{"id":23,"date":"2026-02-26T17:37:00","date_gmt":"2026-02-26T17:37:00","guid":{"rendered":"https:\/\/glou.design\/?page_id=23"},"modified":"2026-08-30T13:25:26","modified_gmt":"2026-08-30T13:25:26","slug":"about","status":"publish","type":"page","link":"https:\/\/glou.design\/fr\/about\/","title":{"rendered":"About"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; module_id=&#8221;top&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; 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-->.gd-handwriting-svg.gd-is-writing .gd-ink-stroke{animation:gd-hand-draw var(--gd-duration) linear var(--gd-delay) forwards}<!-- [et_pb_line_break_holder] -->.gd-handwriting-svg.gd-no-motion .gd-ink-stroke{fill-opacity:1;stroke:none;stroke-dashoffset:0;opacity:1}<!-- [et_pb_line_break_holder] -->@keyframes gd-hand-draw{0%{opacity:1;stroke-dashoffset:1;fill-opacity:0}88%{opacity:1;stroke-dashoffset:0;fill-opacity:0}100%{opacity:1;stroke-dashoffset:0;fill-opacity:1}}<!-- [et_pb_line_break_holder] -->@media(max-width:760px){.gd-about-note,.gd-about-note>*{transform:none}.gd-about-note{box-shadow:10px 10px 0 #ffff00}.gd-about-hand{margin-top:8px!important;text-align:left!important}}<!-- [et_pb_line_break_holder] -->@media(prefers-reduced-motion:reduce){.gd-handwriting-svg .gd-ink-stroke{fill-opacity:1;stroke:none;stroke-dashoffset:0;opacity:1;animation:none!important}}<!-- [et_pb_line_break_holder] --><\/style><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] -->(function(){<!-- [et_pb_line_break_holder] -->  function initialiseHandwriting(){<!-- [et_pb_line_break_holder] -->    var drawings=document.querySelectorAll('.gd-handwriting-svg');<!-- [et_pb_line_break_holder] -->    if(!drawings.length){return;}<!-- [et_pb_line_break_holder] -->    var noMotion=window.matchMedia('(prefers-reduced-motion:reduce)').matches||document.body.classList.contains('et-fb');<!-- [et_pb_line_break_holder] -->    if(noMotion){drawings.forEach(function(svg){svg.classList.add('gd-no-motion');});return;}<!-- [et_pb_line_break_holder] -->    if(!('IntersectionObserver' in window)){drawings.forEach(function(svg){svg.classList.add('gd-is-writing');});return;}<!-- [et_pb_line_break_holder] -->    var observer=new IntersectionObserver(function(entries){<!-- [et_pb_line_break_holder] -->      entries.forEach(function(entry){<!-- [et_pb_line_break_holder] -->        if(entry.isIntersecting){entry.target.classList.add('gd-is-writing');observer.unobserve(entry.target);}<!-- [et_pb_line_break_holder] -->      });<!-- [et_pb_line_break_holder] -->    },{threshold:.28,rootMargin:'0px 0px -8% 0px'});<!-- [et_pb_line_break_holder] -->    drawings.forEach(function(svg){observer.observe(svg);});<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->  if(document.readyState==='loading'){document.addEventListener('DOMContentLoaded',initialiseHandwriting,{once:true});}<!-- [et_pb_line_break_holder] -->  else{initialiseHandwriting();}<!-- [et_pb_line_break_holder] -->})();<!-- [et_pb_line_break_holder] --><\/script><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;\"><!-- [et_pb_line_break_holder] -->  <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">About \/ Svetlana Glouchkoff<\/pee><!-- [et_pb_line_break_holder] -->  <h1 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(56px,8.2vw,136px);line-height:1.08;\">I build visual identities with a point of view,<!\u2013- [et_pb_br_holder] -\u2013><span class=\"gd-about-hero-highlight\">not just a better-looking surface.<\/span><\/h1><!-- [et_pb_line_break_holder] -->  <pee style=\"font:500 clamp(24px,2.4vw,36px)\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:-.025em;max-width:980px;margin:46px 0 0;\">I am Svetlana Glouchkoff, a strategic brand designer based in Geneva and working remotely with growing businesses.<\/pee><!-- [et_pb_line_break_holder] -->  <div class=\"gd-actions\" style=\"display:flex;flex-wrap:wrap;gap:28px;margin-top:68px;align-items:center\"><!-- [et_pb_line_break_holder] -->    <a href='\/#ways-to-work-together' class='gd-btnx gd-shadow-black' style='background:#ffff00;color:#000;border-color:#000;'>View the offers<\/a><!-- [et_pb_line_break_holder] -->    <a href='https:\/\/calendly.com\/contact-glou\/new-meeting' class='gd-btnx gd-shadow-yellow' style='background:transparent;color:#000;border-color:#000;'>Book a discovery call<\/a><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#000000&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;display:grid;grid-template-columns:repeat(auto-fit,minmax(300px,1fr));gap:clamp(44px,6vw,92px);color:#fff;\"><!