detail and our desire to delve deeper into each task. This commitment can sometimes prove disadvantageous, but it is precisely what makes us unique. We believe that a deep understanding of client needs and a meticulous approach to each project are the keys to successful design and customer satisfaction.

VOSK often receives requests for website creation, but in 50% of cases, we recommend a complete rebranding, as we see a need for our clients. This also means that half of the clients who only needed a website do not continue to work with us, since we were unable to take into account their real needs and offered solutions that did not suit them.

Everything that couldn't be realized, happened rightly. I used to feel sad about not being able to reach an agreement with Ushatava. However, everything that shouldn't have been done, never happened. And that's okay.

Our key feature is our desire to engage in the design process at its initial stage and transform interactions between people. We offer HR process development and business consulting services. With our experience and diverse perspective, we can help your company optimize marketing spend through the use of design tools. For example, we recommend using prompt engineering, which allows you to avoid creating standard illustrations and significantly improve the efficiency of your business.

We conduct diagnostics of the state of companies and can predict with a high degree of certainty that in six months or a year they will begin to think about their strategy. However, we offer our clients the opportunity to obtain the necessary analytical data now to ensure a competitive advantage in the market. This will allow companies not only to better understand the current situation but also to look into the future, making informed decisions and adapting their strategy for success.

We provide recommendations that may be unexpected for clients, as their focus is on specific tasks, while we, as Helicopter View Studio, have a broader perspective.

Learn more about design by subscribing to our Telegram channel. We share current trends, useful tips, and inspiring design ideas. Don't miss the opportunity to expand your knowledge and stay up-to-date with new developments in this field.

Read also:

To improve your website's visibility in search engines, it's important to regularly update your content. Pay attention to current topics and trends that will interest your target audience. Use keywords related to your business to improve your page's position in search results. Don't forget about internal linking, which will help users find related information on your website more easily. Optimize titles and meta descriptions to reflect the essence of the content and attract users' attention. Regularly analyze the results and adjust your strategy based on the data received.

• 15 Best Design Projects of the Summer: Editor's Choice
• Public Art in Russia: How an Artist Can Enter the Urban Scene
• "You can do any design and then laugh at it." Punk interview with Sasha Dorofeeva
• "Now I'm not even ashamed to use it": experts evaluate the logos of famous brands