When Sviatoslav Karablikov joined the brand-empowering company Captiv8 just over ten years ago, there was just one designer on the team. Today, he is not just leading a team of designers at Captiv8 as Director of Design but also driving the international design team as a sought-after thought leader in his chosen profession.
His success comes down to his passion for design and his unique ability to combine the old with the new, as well as humanity with technology.
A Passion for Design
Sviatoslav has been intrigued by design for as long as he can remember. The award-winning Director of Design says his passion for design began quite simply. He recalls as a child admiring the layout and beauty of books, their beautiful fonts and covers, and the feel of their paper.
While he says the art of a tangible, well-made book has been lost to an extent in the age of digital information, design as an art form is alive and well.
After school, Sviatoslav pursued a career in the printing industry as a natural progression of his passion. His career as a designer began with a prepress course while studying at a printing college, where he mastered the fundamentals of design theory through formal studies.
He complimented the formal training with his own studies, delving into Jan Tschichold's typography, Josef Müller-Brockmann's modular systems theory, and Josef Albers' exploration of color interactions.
"This foundation, combined with deep immersion in user experience design, facilitated my transition from graphic design to digital product design," he says.
Sviatoslav's skill, talent, and passion helped him gain acclaim quickly in his chosen profession. He gained experience working in international companies, contributing to commercially successful products, and leading design teams.
Today, he holds the reins as Director of Design for Captiv8.
As passionate about design as ever, he has a portfolio of success behind his name, with his succession of work achievements highlighting how the implementation of design has changed over the years as technology has advanced. At the same time, much has remained the same. People still want things that are aesthetically beautiful and functional, and no amount of technological progression will change this.
Combining the Old with the New
The fundamentals of design have not changed, and the foundations of yesterday serve a purpose for the dreams of the future. With this in mind, Sviatoslav has learned to combine his skills and expertise in design with technology. Marrying the disciplines of design aesthetics with technology has given him a unique edge in his career.
"My journey into design was driven by a deep passion for transforming innovative ideas into visually compelling and highly functional products," he says. "From the beginning of my career, I was fascinated by the intersection of creativity and technology—how design choices not only shape aesthetics but also impact business strategy, user experience, and engagement."
He explains that as a designer, he has sought to build solutions that not only look good but also serve a purpose. "Over time, my focus has expanded to design leadership, where I could create and manage design systems, optimize workflows, and mentor teams to drive innovation."
The advent of AI has further leveraged Sviatoslav's work. He says: "The future of design isn't just about pixels—it's about how design integrates with AI, automation, and new forms of user interaction. I want to be at the forefront of this evolution, exploring how design can shape emerging technologies and redefine how people interact with digital products."
In this way, he believes combining age-old design disciplines with futuristic technology is a winning combination for success.
Humanizing Technology to Create Impact
Technology might have changed, but people haven't. Sviatoslav is passionate about people, and this makes him a sought-after thought leader among industry professionals. He is a MUSE Creative Awards Silver Winner (Mobile App – Sports & Recreation), a member of the Belarusian Union of Designers, and is among the panel of esteemed judges for the Indigo Design Award.
"I was drawn to product design because I wanted to make technology more intuitive, accessible, and enjoyable," he says. "Too often, businesses focus on features rather than experiences, leading to cluttered interfaces and frustrated users. My passion lies in humanizing technology—ensuring that every interaction is clear, purposeful, and meaningful."
This love for people extends to his interactions in the workplace. He has, among other achievements at Captiv8, created a culture of collaboration whereby design professionals work alongside decision-makers and various departmental experts so that feedback and communication are encouraged, and the best of each team member is harnessed.
He says this 'humanizing' of technical and design processes has led to major design transformations, established comprehensive product design processes, and implemented metrics to enhance team performance.
"My work spans multiple areas, including developing a Design System, conducting extensive UX research, and overseeing feature development stages," he says.
Mentoring and upskilling his team is also a priority for him, as he believes the future of his profession isn't just in the technical aspects of innovation but also in passing skills and fundamental knowledge of design and industry expertise from generation to generation.
"Whether it's through mentorship, writing, or leading new product innovations, my goal is to continue pushing the boundaries of what's possible in design," he says.
