Anna Krestovskaya
Anna Krestovskaya is a self-taught illustrator and brand designer from Ukraine, now living in the U.S. For over a decade, she's been working at the crossroads of design and illustration — creating visuals that feel alive, honest, and rooted in nature. Her style shifts from soft, textured scenes to clean digital forms, always led by the feeling. Right now, she's building a children's book series that brings together hand-drawn worlds and AI technologies to create magical, personalized adventures.
Hi Anna! Tell us about yourself - how did you get to where you are today?
I was born in Ukraine, but my adult life and creative path have always been shaped by movement — across cities, countries, and ideas. I'm currently based in Hawaii, living surrounded by the nature that inspires me every day.
My journey into design wasn't linear. While I was always a creative child, I also had a deep love for logic and math. I initially studied economics, but after one year, I switched to remote learning and threw myself into the world of design. Without any formal art education, I taught myself — learning design software through YouTube, devouring books, and practicing relentlessly.
Those early days were driven by curiosity and a deep belief that design can be learned, not just taught. I consider myself self-taught, though I was lucky to have a mentor during my first two years who shaped how I think about illustration and visual storytelling. That mix — freedom and intuition — still defines how I work today.
“In the end, I think inspiration is less about searching and more about noticing.”— Anna Krestovskaya
When did you first become interested in art and design?
Art has been part of me for as long as I can remember. As a child, I used to spend summers at my grandmother's village, where I'd sit on a windowsill and draw for hours with an old set of colored pencils I found in the attic — possibly used by my mother or uncle decades earlier.
While other kids played outside, I was creating stories on paper. And when adults asked me what I wanted to be when I grew up, my answer was always the same: "I want to be an artist."
How would you describe your design style and how has it changed over time?
I still believe my style is evolving — and I'm okay with that. For a long time, I worked in creative agency where I was valued for my ability to adapt: I could shift between styles and aesthetics based on what the project required. That flexibility became one of my strengths.
If I had to name what draws me most, it's nature. I feel most connected when I'm illustrating landscapes — mountains, plants, oceans. I'm inspired by what's real, but I try to interpret it through a dreamy, emotional lens. My goal is not just to make something look good, but to make it feel alive.
You specialize in illustration and branding design - what makes a memorable logo and/or brand? What are some of the key elements of creating solid brand guidelines?
To me, the most memorable brands are rooted in meaning. Whether I'm creating a logo or a brand system, I always start with clarity: what is the core message? Who is this for? What should they feel when they see this?
Strong branding isn't about decoration — it's about intention. Every element, from typography to illustration, should serve the story. That's why my process always includes asking "why" before "how." Solid brand guidelines reflect that same clarity: they don't just list rules, they explain the soul behind the brand and how to keep it consistent across mediums.
What's your creative process like? How do you typically take an idea from concept to delivery?
It always starts with listening. I begin every project by diving deep into the brief and asking questions. Then I move into research and moodboarding, where I try to capture the emotional tone and atmosphere the piece should convey.
Once I understand the "feeling," I sketch freely. These rough drafts help me explore possibilities without overthinking. I usually involve the client early, so we're aligned on direction. From there, it's a process of refining through feedback, iteration, and finally — delivery. I believe in being structured, but leaving space for magic to happen along the way.
How do you approach creative collaboration with your clients?
I treat every collaboration as a partnership. During our first conversation, I try to understand not just the task, but the intention behind it — who it's for, what it needs to communicate, and how success will be measured. I ask strategic questions that reveal the deeper layers of the project.
From there, I keep communication open and transparent. I share work-in-progress, invite feedback, and build trust through consistency. I see creative direction as a dance between vision and refinement — my job is to guide that rhythm with clarity, flexibility, and care.
What's been one of your favorite projects to work on so far? What would be a dream project?
I've worked on many small but deeply meaningful projects, and I'm grateful for every one of them. But I truly believe the best is yet to come.
Right now, I'm pouring my heart into my own personal project — a line of personalized children's books that combine storytelling, illustration, and technology. It's a blend of everything I love: art, empathy, and imagination. I'm launching it soon, and it feels like the beginning of something big.
As for dream projects — I'd love to collaborate with brands like The New York Times, ALO Yoga, Apple, North Face, or even the U.S. National Parks. But ultimately, my dream is to keep building meaningful work that connects people to stories and beauty — whether it's for a global company or a single child opening their first book.
Do you have any favorite tools or resources? Where do you find creative inspiration?
Inspiration is everywhere — I really mean that. It's in the sound of birds at sunrise, the reflection of sunlight on the ocean, the shape of a mountain ridge, or a quiet path in the forest. I get inspired walking through museums, but just as often from conversations with strangers or unexpected moments in a new city.
Creatively, I always keep my senses open. I sketch a lot by hand, then move into digital tools — I work mostly in Procreate, Photoshop, Figma, and Illustrator. For inspiration boards, Pinterest is still my go-to, and I also use Dribbble to stay connected with the creative community.
But in the end, I think inspiration is less about searching and more about noticing.
What's one of the biggest career lessons you've learned so far?
In the last 10 years, I've seen myself go through burnout, doubt, career shifts, even moments where I thought of quitting design altogether. But every time, coming back to my craft — even when it felt hard — helped me grow. You can't always control external success, but you can always choose to keep creating.
I've learned not to chase trends, but to stay honest — with my taste, with my process, and with what really lights me up. And to set bold goals. We often underestimate how much we can do in five years and overestimate what we can do in five days.
What advice would you give to new designers and illustrators starting out in their careers?
Try many things. Explore different styles, tools, and mediums. Don't worry about being perfect — focus on being curious.
Train your eye. Look at great work, and ask yourself what makes it work. Then try to recreate it — not to copy, but to understand the logic behind beauty. And don't wait to feel "ready" before you start putting your work out there. You grow through doing.
Most importantly: stay consistent, even when you don't feel inspired. Growth lives in repetition.
What are you working on now and what's up next for you?
Right now, I'm building something I'm truly inspired by — a personalized book project for kids. I'm writing, illustrating, and designing a collection of dreamlike stories where the child becomes the main character. I've also started using AI to help create the illustrations — not to replace the art, but to support a more magical and customized experience.
I'm about to launch the first round of sales, followed soon by a full e-commerce site with automated personalization. I know this concept isn't new, but I believe my vision will stand out — it's heartfelt, poetic, and rooted in meaningful visual storytelling.
In the long term, I want to study fine art and move beyond the screen — to paint on canvas, to exhibit, and to connect the physical and digital worlds in a deeper way. In an age of algorithms and AI, I believe handmade beauty will matter more than ever.