Interview with ABC Design Communication

ABC Design Communication ("ADC") interviewed on Friday, 13 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

ADC : With over 30 years of experience in visual communication, I am the founder and creative director of ABC Design Communication, which I have led for the past 22 years. Our studio, based in Greece, specializes in branding, packaging, and print design, with a clear focus on creating work that combines strategic depth, visual impact and emotional resonance. Throughout the years, we have collaborated with a wide range of clients - from major players in the food, cosmetics and pharmaceutical industries to small producers and niche brands. Some of our most prominent collaborations include Frezyderm, Vian-Vianex, Metro supermarkets, OPTIMA (with brands such as Dirollo, Kerrygold, Adoro, and Ήπειρος), and Violanta. Our work has received more than 85 international design awards, a recognition of our consistency, creativity, and strategic thinking. My passion for detail, storytelling and aesthetics - combined with my academic background in visual communication - continues to shape the philosophy behind everything we do: to craft design that inspires, stands out and leaves a lasting impression.

How did you become a designer?

ADC : My love for design began very early - almost before I even knew what the word meant. As a child, I was drawn to aesthetics, composition, storytelling, and visual detail. Packaging, posters, book covers, magazines - I was fascinated not just by what I saw, but by the intention and thought behind it. There wasn’t one specific person who pushed me into this world. It was more of an internal drive - a deep desire to create beautiful, well-designed things that carry meaning and purpose. That instinct naturally led me to study visual communication and graphic design and eventually to my first professional experience, where I realized design wasn’t just about beauty - it was a powerful tool to shape perception, convey values and elevate ideas or products. From that point on, I knew this was my calling: to create design that is thoughtful, consistent and emotionally engaging. Every project is a new opportunity to tell a meaningful story through form, color and feeling.

What are your priorities, technique and style when designing?

ADC : In every project - no matter the scale or sector - I focus on three core pillars: strategic thinking, storytelling and aesthetic harmony. 1.Strategic thinking is the foundation of all my work. I believe design must serve a purpose: to strengthen a brand’s identity, to stand out and to clearly communicate its values and offering. 2.Storytelling brings emotion and depth to the design. I see every project - even a food label - as a chance to tell a story. When this story is honest and well-crafted, it creates a real connection with the audience. 3.Aesthetic harmony is about proportion, composition, detail, how things “feel” visually. It’s not just about beauty; it’s about quality, consistency and integrity. Although we fully embrace modern digital tools and 3D applications, my process often begins by hand - with sketches, loose layouts, or even physical experiments on paper. Especially in packaging, we build mock-ups, test materials and study how the object behaves in real space. Digital design is essential, but nothing replaces the value of holding and observing something tangible. Every new project begins with questions. I research the product, the audience, and the client’s goals. What I care about is not just what I design, but why and how I can make it meaningful and effective.

Which emotions do you feel when designing?

ADC : Design for me is an emotional process. When I begin a new project, I feel excitement and curiosity, as if a new world is opening up in front of me, waiting to be explored and decoded. The moment of ideation, when everything is still possible, is one of the most thrilling stages for me. As the process unfolds, I enter a state of focus and satisfaction. I find myself immersed in decisions, details, and visual structure, it becomes almost meditative. Every element matters. Every choice has intention. That quiet depth is something I truly love. But the real joy comes when I see the final outcome, when I hold the packaging in my hands, or watch a brand identity come to life and express exactly what I envisioned. That’s when I feel a deep sense of fulfillment, pride, and happiness. Design fulfills me because it allows me to transform thoughts into something tangible, meaningful, and beautiful. The pleasure lies in crafting something that not only works, but feels right, something that speaks, inspires, and lasts.

What particular aspects of your background shaped you as a designer?

