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Mentor Spotlight: Yossi Abodi

On the balancing act of mentoring designers; the lasting impression of a great typography teacher; and the eternal beauty of sunsets

Illustration: Rosie Barker

Tell us about yourself.

I’m Yossi Abodi. I am the Lead Designer in the Brand R&D team at the marketing studio.

What is your current role?

I’m in charge of developing the Wix brand through the different media and teams in our studio. Each media (3D, Photography, Graphic Language, etc.) has its own championship forum, composed from designers from each team in the studio. I orchestrate the activity of all Championship Forums and make sure all our teams are aligned to the brand vision, and that the design bar is consistently raised. In addition, I also mentor all kinds of design projects happening in our studio.

What are the top traits that make you good at what you do?

A positive attitude is the key - you should always come into a project with a good vibe and reflect that to your teammates. Being patient and accepting of your teammates' needs is also really important. And always bringing your best - no matter the conditions, I strive for perfection!

What is the biggest challenge in your role as a creative?

I feel that in each aspect of my role there is a big challenge, one in design and one in mentoring.

In design, staying up to date with the latest trends and always bringing new approaches, media, and methods is very challenging. It’s an essential part of any designer’s role but it has to be done in addition to the everyday tasks.

In mentoring, it can be difficult to deliver negative feedback to designers who may or may not understand it while still keeping them motivated, inspired and free.

What do you do when feeling stuck or frustrated in your design process?

I get away from the computer. I take a break, listen to music, scroll Instagram and then come back to work with a fresh eye.

What’s the best way to handle receiving negative feedback?

Both from a mentor and a design perspective - don’t blow things out of proportion.

Negative feedback on design is not negative feedback on you as a person. Design is a matter of taste and it’s a process that you need to continue until you get the best result. For me, this is ingrained in the profession, and I feel lucky that I get to do what I love the most.

Share something that inspires you that has nothing to do with design.

Going to the beach to watch the sunset is the perfect source of inspiration for me. The vibrant colors and calming atmosphere of the sunset never fail to captivate me. It’s the interplay of layers and hues that really fascinates me.

Which design trend/persona are you obsessed with recently?

I've always been a huge Nike fan, admiring their excellence in every aspect. Their campaigns are consistently impressive, featuring captivating visuals, typography, and stunning store designs worldwide. Their clothing and shoes are truly exceptional, making them the complete package in my eyes. Recently, I visited their store in Paris and was amazed by the art and technology integrated there. Nike consistently stays ahead of trends without overdoing it.

Who or what has been the biggest influence on the way you think about design?

My typography teacher at Shenkar College, Michal Pauzner, has profoundly influenced my style. Her meticulous attention to pixel-perfect detail left a lasting impression on me. She introduced us to the world of inspiring typography, showcasing a wide range of stunning designs that I became obsessed with. I truly admired her and aspired to emulate her talent. Through her guidance, I was exposed to numerous designers and their diverse styles.

What's the best advice you've received?

A former manager once told me that I am solely responsible for propelling myself forward. Setting my own aspirations and charting the course of my career rests entirely upon me - no one else can do it on my behalf. It means discovering my unique strengths and identifying the areas where my skills are indispensable to others. By being helpful and earning recognition, I can establish myself as a valuable asset.

What would you do if you weren’t a designer?

Psychology. When it comes to giving advice, I am great at listening to people. My friends always come to me with their problems.


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