Art directors of leading design studios share how their businesses survived the 2014 crisis

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February 2022 was a turning point for many, triggering a wave of panic and reminiscent of the 2008 global economic crisis and the events of the 1990s. We spoke with three founders of renowned design studios and asked them to share their experiences on how the 2014 crisis affected their businesses.

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• Maksim Desyatykh from red_mad_robot recalls how he opened his own digital company during the crisis;
• Arina Avdeeva from Friends Moscow talks about how the crisis brought the agency new clients;
• Dmitry Sullivan recalls how his studio Sulliwan survived the World Cup, when the market froze for the entire summer.

The co-founder and former art director of red_mad_robot, as well as a member of the board of directors, is the author of the popular Telegram channel "Creative Director." In his work, he shares valuable experience and insights in the field of creative management, which makes him an expert in this field. Thanks to a deep understanding of modern trends and challenges in the creative industry, he promotes the development of new approaches and ideas.

Red_mad_robot was founded in 2008 and today occupies a leading position in the Russian digital market. The company's network of offices includes eight branches both in Russia and abroad, which allows it to effectively provide services and develop projects for clients around the world.

Specializes in design, user interface design, research, and Data Science. Experienced in creating intuitive interfaces, analyzing data, and applying modern technologies to solve problems in the fields of design and development.

Our beginning coincided with the 2008 crisis. At the time, I held the position of art director at a large studio. In an unstable environment, the company began to rapidly downsize, and I was offered a salary cut. This offer did not suit me, and as a result, I found myself without a job.

A year before the crisis, the first iPhone was introduced, and in July 2008, Steve Jobs launched the App Store. Inspired by these events, my friends and I decided to create a business focused on developing applications for smartphones.

I believe that my absolute freedom at that time and lack of work had a significant impact on my decision to start my own business. If not for this freedom, it is unclear whether I would have become an entrepreneur in the future. There was no sense of fear at that time, perhaps because we were young and full of energy. This experience showed that youth and a lack of constraints can be a powerful impetus for starting your own business.

We started our business with a team of four people, and initially faced a lack of orders. As a result, we focused on developing apps that users could download and pay us $1 for. This model became the foundation of our business. The first real orders didn't start coming in until 2009.

By 2014, the company had just over 30 employees, but by then we were already collaborating with major clients such as Beeline, Otkritie Bank, RBC, and Gazeta.ru. We successfully fulfilled contracts, occupying a leading position in a relatively small market.

The crisis brought significant changes to our work, causing panic among clients. Half of them decided to freeze budgets, suspending contracts or canceling already planned projects. Although this was an unexpected and alarming event for us, it did not prove fatal for the company. We continue to adapt to the new conditions and seek opportunities for development despite the difficulties of the current situation.

After the panic subsided, the market quickly recovered. New clients appeared to replace those who had left. Overall, we did not experience significant changes: the team remained intact, and we did not face the threat of bankruptcy. This period was quite easy for us.

Our success is due to the fact that we worked in a promising niche. Since the presentation of the iPhone and the launch of the App Store, the market has continued to grow. In a growing market, any shocks are usually temporary. After they subside, which usually takes a month or two, the market begins to show positive dynamics again.

Within two to three months, new clients gradually began to appear. Those who had suspended their projects, realizing the need to increase contracts, also returned. This demonstrates growing interest in our services and active development strategy.

In the summer of 2014, returning from our St. Petersburg office, we were discussing current events on the Sapsan train. Max Voloshin, one of the company's founders, was vacationing with his family in Asia at the time and found himself in a situation where the dollar exchange rate doubled. This dramatically increased his cost of living, although in Russia the changes had not yet been so noticeable.

During the trip, we discussed what was happening and realized that the situation was a real nightmare. We asked ourselves: how can we cope with this?

We decided on the need to enter the international market. Our company is obliged to develop export opportunities and become a global player. In this regard, we began actively developing an international direction aimed at providing our services outside the country.

