Passion cannot be automated

Introduce yourself in a few sentences..

My name is Dimitar Dimitrov and I am the founder and creative director of Design Depot Ltd., a creative design studio focused on packaging design, branding, graphic and web design, as well as POSM material design. I have over 22 years of experience in the field of design, prepress and exercising control during the printing process and subsequent post-printing processes. My passion is  together with my team to create visual identities, packaging and overall brand communication for businesses that have something to say. I believe in design as a tool for meaningful impact – not just for decoration.

We work with clients from various industries, but the common thread among them is the pursuit of long-term presence, not just a momentary vision.

Tell us what the philosophy and values of the company you represent at the moment are?

At Design Depot, we believe that design is a responsibility. What we create remains – on shelves, in digital environments, in the mind of the consumer. We work with attitude, strategic thinking, and attention to detail and a dose of perfectionism. For us, design is not just beautiful presentation, but a point of intersection between idea, emotion, and strategy. It must “speak” – and with a tone that resonates with the audience, not just sounds good in a presentation. We value honesty from our  clients and seek the best solution for their problem.

Our approach is to start with “why” – what the client wants to achieve, what the consumer wants to feel, and how the brand can live in the environment around it. We value genuine communication, aesthetics that have a reason to exist, and the work that stands behind a team, not the ego of the designer.

How long have you been developing your current company? What are the most valuable lessons that the events of this period have taught you?

In 2025, the company turned 18 years old. We are officially of age 😊 We have gained experience, knowledge, and memories, that cannot be measured just in years, but in countless projects, friendships, and fulfilled dreams. I realized that consistency, not flashy strategies, is the key to sustainable and long-term growth. A timely email, a well-organized file is a waythat the client can feel you, to trust you long before even seeing the design. The need for sincere visual communication can prove to be many times a more effective way to build long-term relationships and trust, than a flashy presentation full of meaningless expressions.  We work with attention to detail, with respect for the process and with responsibility at every single stage. We have learned to be adaptive, fast, and critical of ourselves. Gradually, we realized that every crisis is an opportunity for “redesign and enrichment’  of thinking. And that it is not necessary to be a too big company, to offer and maintain a service at a world-class level and to be trusted by some of the big brands on the market.

The most important lesson for me? . You cannot understand what lies ahead, what is just around the corner, and how far the horizon may turn out to be if you don’t have the opportunity to explore it and don’t make an attempt to reach it. Great ideas often arise through taking risks. Risks often lead to financial losses, but they are always at the core of the wealth of skills and knowledge.

If you personally had to write a job advertisement, how would you attract the attention of a future employee?

“If precision is your passion and you want to participate in creating designs that help brands to have a voice, not just a face – come to us. You will receive freedom, but also responsibility. You will work on meaningful projects and have a say.”

What does your company do to organize a constructive and fruitful working environment for everyone? Should people in the team be friends?

We strive to create an open, calm, and deeply human environment – one in which everyone is aware of their role and the significance of their actions. An environment where communication is effortless, trust arises naturally, and friendship is not only possible but inevitable.

I believe that a true team is not built on similarities in hobbies or tastes, but on shared goals, transparency of intentions, mutual respect, and the ability to have honest conversations – even when they are difficult. It is this foundation that makes relationships sustainable and leads to meaningful results.

What makes you enjoy going to work? How do you handle difficult and stressful moments?

I am most pleased by the moment when I see how an idea comes to life – whether it is a package, a vision, or a campaign. Difficulties are part of the game – I accept them as tasks to solve, not as threats. Prioritizing and seeking perspective helps me maintain balance.

What work model does your company adhere to – office or remote?

It can be said to be partly hybrid with an emphasis on the office model.

What do you think about the possibility of offering options for flexible working hours, within which employees have greater freedom to balance their personal and work commitments?

We are a close-knit team and over time I have established that being present in the office, effective communication between colleagues, the ability for quick consultations, exchange of ideas, as well as timely asking and receiving answers, significantly contribute to increased productivity.

Of course, in certain cases we approach with flexibility and allow remote work, when circumstances require it. I believe that trust is stronger and more sustainable than control. Every person has an individual work rhythm and when they are given freedom within clearly defined goals, the result is often greater engagement and dedication. However, personal contact and direct communication remain irreplaceable.

How do the ongoing technological changes in the world affect your business?

Technological changes should not be perceived as a threat, but rather as a tool. Technologies have always aimed to facilitate human life. Artificial intelligence, automation, new formats – all of this provides us with new opportunities to be more effective and more creative.

This applies fully to the design profession as well. Automation and tools with artificial intelligence can be extremely useful. But I believe that passion cannot be automated – it is the key to creating something truly memorable. Because it is curiosity, combined with critical thinking, that drives us forward.

How important is hierarchy and what does it mean to you? What kind of communication do you advocate in your company?

We do not have a strict hierarchy because we believe in respect between people and openness. I prefer that we use direct, clear, and honest communication – without unnecessary formality. Of course, the-inexperienced colleagues should listen more, but their voice, opinion, and ideas are also important and are always taken into account. Naturally, every team member should be aware of the responsibility they carry, as well as the impact on themselves or on clients. I am convinced that a truly strong working environment is not built on fear of authority, but on trust, shared goals, and open communication. 

What is your career advice for all people who are building a strategy for their professional development?

Don't wait for the “right moment” – start small, but with direction. Be observant, flexible, and keep your standards high, even when there is no one to appreciate it immediately. Career growth is not an end in itself – it is the result of doing your job with attitude. Don't lose your motivation right after the first failures. Somewhere in there lies the key to success, you just need to analyze and understand them.