What’s your backstory — how did you end up starting (or joining) an agency?

The idea of starting an agency came from my husband, Viacheslav Olianishyn, who is also the Art Director of Obys. Back in 2018, he already had solid experience in both design and education, and he saw an opportunity to create our own visual language and work on projects that required deep creative involvement.At first, I joined to help with the organizational side of things. But very quickly, I fell in love with the process – with design, creativity, and everything that surrounds it. Coming from an economics background, I never expected to find myself in the creative industry, but now I can’t imagine doing anything else. This is where my heart and my ambition truly align.

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When do you feel most energized at work?

I feel most energized when we’re deep in internal discussions with the team – brainstorming, shaping a concept, challenging each other’s ideas. That creative storm always gives me a boost. And then later, when we see the final result come to life and feel the client’s genuine excitement, that’s the moment it all clicks. It’s a mix of pride, joy, and knowing we’ve made something meaningful.

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What’s a day in your life really look like (no filters)?

My life is a real work-life blend. I start the day with my daughter – kindergarten drop-off, a moment to breathe. Then it’s straight into work: emails, calls, connecting with clients, overseeing projects, social media, and sometimes diving into creative tasks myself. Somewhere in between, I try to carve out a bit of time just for me. Evenings are all about family,  and clearing my head, preferably while walking at least 10,000 steps. It’s busy, sometimes chaotic, but it’s mine and I love it.

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What’s a personal ritual or habit you credit for your success?

Discipline has been my anchor since childhood — it was shaped by my family and strengthened during university, where I graduated with honors. I truly believe that consistency and not giving up are the real superpowers. This mindset isn’t just mine — it’s a core value at Obys, especially in the way we work with clients. No matter the challenge, we show up, stay committed, and finish strong.

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What do you do to recharge outside of work?

Walking is my therapy — whether it’s 10,000 steps through the city or somewhere in nature. Traveling gives me new energy and inspiration. I also recharge by reading and spending time with my daughter — she reminds me how to stay curious and present. And daily phone talks with my mother are my anchor.

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What’s your definition of “success” right now?

Success means being true to yourself, doing what you love, and having the freedom to say “no” to the wrong clients. It’s also about exploring the world with my family, growing through travel, and sharing our experience with others through the Design Education Series by Obys. That blend of creativity, independence, and connection — that’s what success feels like to me right now.

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What makes your agency different from others in your space?

Obys stands out through its ability to craft deeply creative and emotionally resonant projects — each with a distinct visual language. Our strength lies in storytelling with a human touch, all while embracing a strong grid-based design approach. It’s this blend of emotion and structure that makes our work recognizable and meaningful.

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How do you hire? What do you look for in people?

Firstly, soft skills come first — especially the desire to grow and learn new things. Then, ""well-watched"" skill and being on the same page with what’s happening now in the creative industry and the world. We can teach the necessary hard skills because to be part of Obys, a person must work with the Obys style.

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How do you foster creative thinking on your team?

Such a good question! We have a practice called “Design for Love” inside our agency where each of us acts as a client and works on our own projects. We don’t wait for the perfect one but create it. This practice gave us the opportunity to learn new things, discover new approaches, and win our first awards.

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What’s one small decision that led to a big result for your agency?

One small decision that changed everything was launching “Design for Love” — investing time and money to sharpen our team’s skills and give them full freedom to create without limits. That freedom sparked growth and opened the door to bold new ideas and interesting clients.

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What advice would you give to someone starting an agency today?

Make sure you’re building the business you dream of—not for others, but for yourself. This won’t be just work; it will become a part of your life’s rhythm, asking for your full heart and every ounce of your energy.

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What software or tool do you swear by?

I swear by Google Calendar and my notebook. Simple, reliable, and everything in its place.

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What’s one resource (book, podcast, etc.) that changed how you work?

One resource that changed how I work is my husband’s admiration for the Swiss school and its approach to minimalism, in both design and life. Through him, I discovered a whole world of fascinating design ideas that reshaped my thinking.

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What’s one thing you wish clients understood better about agency work?

One thing I wish clients understood better is that creating a website is a dance for two. To reach an outstanding finish, the client must be involved in the process, curious about the journey—not just focused on the result. And they need to believe in the team they work with.