The rise of platforms such as TikTok and Instagram has highlighted how following the trends allows people to draw audiences and gain a following. However, this almost always comes at the expense of their individuality and lumps them together with countless other names in today’s saturated cyberspace. Elias Grau, an award-winning designer and creative director, understands the appeal of hopping on board what’s being hyped up. But, despite the pressure, the well-respected professional has always stayed true to his vision, carving his own path to renown while helping brands connect with their customers.
Intimately privy to the challenges that come along with trying to stand out in a dynamic industry inundated with talented go-getters, Elias barreled past every barrier that was standing in his way to emerge as one of the most promising branding and product designers. Right now, he serves as a partner and creative director at tipsyControl Technology, a company that designs and develops technologies for several high-profile ventures in Germany.
The heights that Elias has managed to reach can be credited not only to his impressive work ethic, passion, and dedication. More than anything else, it is his eye for design and distinctive take on branding that has allowed this German creative to rise through the ranks.
“I approach designing company brand identities in ways that excite people to be part of a brand’s mission,” said Elias. “More so than ever before, customers use branding as a way to decipher whether or not a company is trustworthy, interesting, and worth supporting. So, I focus on designing timeless elements that speak to a brand’s mission, vision, and value statements.”
Given his attitude toward branding, it is not surprising that Elias has succeeded in gaining traction in the industry and is considered an example for aspiring designers to follow. Furthermore, with his experience and in-depth understanding of the rigorous process involved in branding, product, and UX/UI designing, he is also a go-to source of advice for his peers.
When asked about a critical aspect of designing to remember, he readily shared, “What is important to learn as a designer, especially if you are designing user interfaces, is that creating design systems that other people need to navigate requires thinking on behalf of someone you have never met and comparing your work to what is already standard in the industry.”
So far, Elias has bagged numerous accomplishments under his belt, including multiple recognitions from different award-winning bodies. His portfolio is also peppered with successful projects, such as designing Singbird’s entire branding system and user interface. As the lead designer and creative director of this New York City startup, he was also in charge of directing its campaigns and videography.
In the years to come, Elias is expected to remain on the roster of trusted designers and creative directors in the industry. As he continues to work with brands hoping to reach their target customers, he also plans to leave his mark on more culturally meaningful projects for companies and organizations.
