the organised type

My name is Petra, and I’m a graphic designer specialising in brand identity, UX/UI and motion design, with a strong interest in editorial design and illustration.

I earned my degree in Graphic Design at the Faculty of Graphic Arts, University of Zagreb. During my final year, I completed an internship at a local studio, which gave me a strong foundation as I entered the work force. Shortly after, I moved to a small town in England, where limited local opportunities led me into freelancing — an experience that taught me to be resourceful, adaptable, and fully self-sufficient.

As a freelancer, I worked with clients from diverse backgrounds, ranging from large cultural institutions to small businesses. This helped me develop a broad skill set and clarify the kind of work I enjoy most: thoughtful, user-centric design with a clear purpose.

In 2022, I returned to Croatia and joined a beauty-tech company as an in-house designer, working primarily as part of the CRM team where I designed newsletters, as well as worked on the website and the app. I later moved to a digital marketing agency, where my work focused on digital campaigns, social media, and web design. Now I mostly spend my days working on motion design projects, doing UX/UI, and designing for print at a small creative studio in Zagreb, but I also happily take on freelance projects.

I’m especially drawn to the tech and gaming industry, and nonprofits, where design has the power to shape how people interact, connect, and feel. I enjoy asking the right questions, understanding the bigger picture, and translating that into design that feels intentional, human, and clear.

Driven by curiosity and a love of learning, I completed a Master’s degree in Graphic Design and Applied Typography at LABASAD, a university in Barcelona, in 2024. Studying under designers such as Mark Bloom, Jesse Reed, and Thomas Squire helped me refine my approach and design with greater confidence and intention.

Outside of work, you’ll find me playing video games or board games, doing something creative like drawing or writing, or simply reading a book with a cup of tea — usually in the company of my cat and my dog.

TL;DR

I’m Petra — a graphic designer. My focus is mainly on brand identity, motion design, and UX/UI. I’m from Croatia, but I used to live in the UK. I work for a creative studio full-time, and I also freelance. I like video games, books, tea, and my pets. : )

Check out my portfolio, and if you would like to hire me, click here to send me a message.

You can also contact me on LinkedIn or Instagram.

Naturally, my process changes slightly depending on the project at hand and the specific needs of the client I am working with. I am happy to adapt to different circumstances when that is what the job requires. However, here is how I usually tend to work:

1. briefing

This typically means either having a video call or meeting up for a cup of tea to discuss the project. We can talk about your needs and expectations, your goals, the timeline, the industry and target audience, the budget, and so on. I’ll guide you through a set of questions to help define the direction clearly from the start.

2. research

During this step, I will gain further insight into your industry, competitors, current trends, the target audience, etc. This research informs my design decisions and ensures the solution communicates effectively and with intention.

3. concept development

I will develop multiple visual directions, often including sketches, mood boards, and rough drafts. I’ll present these concepts and help you choose the direction that speaks to you and feels right.

4. execution

Once you approve a concept, I will start working on the final design. During this stage, I will refine the graphics and the typography, incorporate the colour palette and the images, and create some mock-ups.

5. feedback & revisions

You’ll review the work and share your feedback. I encourage you to share your thoughts freely so we can work towards the optimal solution. Up to three revision rounds are typically included.

6. finalisation & delivery

Once we are both satisfied, and you have approved the final design, I will prepare the files for delivery. This means optimising the design for various formats and platforms, and transferring the files to a third party, e.g., a developer or printer, or you.

7. implementation & support

I am happy to either implement the design myself (e.g. social media posts, WordPress website, etc.) or to provide guidance and assistance during the implementation phase when necessary. After the project has been completed, I will be available to provide additional support if needed. I’ll also be looking forward to working with you again in the future!

I help clients communicate with clarity and intention through thoughtful, user-centric design systems which are both functional and expressive. My work is driven by curiosity, collaboration, and a focus on creating solutions which can meaningfully shape how people interact, connect and feel.

Here are some of the things I can do for you:

brand identity design

A strong brand is a system that communicates who you are and why you matter. Branding helps you connect your products or services with the right audience by standing out and being recognisable. I design brand identities that are clear, consistent, and flexible, helping brands stand out while staying true to their values.

This typically includes a logo, typography, a colour palette, brand guidelines, brand assets for print and digital use. I will deliver all of that nicely packaged in a visual identity system and ready to use.

UX/UI design

I create intuitive, user-focused digital experiences that balance usability, clarity, and visual character. My work begins with understanding the product, the users, and the bigger picture, and ends with turning complex information into interfaces that feel natural and intentional.

This can include doing research, creating personas, user flows and wireframes, as well as high fidelity website and app UI designs, prototyping, developer handoff or even building the website in WordPress or a similar CMS.

motion design

I use motion design to enhance brands and digital products. Whether it’s explaining an idea, guiding users through a process, or bringing visual systems to life, motion adds clarity, personality and emotion when used with purpose.

I can animate your social media content, create UI animations and micro-interactions, as well as give more character to your brand elements.

digital & print advertising

From fast-paced digital environments to more considered print formats, I aim to create work that feels intentional, relevant, and well-crafted. I design digital and print materials that support your brand and communicate the right message to the right audience.

Some of the examples of deliverables in this category are: social media visuals, animated or static banners, posters, billboards, flyers, brochures, presentation stacks, editorial layouts, annual reports, etc.

illustration

My approach to illustration is concept-driven and aligned with the broader brand system — my goal is to ensure illustration adds value and meaning, not noise. I create custom illustrations that support communication goals, enhance storytelling, and strengthen visual identity.

Deliverables include icon sets and supporting graphic elements, illustrations for websites and apps, editorial and narrative illustrations, brand illustrations, and so on.