-- [et_pb_line_break_holder] -->  <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;color:#00ffff;\">01 \/ HOW I THINK<\/pee><!-- [et_pb_line_break_holder] -->  <div><!-- [et_pb_line_break_holder] -->    <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;\">Pretty is not enough. The work has to make sense.<\/h2><!-- [et_pb_line_break_holder] -->    <div style=\"font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;max-width:900px;margin-top:42px;\"><!-- [et_pb_line_break_holder] -->      <pee>I like beautiful things. Obviously. But the part that keeps me interested is the thinking underneath: why this colour, why this structure, why this level of contrast, why this feeling for this audience and this business.<\/pee><!-- [et_pb_line_break_holder] -->      <pee>A good identity should be clear enough to understand, coherent enough to trust and specific enough to stay in someone\u2019s mind. It can be minimal, loud, soft, strict or strange. What matters is that the choices are intelligent, intentional and emotionally precise.<\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#F4F4F4&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;display:grid;grid-template-columns:repeat(auto-fit,minmax(320px,1fr));gap:clamp(44px,6vw,92px);align-items:center;\"><!-- [et_pb_line_break_holder] -->  <div><!-- [et_pb_line_break_holder] -->    <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">02 \/ WHY STRATEGY FIRST<\/pee><!-- [et_pb_line_break_holder] -->    <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;\">The less clear the beginning, the more expensive the back and forth becomes.<\/h2><!-- [et_pb_line_break_holder] -->    <div style=\"font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;max-width:880px;margin-top:38px;\"><!-- [et_pb_line_break_holder] -->      <pee>I have seen projects lose time because everyone was reacting to visuals before the problem had been named properly. The work becomes taste, then opinion, then another version, then another version, and nobody is quite sure what decision is being made anymore.<\/pee><!-- [et_pb_line_break_holder] -->      <pee>That is why I care so much about facts before creation. Not to make the work colder. To give the creative part better ground to stand on.<\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] -->  <div class=\"gd-about-note\"><!-- [et_pb_line_break_holder] -->    <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;font-size:12px;border-bottom:1.5px solid #000;padding-bottom:14px;margin-bottom:24px;\">FACTS \/ LINKS \/ DEDUCTION \/ FORM<\/pee><!-- [et_pb_line_break_holder] -->    <pee style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;\">Understand what is happening. Decide what matters. Then design from there.<\/pee><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;\"><!-- [et_pb_line_break_holder] -->  <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">03 \/ WHAT I CARE ABOUT<\/pee><!-- [et_pb_line_break_holder] -->  <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;max-width:1120px;\">Clarity, coherence and trust. Not as nice words. As working conditions.<\/h2><!-- [et_pb_line_break_holder] -->  <div style=\"display:grid;grid-template-columns:repeat(auto-fit,minmax(260px,1fr));gap:20px;margin-top:66px;\"><!-- [et_pb_line_break_holder] -->    <article class='gd-mini-card' style='background:#00ffff;'><h3 style='font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;'>Clarity<\/h3><pee style='font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;;margin:0'>People should understand what the brand is saying without having to solve a puzzle first.<\/pee><\/article><!-- [et_pb_line_break_holder] -->    <article class='gd-mini-card' style='background:#fff;'><h3 style='font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;'>Coherence<\/h3><pee style='font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;;margin:0'>If the brand says A at the beginning, it should not quietly become something else halfway through.<\/pee><\/article><!-- [et_pb_line_break_holder] -->    <article class='gd-mini-card' style='background:#ffff00;'><h3 style='font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;'>Trust<\/h3><pee style='font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;;margin:0'>People rarely buy from a brand they do not believe. Visual decisions have to support that belief.<\/pee><\/article><!-- [et_pb_line_break_holder] -->    <article class='gd-mini-card' style='background:#ff00ff;'><h3 style='font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;'>Feeling<\/h3><pee style='font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;;margin:0'>The design should touch something real in the audience: a memory, a sensation, an association or a quiet sense of recognition.