We recently connected with Liza Philosof and have shared our conversation below.

Liza, looking forward to hearing all of your stories today. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

As a professional graphic designer and art director, every project I’m involved in holds meaning. My practice encompasses two avenues: the first involves human relations and communication with clients, while the second centers on the professional practice of graphic design and art direction.

Over time, AI may replace creative minds and expedite artistic processes, but I firmly believe that human connection and genuine care remain irreplaceable by machines.

In my work, it is crucial for me to provide 100% of my attention, create a support system, and maintain a collaborative journey with my clients.

In recent years, I’ve shifted my focus towards delivering comprehensive solutions that go beyond producing individual graphic or visual assets. Instead, I concentrate on crafting unique visual languages and branding to meet my clients’ needs.

The branding process begins with a questionnaire, enabling clients to articulate their intentions and goals. This questionnaire covers aspects like brand identity, brand promise, target audience, and more.

The subsequent step involves visual research, where I delve into the field and ecosystem of the brand. This research examines competitors and market visuals, answering questions about key players, direct competitors, distinctive visual languages, market conventions, trends, and popular colors, fonts, or graphic elements.

The mood board, the third step, consolidates the insights from the questionnaire and visual research. It serves as a visual collage, guiding the brand’s identity with inspiration and consistency.

The fourth step encompasses the design phase, beginning with the logo. While essential, a logo alone cannot define a brand comprehensively. A robust visual language is necessary to embody the brand’s ideas, intentions, and values.

A collaborative list of graphic assets is created at the onset, divided into digital assets (e.g., website design, social media graphics, newsletter templates) and physical assets (e.g., business cards, catalogs, posters). Colors, fonts, textures, and shapes form the foundation of a consistent and memorable branding strategy.

The duration of the branding process varies from a few weeks to several months, contingent on the complexity and quantity of assets. Creative meetings with clients are a highlight, where I present progress through sketches, mock-ups, and other visuals, offering a tangible glimpse into their evolving branding.

In conclusion, I firmly believe that branding is an indispensable process for anyone seeking to establish a stable and profitable business. It defines identity, distinguishes from competitors, and fosters trust and loyalty, providing the bedrock for effective marketing, growth, and long-term success.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I began my academic journey in 2007 when I moved to Jerusalem to pursue my studies at the Bezalel Academy of Arts and Design. I enrolled in the Department of Visual Communication, renowned for its demanding and intensive curriculum. During my four years there, I rarely had the luxury of a good night’s sleep. However, I successfully earned my Bachelor’s degree in 2011.

I’ve had the privilege of being in touch with various fields connected to visual art and graphic design over the years. After my tenure in Tel Aviv as a Graphic Designer at a UX/UI studio, I transitioned to the role of Art Director at the art and design magazine, Time Out Tel-Aviv. In this position, I had the responsibility of overseeing and guiding a team of graphic designers, ensuring everything operated smoothly within very tight
schedules.

Over the years, I have worked as a visual artist, graphic designer, and art director, collaborating extensively with designers, artists, and musicians. I have also continued to participate in exhibitions, festivals, projects, and partnerships on a global scale. Notable brand collaborations have included Adidas Originals, Absolut Vodka, Heineken Beer, Insight, XRAY Eyewear, the Cannes Film Festival, and the Azores Fringe Festival.

In 2016, I officially moved to Los Angeles with an artist visa (O1). After visiting and falling in love with the city, I wanted to live and work in LA because I felt incredibly inspired.

There are two main anchors in my career: graphic design and art direction. In these areas, I am connected with clients and provide services based on their needs, such as logo design, icon design, illustrations, website development, and, above all, comprehensive branding and visual language solutions.

My second significant anchor is art. I consider myself a multidisciplinary artist, and I’m very intuitive in choosing the medium to convey my ideas, inspirations, and insights. I work with painting, videos, ready-made materials, and sculpting, exploring anything that piques my interest. I’ve had a few solo shows and participated in numerous group exhibitions. I view each exhibition as an educational experience, and I truly enjoy showcasing my art!

What do you find most rewarding about being a creative?

The rewarding aspect of being a graphic designer and art director is when I’m sitting quietly alone, after delving into visual research and starting my design process. Then, there’s this moment when I feel like I’ve created something truly exceptional. It’s so good that I can’t help but get super excited about it. It’s almost like a moment ago, it didn’t exist, and now it’s here! I start to imagine all the places where this graphic element will be displayed and how effective it will be for the brand. It simply makes me smile. These moments are so special that sometimes you need to work hard to reach them, but when you do… Wow!!!

Another significant rewarding aspect is the reaction of clients when I present sketches or presentations with the graphic assets. Seeing a client super happy and excited about what I’ve created is incredibly rewarding. It’s more than just a transaction; I view it as if I’ve become a visual extension of their brand. In a philosophical sense, I’m creating a visual representation of their brand. I am very grateful for this opportunity and do not take it for granted. When a client chooses me to represent them in this way, and when I successfully deliver and fulfill their needs, it brings me great happiness and a sense of delight.

We’d love to hear your thoughts on NFTs. (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

NFTs, or Non-Fungible Tokens, are unique digital assets that utilize blockchain technology to establish and certify ownership, as well as track provenance. They represent ownership of various digital or physical items, such as art, collectibles, music, and more. Each NFT is distinctly different, and its uniqueness cannot be replicated. These tokens are securely recorded on a decentralized ledger, guaranteeing their authenticity and scarcity.

The concept of NFTs started gaining traction around 2017-2018, with the introduction of the Ethereum-based ERC-721 standard. This standard enabled the creation of unique and indivisible tokens, making NFTs ideal for art and collectibles. A notable early example was the CryptoKitties game, launched in late 2017, where users could buy, sell, and trade unique digital cats as NFTs, popularizing the idea of digital asset ownership on the blockchain.

The NFT art market experienced significant growth in 2020, with prominent artists like Beeple selling digital artworks as NFTs for substantial sums. Beeple’s artwork sold for $69 million in early 2021 at Christie’s auction house, marking a pivotal moment for NFT art and garnering widespread attention. This event ignited a surge in interest and adoption of NFTs.

Today, NFTs have become a popular means for artists, musicians, and creators to monetize their digital content, while collectors can own and trade exclusive digital collectibles. This phenomenon has ushered in a new era in the art and entertainment industries, redefining ownership and value in the digital realm.

Contact Info:

• Website: lizaaa.info
• Instagram: www.instagram.com/liza_philosof
• Facebook: https://www.facebook.com/LizaPhilosof
• Linkedin: https://www.linkedin.com/in/liza-philosof-721b9a118/
• Other: https://misliz666.editorx.io/lizaphilosof

Image Credits
All rights reserved liza philosof