Discover the interview of Antonia Skaraki:
How did you become designer?
Becoming a designer was something that came natural to me. Elements like creativity, expressiveness and a passion for semiotic analysis characterized me as long as i remember myself and formed the foundation of my natural evolvement into a designer. Throughout my thirty-year-long career, strategic branding, market knowledge and creativity brewed together to create the blend which is me, as designer, today.
How would you define your vision of design, your style?
My philosophy, which in turn is instilled in A.S. Strategy, Branding & Communication, can be summarized in the quote; “We transform values into communication”. Me and my team achieve this through a methodical way of work which dictates that all Communication is based on the brand and the brand has its roots in a strategic plan, which is the basis of everything we do. In this way we ensure that our client’s needs are not only met but exceeded, which in turn allows us to take design one step further. The two major motivators that bring our projects to fruition are curiosity and an insatiable need for shaping harmoniously everything around us. Described in one word: Passion.
For the future, what are your professional projects?
I don’t believe in professional projects. I believe in a professional mindset that engulfs each project we undertake. That allows us to work at any moment on a different combination of projects and with a variety of different industries. At the moment we are working on projects from all around the globe. We are asked to understand the perspective of people from different cultures and how they interact with design, branding and the market. All these help us broaden our horizons and grow as designers and professionals in general.
What do you like the most in your job?
What fascinates me the most about our work is the ever-changing trends. Every moment is different than the one before and this creates an environment in which nothing is stagnant. Visual stimuli are all around us, like when the light meets the dark. There is constant change but also harmony. I consider the people that bring our projects into fruition a blessing and this includes both my team and clients.