Sasha Brazhnik On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Visual awareness and sensitivity. I constantly absorb visual images from cinema, fashion, architecture, and art. Everything I see later helps me in my work. Without a strong visual memory, it’s hard to grow as a designer.
As a part of my series about the ‘Five Things You Need To Know To Create A Highly Successful Career As A Commercial Designer,’ I had the pleasure of interviewing Sasha Brazhnik.
Sasha Brazhnik is a graphic designer and photographer specializing in visual identity, packaging, and stock imagery. Known for her clean, minimal style, she blends clarity with emotional depth, creating visuals that are both functional and memorable. Her work has been featured in a variety of commercial projects, from book covers to branding campaigns.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
Since childhood, I’ve been drawn to art. I loved drawing, playing with colors and shapes. Later I studied linguistics at university. I was interested in language, but over time I realized that my true voice was not in words — it was in visuals. I’ve always connected more deeply to the language of images.
After graduation, I started working at a photo studio — first as an assistant, learning the process from the inside. I later picked up the camera myself and discovered how much I enjoyed creating visuals, not just capturing them. I wanted to control the color, the atmosphere, the overall structure. That’s when I naturally shifted toward graphic design, where I could build complete visual systems — from packaging and covers to brand identities.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
One of the most unexpected and exciting moments in my career happened when I discovered that one of my stock illustrations was used as the cover for a Stephen King book. I didn’t create the image for that purpose — it was part of my regular stock work. Some time later, I saw the book by chance and instantly recognized my artwork.
That experience reminded me how visual images can live their own lives. They can appear in completely new and surprising contexts. And when you put care and quality into your work, it can travel far beyond what you imagined.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
“What is strong is always simple.”
For me, simplicity doesn’t mean doing less — it means achieving clarity and confidence. I’m not drawn to visuals that are just “pretty.” I want them to have structure, meaning, and precision. This quote reminds me that strong ideas don’t need decoration — they just need to be honest and well-executed.
As a successful business leader, which three character traits have been most crucial to your success? Can you share a story or example for each?
1. Visual awareness
Since childhood, I’ve paid close attention to what surrounds me — textures, colors, rhythm, balance. Over time, this turned into a natural skill: I quickly notice inconsistencies, spot what works and what doesn’t, and build visual connections. It helps me create work that feels intentional and refined, even under pressure.
2. Critical thinking
In design, it’s not enough to make something look good — it also needs to work. I always ask myself: does this make sense? Can it be simpler? Will people understand it right away? This mindset helps me adapt fast, especially in unpredictable situations, and find solutions that are not only aesthetic, but functional.
3. Independence
I didn’t go through a traditional art education — I learned through practice, curiosity, and a lot of experimentation. This taught me how to work independently, trust my judgment, and stay resourceful. I’m used to taking responsibility for my projects from start to finish, and I know how to stay focused and self-directed.
Can you describe a recent project you completed and what your specific contributions were?
One of my favorite and most meaningful projects was designing packaging for pet cosmetics. I’ve always had a special love for animals, so putting that care into a visual concept was a real pleasure.
I created several minimalist illustrations for pet care products, using a sketch style — light drawings that show tenderness and naturalness. It was important to highlight visually that these products are safe, gentle, and made with love for animals. In this project, I was responsible for the entire visual concept, from the idea to the final package design.
How do you approach balancing aesthetics and functionality in your designs?
For me, aesthetics and functionality are not opposites, but two parts of one whole. Beauty should work, and function should inspire. I always think about how a person will interact with an object: how they will hold it, what emotions they will feel, and how quickly they will understand what it is and how to use it.
Even the most elegant visual loses its meaning if it makes things confusing or hard to use. It’s important to create not just a beautiful image, but a clear, comfortable, and pleasant experience. That’s why I try to make sure every visual element supports the main idea, not distracts from it.
What is your design philosophy when it comes to commercial spaces?
My design philosophy is based on the idea that people don’t just buy a product — they buy a feeling. It’s the emotion they experience when they interact with a brand that really matters.
