In this edition of Designer Spotlight, we are excited to feature Artem Shcherban, a multidisciplinary digital designer and an Awwwards jury member based in Aktobe, Kazakhstan. With a strong focus on functionality, logical simplicity, and usability, Artem’s work stands out for its meticulous attention to detail and innovative approach to digital experiences. His philosophy revolves around systematization, engagement, and pushing the boundaries of digital aesthetics.
Enjoy this feature as Artem takes us through his journey, insights, and the design principles that shape his work.
About
I am a digital designer and an Awwwards jury member from Kazakhstan. I specialize in projects of various types, ranging from well-thought-out and user-friendly interfaces to bold solutions and experimental mechanics.
My mission is to be a reliable partner for my clients, creating products that not only effectively solve problems but also inspire and delight. I design websites and interfaces and assist with branding and other related tasks. With my deep technical expertise, I find unconventional solutions and take a comprehensive approach to projects.
Featured Work
Here are some of my favorite recently completed projects.
Christian Fleming
A project for a renowned costume designer from New York. The goal was to create a simple yet highly functional website to showcase Christian’s work. The project is currently in development.
The main challenge was designing a single-page project that could accommodate information about Christian, performance descriptions, visual content, and reviews from well-known directors and art figures. It also needed to include contact details and a portfolio of works. A key objective was to minimize the number of clicks required to access content and eliminate unnecessary screen transitions.
GrønnHugge™
A large-scale, multifaceted project created in collaboration with my friend Andrey. The goal was not just to develop individual brand elements but to build an entire vision, brand platform, branding, identity, web presence, merchandise, and much more from the ground up.
We created everything—from the logo to all the 3D tools presented in the case study. Our attention to detail was so meticulous that we developed unique features for each tool, considering not only packaging but also designing entire operating systems—for instance, for the radio.
YAASBAE
A stylish project for the YAASBAE clothing brand. The primary goal was to make a statement and create a website as unique as the clothing itself. The brand’s founder, who personally develops comfortable designs with unconventional solutions, wanted this uniqueness to be reflected in the web design.
We incorporated numerous unconventional animations and interactive elements that not only fit seamlessly into the design but also enhance the user experience when selecting clothing.
Victoria Gorska
A project for a talented videographer from Spain who creates stunning video reviews of the most exclusive and luxurious homes. The primary goal was to highlight the visual content, emphasizing the aesthetics and atmosphere of each space. Textual information is presented concisely and intuitively to complement the viewing experience rather than distract from it.
Brief Biography and Career Highlights
From an early age, I was drawn to creativity. I spent my time drawing and animating, creating short films with compelling storylines. My dream was to become an animator and bring captivating animated films to life.
However, during my teenage years, while searching for my path, I had to reconsider my dream and choose a more practical direction—I began studying physics. I excelled in it, but I always felt that it wasn’t my true calling. After enrolling in a bachelor’s program in automation engineering, I realized that I didn’t want to spend my life doing mathematical and physical calculations. That’s when I independently started studying design. Although I completed my engineering degree, my passion lay entirely in design, focusing on convenience and aesthetics.
My engineering background gave me a deep understanding of the importance of even the smallest details in a project, a systematic approach to problem-solving, strong logical thinking, and the ability to visualize complex systems. This allows me to approach design with meticulous attention to detail. I work on projects comprehensively, aiming not only to solve immediate tasks but also to anticipate future challenges that design can address.
Recently, I became a member of Awwwards and joined their jury. It is a great honor for me to be part of such a prestigious and influential community, evaluating world-class work and contributing to the evolution of design. This achievement reinforces my belief that passion and dedication can take you to heights you never imagined possible.
My Design Philosophy
Systematization
I believe in systematizing my approach. I take the time to create structured processes for myself and my clients, ensuring that everything runs smoothly. This allows me to clearly define tasks, set deadlines, and maintain efficiency throughout every project.
Engagement
I immerse myself fully in my work, always thinking several steps ahead. I strive to offer my clients not just immediate solutions but also long-term strategies that can evolve over time. This approach showcases foresight and ensures that my designs remain adaptable and future-proof.
Listening and Compromise
For me, design is not just about aesthetics; it’s about functionality, usability, and business success. I make it a priority to listen to my clients, engage in direct conversations, and build strong partnerships. While I value creative expression, I also understand the importance of compromise—sometimes, the best solution is the simplest one. My goal is always to achieve results that benefit both the user and the business.
Appropriateness
Every design decision I make is intentional. I aim to create solutions that are appropriate for the task at hand, ensuring they serve their purpose effectively. I avoid unnecessary complexity—simplicity and clarity often bring more value than overcomplicated, impractical ideas.
Visual Experiments
Beyond client projects, I love experimenting with design. These personal projects allow me to push boundaries, take risks, and explore new creative directions without limitations. They fuel my passion and help me stay innovative in my professional work.
Inspiration
I find inspiration in print media, including articles, magazines, and more. A special place in my heart belongs to vinyl records—their musical compositions and unique visual designs captivate me. Each artist brings a distinct combination of audio and visual art, making vinyl a fascinating medium of creative expression.
I also draw inspiration from everyday life, constantly searching for interesting forms, textures, and ideas. My goal is to incorporate unique physical qualities into digital design while ensuring that my work remains simple and intuitive for everyone.
Systematic Chaos Method
One of the working methods I’ve been using lately is what I call systematic chaos. This approach involves generating a large number of ideas, prototypes, and design concepts within a specific time frame. The key is to avoid filtering or rejecting ideas during this process—just create as much interesting content as possible. I also make brief annotations to capture the essence of each concept.
After taking a break, I revisit my ideas with fresh eyes, combining and refining them into structured solutions. This method helps systematize creativity and often leads to new projects, internal pages, special features, and much more.
Tools
I work with Figma, Photoshop, After Effects, Blender, InDesign, and Webflow. Currently, I am shifting my focus toward animation to create richer, more immersive visual experiences in my projects.
Goals
What do I aim to achieve in the future? I want to push creative boundaries—both in design and in life. I hope to build meaningful connections with colleagues and clients while learning to balance work and personal life more effectively.
Travel is also a major goal of mine. Exploring different cultures and experiencing new environments will provide fresh perspectives and inspiration for my work.
Final Thoughts
Don’t Fear Mistakes.
Mistakes often come with negative emotions, but they are some of the most valuable experiences life can offer. Every failure is a lesson, and every experiment is an opportunity for growth. Don’t be afraid to try new things—who knows, a single step forward might redefine your journey, marking a clear “before” and “after” in your life.
