Day in the Life of a Creative Director: Tina Touli
A Typical Day in the Life
My day usually involves drinking about 8 cups of tea and switching between 2-3 different projects. I love juggling multiple projects because I can dive into something new when I hit a roadblock or need a fresh perspective on another. And, of course, spending as much time as I can every day experimenting and exploring new mediums and techniques! Music is a must – it’s always playing in the studio, keeping the atmosphere lively. I also exercise during breaks, which helps clear my mind before returning to work.
Early Career
When it comes to jobs in my early career, I did not manage to last for more than a few months in any of them. I quit my first job after just 10 months; on my second job, I quit after just 7 months. At my last job, I handed in my notice just a couple of days after the end of my probation period. Don’t get me wrong – I really enjoyed working in all those studios. I had some awesome colleagues (who I still enjoy hanging out with!), and I loved the projects I worked on. It just felt that the 9 to 5 work routine was draining my creativity.
Overcoming Challenges
What excites me most about design is its limitless potential. I enjoy constantly experimenting – exploring new mediums, techniques, and processes – to refresh my creativity. Each project presents unique challenges, big and small, and that’s what I love most!
For example, while working on the Pentawards 2025 identity, the biggest challenge was shaping the pentagon within the physical liquid composition. It had to be perfectly positioned and scaled to work seamlessly across various applications, from social media to print. After carefully exploring all possible ratios and scales, ensuring that the pentagon stood out dynamically and remained visually engaging in every context was both a challenge and a rewarding experience.
Proud of My Work
It’s hard to pinpoint just one project to discuss, as each has a unique story and creative process. Some I’m proud of for the final result, while others stand out because of the experience of bringing them to life. It’s hard to pinpoint just one! That said, the identity for Pentawards 2025 was one of my favorites due to its originality, the fun process of creating it, and, of course, the lovely collaboration with the Pentawards team.
Incorporating Physical Elements
Everything around us can be a source of inspiration and an object of investigation. It can serve as an idea, sketch, draft, or final outcome. Anything that stimulates my senses can spark creativity, whether it’s a hole in a piece of paper, a glass of water, the ribbon we use to wrap presents, or even a sketchbook as an object itself. There is so much inspiration in the physical world that we often overlook, yet it holds endless potential for our work. By exploring these aspects, we can uncover new creative territories and develop unique designs – simply by experimenting and trying things out. I strongly believe that the more unexpected the source of inspiration, the more likely it is to lead to genuinely original work. And the physical world offers us that unique yet simple inspiration to spark our creativity.
Industry Inclusivity
The design industry is more inclusive than ever, with a strong focus on accessibility, diversity, and representation. Many companies take it seriously, but there are still gaps, especially in leadership.
Teaching and Education
Teaching is not just about sharing your knowledge but also about learning! It can be from just a feeling of satisfaction from helping others, pride in achievement, or a whole new idea that you came up with while experimenting with the students. You exchange thoughts and ideas, improve your communication skills, and, of course, understand the subject you are teaching better and deeper. It is an excellent opportunity to share processes and learnings, open conversations, and inspire and motivate each other. For me, being a designer and an educator are very closely related. Teaching is another creative brief that I am working on.
Experimental Approach
My hands! I love experimenting with different mediums, techniques, and processes by hand; it keeps things fresh and exciting. Grab the first object you see around you and explore its possibilities. What are the strengths and weaknesses of your object? What is interesting about it? The material? The movement? The shape? The texture? You don’t always need the perfect plan to get started. Just use your hands and start exploring, experimenting, and simply trying things out!
Dream Project
Having diverse creative skills enables me to work in various design fields, including print and digital design. I love working with a diverse range of clients, whether they are bigger companies and organizations such as Adobe, Dell, Converse, and HP or smaller ones. For me, there is no dream client or dream project. It’s creating something different from what I have done before, allowing me to learn and evolve! My goal is always the same: to turn every single project into the "best" project I have ever created.
Career Advice
Do more of what you love – that’s what you’ll excel at. Stay persistent in chasing your goals and dreams. Keep creating, sharing your work, and finding joy in the process. And don’t forget to appreciate the small wins along the way. The best designs happen when you’re having fun creating them!
Conclusion
As a creative director, Tina Touli’s work is a testament to the power of experimentation and innovation in design. Her passion for exploring new mediums and techniques has led to a wide range of projects, from branding and graphics to animation and education. With her unique approach, she continues to push the boundaries of what is possible in the world of design.
FAQs
Q: What inspired you to become a designer?
A: I’ve always been fascinated by the creative process and the way designers can bring new ideas to life.
Q: What do you think is the most important quality for a designer to have?
A: Experimentation and a willingness to take risks are key to creating innovative and effective designs.
Q: What’s your favorite part about being a designer?
A: I love the feeling of bringing a concept to life and seeing the impact it can have on people.
Q: What do you think is the most challenging part of being a designer?
A: Staying inspired and motivated can be tough, especially when working on a long-term project.
Q: What’s your advice for young designers just starting out?
A: Keep creating, sharing your work, and finding joy in the process. The best designs happen when you’re having fun creating them!
