Elena Beroeva, born and raised in Russia, has carried a lifelong passion for art and design. Her artistic journey began at a fine arts school where she delved into watercolors, charcoal, pencils, and oil paintings. Her enthusiasm for arts and crafts led her to explore origami, collages, comics, and DIY projects, often collaborating with her three brothers.
At the age of 13, Elena’s family relocated to Vienna, Austria, where she completed her high school education through the International Baccalaureate program. This transition exposed her to different cultures and languages, making her fluent in Russian, English, and German.
Elena’s artistic pursuit continued as she honed her skills at the Albertina, took IB Art Classes, and prepared for a career in art. She later moved to the United States and studied Graphic Design in San Francisco, ultimately falling in love with digital art and its potential to combine different media.
After graduating, Elena embarked on a professional journey, interning at BLKDOG Designs and serving as a graphic design consultant at Common Sense Media. Her work included crafting visual systems that reached a broad audience and had a tangible impact.
Following her dream of living in New York, Elena found herself in the city that had always captivated her. In a twist of fate, she landed a job at Studio Claremont in California, where she contributes to meaningful projects and is excited about the creative opportunities that lie ahead.
Elena’s journey reflects her unyielding passion for art and design, her willingness to embrace new challenges, and her dedication to crafting visually captivating and impactful designs. Her multicultural experiences have undoubtedly enriched her creative perspective in the field of graphic design.
Can you elaborate on your early experiences with art and design in Russia, and how they influenced your passion for creativity?
Ever since I can remember, I’ve been a passionate artist. From watercolor landscapes on paper to marker creations on walls (much to my parents’ amusement), art has been my escape and grounding force. While I tried various activities growing up, like swimming, theater, and horseback riding, it was art that truly captured my heart. My parents recognized my deep connection to painting and crafting, leading them to enroll me in a fine arts school, where I found not just a passion but a profound sense of belonging. Art isn’t just a hobby; it’s where I’ve always felt at home.
How did your move to Vienna, Austria, and the exposure to different cultures impact your artistic journey and your approach to art and design?
My journey of moving to a different country opened my world to a spectrum of new experiences – from people, food, music, and art to diverse cultures. This immersion transformed my mindset, teaching me kindness, empathy, and self-compassion. As a result, my approach to art evolved. I became more open to experimentation, unafraid of what some may call ‘mistakes.’ I discovered that these so-called ‘mistakes’ often led to unexpected creative directions. Amid the whirlwind of change, art became my sanctuary. Regardless of location or language, it’s a universal language I can fluently speak and find solace in.
Could you tell us about your high school education at the Danube International School of Vienna and how the International Baccalaureate (IB) program contributed to your growth as an artist and designer?
My high school journey at DISV marked a significant shift from my earlier experiences in Russia, challenging me to adapt and grow. This pivotal phase not only nurtured my resilience but also fostered a genuine spirit of curiosity that continues to shape me both as an individual and as a designer. The multicultural environment at DISV exposed me to classmates from diverse backgrounds, enhancing my interpersonal skills, and preparing me for the collaborative dynamics of international teams and client interactions. The rigorous academic atmosphere compelled me to adopt a more analytical approach to tasks, a skill that seamlessly translated into my design philosophy. I learned the importance of in-depth research and the value of a meticulous approach to every creative endeavor. The culmination of my high school education in the International Baccalaureate (IB) program allowed me to delve deeper into my passion for art. Crafting a portfolio of at least 10 art pieces in various mediums under a unifying concept was a formative experience that honed my organizational abilities, research proficiency, and mastery of diverse artistic techniques. The lessons learned during my high school years continue to serve as a cornerstone in my artistic and professional journey. They have equipped me with the tools and mindset essential for my ongoing evolution as an artist and designer.
What motivated your decision to pursue Graphic Design as a major, particularly after being exposed to traditional art forms during your earlier education?