ADC : I believe design is not only about technique, it’s deeply shaped by how you think, observe and connect with people. Some of the most essential non-design skills for a designer are empathy, strategic thinking, organization, and storytelling. For me, empathy has always been at the core of my process. It helps me understand what the client truly needs and how the design will emotionally resonate with its audience. Strategic thinking allows me to look beyond the visual surface, to consider business goals, market positioning, and long-term impact. And organization is what makes the difference in large-scale projects, where coordination between concept, materials, production, and deadlines is crucial. I’ve also always had a strong connection to narrative. I see design as a form of storytelling, not just something beautiful, but something meaningful that speaks to memory, emotion, or purpose. This is deeply rooted in my love for observation, for words and for the poetry of everyday life. My biggest influence hasn’t been a single person, but rather the world around me, lived experiences, human behavior, visual contrast, textures, scents, imperfections. My journey so far has been full of challenges, but also rewarding collaborations, international recognition, and endless creative energy.

What is your growth path? What are your future plans? What is your dream design project?

ADC : My growth as a designer is deeply connected to the growth of ABC Design Communication. Since founding the studio, my aim has always been to create work that is not just visually appealing, but thoughtful and consistent in its essence. With every project, I evolve, creatively and personally. Looking ahead, I want to continue expanding our presence internationally, working with brands that are bold, culturally grounded and seeking authentic, high-quality expression. But I don’t necessarily seek one “big goal”, because for me, every project, every collaboration is a milestone in itself. What I truly aspire to is to remain in a constant state of creative curiosity, to keep being inspired and to inspire others. To keep designing with clarity, intention and truth. I want to keep building work that stands the test of time and brings something real to the world. If there’s one thing that defines me, it’s that I’m always growing and that journey is the most meaningful accomplishment of all.

What are your advices to designers who are at the beginning of their career?

ADC : The most meaningful advice I can give to a young designer is this: have patience, resilience, and understand that creativity is a marathon, not a sprint. I would especially caution new designers not to fall into the trap of seeking instant validation. Likes are not proof of value, and there are no shortcuts to success. What matters is depth, persistence, and the continuous work you do on yourself, not only technically, but also emotionally. Learn to listen to the client, to the market, to the times, but also know when to trust your own intuition. Along the way, I’ve faced doubts, obstacles and periods of intense pressure. What helped me move forward was believing in the work, staying organized, and never stopping my own development, through seminars, travel and simply observing the world around me. Everything can become a lesson if you keep your eyes and your mind open. The best advice I’ve ever received was: “Design like it matters, because it does.” That phrase has stayed with me ever since, and it still guides the way I create.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

ADC : Success is not just the result of talent, it’s the result of discipline, clarity, and consistency. Here’s what I would suggest to any professional designer, artist, or architect: 1.Know why you do what you do. Without a clear intention, design loses direction. The goal is not just to “look good,” but to have meaning, to serve a purpose and say something worth saying. 2.Never settle. Comfort is the enemy of growth. Even when you’ve found a style that “works,” challenge it. Push it. The best work often lives just outside your comfort zone. 3.Keep your message clear. Over-complication often signals insecurity. Truth is simple. And design that speaks with clarity is the kind that lasts. A common mistake I see is over-focusing on being “technically correct” or trendy, rather than staying anchored in the core of communication. Design is not just tools or surface aesthetics, it is an act of intentional expression. The best shortcut? Work as if your most ideal audience is always watching. And remember: there’s no big idea without courage. Everything else is just execution.

What is your day to day look like?

ADC : My day usually starts early, with a good coffee and a quiet moment before the creative energy of the day takes over. I often begin by immersing myself in visual stimuli, not necessarily design “news,” but imagery, trends, packaging inspiration, exhibitions, or browsing through curated portfolios. I like to feel the pulse of the moment, visually and emotionally. The rest of the day moves at a steady rhythm: client meetings, strategic planning, presentations, team coordination, and, of course, actual design work. I’m quite structured in how I organize my time, but I always leave space for the unexpected, because some of the best ideas come unannounced. What I love, even during the more routine or “boring” days, are the small sparks: a client who reacts with genuine excitement, a font that fits perfectly, a mock-up that finally feels alive. These are like little creative miracles. And the conversations with my team, when we share thoughts and build something together, are some of the brightest moments of my day.

How do you keep up with latest design trends? To what extent do design trends matter?

