In this exclusive feature, Elena Knezovic, Digital Designer and Concept Creator, shares how she’s redefining brand storytelling by blending visual strategy with immersive, multi-platform experiences. Drawing from collaborations with global names like Laura Mercier and Orveon Global, Elena reveals how she transforms classical art into dynamic digital narratives that captivate audiences. She also discusses the power of consistency, mentorship, and community-building on LinkedIn, offering insights on how designers can stand out and create meaningful connections in today’s fast-evolving creative landscape.
When working with leading luxury brands, how do you translate high-end brand DNA into immersive digital touchpoints without losing exclusivity?
Luxury doesn’t scream, it speaks with quiet intention. My approach always begins with listening. I go deep into a brand’s essence: its history, symbols, emotional tone, and unique rhythm. Then I translate that into experiences that feel elevated, but never overexposed. Whether I’m creating an AI concept, crafting a retail moment in a physical space, or designing a brand’s visual identity digitally or in person the goal remains the same: to build a world that’s emotionally charged, precisely curated, and unmistakably aligned with the brand. Luxury lives in the pause, the silence, the detail. It’s about leaving room for intrigue. And when every element visual, spatial, or digital reflects that emotional restraint, you don’t just create design. You create desire.
As a top LinkedIn creator, what’s your framework for turning complex brand messages into scroll-stopping content?
I treat content like a designed moment, it should stop you, hold your attention, and leave something behind. Every post begins with a single, clear insight. I ask: what truth are we communicating here, and how can I express it visually and emotionally. From there, I build intentional structure: headline, visual, and a thought that lingers. I use visuals as metaphors not to decorate, but to amplify meaning. My goal isn’t to explain, it’s to evoke. That clarity and emotional sharpness is what makes people pause. The best content doesn’t say more, it says just enough, with the right weight and tone.
With tools like MidJourney and Adobe Firefly, how do you see AI reshaping branding threat or tool?
It’s absolutely a tool but only in the hands of someone with vision. AI helps me prototype faster, test moods, and build narrative directions that would take much longer otherwise. It gives range and speed, which is incredibly valuable in early concept phases. But AI is not a substitute for direction. The real work is in curation knowing what aligns with the brand, what elevates it, and what holds emotional clarity. That’s where the human role becomes irreplaceable. Without taste, context, and storytelling instinct, AI is just output. For me, it’s a co-creator. It expands what’s possible, but I decide what matters.
You’re Croatia’s #1 LinkedIn creator. What’s your #1 tip for designers trying to build authority without sounding self-promotional?
Authority is built through consistency, not volume. The key is to share value, not validation. I don’t post to prove something I post to clarify ideas, build narrative depth, and open creative conversations. I speak with intention and keep my presence focused. Each post is designed to reflect my tone, aesthetic, and strategic thinking. I write for people who value design that communicates not just looks good. That alignment is what builds trust over time. Being present and accessible online is powerful. Brands often find me through my content, they resonate with how I think, and they reach out. Visibility matters. If your work has clarity and your voice has purpose, people notice.
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From corporate work to freelancing for global brands, how do you position yourself as a ‘premium’ creative in a crowded market?
Premium is not about price, it’s about presence. It’s about how every part of the interaction makes someone feel. I focus on three things: clarity, consistency, and excellence. I don’t generalize. I go deep. Clients come to me not just for design, but for perspective, direction, and emotional precision. I also place a lot of care in the process. From the first message to the final file, everything is structured, thoughtful, and aligned with a premium standard. That’s what creates loyalty. That’s what builds reputation. Being premium means being intentional always.