At this point, after a significant investment of time, money, and effort, we realized that it is impossible to effectively develop an international business from within Russia. We've come to the conclusion that we need to relocate and operate in countries with a developed target market. This decision represents a future we have yet to realize.

I see our future as secure thanks to the scale of our company. We've reached a significant size, which ensures our sustainability and makes us less vulnerable to external influences. We've already established ourselves as a large and stable organization.

The field of digital design, which includes the development of digital products and interfaces, is actively growing and developing. This trend is obvious, and if you've chosen a career in design, you have every chance of success. Digital design is becoming increasingly in demand, opening up new opportunities for creative professionals. Evolving technologies and user needs create a constant demand for qualified designers capable of creating intuitive and aesthetically pleasing interfaces. Therefore, your career in digital design has every reason to thrive.

Don't give in to panic or numbness. It's important to focus on completing your tasks and striving for high-quality work. This will help you maintain productivity and self-confidence, even in challenging situations. Remain calm and keep moving forward, focusing on your goals.

Perhaps it's worth considering exploring new ideas and opportunities, as we did when we built a company during the crisis and took advantage of negative news. This approach can be the key to success and innovation in business.

Faces of the 2022 Crisis

The 2022 crisis has left a significant mark on the economic and social life of countries around the world. It has manifested itself in various forms and affected many people who faced new challenges and difficulties. In this context, it is important to consider how the crisis has affected different groups of the population, from entrepreneurs to ordinary citizens.

Small and medium-sized businesses found themselves in a difficult situation; many were forced to close their doors, and those that managed to adapt faced a sharp change in demand for their goods and services. Employers sought new ways to preserve jobs, while employees faced uncertainty and reduced income.

Among ordinary citizens, the crisis led to increased unemployment and a decline in living standards. People began to seek alternative sources of income and reconsider their spending. Social media has become an important platform for sharing experiences and support, helping people find a way out of difficult situations.

The 2022 crisis has tested everyone, and its effects will be felt for a long time. Lessons learned from this experience will help society become more resilient and prepared for future challenges. It's important to continue analyzing and understanding how the crisis has impacted people's lives in order to develop effective strategies for overcoming difficulties.

• Managing Partner of aic Studio Evgeny Efanov: "I can't imagine an economic collapse." On changes in the design market, future clients, and promising industries.
• Director of Development at CreativePeople Sergey Prokofiev: "It will be difficult, but we will cope." Design is needed." About changes in the company, attitude towards employees and anti-crisis solutions.
• Designers Alina Rodionova and Olga Pozharova: "We focus on those areas where we can develop our vision and be in demand." About support within the team, education and new niches for designers.

Co-founder of the Friends Moscow agency and the educational platform mads, a rapidly developing marketing and design agency, provides unique business solutions. Friends Moscow specializes in developing creative strategies and effective advertising campaigns, while mads offers cutting-edge training courses aimed at developing professional skills. Thanks to her experience and expertise, the co-founder makes a significant contribution to the development of the creative industry, training a new generation of specialists and helping companies achieve success in a competitive market. Friends Moscow was founded in 2012 and specializes in creative communications, strategic planning, and branding. Our team of professionals creates unique business solutions, helping companies effectively engage with their target audience. We develop innovative strategies that promote the growth and development of brands, giving them a competitive advantage in the market. We have received numerous prestigious awards both at the Russian and international levels, including Cannes Lions, Golden Drum, and Epica Awards. These awards highlight a high level of creativity and professionalism, as well as recognition in the fields of advertising and marketing.

Boroda Project was founded in 2011 as a freelance group, and in 2012 we changed our name to Friends Moscow.

We began by implementing small, turnkey branding projects. During the first stage, we developed a strategy, often creating unique names, and then moved on to developing visual style and identity. This approach allowed us to effectively build strong brands with clear market positioning.

We developed a unique approach to brand creation and actively implemented it. As a result, we began implementing numerous communications projects that strengthened our position in the market.