ADC : I follow design trends, but I don’t obey them. I believe a designer should be aware but not dependent on what’s considered fashionable. Trends are helpful, they reflect the spirit of the time, the language of the audience, emerging materials and visual tendencies. But our role is not to replicate them. It’s to filter them through our own lens, and only integrate them when they truly serve the purpose of the project. Personally, I draw inspiration from much more than trends, from art, architecture, poetry, nature, emotion, everyday moments, a street-side kiosk or a beautifully crafted product in a small international market. Inspiration doesn’t come from scrolling platforms, it comes from being present, observant, and open. My goal is not to create design that is “on trend,” but to craft work that endures, that carries meaning and identity beyond the visuals. Timelessness, for me, is always more powerful than trendiness.

How do you know if a product or project is well designed? How do you define good design?

ADC : To me, good design is quiet and clear. It doesn’t try to impress, it simply works, communicates and touches something within you. You recognize it when everything just feels “right,” even if you can’t explain exactly why, the form, the texture, the message, the atmosphere, they’re all in balance. A well-designed piece, for me: 1.Serves its purpose. It’s not just beautiful, it’s functional, understandable, and meaningful. 2.Expresses identity. It couldn’t belong to anyone else, it feels fully aligned with the brand or audience. 3.Holds tension and balance. Between simplicity and character, instinct and strategy. What I always look for is the intention behind the design. Without clear intent, the result lacks soul. Designs that chase trends or add visual noise for the sake of effect lose their essence. One of the most common mistakes is overloading, trying to include every idea, every element, without clarity or hierarchy. Good design requires discipline and restraint. If I had to summarize: Good design doesn’t shout, it resonates.

How do you decide if your design is ready?

ADC : Design, by nature, is a process that never truly ends. There’s always something that could be adjusted, refined, or reimagined. But in practice, you have to learn to let the design go at the right moment, not when it’s “perfect,” but when it has found its own internal balance. I know a project is ready when it stands clearly in front of me, it communicates what it needs to, it has personality, it functions properly, and nothing essential is missing. If I were to add or remove something, I’d risk undoing what’s already been achieved. I don’t keep “open tabs” in the sense of doubt. If something doesn’t feel resolved, I keep working. But when a design has a voice, a rhythm, and clarity, that’s when I let it go. That’s the moment of silence, when I have nothing more to say, and the design begins to speak for itself. For me, success isn’t about perfection. It’s about connection, if the work resonates, communicates and leaves a mark, then it has done its job.

What is your biggest design work?

ADC : It’s hard and honestly, unnecessary to choose just one “biggest” project. I am genuinely proud of every single project we’ve created, whether it’s a small label or a large-scale branding system. Each one carries its own story, intention, relationship, and decisions made with care. Some projects gave me creative freedom, others taught me how to find solutions under pressure, and many reminded me of the power of simplicity. Each one shaped me and each one holds value. For me, the greatest work is the journey itself: the fact that I get to create every day with consistency, love, and personal responsibility toward everything I sign my name to. And while that may sound simple, it’s perhaps the most demanding and the most meaningful accomplishment of all.

Who is your favourite designer?

ADC : I find inspiration in different creators for different reasons and not only within the field of graphic design. I deeply admire Dieter Rams, for his “less but better” philosophy and his devotion to functionality paired with aesthetic clarity. His view of design as a moral act has had a lasting influence on the way I approach my own work. If I had the chance to speak with a designer from the past, it would be Massimo Vignelli, not just for his iconic visual language, but for the way he united architecture, typography, and product design into a cohesive system. He once said: “If you can design one thing, you can design everything.” To me, that perfectly captures the essence of design thinking. I also admire architects like Tadao Ando, for the quiet strength and spiritual clarity in his work and artists like Anselm Kiefer, for the materiality and emotional weight he brings into space. In the end, I don’t focus so much on style, but rather on consistency, philosophy and honesty behind the work. That’s what I truly admire in a designer.

Would you tell us a bit about your lifestyle and culture?

