The Art of Brand Identity: Karina’s Creative Path at Hoteza

Q: Karina, your career path is quite unique. How did it all begin for you?

It actually started in art school! That’s where my passion for creativity was born. Later, I moved to China to study graphic design, but I eventually shifted my focus to marketing during my university years. Looking back, the shift was a great decision that helped me further at work.

After graduating, I worked for a Chinese clothing company. It was a fantastic starting point because I got to blend my art skills with fashion design and brand development. It really set the foundation for how I approach brand identity today.

Q: What made you decide to make the transition to Hoteza?

While I enjoyed the clothing industry, I felt the need to expand my horizons. I wanted to join an international company where I could travel, meet new people, and put my English and creative skills to use. I actually shared that I was looking for new opportunities on Facebook, and that is how Nikolay, our CEO, found me!

He reached out and suggested I join the team. I was immediately drawn to the company’s visual identity and to Nikolay's positive energy. 

Q: What was your first role here, and how has it changed over the years?

When I started, I was a Customer Experience Manager. In fact, in addition to supporting company partners and clients, I had many other tasks, particularly in marketing.

Gradually, I began to take ownership of the brand’s visual identity and contributed to the visual elements of business materials, briefs, datasheets, and presentations, building our presence on social media. One of my favorite memories was organizing our "Hoteza Days" partner meetings.

Q: As the company grew, how did your focus shift?

As the team expanded and we brought on more specialists, I was able to move away from general support and dive deeper into the creative tasks I’m truly passionate about. Eventually, my role officially transitioned to Brand Manager. This allowed me to focus entirely on our brand strategy and the evolution of Hoteza’s visual world.

Q: What do you find most rewarding about your work today?

I’ve always been driven by a structured and systematic approach to design. One of my most fulfilling achievements was seeing Hoteza’s new brand identity live and having the opportunity to oversee its implementation across all files, presentations, and more, not to mention organizing our entire library of branding documents into a single, clear, unified system. The whole experience was made so much more enjoyable by working with talented people on our team, like Sanja Mihaljevic, who took over the written communication for the rebranding process. Even though it was stressful, we had a good time in this creative process. Later on, Andrey Mikhailov, our brand specialist, joined and was a huge help in maintaining and managing our visual identity.

Last but not least, my strong connections with our company partners have led to a fruitful collaboration with Roomio, where I also contribute as Brand Manager.

Q: What are your hobbies, and how do they impact your daily life?

But outside of the office, I’ve recently developed a passion for staying fit. It’s a great way to clear my mind and let go of any unnecessary thoughts. Also, as part of my effort to be healthier overall, I now dedicate more time to making nutritious, tasty meals, which is as much fun as any hobby. Creating a dish that is both delicious and visually appealing is just another way for me to practice my design skills!

Q: What advice would you give to someone just starting their journey at Hoteza?

Embrace open communication and seek out connections, even outside your immediate team; that's how real growth happens. Share your ideas confidently, don't hold back. Every time you speak up, you help both yourself and Hoteza move forward!