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Doris Živalj
Episode · #723

POSLOVNI ĐIR Doris Živalj

Guest Doris ŽivaljHosted by Mojdana KoharevićMay 3, 2026
About this episode
What you'll hear in this conversation

For two decades, Doris Živalj has worked in graphic design, deliberately remaining out of the public eye. Her perspective is clear: designers are 'behind-the-scenes players,' and their work, not their persona, should speak for itself. This firm belief made her first media interview in twenty years a rare occasion. The owner of Split-based Flesche, Živalj argues that while every entrepreneur knows design matters, few truly grasp its power as a strategic tool, rather than just an aesthetic add-on. She explains why consistency often matters more than a 'perfect' logo, and how many businesses miss the fundamental principles of visual identity. This conversation offers a reframed understanding of what good design truly means and what it can accomplish for any business.

Insights from the conversation
What to take from this episode
01
Doris Živalj has spent two decades in graphic design, and this is her first media interview — a deliberate choice, as she sees designers as 'behind-the-scenes players.' The work itself, she argues, should speak for the designer, not the individual’s public persona.
02
When clients insist on personal preferences, like putting their own photo on a product, Živalj’s approach is to deliver what they ask for, but not claim it as her best work. The designer's job, she suggests, is to warn clients about potential communication problems, not just to execute their every wish.
03
The widespread availability of tools like Canva leads many to believe 'we are all designers,' Živalj notes. Yet, true design, she argues, goes far beyond software — it requires a disciplined approach to communication, not just the ability to drag and drop elements.
04
Coca-Cola's logo, Živalj observes, isn't 'perfect' by strict design rules, but its consistent application and strong marketing over decades make it successful. A visually imperfect design, consistently applied and backed by a strong marketing narrative, often outperforms a technically superior one that lacks follow-through.
05
People often confuse branding with visual communications, Živalj points out. A designer delivers a logo and graphic standards, but branding is an ongoing process that requires time, a team of marketing experts, and consistent application to build a product or company's identity.
06
The best design solutions are often the simplest, Živalj says, referencing Picasso's idea of 'forgetting everything we've learned to become like children again.' In visual communication, clarity and immediate understanding are paramount; if a design needs explanation, it likely isn't working.
07
In the tourism sector, Živalj has seen clients insist on copying competitors or prioritize expensive decor over a strong visual identity. The failure to invest in a unique design, she argues, means businesses settle for being a 'bad copy' rather than a compelling original.
08
Many entrepreneurs, Živalj observes, are 'more inclined to buy a lamp for a thousand euros than give 500 euros for a good logo.' This imbalance reflects a fundamental misunderstanding of design's role: it is not a luxury expense, but a core driver of sales and long-term profitability.
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