ADC : I live and work in Greece, a place where aesthetics, simplicity and balance are deeply embedded in the culture. The ever-changing light, the relationship with nature and material, the interplay of exterior and interior, these elements unconsciously inform my work. I don’t try to showcase them; they simply exist as an underlying layer in how I think, choose, and filter visuals. Two cities that inspire me in very different ways are Singapore and New York. Singapore impresses me with its structured complexity, its precise geometry, and the futuristic integration of nature within the urban fabric. It’s a city that balances the artificial and the organic with surprising elegance. New York, on the other hand, is pure rhythm, tension, contrast, and information, a city that forces you to observe, absorb, and decide what to hold onto. These cities, along with Athens, remind me that design is never neutral. It lives within life itself, in the energy, the noise, the contradictions, the chaos and harmony. Music is always present, sometimes as rhythm, sometimes as atmosphere. I’ve developed entire projects starting from a single tone or emotional chord. Right now, I’m working on new creative concepts for premium export products, where design becomes a bridge between cultural identity and contemporary global markets. I strongly believe that good design quietly improves the world. It doesn’t transform society with noise, but through consistency, sensitivity, and meaning. Personally, design has taught me to live more consciously to observe, to simplify, to respect space and time.

Would you tell us more about your work culture and business philosophy?

ADC : My professional philosophy is rooted in consistency and respect toward the client, the project and the design process itself. I believe good design doesn’t come from chaos, but from structured dialogue and creative discipline. I work with a team and a network of external collaborators, from designers and 3D artists to photographers and production specialists, all of whom share a common value system. I’m demanding but fair. I enjoy working with people who are responsible, precise, aesthetically aware, and emotionally balanced. Talent matters, but character, focus, and the ability to communicate clearly matter even more. When I choose partners, I look for a shared sense of visual thinking and proportion, someone who can work freely, yet with structure. Someone who can filter, organize, and propose. This profession comes with many challenges, from tight deadlines to the constant demand to deliver high-level design under varying conditions. My responsibilities include strategic thinking, creative direction, production oversight, and client communication, as well as ongoing decisions about the visual language and tone of each project. I believe a good designer or artist doesn’t need to be explosive, but rather present, thoughtful, honest, and composed. Imagination is not just something to express; it’s something to cultivate. Design is a responsibility, toward the audience, the material, and the moment in which it exists. And that responsibility should be carried with seriousness, but also with joy.

What are your philanthropic contributions to society as a designer, artist and architect?

ADC : I deeply believe that design carries social responsibility, not just to beautify, but to activate, raise awareness and open space for dialogue. For me, design is a cultural tool that can operate quietly, yet powerfully, within society. One project that fully embodies this philosophy is the printed piece "No Excuses", which I created in observance of November 25, International Day for the Elimination of Violence Against Women. I wanted to design a print publication that doesn’t speak superficially about such a serious issue, but one that communicates with intensity, empathy and directness. Its recognition with an A’ Design Award affirmed for me that when design is honest and purposeful, it can truly make an impact. I occasionally take on pro bono projects, especially when they relate to causes I care deeply about, culture, education, and support for marginalized groups. I don’t believe in design as a luxury. I believe in design that has a voice and a reason to exist. I also actively support young designers through mentoring, conversation and creating room for their voices, both within my team and the broader creative community. I believe in trusting those who seek to grow with clarity and integrity. What I love about good design is that it doesn’t try to speak, it simply shows up. And says what needs to be said.

What positive experiences you had when you attend the A’ Design Award?

ADC : Participating in the A’ Design Award was an incredibly positive experience, not just for the recognition, but for the way it connects you to a global creative community. Through the competition, I discovered new studios, different design approaches, and, most importantly, I was reminded of the power of authentic and meaningful design. For me, the three main benefits of taking part in design awards are: 1.Objective evaluation of your work, having your project assessed by seasoned professionals is a rare and valuable opportunity for growth. 2.Visibility and outreach, it opens new doors, gives your work a voice, and introduces you to new audiences and markets. 3.Reflection and clarity, the process forces you to pause, define your work, articulate your thinking, and view your own design with fresh perspective. Design competitions are important and relevant, because they bring cultures together, create platforms for dialogue, and highlight diverse perspectives. They’re not just about accolades — they’re about connection, learning, and progress. Being selected as Designer of the Day is both an honor and a joy. But more than that, it’s a reminder that with consistency and intention, every day can be a step forward, even through the smallest details.

ABC Design Communication Profile