Daily Inspiration: Meet Nataly Yeromenko

Today we’d like to introduce you to Nataly Yeromenko.

Nataly, we appreciate you taking the time to share your story with us today. Where does your story begin?
I already have a pretty detailed story written here: https://etrange.eu/2026/07/31/nataly-yeromenko-creative-director-and-founder/
It covers most of my professional journey, so I’m not sure repeating all the dates and milestones here would be very useful. I can definitely make a shorter version if needed.
I was born in Ukraine and have been living in Spain since 2016. I have quite a long story — both professionally and personally — and I think the professional part is actually very connected to who I am as a person.
Looking back, I think I have always been driven by the same thing: the desire to make things better.
Better work. Better ideas. Better businesses. Better environments for the people I work with. And, probably most importantly, a better life for myself.
I have never been very good at staying in one place — professionally or personally. I get curious, I start something, I learn it, I grow it, and then at some point I start asking myself: what’s next?
This has probably been both my biggest strength and one of my biggest challenges.

I’m a very creative person, but creativity for me has never been only about making beautiful things.
I’m curious about how things work. I like people, psychology, business, communication, visual culture, and the connection between all of them. I can spend hours thinking about why something works, why people react to it, or how it could be done differently.
This is probably why I never stayed only a designer.
I wanted to understand the business behind the design. Then I wanted to build a business myself. Then I wanted to understand products, sales, teams, management, photography, content, marketing — basically everything around the creative process.
At some point I realized that I am probably a person-orchestra. I enjoy moving between different roles, connecting different disciplines, and being involved in the process rather than sitting inside one very specific job description.
I also have a strong entrepreneurial side. I don’t need everything to be perfectly safe before I start something. Sometimes I probably start things too quickly. But I have always preferred trying something and learning from it rather than wondering what could have happened.
That attitude has taken me through quite a few lives already.

I built an agency, grew a team, launched other businesses, created a physical product brand, moved countries, learned a new language, rebuilt my career, lived in different places, closed businesses I had spent years building, and started again.
Some of those decisions were strategic. Some were impulsive. Some were forced by circumstances. And some were simply because I had changed.
Moving to Barcelona was probably one of the biggest examples of that.
From the outside, I had a successful agency, a team, clients and several projects. But I was exhausted. I had been working since I was 17, and at some point I realized that I knew very well how to build a career — but I wasn’t sure I knew how to build a life.
So I chose the uncomfortable option.
I moved.
Since then, I have had several periods when I had to rebuild almost everything from scratch. Professionally, financially, socially, emotionally.
And strangely, I think this is where I became much stronger.
Not because everything worked out perfectly. It didn’t.
But because I learned that losing a structure doesn’t mean losing yourself.Today, I still work as a Creative Director and Brand Designer, and I still love what I do. But I look at creativity differently than I did twenty years ago.
I care less about simply making something impressive and more about whether it has a reason to exist.
I like working with founders and people who are building something. I like being close to the thinking, not only the execution. And I still love the actual design part — sometimes after all the strategy and business conversations, I am happiest just sitting down and making something.
At the same time, I’m at another turning point.
After so many years of building things for other people, I’m becoming increasingly interested in what I want to build for myself next.
I don’t have the whole answer yet.
But I’ve learned not to be afraid of that part.

I think I’m at my best when I don’t know exactly what’s next.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not. I think one of the biggest challenges in my life has actually been learning how to start again.
I’ve had businesses that worked very well and businesses that didn’t. I built teams and later had to let them go. I moved countries, lost professional stability, closed projects I had invested years of my life in, and had to rebuild my career more than once.
One of the hardest moments was probably moving from Kyiv to Barcelona. From the outside, I had a successful agency, a team, clients and several projects. But I was exhausted and knew that the life I had built was no longer the life I wanted. Starting again in another country was exciting, but also quite lonely and uncertain. I had to build a professional network again, learn Spanish, understand a different market and basically prove myself again.
Then came COVID, which forced me to close my physical business and change many plans. Later, there were other periods when things didn’t work out the way I expected — financially, professionally, or personally.
I think I used to see these things as failures. Now I see them more as part of the process.
The difficult part is not always losing something. Sometimes it is accepting that something you worked very hard for is simply no longer right for you.
I’ve learned that I can lose a business, a position, a plan, or even a whole version of my life — and still be myself. And probably one of the most useful things I’ve learned is that starting again is not the same as starting from zero. You take everything you learned with you.
I still don’t find uncertainty particularly comfortable. But I trust myself much more now when I don’t know what comes next.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My work is mainly about ideas and how to turn them into a clear visual language and make them work in the real world.

I work across branding, creative direction, visual identity, digital design, content and events. Sometimes I come into a project at the very beginning, helping to shape the idea and positioning. Sometimes the strategy already exists and I take care of turning it into a strong visual system.

I like working across different disciplines rather than staying inside one narrow role.
I can be thinking about a brand concept in the morning, directing a photoshoot in the afternoon and working on coordinating an event the next day.

What I’m most proud of is probably my ability to see the bigger picture while still caring about the details. I’m interested in both the concept and the execution.

I also really enjoy working with people who are building something, especially when the project is still a little unclear and needs someone to help give it shape.
I think that combination of creative thinking, visual instinct and practical experience is what defines my work most.

Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I’m okay with risk. I wouldn’t say I’m crazy or reckless, but I can easily take a risk when staying where I am starts to feel like a bigger struggle.
I’ve already made some pretty big decisions: leaving a stable life in Ukraine and moving to Spain because I wanted to feel more free and happy; going to Mexico when I felt that Spain was becoming a box full of rules; and going to Asia after one of the hardest breakups of my life — not to feel sorry for myself, but to finally give myself the space to live some of the things I had been dreaming about.
All of these decisions probably look like big risks to many people. For me, they are simply part of my personality.

Pricing:

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Contact Info:

• Website: https://nataly.es
• Instagram: https://www.instagram.com/nataly.yeromenko
• LinkedIn: https://www.linkedin.com/in/nataly-yeromenko/