Over the past year, Daria Shiian's name has been consistently featured in professional publications. Her work for Antidote and Brugg has earned the highest industry accolades, including the Pentawards, Dieline Awards, ADC Awards, and WBDS Awards. However, what makes the art director of DD.NYC Agency particularly fascinating is the way she integrates cutting-edge technologies into premium design—from utilizing AI in brand identity creation to pioneering innovative spatial design solutions.
Daria's journey in global design began in Kaliningrad, continued in Saint Petersburg and Europe, and in 2021, led her to New York, where she took the creative helm at one of Manhattan's leading design agencies. Along the way, she has mastered the art of seamlessly blending technological innovations with traditional design methodologies.
"In contemporary design, technology is not just a trend; it is a new tool for creating unique solutions," she says.
In this article, we will explore several examples of how Daria Shiian employs modern technologies to craft groundbreaking design solutions that receive international recognition. From AI to digital installations, each of her projects showcases the evolving synergy between technology and creative thinking.
Technology of the Future: The Kinode Case
"When Kinode, a revolutionary AI startup with crypto integration, approached us, it was clear—this was an opportunity to rethink the very process of brand identity creation," says Daria. Rather than merely visualizing the technological essence of the product, the team decided to make artificial intelligence an integral part of the creative process.
"We developed specialized prompts for Midjourney that allowed us to generate a series of unique, futuristic images for the website and app," she explains. Each image became part of a carefully curated system, where fantastical worlds and visual metaphors help users grasp the complexities of the technological product.
"When working with AI, it's crucial to find the right balance. A neural network is a powerful tool, but it is the designer who sets the direction and selects the results that align with the overarching concept," Daria emphasizes.
Digital Transformation: Women of Vision Awards
The Women of Vision Awards is an annual ceremony hosted by Ms. Foundation, one of the oldest and most influential women's organizations in the United States. Daria's team was tasked with a challenge: how to use modern technology to transform a traditional venue into a dynamic digital installation.
"The grand rotunda became the perfect canvas for experimenting with digital technologies," Daria explains. "Instead of conventional static structures, we created an interactive space using advanced projection systems and programmable lighting."
"Modern technology allows us to completely transform the perception of space," she says. "We developed a dynamic projection system where branded graphics and visual elements changed in real time, creating different lighting scenarios for various parts of the event."
The team utilized specialized mapping software to adapt projections perfectly to the architectural features of the venue. "Technology enabled us to create a truly immersive experience. We programmed the lighting and projections to highlight every key moment of the ceremony—from the grand opening to the award presentations."
"This is a great example of how digital technologies can not only address practical challenges but also elevate engagement with a space to an entirely new level," Daria concludes. "Guests were fully immersed in the event's atmosphere thanks to the dynamic visual storytelling."
Digital Ecosystem: SVCH
SVCH, one of Russia's leading culinary schools, serves as a prime example of how digital technologies can create a cohesive educational ecosystem. "This was not just a design project; it was the development of a comprehensive digital infrastructure for an educational brand," says Daria.
"We built an integrated digital system where every element—from spatial navigation to the online platform—was part of a unified technological framework," she explains. Interactive information panels, digital wayfinding, and personalized learning materials all worked together seamlessly.
Particular attention was given to digital interface development. "We designed an intelligent visual communication system where technology helped users intuitively navigate educational programs of different levels. Professional courses were equipped with a more advanced interface with extended functionality, while programs for amateurs featured a simpler, more user-friendly navigation system."
The digital strategy included creating a large-scale online ecosystem. "We developed specialized content formats for different platforms, integrated an educational content management system, and created interactive learning materials. Technology allowed us to make complex culinary processes both comprehensible and visually engaging in a digital format."
The effectiveness of this technological approach was confirmed by the rapid growth of an international audience. "The digital ecosystem we created functioned as a universal translator, making educational content accessible and understandable to a global audience."
Technology in Retail: Addicts Collective
"After developing digital solutions for major brands, I wanted to apply this experience to my own project," says Daria about launching Addicts Collective in 2021. The resale platform became an experimental space for testing innovative approaches to online retail.
"We built a digital ecosystem where technology operates at every level of customer interaction," she explains. An automated cataloging system with AI-based brand and condition recognition, an integrated content management system for creating unique drops, and smart analytics for personalized recommendations—all of these elements became part of a single technological platform.
"Digital technology helped us rethink even fundamental aspects, such as packaging," Daria shares. "We developed a tracking system for reusable boxes that transform into art objects and integrated them into the social media content strategy through special hashtags and AR markers."
Special attention was given to creating an omnichannel experience. "Every social media post, every photoshoot, every meme became part of a larger digital narrative. We use algorithms to analyze audience behavior and automatically adapt content for different platforms while maintaining a unified brand identity."
"Technology enabled us to create a new type of resale platform, where every element—from photo processing to order delivery—functions as part of a single digital ecosystem," Daria concludes. "This is no longer just an online store; it is a full-fledged digital platform for crafting a unique shopping experience."
Looking Ahead
"Today, technology is no longer just a tool in a designer's hands—it has become an active participant in the creative process," Daria reflects. "AI can generate images, projections can transform spaces, and digital platforms open new avenues for communication. But the most important factor remains human—our ability to create an emotional connection between a brand and its audience."
At DD.NYC Agency, she continues to explore the integration of new technologies into design processes. "Each project is an experiment where we seek the optimal balance between technological innovation and traditional design thinking. Artificial intelligence, augmented reality, generative design—these are no longer the future but the present of our industry."
"But it's essential to remember that technology should enhance creative solutions, not replace them. I see the future of design in the synergy between human creativity and technological capabilities."
