Tatiana Egoshina on Found Beauty, Folklore and Playful Identity Work

What Can Designers Learn From Imperfect Shop Signs?

Creative Boom's interview with Milan-based designer Tatiana Egoshina traces how everyday observations become identities, posters and installations. She explains how sincere, slightly awkward shop-window lettering shaped her taste, and how a week in a small southern Italian village turned local legends into Ceneri di Pietra, a light-and-sound piece projected onto cliffs. The conversation also covers her colour sense, her work for Fortune Cookie and the tool she built so the client's team could make on-brand graphics without her.

For brand builders, the value is in her method: she starts with research and hand sketching rather than screens, and she designs systems meant to grow without their original author. Designers who feel stuck in a loop of referencing other designers will find her argument for wider curiosity useful. It is a relaxed read, best suited to identity designers, art directors and anyone who wants a human view of how a distinctive visual voice is built.