AYELET WERNER
BY LAURA ELIA
Ayelet is an Australian born, Israeli based designer, who’s known for her fun and bright brand designs. She’s well known in the Instagram design community. I got to interview Ayelet, learning about her and her designs as well as asking for some advice for others like me, who are emerging designers.
Firstly Ayelet, thank you for finding the time for me to interview you! Could you tell me a little more about yourself?
I'm 24! In high school I studied more traditional art and didn't know what I was going to do afterwards, however, I've always thought about design. I didn't go to university, I felt it wasn't for me at that moment as I moved with my parents from Australia to Israel at 14. Which where I live now, a lot of change happened.
What made you decide to become a designer and what line of design do you work in?
Becoming a designer was very spontaneous. When I 16, my brother and I were talking about my future. I then worked at a start up doing digital illustration/User Interface. While I loved digital illustration, I felt it lacked meaning. It wasn't satisfying, I was making illustrations and then "cool what's next?" vibe. I came across Abi Connick's Youtube videos about branding, it combined everything I love about design and fell in love with it. Then, in a day started my Instagram. There's a massive brand design community on IG! I created a logo then posted everyday, I grew fast and that's kind of how it started!
How do you balance your time in the studio with other commitments? How do you stay focused? Do you set boundaries or work when you have inspiration?
I plan and have lists. I'm not great at balancing work/life but I don't have trouble staying focused thanks to my organisation system as it's motivating.
When you love what you do, I want to all the time! It sounds good and bad, but I'm such a workaholic. I find it hard to balance my life but also don't find it hard cause I love what I do! Set boundaries for your work hours or work when you have inspiration. I don't set boundaries, but I need that to change.
Personally, I'd love to become a freelance designer compared to working in a team as I feel I'd be able to express myself and designs more personably. Do you like freelancing or do you find that you would prefer to work in a design team?
I prefer working by myself, freelancing. Like you said, there's so much more freedom when you're doing your own thing. I have no rules, it's my rules, my way, or the highway! I'm independent, introverted, and happy in my own company doing my own thing.
Do you find that design/illustrative style changes a lot throughout the years?
"The Great Fizz"
2022, Illustrator, Ayelet Werner
Yeah, it's dependent on my skill level, that's always changing from growing up/maturing.
My personal style isn't reflected to my own work style. I'm minimalistic, organic, and just plain vanilla person but my designs are not that, so I find that funny.
How useful has social media been for you?
Instagram has catapulted me into having this business that I didn't intend. It's incredible! I was reaching so many people, growing so fast... it was all unexpected. It's mind blowing we can open our phones and create a business. I'm so blessed and grateful.
Is there anything or anyone such as other designers you that inspires you most?
There's tones of designers that inspire me a lot, like I said Abi Connick is the reason I started Instagram. I love Kristy the Pink Pony as well as Lauren from The Bemused Studio.
"Marlena Maidhof"
2022, Illustrator, Ayelet Werner
What is your process of finding inspiration?
When it comes to finding inspiration, Pinterest is the best place as well as my Instagram saved tab.
As a designer, how do you overcome creative block?
It's hard but take a step away and take a break. It's important at the start to stop, disconnect from it and come back with a fresh mind. Creative block is often you not having inspiration or ideas and there's a solution! Scrolling on Pinterest, Instagram and Behance is helpful.
What have you found to be the hardest part about being a designer?
Imposter syndrome and not feeling good enough. Getting likes on social media feels amazing but I find if I don't feel that I did my best it, doesn't matter how much praise I get. I feel like everyone is better than me, just doubting myself.
I don't know if it's always going to be that way but if I had advice, it would be to stop scrolling.
What are you doing to ensure that you continuously grow and develop as a designer?
I should be taking courses, attending webinars, and reading. Podcasts are a great way to learn too. Just through practicing and trying out lots of things, you’ll be learning not only how to use the tools but how to create different styles.
"Dead Sour"
2022, Illustrator, Ayelet Werner
How does your design work stand out/differ from other designers, what sets you apart?
I do more cutesy things whereas people tend to create professional, minimal, modern designs. I like to have fun and use a lot of colours, I’m not afraid of that.
How did you find your niche in design?
Practicing. I tried to see what was getting more clients and it was always the playful fun designs. A project of mine called, “Dead Sour” made me get so many inquiries!
I know you are probably proud of all your creations but if you had to pick, could you show us your favourite brand identity creation?
There’s two I love because there’s great meaning behind the designs. I’ll go with Petey’s Pies, a pie business and also Marlena Maidhof, a real estate agent. Focusing on Petey’s, they shared their business goal, to make their store really rock’n’roll and fun.
What do you think makes a good designer?
An openness to everything and going with the flow. Trying new things, new styles and improve and developing skills as being honest. Always learning, knowing that there’s always room to grow. Obviously, integrity and honesty too, never ripping someone else’s work off and never doing anything shady.
Were there any mistakes you've made as a designer and what did you learn them?
Gosh, so many. One of the biggest was essentially copying other designs. I wish I was making my own thing; I was taking very heavy inspiration from them. I feel awful as I know it’s hard to come up with designs. To just take and use it as their own, it’s not OK, even if you’re changing little things.
Also, not having a good client process or brand strategy. Once I had a client before going onholiday’s and I was burnt out. I got lazy, I didn’t do the best work I could have done for them and that’s a massive mistake. Pace yourself knowing where your boundaries are.
I believe designers can powerfully impact society with their works. How does your designs impact the public? Do you want people to view it in a certain way to change their ideas?
In a nutshell I want my designs to be fun, energetic, youthful branding for clients. I want that to spread the message, just because you’re an adult or want to be taken seriously doesn’t mean you need to stop having fun or be boring. You can still have fun and make people smile!
Where do you see yourself in 10 years?
I feel like everything so up in the air because of AI.
Hopefully still working, I see myself doing what I’m doing now but on a bigger scale. Having employees, working with others in design is what I’d love. My husband’s a web developer so I’d love if we could work together to create the whole branding experience. Also, maybe on the side some sort of mentoring. I feel like my goals change daily/ I don’t really have set goals. I’m a go with the flow person.
"Petey's Pies"
2022, Illustrator, Ayelet Werner
"Oopsy Daisy!"
2022, Illustrator, Ayelet Werner
Viewing your work really inspires me in my endeavours! Do you have advice for other emerging graphic designers such as myself?
Be open to everything that comes and believe in yourself, don’t let anything hold you back. Get your work, yourself, and your personality out there! Never stop learning and don’t ever think that you’re the expert in your field. Go in with the mindset that I can learn and improve, continue practicing, you can learn so much from doing and trying different styles.
To view more of Ayelet Werner's work,
check out her website:
https://www.designbyayelet.com/
or her instagram:
@designbyayelet