MARIA BURGELOVA: MASTER OF VISUAL STORYTELLING

With offices in New York, Orlando and Sofia, More by Us is a studio that understands what drives people's imagination and urges. The company's professionals use this knowledge to create tailored design, web and software products, brand strategies and digital apps that scores of businesses in Australia, France, Germany, Canada, the UK, the US and other countries use and benefit from on a daily basis. The outstanding qualities of More by Us are already being recognised by the global professional community. In 2024, the company swept a score of international awards, including three A'Design Awards for communication design, web design and mobile app design.

More by Us is the creation of Maria Burgelova, who has over 25 years of experience in fields such as design, marketing and management. As the company's chief designer, she is the studio's creative power that both generates ideas and inspires and empowers her team to outperform themselves in terms of innovation and bold solutions that work.

For Maria Burgelova, visual storytelling is the crucial element that makes any ad campaign tick properly, ensuring amazing results. We talked to her to learn more.

Why visual storytelling is a must for having successful client approach today?

We use visual storytelling every day. Consider emojis in text messages; they are a form of visual storytelling. But to get more into the details, I would like to give you a simple example. Let's think about a stop sign. It's red and has that familiar octagonal shape. If it were to say "start," you wouldn't accelerate, would you? We are conditioned by visual symbols from a young age. This is how design elements work on us. We see colors, shapes, and instantly make associations.

Design is about communicating ideas, and visual storytelling is this part of it which increases your chances of being understood instantly. If your design materials do not offer a clear glimpse of what your company does, it might confuse your clients. Since they will always look for simpler, more understandable options, clear visual communication is essential. You need to emphasize how you can help solve your clients' problems, and visual storytelling is the perfect tool for this.

What core components are always present in effective visual storytelling?

It involves a variety of elements that need to work together effectively. The most successful visual story is one that is crafted specifically for the story being told, the context in which it unfolds, and the audience it aims to reach. Context is crucial. What resonates in one culture might fall flat in another. For example, symbolism varies significantly across cultures. This variation is why successful brands adapt their campaigns to each market, ensuring the visual language resonates with the local audience.

Can you share a case or example of your practice that reveals the potential of this approach?

Just this morning, we were working on a campaign for a steakhouse in the US. Now, I'm not a huge meat eater, but within minutes of reviewing the designs, I found myself unexpectedly hungry. The sizzling steaks in all shapes and sizes on a black background with fresh herbs, light focused on the crispy edges of the steak making it look juicy and tender are definitely elements of a story I recognize and react to. Considering the market where the ad will be running, this should be the right visual language, but I'm sure our entire team will be craving steak tonight.

You are a professional with a rich experience. Which modern trends excite you the most and make you glad that you have chosen this career path?

I'm particularly excited about how the rise of AI is pushing businesses to prioritize human connection and appreciate the unique value of authentic brand personalities. While the rules of the game are certainly evolving, this renewed focus on creativity and human touch makes me excited about the path I've chosen.

What is the greatest challenge you had to overcome as a professional woman?

The greatest challenge for any professional is always to surpass their previous work, to build upon it, and maintain curiosity: "What if I try something completely new?" I strive to do this with every new project we take on.

A significant part of the team of More by Us is women. How, in your opinion, does this reflect the company's creative spirit and the solutions that you offer?

Our team consists of 50% women and 50% men. I believe that creativity thrives in an environment of diversity and equality. When you have a team with a mix of perspectives, experiences, and backgrounds it fosters a richer exchange of ideas and leads to innovative and impactful results. It makes the work more stimulating but also ensures that we are considering a wider range of perspectives and addressing the needs of a broader audience.

+359 88 464 5305

hello@moreby.us

moreby.us