Hear from the Wix Web & Brand Designer who believes that inspiration is all around us, and it’s a creative’s responsibility to be open-minded in turning intuitive ideas into actual designs.
Tell us about your work: what is your current position?
I am a web and brand designer at Wix. I am part of the team in charge of the Wix brand and identity, including the Wix.com website.
What was your graduation project and how did it affect your career?
My graduation project was a book entitled My Soul Dwells in Exile, that showcased texts written by Israelis living abroad. I illustrated and designed six textiles inspired by the texts which were displayed side-by-side in the book.
I started out as a print designer and after a while veered more into web design. I am fascinated by designing different reading experiences and web design is the most relevant format today. I feel I bring all my knowledge from print into the experience of the web—hierarchy, composition and flow, they are all the same assets, and it's all about how you use them.
What skills/assets did you learn in college that you felt ended up rewarding you the most in finding your first position?
I think academic studies are more about formulating an attitude than practicalities. It’s about finding who you are as a designer and viewing the world through the eyes of a creator, learning how to engage in a creative process, opening your eyes and mind to other creative people, and learning to put actions you did intuitively into words. I think forming a way of thinking and looking at the world, and (starting the journey of) finding my own voice are the things I took from school.
When you got into the “real world” what did you look back on in your education and found lacking?
I think I wasn’t aware of how many options were available to me. There were, and are, so many different studios and different practices inside my discipline, but, I think I was very fixed on print design at the time and wasn’t very open to any other ideas. It is our responsibility to be open-minded and willing to explore all options.
The portfolio interview is a daunting moment—any general tips around etiquette for before, during and after (secret things that people wished were done but maybe usually go unsaid)?
It's important to understand that during the interview both sides are trying to figure out if this is a right fit. You are also in a position to ask questions and to figure out if this studio/job is right for you. Take your time, and prepare questions in advance so you understand the day-to-day, get the vibe of the place, projects, and most importantly, the people you will be working and creating with.
And what’s the most important thing to have/show in a portfolio?
You should show projects you believe in, that represent you at your best—quality is much more important than quantity. Diversity is good but it's not a deal-breaker, it’s all about telling a story with composition, shapes, and colors.
How do you usually start working on a project?
I always start with research, what's been done in the field or on the topic, and I look for design inspiration—which can be found everywhere! I arrange it all in one board that contains the core of the story I want to tell. Whenever I get stuck during the process, I go back to the board to be reminded of where I started from, and where I am going.
How do you use trends in your work?
Trends are all around us, and we are affected by them consciously and unconsciously. I try to judge them as objectively as I can, not favour or dismiss them just because they are trendy, and use them wisely and only if they are the right answer for the question.
Professional expertise is something that you know you’re just naturally great at. It isn’t necessarily what you love but what you’re good at. How did you find your own professional expertise?
While working in a fast-paced studio I realized I am very quick in creating the first draft. It takes me a short amount of time to decide on the general direction and concept. This helps to explain your vision, and leaves time for finalizing the design, which is the harder part for me. But, I am a strong believer in doing what you love, so, if there is something you wish to do better, throw yourself at it until it becomes your expertise. It's true that we have our natural strengths, but at the end of the day it's about experience and hard work.
The first year after school can be a confusing time. What was it like for you?
The first year after school was super exciting, everything was new and I couldn't believe I was getting paid to do something I would happily do for free—design! I learned so much and got to do things in the “real world” for real people. I got to work with great designers and learn from them.
What's the best advice you've received (and from whom)?
Two pieces of advice come to mind, the first, by my first boss, is that projects bring in more of the same, so make sure you navigate yourself in the direction you want. If you work with musicians, more musicians will appear in your life, if you do branding, more branding projects will show up. Since it's hard to say no to work, make sure you choose the right work and the kind of work you want to keep on doing. The second, by my mom, is that you must have compassion toward yourself and your work, learn from your mistakes, and just keep creating!
What are you working on now?
At the moment I am working on different web pages showcasing new features of Wix, as well as always creating more assets for the Wix brand, together with my team.
What do you find most useful in your work (research, visuals, softwares, etc.)?
I think the most useful thing is having another set of eyes look at your work and give you feedback. We have the tendency of falling in love with our work and not being able to let go of ideas—it’s important to have a fresh perspective on things, and other people can help us with this.
Any projects past, present, or future you’d like to share here?
At the moment I am working on a web page showcasing the Editor’s design features, from fonts, images, vector art, transparent videos, layout tools such as repeaters and galleries, to tools like “My Designs,” “Give Feedback,” and many many more.
One of my favorite Wix projects was when my team and I worked on the brand for the Wix education program. We created templates and examples for the way students can use the Editor for their school projects. To that end, I created a book report on Don Quixote using the Editor. It included design and illustrations, and it allowed me to break out of our brand and play with the Editor freely.