Embarking on my journey into design felt like a revelation, a path I was always meant to traverse. While my primary passion resided in traditional art, I found a unique fascination in the aesthetics and functionality of everyday objects. The ordinary would captivate me, igniting ideas of innovative redesign. My career aspirations were clear; I aimed to craft solutions for everyday challenges, no matter how minor they might seem. I yearned to create designs that not only engaged people but also encouraged them to contemplate and think deeply. This dual pursuit of artistry and practicality has defined my path, guiding me towards the creation of designs that resonate with both form and function, capturing attention and sparking contemplation.
Moving from traditional art to digital art is a significant transition. Can you share your experience and challenges in adapting to this change during your studies at the Academy of Art University in San Francisco?
Adapting to the digital design realm initially left me feeling like a fish out of water. My traditional methods seemed inadequate in this new digital landscape, and it truly felt like starting from square one. With determination and the guidance of exceptional instructors and diverse classes, I swiftly adapted, equipping myself with the necessary skills for success. The most significant hurdle lay in the translation of my ideas from my mind or paper into digital forms. Some concepts didn’t effortlessly transform as they did on paper, urging me to discover new means of interpretation. Nevertheless, I firmly believed in the foundational role of paper-based exploration in design. To crystallize a single concept, one must sketch hundreds of logos before pinpointing the perfect one for digitalization. As I delved deeper into the process, my confidence grew, and the hurdles became surmountable. Through relentless practice, I honed my digital design skills, reaffirming that improvement is the natural byproduct of dedicated effort.
Could you discuss your role as a graphic design consultant at Common Sense Media and how it helped shape your design philosophy and approach to creating impactful visual systems?
Working for Common Sense Media influenced my design philosophy by emphasizing the importance of aligning design work with a clear and meaningful mission. This experience instilled in me a strong sense of purpose, understanding that my designs should serve a specific cause, in this case, promoting responsible media use for children. As a consultant, I would consider the needs and preferences of these audiences. This reinforced the idea that effective design must be audience-centric, focusing on clarity and accessibility to convey important messages. My role at Common Sense Media exposed me to the collaborative nature of design work. This experience emphasized the importance of effective communication and teamwork in achieving design goals. Designing for an organization focused on children and families required a certain level of sensitivity and understanding of the target audience. My experience at Common Sense Media reinforced the importance of crafting designs that are age-appropriate, engaging, and reassuring for both parents and children.
How has your diverse background and experiences in different countries influenced your design style, particularly in creating designs that are welcoming, engaging, and accessible to a wide audience?
My exposure to different cultures fosters an understanding of cultural nuances and preferences. This helps me to work out a design style that is culturally sensitive, ensuring that visual elements, colors, and symbols resonate with a broad range of people. Living in different countries also broadened my perspective. I am able to approach my designs with a global mindset, considering how they can transcend borders and speak to a universal audience. Experiencing different environments and communities has helped me put an emphasis on inclusivity in design. I prioritize creating designs that are accessible to individuals with diverse abilities, ensuring that everyone can engage with the content. My experience has also helped me engage in a versatile design style that adapts to different contexts. As I’ve always loved connections and people living in different countries fostered empathy and a deeper understanding of people’s needs and perspectives. This translate into designs that are more attuned to the emotions, concerns, and desires of a wide audience which has been very beneficial for my current position at an art studio for children and adults at Studio Claremont.
What inspired the specific projects you mentioned, such as Nourish (concept food packaging), Fools’ Journey (concept board game design), and Maslenitsa (concept cookbook design)? How do these projects reflect your design ethos?
NOURISH
The inspiration for a concept food brand Nourish stood in aiming to make good food accessible, forging connections and feeding more than just the body – but nourishing communities, one bite at a time. Nourish has a heartfelt mission to make high-quality, nutritious food accessible to all communities. The core values are rooted in honesty, straightforwardness, and a genuine friendliness that permeates everything the brand would do. From the inception, that the brand had to be a visual embodiment of these values. The design philosophy is simple, yet profound – believing that good food should be just as inviting and straightforward as our intentions. At the heart of Nourish’s visual identity are delicate illustrations that harmoniously coexist with a sophisticated typographical approach. The brand design is characterized by its clarity and simplicity.
