To top
New York & Belgrade
©2025 Artemii Lebedev
You’d think that after designing more than 50 projects: websites, brands, digital systems things would start to feel easy. That I’d have a perfect process, total confidence, and never second-guess a layout again. But the more I work, the more I realize that very little in design is fixed. It's a moving target. While I’ve learned a lot along the way, I’m still learning and unlearning with every new project. This is a short list of things I’ve come to understand. Not from a place of expertise, but from real experience. Because even after 50+ launches, I still get things wrong. And maybe that’s exactly how it should be.
Early on, I believed complexity was a sign of skill detailed layouts, layered visuals, clever animations. But over time, I’ve learned that the hardest thing is knowing what to remove. Simplicity isn’t just about clean design. It’s about clarity. Understanding what matters and cutting everything else. Even now, I catch myself adding too much — and have to go back and simplify.
The best designs often feel quiet but intentional. They don’t shout. They don’t beg for attention. They just work. But getting there takes real effort. Simplicity isn’t easy. It’s discipline.
One of the biggest mindset shifts I’ve had is realizing that more choices often lead to more doubt. In the past, I used to show four or five concepts. Now I prefer to show one or two — and clearly explain the reasoning behind them. Clients don’t want to guess. They want to trust.
Design isn’t just about creating visuals. It’s about leading the process. That means showing confidence, not confusion. Even now, I sometimes fall back into old habits. I forget that the job is not just to design, but to guide.
I don’t rely on inspiration to start. It’s great when it comes, but I’ve learned to trust my process first. Every project begins with a framework research, reference, layout, testing. Even if the path shifts later, having a process helps avoid dead ends.
Sometimes I still skip steps when I feel like I’ve got a good idea. But it usually catches up with me. Process is what brings consistency. It's what keeps things from falling apart under pressure. Inspiration is great. But it doesn’t replace structure.
There’s always something new to learn. A better way to build, a smarter way to present, a tool you’ve never used. I still Google basic things. I still mess up. But that’s part of staying sharp. Thinking you know it all is the fastest way to stop growing.
The best designers I know stay curious. They ask more questions than they answer. You don’t need to know everything. You just need to keep learning.
That design is a conversation between you, your client, your audience, and the tools you use. And like any conversation, it only works if you stay honest, open, and present. I’m still learning. Still figuring things out. Still making mistakes.
That’s the work.