The space around a product should create atmosphere. It should make people want to stay, come back, or trust what they see. For me, every detail — from lighting to scent, from visual accents to the texture of materials — should work together to shape a full impression.
It is important to design environments that go beyond interest in the product. People should feel emotionally connected. This is not just decoration — it’s about perception, attention, and sensory experience.
Where do you draw your inspiration for your designs?
I find inspiration in fashion, film, architecture, art, and museum spaces. I’m especially drawn to visual systems where every detail follows a clear style and helps create a certain atmosphere.
Costume design in movies, color choices in architecture, or textures in artworks — all of these can spark ideas for packaging, styling, or spatial design. I believe that good design is born at the intersection of different disciplines. It happens when you look not only at your own field, but at how visual language works in culture as a whole.
What strategies do you use to ensure your designs meet the needs of the end-users?
To make sure design truly works for the end-user, I always start with understanding the target audience. Who is this person? What are their habits, expectations, and visual preferences?
I try to put myself in their place — to imagine how they hold the product, what they notice first, and how they interact with it. For me, clarity and readability are key: information should be easy to find, visual accents should make sense, and the aesthetic should never distract from the message.
I believe good design is not about showing off form — it’s about caring for how people experience and understand it.
How do you approach sustainability in your commercial projects?
Even though I’m a graphic designer and not directly responsible for physical production, I always try to approach projects with a conscious, sustainable mindset.
I prefer minimalism — not only because it’s visually stronger, but also because it helps avoid unnecessary production choices. When I design packaging, labels, or branded materials, I always think about how they will be printed, what resources will be used, and whether we can avoid extra layers, effects, or complex constructions.
I believe designers can influence sustainability from the idea stage — by setting a visual tone that doesn’t rely on excess.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
Remote work and digitalization have changed the way we experience brands and their visual environment. In the past, people mostly met a brand in physical spaces — in a store, an office, or on a shelf. Now, the first impression usually happens online.
That’s why visual identity — the logo, packaging, and overall branding — has become more important than ever. It needs to build trust instantly and be clear without extra explanation.
For a graphic designer, this means thinking not only about beauty, but also about how the design works in a digital context — on screens, in social media feeds, and across interfaces.
What are the five things you believe are essential for creating a highly successful career in commercial design? Can you share a story or example for each?
1. Visual awareness and sensitivity.
I constantly absorb visual images from cinema, fashion, architecture, and art. Everything I see later helps me in my work. Without a strong visual memory, it’s hard to grow as a designer.
2. Empathy and focus on the end-user.
It’s important to think not about myself, but about those who will see the design. I always try to put myself in the audience’s shoes to make the visuals clear and engaging.
3. Simplicity and clarity as a strategic choice.
Minimalism is not just “trendy” — it’s a way to respect how people perceive information. The ability to simplify is one of the most challenging tasks in design.
4. Ability to listen and interpret the client.
Clients don’t always clearly explain what they want. I learn to understand the core message and translate it into a visual language.
5. Continuous learning and expanding visual horizons.
Everything changes fast. I keep up with trends, watch what others do, and study new things — this helps me grow and never stay still.
What role do you think commercial design plays in community building and social interaction?
Commercial design is more than just decoration.
People recognize “their own” through the style, tone, and visual language of brands. Graphic design helps create an atmosphere where a person feels part of something — they understand the values, aesthetics, and mood. Visual images connect people just as well as words.
Given your influence, if you could inspire a movement to bring the best results and solutions to the greatest number of people, what would it be? You never know what impact your idea might have!
I would inspire a movement for compassion through aesthetics. I believe beauty can do more than catch the eye — it can invite empathy and awareness. Through calm, clear visuals, we can bring attention to important issues like animal care, emotional wellbeing, or sustainability. Good design doesn’t have to shout to be heard.
How can our readers follow your work online?
Keep up with me on Behance www.behance.net/brazhnik and Instagram @sbrazhnik_art
Thank you for your time and excellent insights! We wish you continued success.
Sasha Brazhnik On Five Things You Need To Create A Highly Successful Career As A Commercial… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.