July 5, 2021

Jelena Drobac

Discover the interview with Jelena Drobac :

How did you become a designer?
By chance. I was studying a lot of things that weren’t right for me until I discovered design. For a while, I was undecisive between graphic and interior design but I eventually chose one over the other. Nowadays, I often do spatial graphics, signage and displays were those two colade.

How would you define your design vision, your style?
It changes over time and, as everybody else, I have style loops. One thing that remains the same is KISS approach – Keep It Smart and Simple. Also, after my Ph.D. studies, I started to define and place design in a wider social, cultural, and historical frame and not only in an aesthetical and problem-solving category.

For the future, what are your professional projects?
For the last 13 years, I`m an educator in the field of design and more recently I took over as the Head of the Design Department at the Academy of Applied Technical Studies Belgrade. This takes a lot of my time but I still manage to work on selected projects, mostly identities, branding and packaging. During my career, I had two parallel paths – highly commercial FMCG projects and independent cultural events and those keep on interlacing for 17 years.

What do you like the most in your job ?
The ability to be ever-present and globally understood without leaving my studio or knowing the language. That is a truly magnificent aspect, especially in these weird Covid times.

You can find out more on her website: Jelena Drobac