<\/pee><\/article><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#000000&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;display:grid;grid-template-columns:repeat(auto-fit,minmax(300px,1fr));gap:clamp(44px,6vw,92px);align-items:center;color:#fff;\"><!-- [et_pb_line_break_holder] -->  <div><!-- [et_pb_line_break_holder] -->    <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;color:#ff00ff;\">04 \/ WORKING WITH ME<\/pee><!-- [et_pb_line_break_holder] -->    <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;\">I listen closely. I also say what I think.<\/h2><!-- [et_pb_line_break_holder] -->    <div style=\"font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;max-width:900px;margin-top:42px;\"><!-- [et_pb_line_break_holder] -->      <pee>I do not believe good design comes from disappearing into a room and returning with something mysterious. The work needs your knowledge of the business, the audience and the reality behind the brief.<\/pee><!-- [et_pb_line_break_holder] -->      <pee>At the same time, my role is not to politely decorate every preference. If I think something weakens the identity, I will say it clearly. You keep the final word. I keep the responsibility to give you a real point of view before you make it.<\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] -->  <div class=\"gd-handwriting-shell\"><svg class=\"gd-handwriting-svg\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"145 145 690 390\" role=\"img\" aria-label=\"Careful listening. Clear opinions. No vague nodding.\" preserveAspectRatio=\"xMidYMid meet\"><title>Careful listening. Clear opinions. No vague nodding.<\/title><!-- [et_pb_line_break_holder] --><g><!-- [et_pb_line_break_holder] -->\t<g><!-- [et_pb_line_break_holder] -->\t\t<path class=\"gd-ink-stroke\" pathLength=\"1\" style=\"--gd-delay:0.000s;--gd-duration:0.115s\"  d=\"M201.33,163.72c-10.6,1.71-23.23,2.81-30.65,11.58c-3.09,3.65-5.06,8-6.84,12.4c-1.96,4.81-3.62,9.77-4.7,14.86<!-- [et_pb_line_break_holder] -->\t\t\tc-2.09,9.79-2.16,20.88,4.82,28.82c6.24,7.11,16.46,8.99,25.48,9.02c5.99,0.02,11.9-1.1,17.51-3.16<!-- [et_pb_line_break_holder] -->\t\t\tc5.73-2.09,11.14-4.94,16.57-7.69c1.72-0.87,0.21-3.46-1.51-2.59c-8.87,4.5-17.87,9.3-27.94,10.24<!-- [et_pb_line_break_holder] -->\t\t\tc-8.42,0.78-18.77-0.07-25.6-5.62c-7.59-6.18-8.48-16.4-6.97-25.44c0.81-4.84,2.2-9.58,3.89-14.18c1.56-4.25,3.29-8.57,5.8-12.35<!-- [et_pb_line_break_holder] -->\t\t\tc6.74-10.16,19.93-11.2,30.94-12.98C204.03,166.31,203.23,163.42,201.33,163.72L201.33,163.72z&#8221;\/><!-- [et_pb_line_break_holder] -->\t<\/g><!-- [et_pb_line_break_holder] 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auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;\"><!-- [et_pb_line_break_holder] -->  <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">05 \/ AI AND TOOLS<\/pee><!-- [et_pb_line_break_holder] -->  <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;max-width:1120px;\">The tool does not create the judgment. The person behind it does.<\/h2><!-- [et_pb_line_break_holder] -->  <div style=\"font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;max-width:920px;margin-top:42px;\"><!-- [et_pb_line_break_holder] -->    <pee>Yes, I use AI where it helps: to research, compare, organise, test angles and think faster when the material is dense. But the quality of the work is not in the fact that a tool was used. It is in who is using it, what they notice, what they reject and what they decide to keep.<\/pee><!-- [et_pb_line_break_holder] -->    <pee>For brand work, that distinction matters. More output is not the same thing as better direction. The ideas, the judgment and the final decisions remain human.<\/pee><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;display:grid;grid-template-columns:repeat(auto-fit,minmax(310px,1fr));gap:24px;\"><!-- [et_pb_line_break_holder] -->  <article style=\"background:#ffff00;border:2px solid #000;padding:clamp(30px,3vw,52px);color:#000;\"><!-- [et_pb_line_break_holder] -->    <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">06 \/ YOU CAN EXPECT<\/pee><!-- [et_pb_line_break_holder] -->    <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;\">A process that respects the work<\/h2><!-- [et_pb_line_break_holder] -->    <ul style='list-style:none;margin:44px 0 0;padding:0;font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;'><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Clear reasoning behind the visual decisions.