FOOLS’ JOURNEY
At the heart of ‘Fools’ Journey’ is a mission to ignite the adventurer’s spirit in all of us. It challenges the boundaries of what a board game can be, fusing elements of strategy, storytelling, psychology, and mysticism into a unique and enchanting experience. Each move is a step towards ‘unity,’ a destination that transcends the board, becoming a metaphor for the unity we all seek in our lives. The inspiration here yet again was drawn from my love for connection and community. This visionary concept was inspired by two seemingly diverse yet uniquely captivating sources: the intrigue of the ‘Mafia’ game and the mystique of tarot cards. Drawing from the immersive experience of the ‘Mafia’ game, ‘Fools’ Journey’ incorporates elements of strategy, suspense, and psychology. It’s an opportunity for players to test their wits, form alliances, and uncover secrets as they progress through a world of uncertainty. The influence of tarot cards in ‘Fools’ Journey’ adds an aura of mysticism and intrigue. Each card drawn holds a deeper meaning, guiding players through the twists and turns of their path, much like a tarot reading unfolds a story. It adds a layer of symbolism and interpretation to the game, inviting players to explore not just the physical challenges but the depths of their own intuition. It would be a dream come true to make this board game into an actual playable product enjoyed by people.
MASLENITSA
I hold this project close to my heart because of my heritage and my own story of upbringing and I wanted to share and honor that important part of myself. “Maslenitsa” is more than just a cookbook; it’s a vibrant celebration of Russian traditions, presented in an unconventional and deeply engaging way. I wanted the readers to dive into a culinary journey that transports you to the heart of Russia, where pancakes take center stage as a means to satiate cravings before the impending period of fasting. Within ‘Maslenitsa,’ the cookbook is divided into three richly detailed chapters, each mirroring the changing seasons. These chapters are not merely collections of recipes but odes to the ebb and flow of life in Russia. With every season, the cookbook unfolds the stories, traditions, and the comforting aroma of pancakes prepared in the Russian way. It’s an immersive experience that encapsulates the spirit of a culture and the essence of a people. It’s an unconventional celebration of Russian traditions, where every recipe is a story, every dish is an experience, and every season is a journey.
In your current role at Studio Claremont, can you share specific examples of how you’ve contributed to enhancing the brand identity and visual communication for the art studio, and how this role aligns with your design principles?
After the initial few weeks of learning more about Studio Claremont, its history and what they stand for, I developed a new brand identity that embodies the studio’s artistic ethos, using colors, fonts, and visual elements that reflect its personality and mission. The big part of it was the studio’s logo and branding elements, the backbone of the designs that were to follow. Since I work remotely from New York I was lucky enough to make it there and put my art skills to use – paint the new signs that are now hanging outside and inside of the studio, refine the space to reflect the new design changes and fit the new visual identity that we were going for. After having a new solid brand identity, I moved on to implementing it to the promotional materials such as flyers, schedules, brochures that are available to the visitors of the packing house where the studio is located. It’s been a goal to promote the studio to a wider audience and attract more attention. The alignment with design principles would focus on creating designs that are not only visually appealing but also functional, inclusive, and meaningful, ultimately reflecting the artistic spirit of the studio and its commitment to providing a welcoming and engaging environment for both children and adults.
How do you envision your future in graphic design, and what are your aspirations for furthering your impact within the design community, particularly in New York?
New York is a beacon for creatives, drawing dreamers from every corner of the globe. The path to success in the creative industry is a challenging one, but it’s precisely the trials and tribulations that fuel my determination. My dream is to become an independent graphic designer, to offer my services to the heartbeat of this vibrant city: the small businesses that are striving to carve their own path in the bustling streets of New York. I believe that every business, no matter how small, deserves to stand out with compelling and unique visuals. Through design, I aim to help these entrepreneurs tell their stories, connect with their audience, and achieve their dreams. With each project, I aspire to contribute not only to the visual landscape of this city but also to the growth and success of the local businesses that form its beating heart. As I work towards this goal, I’m inspired by the stories of fellow creatives who’ve made their mark in this remarkable metropolis. In the city that never sleeps, my dream is to help others wake up to the potential of their own brand’s visual identity. The journey is challenging, but my passion is unwavering, and I’m determined to see my dream and the dreams of those I work with become a reality!