Isabelle Omelczuk: Art Director, Lobster Roller, Dog Devotee, Kombucha Queen

Your role at PC?

I’m the Art Director at Prager Creative. If it involves design, I jump in head-first. Animation, typography, and graphic design are all in my wheelhouse. All hail Adobe!

What are the three most critical considerations for making a killer video?

Only three? Okay, I’ll give it a try:

One: There’s power in breaking things down. If you have a big vision but don’t know how to make it all come together, go step by step. Then, master each one. The quality of your video matches how much confidence you have in your skills.

Two: It’s all in the transitions. Time-wise, they’re a small part of a video. But they’re where most of the storytelling happens.

Three: If you have a good beat, use it. Syncing parts of your video to engaging music adds a surprising amount of depth to a video.

You’re playing a key role in launching the new iMind brand, social efforts, advertising and Amazon Store. What’s the inspiration? What’s it like seeing it all come out into the world?

The first time I held a finished bar in my hands was an “aha” moment for me. It felt like I was holding proof of my life’s purpose. Some might think that’s hyperbole, but I’m being serious. It really was that magical.

To build a brand from scratch the right way, you need to go all-in. “Good enough” won’t cut it, especially in a market as competitive as CPG. Maybe that’s why the process is so rewarding. It forces you to dig deeper as a designer and as a marketer.

What do you love about working as an Art Director?

I get to make marketing effective. There’s a big misconception out there that Art Directors only want to get paid to make art. There’s more to it than that. Visual design is a tool to make marketing more precise. Don’t get it twisted. I live and breathe art. But in the context of art direction, design is a way to communicate with audiences.

Without smart design, it’s hard to get anyone to pay attention and trust what you have to offer. Creating work that helps clients build relationships with their audiences—even if it’s just between subway stops—is exciting.

You went to UTA. How is the art scene different in Austin vs. NYC?

NYC is known for its art, but Austin is not far behind. It has a truly unique scene with an amazing bunch of talented, diverse voices. There’s a reason why “Keep Austin Weird” is the city’s motto. It’s different and proud to be that way. A lot of the artists there want to make art strictly for the sake of self-expression and nothing else. Marketing is not a priority. In NYC, there’s less of a divide. Everything is blended together. Business and creativity are not mutually exclusive. The purpose of design is more fluid.

Where do you see design going? Any trends that stick out?

Specifically, I’m seeing a lot happening in the world of typography. Whether it’s sans serif or serif, readability is the name of the game. But, this doesn’t mean things are simple or boring. Making anything stand out with subtle design choices is one of the hardest things to master.

Right now you’re in the East Village. What makes it unique?

It’s totally different from the West Village, even though they’re right next to each other. Right now the East Village is ideal for what I love about New York. It’s busy, full of life, and I did not choose to live in NYC to find peace and quiet. It also has a large Ukrainian community, which has helped me connect to my heritage in completely unexpected ways.