The first significant communications tender, which we successfully won, was a project for the Martini brand. This brand was actively developing its digital projects, and collaborating with them became the starting point for our more intensive growth in this area.

There is an obvious rule in the market: if you develop interesting projects for one brand in a certain category, other companies in the same niche will soon contact you. This happened with us, and by 2014, our client portfolio had significantly expanded, including many alcohol brands, such as Jim Beam, Jameson, Olmeca, and others. Our reputation in this field attracted the attention of new clients, which contributed to the further growth and development of our business.

During this period, our agency attracted a significant client – ​​Google. This was an important event for us, as we remained a small independent agency, and collaborating with such a major player was a real achievement. Landing such a client inspired us and confirmed our reputation in the industry.

The 2014 crisis passed us by, as we continued to actively grow and attract new clients. Following our successful collaboration with Martini, we decided to expand our portfolio and began seeking clients in other industries, deliberately avoiding alcohol-related orders and tenders. During this period, we established partnerships with companies such as Kaspersky, Qiwi, Utkonos, and Line App. Furthermore, the arrival of Google as a client contributed to an increase in orders from the IT sector, which had a positive impact on our development.

In 2014, we established a partnership with Droga5, one of the most renowned and awarded advertising agencies in the world. This collaboration significantly enhanced our PR image and drew attention to our team.

Since 2014, our agency has consistently ranked among the top 10 most awarded companies in the industry. The crisis became a catalyst for growth for us, as many clients began seeking vibrant creative solutions and modern teams. We offer a flexible approach, combining diverse expertise and agile thinking, allowing us to effectively respond to industry changes.

We had no experience in management or governance, so we made many decisions intuitively, encountering challenges and accumulating valuable experience.

At a certain point, our company had to lay off some employees. This decision was driven not so much by the economic crisis as by planning errors, when we hired more people than we could afford. This experience became an important lesson and determined the further development of our team. We decided to invite strategists, which allowed us to more effectively plan resources and improve overall productivity.

Our experience working with the Droga5 agency gave us an understanding of the importance of having strategists on our team. This opens up new opportunities to enter various niches and allows us to conclude long-term contracts. In this regard, we began actively developing this area, which helps strengthen our market position and expand our client base.

By 2022, many companies found themselves unprepared for unexpected challenges. Following the COVID-19 pandemic, businesses had ambitious growth plans and internal optimism, foreshadowing a new wave of development. However, the events of February shattered these expectations across the entire market. Now, businesses are faced with the need to reassess their strategies and adapt to changing conditions.

We have successfully overcome two years of COVID-19, allowing us not only to grow but also to achieve significant profits during this period. This financial achievement gives us confidence and the opportunity to look to the future with optimism.

We remain positive and focus on an optimistic approach. We plan to create a group that will unite our assets under a single brand for effective market promotion. This will create multiple points of contact with clients and strengthen cross-selling of our expertise. This approach will not only increase brand awareness but also improve the customer experience, which in turn will drive sales and strengthen market positions.

Designers and small studios have excellent growth opportunities. In a competitive market, demand for affordable services will increase, opening new horizons for those who offer high-quality solutions at lower prices than larger agencies. This creates an advantage for smaller companies, who can attract clients by focusing on their budget constraints and individual needs.

Design remains relevant at all times. Companies need high-quality materials and promotional materials for successful development, even during a crisis. Effective design helps stand out from the competition and attracts the attention of the target audience. Investing in professional design contributes to business growth and strengthens brand image. It is important to remember that even in difficult times, the market requires creative solutions to achieve goals.

There is hope for new stories to emerge, and this is inspiring. Time will tell what stories and ideas will surprise us in the future.

The 2022 Crisis: Analysis and Consequences.

The 2022 crisis was a significant event, significantly impacting various areas of life. Amid global instability, many industries faced serious challenges, from economic to social. An important aspect of this crisis was its consequences for business, employees, and society as a whole.

