Every design piece needs a purpose to communicate the core functionality most efficiently. I try to keep everything simple, in the right place, and valuable.

While I work, I seek the best way to present the message most clearly. I believe in a straightforward, minimal design that doesn’t confuse and distract the intended audience. The design form and the concept need to follow the goal and content to be easily understood.

I consider myself multidisciplinary in my approach to design, constantly researching and experimenting with new technologies. Augmented reality (AR) is my favorite.

As a lead product designer, I support and coach designers daily regarding actions, prioritization, outside perspective, and design decisions aiming to drive excellence through the development, standards, best practices, and being a source of inspiration through showing by doing. My goal is to continually develop methods and processes to inspire, innovate and harness new ways of thinking.

I prefer working in an agile, collaborative environment to understand stakeholder requirements better and ensure that designs address user pain points and provide an elite experience.

As a senior product designer, I have designed a wide range of web and mobile application solutions, conducted early-stage research using lightweight user testing, and executed the pilot app to validate the ideas. Owned each assigned project’s design lifecycle – from ideation to execution to documentation and asset management, including creating various individual design assets such as animations, illustrations, icons, and mockups.

In the role of art director, I have worked on numerous projects related to packaging, print, illustration, storyboarding, and animation. I’ve worked on various marketing projects, logos, brochures, and posters, and I have experience in professional food photography. I currently own four clothing brands specializing in narrow-niche customers, providing an immersive playground for experimentation and research. Early in my career, I had the opportunity to define many companies’ visual identity and activities and was involved with various marketing projects such as landing pages, ad campaign assets, email creative, etc.

After finishing high school for graphic design as a visual design technician, I applied at the Academy of Art in Novi Sad, Serbia. I graduated from the graphic design department earning a master’s degree in visual communications in 2004.