Dasha Zudina: Rely on Your Strengths
Creative Director of Shuka
by Elizabeth Lavis
|20 Mar 2025
Dasha Zudina, Creative Director of Shuka, believes that pinpointing the elements of good work is an integral part of finding your footing as a designer. “I’d recommend developing selectivity and the ability to distinguish quality, convincing work from unclear or poorly executed pieces,” she says. “Fill your bookshelf with good books- and read them when possible. Learn to interpret the meaning of words and text to create new visuals.”
Zudina has spent most of her life in Moscow, and her work is tied to shaping domestic culture and visual shaping, which she notes are ‘rarely detached from geography, social, and political contexts.’ “For example, the vitamin subscription Halsa project is symbolically a path towards health and hope,” she says.
Initially, Zudina’s interests took her on a path different from graphic design. “Twenty years ago, I dreamed of being a fashion designer,” she says. Zudina’s keen aesthetic sense and innate understanding of what makes a space, object, or design work have influenced nearly every aspect of her life. "I studied graphic art at the Moscow State University of Printing Arts, where I learned about design traditions rooted in the VKHUTEMAS school. I also studied fashion design and had excellent teachers in both areas."
Today, Zudina uses her schooling and on-the-ground experience to develop rapid and deep rapport with clients through exceptional client service and high-quality work. Zudina and her team also keep clients in the loop and apprised of what’s happening at dedicated intervals throughout the process. “We set a timeline with the client in the beginning, which includes regular reviews for each stage,” she says.
"Halsa: Vitamin sets subscription", Shuka
One of the key aspects of staying on pace and developing top-quality work is keeping the team on the same page and focused on a common goal. We create a shared workspace where it feels safe, joyful, and interesting,” Zudina says. She also doesn’t get fazed by burnout, although she acknowledges it’s a problem for designers in the industry. “For some people, switching between projects prevents burnout,” she says. “The concept of burnout doesn’t fully resonate with me, though. I find it a natural and inspiring state of work.”
She also sees the positives in harsh criticism. “In my experience, criticism usually comes as feedback,” Zudina says. “Constructive, kind feedback is preferable to maintain smooth collaboration and communication.”
Shuka has its own custom strategic framework, Fractal Branding, an AI-driven software focused on maintaining brand voice through every client interaction, creating a deep and subconscious bond with the user. Zudina and her team also rely on color, form, and typography to craft brilliant designs but think that traditional branding with a fundamental approach is a bit overrated. “The world is changing fast, and a dynamic approach with values like fluidity, adaptability, and attentiveness is more valuable,” Zudina says. “Some call it post-branding; we call it fractal branding.”
Zudina likes to pour her energy into other art forms when she's not designing. “I’m energized by music, poetry, and dance- activities that allow abstract and imaginative thinking, which I like bringing back into design,” she says.
Submit your work for Indigo Design Award competition
