Ewa Lefmann
Q What do you do?
“Studio EVKA is a design studio that specialises in Brand Expression: Building a world for your brand to live in, and inviting your audience to immerse themselves within it.”
Q What steps did you take to get to where you are now?
I studied graphic and media design at the London College of Communication and then went out into the working world, starting as a graphic design technician at Chelsea College of Art. In the last 10 years, I’ve done every kind of design job out there: working in studios, freelancing, in-house for brands, in publishing, in education. I decided the flexibility of freelancing and choosing my own clients suited my lifestyle and goals. This also allows me to spend more time developing a teaching practice, which I love. I am particularly interested in bringing design education to those who have had less access to higher education and therefore less access to the creative industry.
Q How do you stand out in your field?
When I was at university, I had a real love for illustration. At the time it was kinda played down as a less valued skill, and an industry that was tougher to succeed in. Now I know that being a designer that can also illustrate gives me a huge advantage. I can both visualise and execute the worlds in which the brands I design live, making them much more expressive and cohesive.
Q What are you working on right now?
I’m currently working on a few projects for my repeat clients, as well as studying furniture, product and food design part time in Barcelona until summer 2024. I’m mostly here to reconnect with making, and to experience living abroad for some time, but it’s been super eye opening to return to uni after 10 years for this short but intense period. I’m learning lots about what I want from life, what students respond well to, and I’m also designing a portable dog bed. It’s super fun!
Q What’s your style?
I love projects that feel tactile and tangible. My branding for Dewgood skincare is a good example of this – we wanted the world around the product, as well as the brand, to feel as soft and pillowy as applying the moisturiser to your skin. Representing that in the art direction was a really important tool for cementing this concept and feeling.
Q Out of all your slashies, which one do you wish you could do more often?
I was a musician for a long time, which the COVID lockdowns sadly put an end to. I think this year I want to bring music back into my life more, and I’m looking forward to seeing how that comes to fruition. Playing music alongside my design practice helps me stay grounded and less precious with the design process.
Q What is frustrating you right now?
Content creation and promoting myself on social media doesn’t bring me much joy, but it’s an essential part of running your own business. Learning to do this regularly alongside client work is pretty tricky! I think most designers are in this position.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
100% my marketing, content creation and website maintenance.
Q What do you wish you could have told yourself, when, and why?
I would tell 25 year old me that everyone is just making it up as they’re going along, even people who talk the big talk and have years of experience. I would also say you’ll never regret quitting a job too soon, only that you didn’t quit it sooner. If your gut is saying it’s a bad environment for you – it’s ok to leave it. You don’t need to stick it out for a certain amount of time just because you’re young.
Q If you could talk to an expert to gain more insight on something, what would it be about?
New business, marketing and how to make the perfect fried chicken at home.
Q What kind of opportunities/projects are you looking for?
I would love to do more 360 branding projects with brands that want to think beyond their logo, e.g. the packaging, art direction, website – all the touchpoints that build the whole experience of a brand.
Q Describe your ideal job/client/collaboration.
I love clients that are open to the wild card – the route that scares them a little. I’ve worked with a lot of small creative businesses who are really open-minded and fun to collaborate with, but I’m equally interested in working with brands who sit within industries that are otherwise known for being a bit ‘dry’, but they want to stand out as the more innovative and exciting option.
Q What is your rate?
We work on a fixed project fee that starts at £1,800 for smaller startups, with the price changing depending on your needs and required deliverables. There’s more information on the services page on our website studioevka.com/services
Q How should someone approach you about working together?
Please fill out the contact form on our website :)
Q Who is a creative you admire?
I love working with these two photographers: Nathan Joyce – a magician with colour, photoshop and paper craft. He’s a seriously talented illustrator too. @nathanjoyce.studio
Veega Studio – she can build any set you brief her, and then photograph it to a really high standard. @veega_studio
Q Oh! and… how do you stay creative?
Conversations with friends, time offline and really good snacks.
This member profile was originally published in March 2024