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Honest feedback when something does not hold.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Enough structure to avoid endless opinion loops.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Enough sensitivity to keep the brand emotionally alive.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Files, systems and recommendations that are meant to be used.<\/li><li style='border-top:1.5px solid currentColor'><\/li><\/ul><!-- [et_pb_line_break_holder] -->  <\/article><!-- [et_pb_line_break_holder] -->  <article style=\"background:#fff;border:2px solid #000;padding:clamp(30px,3vw,52px);color:#000;\"><!-- [et_pb_line_break_holder] -->    <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;\">07 \/ I NEED FROM YOU<\/pee><!-- [et_pb_line_break_holder] -->    <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(28px,3vw,48px);line-height:1.03;\">A working relationship that goes both ways<\/h2><!-- [et_pb_line_break_holder] -->    <ul style='list-style:none;margin:44px 0 0;padding:0;font:500 clamp(18px,1.35vw,22px)\/1.55 Helvetica Neue,Arial,sans-serif;letter-spacing:-.01em;'><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Clear answers when the project needs context.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Consolidated feedback when several people are involved.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Timely decisions so the work can keep its momentum.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>Enough trust to let the strongest solution become visible.<\/li><li style='border-top:1.5px solid currentColor;padding:17px 0;'>A willingness to look at what the business actually needs.<\/li><li style='border-top:1.5px solid currentColor'><\/li><\/ul><!-- [et_pb_line_break_holder] -->  <\/article><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#000000&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;none&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code module_class=&#8221;gd-inline-section&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<div style=\"max-width:1440px;margin:0 auto;padding:clamp(84px,10vw,150px) clamp(22px,5vw,76px);color:#000;color:#fff;\"><!-- [et_pb_line_break_holder] -->  <pee style=\"font:800 15px\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:.14em;text-transform:uppercase;margin:0 0 34px;color:#00ffff;\">NEXT STEP<\/pee><!-- [et_pb_line_break_holder] -->  <h2 style=\"font-family:Helvetica Neue,Arial,sans-serif;font-weight:800;letter-spacing:-.055em;color:inherit;margin:0;font-size:clamp(42px,5.6vw,92px);line-height:1.1;max-width:1120px;\">If your brand needs clearer decisions, start with the way we work together.<\/h2><!-- [et_pb_line_break_holder] -->  <pee style=\"font:500 clamp(24px,2.4vw,36px)\/1.25 Helvetica Neue,Arial,sans-serif;letter-spacing:-.025em;max-width:920px;margin:38px 0 0;\">Choose the offer that matches where the business is now: review, identity creation or a focused custom project.<\/pee><!-- [et_pb_line_break_holder] -->  <div class=\"gd-actions\" style=\"display:flex;flex-wrap:wrap;gap:28px;margin-top:54px;\"><!-- [et_pb_line_break_holder] -->    <a href='\/#ways-to-work-together' class='gd-btnx gd-shadow-white' style='background:#00ffff;color:#000;border-color:#000;'>View the offers<\/a><!-- [et_pb_line_break_holder] -->    <a href='https:\/\/calendly.com\/contact-glou\/new-meeting' class='gd-btnx gd-shadow-yellow' style='background:#000;color:#fff;border-color:#fff;'>Book a discovery call<\/a><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/div>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p>04 \/ WORKING WITH ME I listen closely. I also say what I think. I do not believe good design comes from disappearing into a room and returning with something mysterious. The work needs your knowledge of the business, the audience and the reality behind the brief. At the same time, my role is not [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":290,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-23","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>About - Glouchkoff Design<\/title>\n<meta name=\"description\" content=\"About Svetlana Glouchkoff, strategic brand designer based in Geneva and working remotely with businesses that need clearer visual systems.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/glou.design\/fr\/about\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"About - 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