Businesses were forced to adapt to new conditions, which led to changes in strategies and operating models. Many companies began actively implementing digital technologies and seeking new sources of income. Workers, in turn, faced uncertainty and the threat of job loss, which caused significant tension in the labor market.

The social consequences of the crisis cannot be ignored either. Increasing unemployment, falling incomes, and deteriorating quality of life have become key issues requiring the attention of the government and society.

The 2022 crisis has demonstrated the importance of having flexible and resilient systems that can cope with sudden changes. The experience gained during this period can become the basis for future reforms and changes aimed at increasing resilience to similar challenges in the future.

• Art Director Vladimir Lifanov: "Everything that happened is serious and here to stay." About the branding market in Russia and working within a team.
• Founder of his own studio and art director Evgeny Lepyokhin: "Speed ​​is more important than quality today." About customer churn, attitudes towards piracy, government contracts, and ways to survive the crisis.
• Art Director of Bright Side Daria Kuptsova: "The design market will inevitably change." About entering the international market, changes in SMM design, and how to support employees.

The founder and art director of Sulliwan Studio, with a unique vision and creative approach to design. His experience and professional skills allow him to create original projects that stand out from the competition. Sulliwan Studio implements innovative ideas aimed at satisfying customer needs and achieving high quality standards. Attention to detail and a commitment to excellence make the studio's work highly sought after. Founded in 2008, Sulliwan Studio specializes in digital project development, website creation, mobile app development, and branding. The company actively collaborates with educational and cultural institutions, as well as media projects. The studio's clients include such renowned organizations as the Zimin Foundation, the Strelka Institute, the Tretyakov Gallery, the Bolshoi Theater, and the Beat Film Festival. Sulliwan strives to create innovative solutions that help develop brands and improve user experiences in the digital space. In 2008, I completed my last career as an employee. This was at a branding agency that later became part of the BBDO network. Because I brought several clients to the agency, I was paid a small commission. This amount became the starting capital for opening my own company and beginning my independent work in the field of branding.

All of this was realized in the summer of 2008, when I began to accumulate my own client base, while still working at the agency.

At the end of the year, a crisis occurred, and out of six or seven clients, only one remained. This period turned out to be both the most difficult and unusually fun. I was able to try all the flavors of "Doshirak", which is unlikely to happen again in the future.

Overall, it strengthened my character. When you face serious difficulties at the start, it changes your perception and strengthens your inner fortitude. Such trials form a more confident outlook on life and contribute to the development of resilience.

In the beginning, the studio focused its efforts on branding and graphic design. We decorated events, created unique styles, and designed books and albums. The main focus was on printed design, which was embodied in physical objects. Our goal was to create visually appealing materials that effectively conveyed our clients' ideas and values. By 2014, we had begun to gradually transition to a digital studio model, focusing on digital projects. I wanted to free myself from a specific location and be able to work from anywhere in the world. Website and app development provided precisely this freedom and flexibility, allowing us to adapt to new market demands and expand our horizons. Our team has experience working with international clients from America and Europe, and we successfully handle large volumes of orders. Therefore, the current crisis has not had a significant impact on our operations. None of our international partners have cancelled their collaborations or terminated their contracts. Perhaps only a few Russian clients temporarily suspended their projects, which is common practice in such situations.

If I can't recall any highlights, it's a sign that the crisis has been relatively calm for us.

While there were no layoffs, we did experience challenges with employee morale.

Since the 2014 crisis, significant changes have occurred. Perhaps this is just our personal experience, but of all the crises, the World Cup has had the greatest impact on our company. It may seem strange, but in 2018, during the World Cup, our work practically ground to a halt. In my opinion, this year has been the most challenging in the company's history.

We were on the verge of bankruptcy, as the market had been completely quiet since April and May. Despite our established reputation and active promotional efforts, the situation remained critical.

At that time, most of our clients were from Russia, and I still don't understand why everyone was thinking about football at that time.

