Context and Background

My career began as a UX/UI designer, where I gained experience working in several companies, both product and outsourcing. During this time, I encountered various approaches to design and client interaction, as well as the shortcomings of many interaction models, ranging from bureaucratic delays to a lack of flexibility and creative freedom.
While working with large teams, I increasingly noticed that designers were often constrained by rigid frameworks, hindering the creation of truly innovative products. I saw how bureaucracy, overly formalized processes, and an emphasis on completing formal tasks overshadowed the resolution of real user problems. This often led designers to lose inspiration and projects to fall short of their full potential.


This realization prompted me to understand that it was time to create my own design agency that could overcome these limitations and offer flexible, customized solutions for clients. I wanted to create a space where:
Creativity and experimentation play a vital role.
A client-centric approach takes priority, with each project created considering the real needs of the client.
The team has the freedom and opportunity to influence the final result.


Key Reasons for Establishing the Agency

Desire to Provide Real Value to Clients

My experience working in design studios and companies showed that many organizations often overlook the main goal—providing real value to clients. Instead of focusing on outcomes, many were concentrated on completing tasks by template or adhering to deadlines.
I decided to establish an agency to provide clients with a more personalized and flexible approach. We aimed not only to execute tasks but also to delve deeper into the essence of the client’s business, understanding their goals and needs, which allowed us to create more precise and effective solutions. Our focus on user problems, rather than simply fulfilling specifications, became the key distinction of the agency.

Creative Freedom and Flexibility

As a designer, I often felt that existing client interaction structures were overly formalized, stifling the ability to experiment with new ideas. Many of the best solutions didn’t make it into final product versions due to the rigid nature of processes or clients' fears of stepping outside the norm.
Creating my own agency gave me the freedom to experiment and explore new approaches without restricting myself to the strict requirements of large organizations. We were able to integrate more creative, bold solutions into projects that would have been impossible in a traditional corporate environment.

Focus on Small Teams and Agile Approaches

In corporate structures, I often witnessed how large teams faced challenges due to fragmented communications and sluggish processes. Every change required lengthy approvals, which slowed down the speed and quality of work.
My agency is built on the principle of small, cross-functional teams, where each team member can influence the process, and interaction between designers, developers, and clients is faster and more productive. This not only improves the final result but also shortens development times.

Professional Growth and Expanded Influence

Another important reason for founding my agency was the desire for professional growth and the opportunity to create projects with a broader impact. As an employed designer, I felt that my ideas and approaches remained confined to one project or company, lacking the impact they could have if I controlled the entire process.
By establishing my agency, I gained the ability not only to influence the final product but also to build long-term relationships with clients, where each new project represents a step forward in my career and the careers of my colleagues.

Agency Creation Strategy

Developing a Unique Approach

My agency stands out by offering not just design solutions but a comprehensive approach to product development, including research, UX audits, and strategic planning. We carefully work through each stage—from understanding user problems to testing and implementing solutions.

Small, High-Performance Teams

I believe in the power of small teams. This allows us to be more flexible and adaptive. Each employee plays a key role in the product development process, making our team more motivated and invested in the outcome.

Commitment to Long-Term Client Relationships

My goal is not just to complete a single project but to build long-term partnerships. We strive to be strategic partners for our clients, helping them grow and develop, which keeps our agency in demand.