“The company’s activities provide an endless amount of inspiration for years to come”

“Avoiding design trends and following our own path will strengthen our identity, provide additional uniqueness, and make us stand out,” says Artur Felicijan, Better’s art director, of his philosophy behind the company’s visual identity.

Being a creative soul from early childhood, Artur found his place in graphic design and video production. At Better, he is the one responsible for the company’s visual identity, and he puts a lot of thought into its visual presence. “I like the story-telling aspect of graphic design, so whenever I get a task, I thoroughly inspect the message I am working with and usually put a strong emphasis on symbolism and semantics,” he said. In his free time, he is the frontman of a heavy metal band, and when he is not in his creative mood, he loves to cycle and play golf, make wine, and overland in his 4x4. Want to get to know Artur better? Read the interview below.

As the art director, you are responsible for the company's visual identity. How do you envision it, how do you structure it, and in what direction are you going?

When I took on this role, Better already had a good corporate identity premise. But as any successful company and brand, Better grows, and its identity and visual presence must adapt accordingly. My main goal was to solidify our brand in terms of visual communication and to provide a system that would enable updating our materials on a regular basis.

What are your plans for Better's visual identity in the future, how do you wish to evolve it in the coming years?

The plan is to be modern without following trends. Avoiding design trends and following our own path will strengthen our identity, provide additional uniqueness, and make us stand out. I believe this goes along with the company’s vision and disruptive attitude. The company’s activities provide an endless amount of inspiration for years to come, and if we position ourselves as a global leader, we could afford an edgier approach in terms of graphic design as well.

Is the fact that Better is present in several markets all over the world a challenge for you when creating a cohesive visual brand? How do you approach it?

We are mainly present in Western markets, but we are still quite culturally neutral in terms of visual communication. I pay attention to how I develop ideas and how I play with symbolism, but I mostly present our software solutions through graphics that are universally accepted. This guarantees a safe lifecycle of my designs.

You have transitioned from the design team to the marketing department. How do the two differ, and are there any similarities between work in both departments?

Working with the UX design team has been very beneficial as it helped me focus again on the crucial aspect of design, which is helping the user. I always followed the “form follows function” principle, but during my time in advertising, I neglected that a bit in favour of time-efficient practices and a client-oriented approach. When I switched from UX to the marketing department, my understanding of user-centric design vastly improved and I applied a different mindset when starting on the new tasks and projects.

Where do you get your inspiration from, and how do you get fresh ideas for Better's visual identity?

I like the story-telling aspect of graphic design, so whenever I get a task, I thoroughly inspect the message I am working with and usually put a strong emphasis on symbolism and semantics. There are some core components in our corporate identity that I can’t bypass, but other than addressing these basic elements, the options are as huge as one’s imagination.

You have done some major projects here at Better. Which ones are you most proud of?

Transitioning from the initial corporate identity to the updated one has been a challenge that usually demands an entire agency, let alone a couple of in-house designers. I managed to redesign the essential components, revamp the corporate visual language in a relatively short amount of time, and implement the changes to a wide array of materials and applications. Our brand and identity are still being updated and refreshed regularly, but we have a good systemised approach. Another project I am very proud of, and the one that serves a great purpose, is our annual magazine Mission. Working on it is as challenging as it is fun.

When did you know that design is what you want to do in life? How did Better enter this story?

Since early childhood, I loved to draw and found great interest in everything visual. My parents told me earning a living as a painter would not be easy, so I looked for alternative options. Instead of invading Poland, I found my place in graphic design and video production. After years in advertising and marketing, I wanted to shift to something outside of agency work. I found great value in what Better does, and I admired the company’s mission. When I heard they needed a designer for the UX team, I applied immediately.

You are also a musician and have your own metal band. Where did the passion for music come from, and is this your way to unwind?

Music and visual arts go hand in hand with me. Being raised on rock n’ roll I naturally opted for something heavier during adolescence. It didn’t stop with reaching adulthood, so I kept getting heavier and more extreme with age. I front a semi-reputable atmospheric black metal band called Dekadent. As of today, we have released 7 albums and toured in over 15 countries. Creating for Dekadent definitely helps me find purpose, as it is a fantastic catalyst of ideas. If I sold out as a designer, at least I haven’t as a musician.

As music and design are both creative fields, how do they intertwine? How do your skills transfer from one area to the other?

Presenting music with a suitable visual component is crucial for a sense of completeness. I have the fortune of being able to play music and create artwork that accompanies it or vice versa. This approach is also helpful when working on Better-related projects to achieve cohesive results.

What does Better mean to you?

It is a company I feel proud to be a part of and privileged to do what I love on projects that I find contributing and purposeful.

Here you can listen to the latest single from Artur's band Dekadent. :)