Kate was one of those kids who saw her school notebooks as potential design projects, experimenting with colorful pens and arranging her headers and assignments in visually appealing layouts (we imagine her pencil case was stuffed to the gills!). Now, she gets to do that for a living as a graphic designer specializing in custom fonts. Known to us as Kate Visuals, her work is cool, elegant and modern. She’s also a great communicator and a pro at the contests process. We spoke to Kate about her experience on 99d, her love of typography and how she protects herself from burnout.
Name: Kate
99designs handle: katevisuals
Location: North Finland
Specialty: Font design
Hi Kate! Tell us about yourself.
Hello, my name is Kate. I am from Ukraine but currently living in North Finland. I specialize in creating minimal and elegant designs and have a passion for custom font design.
What’s it like in North Finland? Does it inspire your work?
Living in North Finland is quite an experience! It’s either really cold and dark in the winter or super bright in the summer, but still cold. These extreme contrasts do inspire my work, though maybe not in the way you’d expect. The long winters mean we spend a lot of time indoors, which has given me the chance to dive deep into my passions, like design. Others might get creative with music, gaming, or binge-watching their favorite shows.
Were you always passionate about creativity and design?
I was always the kid doodling fonts and calligraphy. I’d make posters for school and spend hours crafting unique layouts.
Fonts were my thing — always have been, always will be. Even organizing my school notebooks was a design project for me. I loved experimenting with different pens, creating visually appealing headings, and arranging content in a way that was both functional and aesthetically pleasing.
Notebooks and writing were the most exciting parts of school for me
How did you turn that passion into a career?
As I said, I have always liked calligraphy and fonts. Since I was also interested in computers, I realized that graphic design was a perfect blend of these interests. I studied graphic design at university in Ukraine, but I mostly learned through online courses and self-teaching. With good discipline, you can learn so much on your own!
Tell me about working as a freelance graphic designer. What’s great, and what’s not so great? I enjoy leading a brand through art in a direction that benefits them. I love the psychological aspect of graphic design and solving the puzzles of what design will benefit a brand. The least enjoyable part is that designers are sometimes not taken seriously, although this has changed a lot. My mum used to think graphic design was just a poor artist’s hobby!
Oh no! Why do you think designers aren’t always taken seriously?
Design isn’t your typical office job, and many people see it as more of an artsy hobby than real work. This perception means that sometimes clients don’t take a designer’s time seriously, which rarely happens in other industries. How many times have designers heard, “Just play with the colors”? It’s not really play — even if you enjoy it, all those changes take a lot of time and effort that people don’t always understand. We want better feedback and for clients to trust our professional decisions, as we are experts in our field.
Additionally, many graphic designers start out self-taught, which might contribute to the lack of professional respect. There are also instances (thankfully not with me) where clients request refunds after the job is done or refuse to pay. You wouldn’t expect that at a hairstylist’s — if you don’t like the haircut, you still have to pay for it.
So, then, what brought you to 99designs?
I was drawn to the simplicity of the concept. I love contests and figuring out exactly what clients are looking for. The platform offers a fantastic opportunity to work with clients from all over the world and continuously improve my skills by competing with other talented designers. Plus, the competitive aspect is thrilling!
What’s the experience been like?
Joining 99d has been an enriching and exciting experience. It’s significantly broadened my exposure to a diverse range of clients and projects. The competitive nature of the platform has pushed me to refine my skills and stay updated with design trends. I love participating in industries I might not have explored otherwise — it’s incredibly interesting and keeps me learning and improving. Additionally, 99d has helped me build a strong portfolio. It’s been a journey of growth and creativity.
How would you describe your design style?
Minimal, smart (at least, I hope so!) and elegant. I enjoy playing with fonts to create designs that are both visually appealing and functional.
What do you like about that style of work?
In my opinion, minimal and elegant design is the best because it is memorable and flexible for different applications. You can pair minimal design with non-minimal artwork, and it will always look great. This makes it perfect for changing seasonal designs while keeping a consistent logo that always fits. I find minimal design to be more adaptable than busy designs, making it integral to my work. It’s like having a design chameleon that blends in perfectly, no matter the context.
Tell us about custom font design. Why is it so integral to your work?
I believe that the font is the most important part of a design because it conveys the most critical information — brand names, messages, etc. Designing custom fonts has significantly contributed to my career because much of my work is font-based. It allows me to create unique, tailored designs that stand out and are timeless. Plus, there’s something incredibly satisfying about seeing a font you created being used and recognized. It’s like leaving a personal mark on each project, making the design truly one-of-a-kind.
Where do you turn for inspiration?
Believe it or not, 99designs is a fantastic source of inspiration. I admire so many designers on the platform. But inspiration is everywhere. Sometimes it’s a beautifully crafted logo, and other times it’s seeing what not to do.
Even on a drive, I’m constantly analyzing logos and designs around me. It’s like a habit that keeps me thinking about design all the time. The world is full of ideas if you pay attention.
What type of clients do you typically work for?
I work with a wide range of clients, from startups and small businesses to larger corporations. But honestly, I have a soft spot for small companies. There’s something special about the personal connection and knowing that my work can make a big impact on their growth and success. It feels more meaningful and rewarding when you see how much your designs help a small business thrive.
Do you have a dream project or brand?
My dream projects would be with brands that share my values and focus on making a positive impact. I’d love to work with health-related companies, sustainable fashion brands using natural materials, and organizations that help people. I’m also passionate about working with artisan brands, handmade goods, high-quality food producers and interior design brands that use eco-friendly materials. Being able to contribute to these kinds of projects would be incredibly fulfilling and exciting, bringing a sense of purpose and joy to my work.
What are your tips for other designers on the platform?
Learn to lose gracefully. Didn’t win? No worries, just move on to the next challenge with a smile! See your fellow designers as friends and never hold grudges against them.
Value your time and avoid being available 24-7. Burnout stifles creativity, so make sure to take breaks and recharge. Remember, creativity flourishes when you’re well-rested and balanced. Keep it fun and stay positive!
What’s the best design tip you’ve ever received?
Always take a break. Fresh eyes and a clear mind can transform a good design into a great one.
How are you feeling about the development of generative AI in your industry?
It fully depends on how it’s used. Personally, I find it a bit problematic because it feels like a step away from the human touch. While AI can be a helpful tool, I think it’s important not to lose the personal, handcrafted quality that makes design truly special. Just like how design changed with the advent of computers and Photoshop, there’s something uniquely special about the era before all that technology. Look at old signs and advertisements — they were hand-drawn and had an incredible charm and artistry.
I think it’s important not to lose the personal, handcrafted quality that makes design truly special. On the other hand, this shift might also lead people to appreciate real designers even more, as the quality and creativity of human-made designs are often superior to what AI can produce. This could highlight the irreplaceable value of genuine artistry in design.
What helps you stay focused while working?
I like to listen to slow, mostly wordless music when I’m working. Genres like ketapop, piano, ambient, and dark ambient really help put me into a meditative state. This kind of music helps me stay focused and immerse myself deeply in the creative process.
What do you do when you’re not designing?
When I’m not working, I love spending time in nature. Hiking and beach visits are part of my daily routine. I also enjoy foraging and learning about natural remedies. Besides that, I have a passion for reading, especially classic literature. It’s a wonderful way to unplug and relax.
Where can we find you or learn more about your work?
People can find me and learn more about my work on Pinterest, Instagram or 99designs.
Love Kate’s work?
Invite her to work on your next project now.
Leave a Reply