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Artemii Lebedev: Chasing the Feeling That Something Is About to Begin
Artemii Lebedev emphasizes the importance of creativity and emotional connection in digital design, advocating for a deeper experience that transcends mere functionality. His approach suggests that brand strategy should focus on creating a compelling narrative and atmosphere that resonates with audiences, particularly in an era where AI is reshaping design practices.
Mindsparkle: Artemii Lebedev DATE July 05, 2024 EDITOR Mindsparkle Mag Artemii Lebedev: Chasing the Feeling That Something Is About to Begin Artemii Lebedev works across websites, brand experience, 3D, and music visuals, moving between design and something closer to visual art.
Through Le:mma.Studio, he builds digital projects for agencies, startups, and independent brands, while his visuals for the electronic act Goom Gum translate that same sensibility onto festival stages and giant screens.Twice named Designer of the Year, and a juror who has reviewed thousands of websites, Lebedev has built a reputation for work with a distinctly cinematic feel — rhythm, tension, and a sense of anticipation borrowed as much from film and music as from interface design.We spoke with Artemii about the muscle of creativity, the difference between designing for a screen and for a room, and why an idea still matters more than a beaut
ifully executed effect.✜ Hey Artemii, happy to have you. What are you currently working on?→ Hi, happy to be here.Quite recently, I updated my portfolio, completely rethinking the visual language and going through all the cases again. I think every designer has that moment when you realize you’ve somehow outgrown your previous portfolio, and internally everything starts asking for change.At the same time, I’m working on several projects. The closest one to launch is a student housing project near USC. The style is not entirely typical for me, which makes it even more interesting, both visually and conceptually.
The student audience today is very different from ten years ago, and it feels exciting to create something for a new generation.✜ When people ask what you do, what’s the honest answer now? Designer, art director, visual artist, studio founder — or something in between?→ A few years ago, I would have simply said “designer,” but now that feels a little too narrow. I still design interfaces and visual systems, but my work has become more about direction, meaning, atmosphere, and how a project feels as a whole.With the rise of AI, the role of a designer is changing very quickly.
In some ways, many independent designers are becoming creative generalists. The tools are expanding, and approaches that once required large teams are becoming more accessible to individuals.But I don’t think the essence of the work has changed that much. You can call it design, art direction, creative direction, or something in between. For me, the core is still the same: helping a business translate what it does into something people can understand, feel, and connect with.I also like to separate my practice into two parts. In my main work, including Le:mma.Studio, I’m still a designer. That’s the foundation.
But when I work with musicians or create personal experiments, I feel much closer to being a visual artist. So the honest answer is probably somewhere between those two worlds.✜ Your work moves across websites, brand experiences, 3D, music visuals and personal experiments. Was that always the plan, or did the practice slowly grow in that direction?→ There was never a very deliberate plan behind my career. Most of it grew from curiosity, and curiosity is still the main reason behind many of my experiments today.My first real focus was mobile interfaces.
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The article discusses a significant shift in design philosophy that prioritizes emotional connection and narrative, which is highly relevant for brand strategy professionals navigating the evolving landscape influenced by AI.