TINA TOULI
Tina Touli is a London based creative director and graphic communication designer who works in a variety of design fields using various mediums and techniques - from analog to digital. She will join us at the next TOCA ME Design Conference, presenting her works and creating the Opening Titles.
Tina Touli is a London based graphic com­mu­ni­cation designer who works in a variety of design fields through using mediums and techniques - from analog to digital.

She will join us at the next TOCA ME Design Conference, presenting her works and also creating the Opening Titles.
Tina Touli, Kinetic Type
To get started, would you like to introduce yourself.
What's your background and how did you come to design?
To get started, would you like to introduce yourself. What's your background and how did you come to design?
I am Tina Touli, a creative director, graphic com­mu­ni­cation designer, maker, speaker and educator. I work in a great variety of design fields, both digital and print design, in­cluding brand­ing, ty­pog­ra­phy, web design, ani­mation, etc. My work is mostly known for blending the physical and the digital world, work­ing across different plat­forms and mediums.

I always loved communicating and expressing myself through any form of art. Since I was little I was keen on dancing, draw­ing, play­ing music, and others. A friend of my parents had a piano and whenever we were vis­it­ing I was always try­ing to play some kind of a melody. After I im­plored my parents for a while, they signed me up for piano lessons. That lead me to study on a Music sec­ondary and high school. It was not only about music but also about art, acting classes, draw­ing classes, etc. Soon, I re­alised I en­joyed playing the piano and the violin just for me and for expressing myself.

However, it was not really my dream to become a mu­si­cian. I was more think­ing of becoming a mathe­mati­cian, a physi­cist or an ar­chi­tect, till a friend told me about design, a field that would allow me to combine every­thing that I was pas­sion­ate about - audio, motion, vi­suals, etc. I got into a Graphic Design course and really soon I fall in love with design and creativity.
Tina Touli, Reality vs Imagination
Tina Touli, Skullcandy
Tina Touli, Reality vs Imagination
Tina Touli, Skullcandy
What does a typical day in your London studio look like?
My day consists of around 8 cups of tea and jumping back and forth between 2-3 different projects. I really enjoy work­ing on various projects at the same time, so when I am stuck, tired or not in a mood to work fur­ther on one project, I can jump on another one.

I often work late hours since I find them really cre­ative. When there are no more emails, mes­sages, etc and everyone else is asleep, it is the perfect time to con­cen­trate and get as effi­cient as possible. Loud music play­ing at the studio the whole day is a must for me. Exer­cis­ing for a break is also really im­por­tant, just to clear my mind before going back to work.
Analog versus digital. Merging these two worlds can be seen in many of your art­works. Please tell us about the idea behind it and your design process.
My work is known for blending the physical and the digital world through various mediums and tech­niques. I am in­clined to be­lieve that by ex­plor­ing the pos­si­bil­i­ties of work­ing be­tween the phys­i­cal and digital worlds we can dis­cov­er un­ex­plored areas of design and come up with unique solutions.

Some­times the strongest designs come from a simple con­cept and by trying things out. By inter­acting with the "objects" from the digital and the phys­i­cal world, leaving them to lead the way, even if things evolve differ­ently from the initial thoughts. The digital world offers us all these ex­cit­ing tools and poten­tials for design­ing. But some­times it feels that this digital entity lacks a tactile ma­te­ri­al­ity. On the other hand, the phys­i­cal world can do so many amaz­ing things, but it is the digital one that makes every­thing possible.
My work is known for blending the physical and the digital world through various mediums and tech­niques. I am in­clined to be­lieve that by ex­plor­ing the pos­si­bil­i­ties of work­ing be­tween the phys­i­cal and digital worlds we can dis­cov­er un­ex­plored areas of design and come up with unique solutions. Some­times the strongest designs come from a simple con­cept and by trying things out. By inter­acting with the "objects" from the digital and the phys­i­cal world, leaving them to lead the way, even if things evolve differ­ently from the initial thoughts.

The digital world offers us all these ex­cit­ing tools and poten­tials for design­ing. But some­times it feels that this digital entity lacks a tactile ma­te­ri­al­ity. On the other hand, the phys­i­cal world can do so many amaz­ing things, but it is the digital one that makes every­thing possible.
Where do you get your ideas and find creative inspiration?
Nowadays more and more creatives tend to follow the same processes, starting and finishing their projects on their com­puter, ignoring all the inspi­ra­tion from our im­mediate sur­round­ings. Any­thing around us that can stimulate any of our senses can be in­spi­ra­tional and an "object" for inves­ti­gation. A hole on a t-shirt, a wrong print, the foil paper that we wrap our food in, even the note­book that we sketch as an object itself! I am tending to seek inspi­ra­tion from the phys­ical world, since I am inclined to believe that the more un­ex­pected the recourse of inspiration is going to be, the more likely it is to create original work.
Nowadays more and more creatives tend to follow the same processes, starting and finishing their projects on their com­puter, ignoring all the inspi­ra­tion from our im­mediate sur­round­ings. Any­thing around us that can stimulate any of our senses can be in­spi­ra­tional and an "object" for inves­ti­gation. A hole on a t-shirt, a wrong print, the foil paper that we wrap our food in, even the note­book that we sketch as an object itself!

I am tending to seek inspi­ra­tion from the phys­ical world, since I am inclined to believe that the more un­ex­pected the recourse of inspiration is going to be, the more likely it is to create original work.
Tina Touli, Fedrigoni 365
In addition to your work, you teach at uni­ver­sity and share your experience in work­shops. Do you have any advice for aspiring designers?
Even if you don't know how to make it happen, get started with what you've got, and you will figure it out on your way. And of course there is no way to fail. Every good or bad decision you will make, "wrong" or "right" exper­i­men­ta­tion you will create, will help you move for­ward. As one of my favourite quotes from John C. Maxwell says, "Sometimes you win, some­times you learn." All you need is to love, appreciate and get satis­fac­tion from every little thing that you create.
Even if you don't know how to make it happen, get started with what you've got, and you will figure it out on your way. And of course there is no way to fail. Every good or bad decision you will make, "wrong" or "right" exper­i­men­ta­tion you will create, will help you move for­ward. As one of my favourite quotes from John C. Maxwell says, "Sometimes you win, some­times you learn." All you need is to love, appreciate and get satis­fac­tion from every little thing that you create.
Tina Touli, Singularity
Tina Touli, Adobe Create Magazine
Tina Touli, Singularity
Tina Touli, Adobe Create Magazine
Tina Touli, Z by HP
Last but not least...
Coffee or tea?
Tea.
Last but not least...
Coffee or tea?
Tea.
Daytime work or night shifts?
Night shifts.
Daytime work or night shifts?
Night shifts.
Phone or Email?
Both, depends on my mood.
Phone or Email?
Both, depends on my mood.
Solo artist or team player?
Team player, but I often work solo.
Solo artist or team player?
Team player, but I often work solo.
What is your all-time favorite song?
What is your all-time favorite song?
Meet Tina Touli at the upcoming TOCA ME Design Conference 2022.
Meet Tina Touli at the upcoming TOCA ME Design Conference 2022.
Interview by TOCA ME in April 2021.
Photos and Videos by Tina Touli.
Interview by TOCA ME in April 2021. Photos and Videos by Tina Touli.
TOCA ME DESIGN CONFERENCE
SATURDAY 5 March 2022・Munich
TOCA ME
DESIGN CONFERENCE
SATURDAY 5 March 2022・Munich
TOCA ME
DESIGN CONFERENCE
SATURDAY 5 March 2022・Munich
TOCA ME
DESIGN
CONFERENCE
Saturday 5 March 2022
Munich