How do you identify professionally?
I see myself as playing a supportive role — my primary focus is on working with text, helping the designers to express their voice and ideas more clearly. When I first joined ESH, I aimed to take on the role of a communicator and translator. This isn’t surprising, considering that’s my background: I’m a trained interpreter, working with English and Spanish. This role of a “translator” has been a common thread in everything I’ve done. For example, when I worked at a children’s science museum, I translated complex scientific concepts into more accessible ones. At a contemporary art center, I helped people connect with art through written content. And that’s kind of what I’m doing now.
When you say you’re in a supportive role, what exactly do you mean? What are the semantics behind that term?
I don’t come in with my own agenda or ideas I’m trying to push. My job is to help the team articulate and communicate their thoughts and ideas effectively.
Have you ever found yourself disagreeing with the ideas you were asked to communicate?
Thankfully, no. I joined ESH because I felt a strong alignment with their values. One of the first things I was asked to work on wasn’t even directly related to the studio — it was about the political situation in Russia. Since then, I’ve never felt like I’m contradicting myself or going against my convictions.
So you’ve never had conflicts like that in any other project?
When potential conflicts arose, I usually had to step away from the project. I used to work for a municipal institution in Russia, but when the war started, it became impossible for me to continue working there for ideological reasons. That was a time of deep reflection about my work and life in general. Even today, the decisions I made back then still impact me, sometimes in situations that feel like survival. Right now, it’s crucial for me to focus on work that sustains and inspires me. I’ve realized that’s both a privilege and a necessity.
Even my work at ESH can be tough at times — it’s not always easy to stay connected to what you’re doing when you’re working remotely.
Do you feel disconnected from people, or from the impact of your work?
Actually, I do feel the impact — it’s quite measurable, and I see the value in what I do. But staying in sync with colleagues and the bigger picture is challenging when everyone works remotely. I often feel a lack of involvement in the ongoing processes.
Is that due to remote work, or are there other factors at play?
It’s more about my personal situation. Even speaking with you in Russian feels unusual because I barely use the language in my daily life now. I feel a bit isolated, like even the simplest social interactions take more effort. Sometimes it’s as if I’m dreaming, with a slight sense of detachment from reality.
What part of working with text do you find the most unpleasant?
The first thing that comes to mind is the finality of it. Sometimes it’s hard to be decisive — as an editor, I can propose multiple solutions, but ultimately, I have to pick the best one. The team’s feedback is a huge help, because I trust them. At ESH, there’s this supportive atmosphere that removes unnecessary stress – I never feel like someone’s waiting for me to slip up. Instead, we’re always working together to achieve the best result.
Is there a difference in how ESH sounds in English versus Russian?
Yes, depending on the format we're using. In Russian, ESH often carries the voices of the co-founders and art directors, so my job is to really absorb their ideas and mood to capture them as accurately as possible in the text.
In English, I felt a bit more freedom. There was no existing body of text created by the team members, and we've used a different format — sometimes a bit less personal, with promotional articles or pieces that showcase our expertise and help sell our products. While this format might be a bit more conventional, the tone of ESH remains thoughtful, calm, and with a touch of humor, of course.
Which language is easier for you to write in and express the personality of ESH?
When I started writing in English for the studio, it came naturally. Most of my media consumption was in English, making it a more familiar tool, especially for humor and lighter topics. Plus, there are just more design-related articles and social media stuff in English, so it felt natural. It became a kind of genre game, aligning with its style and conventions.
Writing in Russian was also pretty comfortable because of my background in contemporary art.
I think the conceptualization process within the studio sometimes mirrors what happens with exhibitions and art production. The team, as reflective and thoughtful designers, consider their work in a similar way.
A question about your ease with language. Maybe you don’t see it as a gift or a special advantage, but rather appreciate how you've built your own system over the years.
For me, English was indeed a gift. I’ve been learning it since childhood, but in Russia, it always felt like I wasn’t fully tapping into its potential. Spanish and French, however, turned out differently. Learning Spanish while living in Siberia with no direct exposure to the language was a real challenge! If I hadn’t spent a month in Spain during my third year and felt that connection with the language, I doubt I’d have reached a decent level. Unlike with English, I really had to earn it. With French now, the acquisition feels more natural, although it comes in a different existential context with its own set of emotional complexities.
Does your professional identity help you while living abroad?
Absolutely! For starters, I feel in a way like I’ve been through this process before, so I now find it easier to navigate a new cultural context with more structure in place. But the language part is a different story. Sometimes my perfectionism kicks in: I want to make sure I'm understood exactly as I intend. A lot of my frustration comes from struggling to express my thoughts or the fear of being misunderstood. My thinking is geared towards expressing ideas as precisely as possible through text and speech, so it's definitely challenging to detach from my habits. That said, I recognize that my background and education are a privilege, and they do help me overcome challenges.
Can you talk more about your relationship with quality and perfectionism in your work?
I often catch myself wanting to deepen my expertise through education, refresh my knowledge, and validate the level I'm working at. For example, I don’t dive into copywriting or more commercial projects because I feel like I lack the experience and skills. Even when choosing what to work on, I limit myself to tasks where I’m confident I can deliver strong results.
Once I take on a project, I always aim to give it my all, which is easier when I have a clear understanding of the goals for each text.
As for perfectionism, for me, it’s less about chasing perfection and more about reaching a sense of completion.
That’s what fascinates me about writing: there’s a dopamine hit when every detail falls into place, like the final pieces of a puzzle, and it all comes together in the end.
Do you write any fiction for yourself?
Not really. That’s why I mentioned earlier that with texts I prefer to share others' ideas rather than express my own. For me, writing is more about empathy — putting myself in the audience’s and colleague’s shoe — rather than speaking in my own voice.
What project would you love to take on right now?
Right now, my biggest project is settling into life as an expat — reinventing myself in this new environment and figuring out what my community looks like now.
Do you have any linguistic dreams?
Lately, I’ve been working part-time at a gift shop in this really cool museum run by a friend of mine who’s a Swiss artist. It’s full of books by local artists and writers, mostly in French. I feel the pull to connect more deeply with the world around me through these books. My little dream right now is to start reading them in the original language, so I can really get a feel for the people and the culture I’m surrounded by. It feels like a step toward truly understanding the life I’m living with them now.
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This interview is part of the documentary project Insights about the people of the ESH design studio. The interview was conducted by Polina Drozhkova.
More information about the project can be found on the website insights.eshgruppa.com.
