Krystyna Pyatashova
INTERVIEW BY SC&CO
In my opinion there are a number of things which I would consider as being top tier - fajitas, diet coke, good water pressure, a new pair of trainers and above all a great font.
Krystyna Pyatashova is top tier tier, not only because of her ability to choose fonts but because she is one of the kindest creatives I have come across despite our limited exchanges. Krystyna has an overly helpful approach combined with a humble disposition. In terms of her work, she has a meticulous eye for detail and in my view holds the undervalued ability to perfectly space, collate and collage design elements together. I loved getting to know Krystyna in this interview and am looking forward to working together in the near future.
WORDS BY STEPHEN COX
Contact SheetS - Series of 4
SC&CO - Tell me a bit about yourself and your story?
I am a freelance digital designer with a focus on branding and web design, but I also like to explore different areas of design. Originally from Ukraine, I moved to Italy with my family when I was twelve and I've been here ever since. Italy has become my home, and I love it for its beautiful nature, history, art, relaxed lifestyle, and of course for it’s delicious food.
My path to design wasn't conventional, unlike many who pursue a direct educational route, I explored different interests before discovering my passion for design. Honestly, I didn't have a clear idea of what I wanted to do with my life. I experimented with different things to figure out what I truly enjoyed.
I studied languages at school like Spanish, French and English, although I found them interesting I found myself drawn to mathematics and physics, I even dreamed of studying astrophysics at one point! This love for science eventually led me to pursue a Bachelor's degree in Chemistry at a university in Florence.
SC&CO - How did you got into design?
I got into design during COVID-19, although my love for art and design has been with me since childhood. I dabbled in various artistic activities as a child, attending watercolor painting and dance classes, participating in competitions, and even taking some acting classes.
I guess, like many freelancers and business owners, the pandemic prompted me to rethink my approach to work and life. While studying at university, I was searching for a part-time job that would allow me to earn some extra money while dedicating the necessary time to studying. That's when I discovered a course on UI/UX design, which I saw as a great opportunity to learn a profession that would allow me to occasionally work from home. However, I hadn't expected to love it so much, and I was instantly drawn to the freedom it offered of creatively.
After completing the course, I wasn't expecting much, but once my first client reached out to me to redesign a website, it gave me more motivation. I began working on freelance platforms and decided to pursue design more seriously. I enrolled in a master's program in graphic and web design and started to build my portfolio, attracting more clients along the way.
SC&CO - What are you working on now?
Right now I am working as a full-time freelancer, I collaborate with international clients, agencies, and businesses. I do branding, packaging, social media, graphic design, and web design. My primary focus lies within the beauty, wellness, and fashion industries but I am always open to new opportunities. Working with clients on diverse projects allows me to explore a range of styles. For example, I once got to design a website for a football club. It was super cool and let me try out some new ideas. I love these kinds of projects because they give me the chance to experiment and push creative boundaries
Currently, I have some branding and web projects that I am working on, but at the same time, I’m also working on building up my social media presence and experimenting with different styles to further define my own aesthetic. I love trying out different styles to see what works best for me.
SC&CO - How would you describe your style?
I think my style is mostly minimalistic and a bit sophisticated, maybe. At least, that's the type of projects I've been working on and sharing online. But honestly, I work on different styles for various projects that I've never shared online. Right now, I want to experiment more with my style. I'm still figuring it out and that's the beauty of a creative job, you have the freedom to try new things and express yourself. I'm just being myself, and the work I put out is what I personally like.
As I continue on this journey, I'm always learning and experimenting. I'm still figuring out my style, but I'm enjoying every step of the way.
That's the beauty of a creative job, you have the freedom to try new things and express yourself. I'm just being myself, and the work I put out is what I personally like.
SC&CO - Who are your dream clients, where do you want to get to? What is your dream?
I don't have a specific dream client in mind; I'm more focused on collaborating on projects that inspire me. Recently, I had the chance to work on a project for a hotel residence, which I found really interesting. I've always enjoyed having variety in my work.
My main goal is to always have the freedom to create and express myself. There are so many things I want to try and do, but sometimes it feels like there's not enough time. I'd love to collaborate with industry leaders, build a community, and make connections. I'm also considering opportunities with creative studios and agencies to further develop my skills and expand my reach.
SC&CO - Where do you look for inspiration and who inspires you?
I used to mainly find inspiration online, but I’ve realised that inspiration can be found everywhere around me. I really enjoy seeing other people's work, even if it's not necessarily related to design. It could be photography, illustration, 3D art, cinematic videos, or music clips, whatever! I love to travel and explore different cities, cultures, architectures, museums, movies, and books. Traveling is what inspires me the most, alongside digital and print resources. I enjoy spending time outdoors, especially in the mountains. I really love hiking and photography.
Having your own community of people with similar interests who can support you is another thing that inspires me. Sometimes, when you freelance, you're mostly alone, and there's no one to ask for suggestions or feedback. You tend to overthink your own work or get caught up in your thoughts. Having someone who can support you along the way is really great.
SC&CO - What trends are you seeing at the moment and what do you think about them?
I always keep an eye on the changes happening in the industry, especially how design tools and apps are evolving. It's amazing to see how things have changed over the years.
The biggest change I've noticed is the rise of AI and how it has revolutionized our workflow. Even if this is not the newest innovation, I gradually see how many people are introducing it into their daily lives. For example, I use tools like ChatGPT and Midjourney daily, and they have truly been game-changers for me. I can use AI-generated text and images to enhance my work and present it to clients more effectively. It makes things so much easier and faster.
I've also seen a lot of new tools and services emerge in recent years that streamline the workflow. It seems like everything is becoming more automated, which is both impressive and convenient.
Follow Krystyna on Instagram here, Behance here or Dribble here.
