Who is… Anatolij

Is it a philosophical question? 😉

But to keep it short, I am a creative person in my prime (hehe I like to think that), I have a love for brands, design, streetwear and art. Father of two wonderful children, who plays football from occasionally in his spare time.

What are you doing here and tell us who you really are?

I am the Brand Design Director here at Hyperfocus and am responsible for the visual output of the studio. As a designer, I'm probably the most challenging person in the room because I always want to achieve excellence and it means often being critical of your own work and the work of others. I love the design process and enjoy working in a team where you are constantly exchanging ideas and inspiring each other.

How did you come to work with Hyperfocus?

It kind of came together. Actually I wanted to freelance, but Jan and Paul convinced me of their idea of the studio and that we can achieve more together. I've known them for 15 years and it felt like working together with friends.

What's your style? 

It's hard to describe my own style. It must also be said that it is also always evolving. As a principle, I find in brand design that you need a certain timelessness and a clear expression. If you look at design over the years, you often find that a lot of what was trendy at a certain time currently looks stale. Movements like the International style or Modernism, on the other hand, show quite well how timelessness can look and it gives a good orientation. 

You working on anything big in the background?

I love to paint in my spare time, nothing big going on there but it's a process.

What made you fall in love with design?

It's hard to say what was the deciding factor, but I always liked to draw, then graffiti came along and at some point, around the age of 16, I saw an ad from a design school and thought it would be cool to design logos. But I had no idea what design really meant.

Do you have any design heroes?

I think it was a lot of different influences. When I was studying, street art was a big topic. But I can definitely call Eike König a design hero. The design of his Studio Hort and his point of view has already inspired me a lot.

I also think that people like Paul Rand, Anton Stankowski, Wolfgang Weingart, Paul Ibou, Stefan Kanchev or studios like Experimental JetSet, Designers Republic or Pentagram are very inspiring and deserve this title.

Inspire a new generation of designers in one word?

Make-learn-repeat ;)))

We’re always on the lookout for creative talents and collaborations with new clients. Are you one of those?
Let’s connect.

+49[0]40 22851928

Hyperfocus GmbH
Eimsbütteler Chaussee 21
20259 Hamburg

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