During all the projects we were planning, clients repeatedly said, "Let's discuss this in August." I clearly remember feeling extremely anxious throughout May, June, July, and part of August, sensing complete silence all around. This waiting period caused me stress and uncertainty, as the lack of feedback created a sense of uncertainty in my work.

I always told everyone who came to us, "We are ready to offer you services at very competitive prices." I added, "Let's wait until the championship is over, and we'll discuss all the details."

I explained the current situation to the team, assuring them that everything would return to normal after the championship. During the crisis, we had to cut salaries and cancel bonuses, but the main goal remained preserving the core team. I myself did not receive a salary to support the team during difficult times.

Initially, I didn't plan to create a large staff, as, based on the experience of other companies and literature, I understood that smaller organizations adapt more easily to difficult conditions. This approach allowed us to find small projects and tasks that effectively addressed the primary business needs.

We only recovered in September, when the championship came to an end. At that point, everyone perked up a bit, and we returned to our usual workload.

All summer, I held out hope, convincing everyone that it was worth waiting a little, and things would soon get better.

The design business and the work of design studios are a dynamic field subject to constant change. Its stability is affected not only by economic crises but also by global trends and processes. These fluctuations require designers to be flexible and adapt to new market conditions. It's important to understand that the success of a design studio depends on the ability to anticipate change and innovate.

At the beginning of 2018, we practically signed a contract with one of the country's leading IT companies and did not consider other projects. As a result, when the championship began, we found ourselves in a difficult situation: the contract was never finalized, and there were no other clients. This experience taught us the importance of diversifying projects and the risk of relying on a single client.

This experience demonstrated the importance of creating a financial safety net that can cover employee salaries for at least three months. Even without bonuses and incentives, having such reserves ensures the retention of key team members and contributes to business stability.

We realized the importance of having not only large clients but also a stable base of smaller customers, which ensures a stable cash flow. Even if a large client loses or their project is suspended, work on smaller tasks continues, which contributes to the financial stability of the business.

Don't focus all your resources and efforts in one direction. This is a common mistake that can lead to significant losses. Risk distribution and diversification allow you to create a more resilient strategy that can withstand unforeseen circumstances. It is important to remember that reliable results are achieved through a diversity of approaches and capabilities. Don't limit yourself to one option; seek alternatives and consider different paths to achieving your goals.

After this experience, we launched a partner program, where we form working groups of contributors. This approach allows us to avoid the need to maintain a large staff with a fixed salary and hire specialists tailored to the needs of specific projects. This way, we optimize costs and increase efficiency by attracting experts in relevant fields as needed.

When I was just starting my business, I felt part of global processes, which made the decision to move the company abroad quick and natural.

There are several countries where the legal entity registration process is quick and efficient. This allows us to pay for software and accept payments from abroad, which preserves the resources necessary for our work. In the current environment, the priority is no longer fulfilling planned project volumes, but maintaining the existing volume and organizing business processes within existing constraints.

Our current goal is to transform into an international company.

We plan to restructure our portfolio. In the current environment, special attention will be paid to whether the company interacts with government contracts and which Russian enterprises it collaborates with. It is important to have multiple portfolio versions adapted to different client categories to demonstrate our experience and capabilities in different market segments.

There will always be demand for qualified designers in the international market, especially product specialists. With accumulated experience, you can easily find both permanent work with international clients and freelance opportunities. Expanding your skills and building a portfolio will help you stand out from the competition and increase your chances of successful employment.

Design is a global profession with an international context and significance. Designers work not only within a single country but also within the global creative community, adapting their skills and ideas to diverse cultural and social conditions. This versatility allows them to influence design trends and innovations internationally.

Even in the most challenging and challenging circumstances, companies will continue to operate, making the design profession in demand at any time. Designers play a key role in promoting brands, creating engaging content, and maintaining customer relationships. Their work is essential for adapting to changing market conditions and meeting consumer needs. It is important to understand that high-quality design can not only improve a company's image but also enhance its competitiveness. Thus, the design profession remains relevant and important under any circumstances.

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