A Perspective Shaped by Design and Identity

I’ve always been drawn to structure—the way things fit together, the meaning behind details, the unspoken rules that make something feel right. Long before I became a designer, I was fascinated by identity. Not just logos or visuals, but the deeper essence of things: why certain brands feel trustworthy, why some designs stand the test of time while others fade, and how perception is built through clarity and intention.

That curiosity led me here.

Who I Am

I’m Gevorg Hayrapetian, a creative director and brand designer with over a decade of experience. I’ve worked with startups finding their voice, fintech companies shaping the future of payments, and global brands refining their presence. My work isn’t about decoration—it’s about definition. I help brands figure out who they are and how to make that unmistakably clear to the world.

What Drives Me

Design has never been just a job. It’s a way of thinking. A problem-solving process that requires equal parts logic and intuition. A balance between precision and creativity. What excites me most is the challenge of distilling complexity into something simple yet powerful—whether it’s a visual identity, a product experience, or a brand story.

How I Approach My Work

Every project starts with understanding. Before pixels and typefaces, before colors and composition, there’s strategy. I dive deep—researching, questioning, and refining until the right direction emerges. Then comes the craft: shaping, testing, iterating, and fine-tuning until everything aligns.

It’s a meticulous process, but that’s where the magic happens. The small decisions that make a brand feel effortless. The subtle refinements that separate something forgettable from something iconic.

What This Means

For me, good design isn’t about trends or aesthetics alone. It’s about resonance—creating something that lasts, that people connect with, that stands strong in an ever-changing landscape.

That’s what I aim for in every project. Not just to make something look good, but to make it mean something.