Interview with designer Isidora Spajich (IS), regarding views on design, and for the award-winning design Etsy Annual Report Publication Design.

For High-Resolution Images & More Info Visit:

Interview with Isidora Spajich at Tuesday 27th of January 2015: DI: What is the main principle, idea and inspiration behind your design?
IS : As an art student, I always strive towards the challenging myself, therefore, this project was a great opportunity to experiment with artistically designed annual report, and go away from clean and generalized forms.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
IS : Goal was to showcase the creativity through everyday items. Making something creative in a financial field is challenging. Showing serious data in a new way.

DI: What are your future plans for this award winning design?
IS : There is always room for improvement, and this design can be used to influence trends in current design industry.

DI: How long did it take you to design this particular concept?
IS : Three and a half weeks. One week of research and careful study of the website and its users, and eight weeks of two and a half weeks of design.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
IS : This design was a part of a school project that had intention to push the student out of the comfort zone, with the intention to create extraordinary product.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
IS : Currently, this is design is not being used for any other purposes, nor being leased for any other type of the production.

DI: What made you design this particular type of work?
IS : As a person who loves photography it was only natural to try and push myself out of the comfort zone and use more illustration.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
IS : Prior to the designing this piece, I did conduct the research, and some of the handwritten designs, like Esquire, captured my interest and inspired me to try and create similar form.

DI: Who is the target customer for his design?
IS : It would be the shareholder of the company who would normally review this annual report.

DI: What sets this design apart from other similar or resembling concepts?
IS : Artistic form used to convey the everyday information.

DI: How did you come up with the name for this design? What does it mean?
IS : Name is the part of research within the required instructions for the class.

DI: Which design tools did you use when you were working on this project?
IS : Main software used was a Adobe InDesign, as well as Adobe Photoshop and Adobe Illustrator.

DI: What is the most unique aspect of your design?
IS : Fun.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
IS : The only collaborator was my school instructor who guided me wisely into making good design decisions.

DI: What is the role of technology in this particular design?
IS : Etsy is an eCommerce site that depends on the technological skills of their users. Well designed collateral can improve companies profits by increasing the number of users.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
IS : Research of the Etsy web site was a key to the creation of this annual report. Since Etsy is still not publicly traded company, only available report was Etsy Progress Report that is publicly available.

DI: What are some of the challenges you faced during the design/realization of your concept?
IS : Keeping consistency is a great challenge when hand-lettering and illustration is involved. Great number of drawing can create overwhelming mess or entertaining booklet like this.

DI: How did you decide to submit your design to an international design competition?
IS : Upon the advice of my Instructor Chris Huang, I decided to submit the work in hopes of getting the feedback that can be good guidance for the future.

DI: What did you learn or how did you improve yourself during the designing of this work?
IS : When designing with large number of elements, one need to edit over and over again, sometimes just step away and come back next day with a fresh perspective.