What goes into the branding and marketing of Yardi Breeze? Quite a lot. When you come by our booth at a trade show, open an email from us, attend our REfresh user conference, download a brochure or visit our website, the first thing you see is the visual branding. This comes from the work of graphic designers.
The most recent guide to Breeze’s brand image is Kate Pidromova, a graphic designer whose talent and vision have a direct impact on everything we offer. In this interview, she shares insights into her creative process, the challenges that inspire her and the skills essential for thriving in graphic design.
What does your role as a graphic designer entail?
I work predominantly on the Breeze product line. My job involves designing various types of marketing, sales and services collateral for Breeze, whether for web or print. This includes email marketing, brochures, ads, infographics, sales presentations, social media and blog post images, web page design and more.
How do you visually represent & brand property management software?
Breeze is a simple and effective solution for clients who don’t need a lot of bells and whistles for their property management duties. My approach is to promote that feeling of simplicity through the design, cutting it down to the basics and avoiding flashy design concepts that might overshadow the copy.
What types of challenges motivate you?
I like reimagining old design concepts and giving them a fresh look and feel. Another exciting aspect for me is learning new design programs and skills. Currently, I’m focused on learning Adobe After Effects to enhance our animated content for the Breeze brand.
What contribution are you most proud of?
I’m most proud of helping create the new brand identity Yardi Breeze last year. It was a significant challenge to create a brand that was visually distinct from the other Yardi brands but still fit within the Yardi design ecosystem. The logo and name were already there; my role was to create new design elements that could be easily replicated and used in multiple ways.
Beyond design software proficiency, what skills do graphic designers need to thrive?
Graphic designers need to fully understand the four principles of C.R.A.P. (Contrast, Repetition, Alignment and Proximity). While these skills can come naturally to many designers, they can also be learned through consistent practice. It’s like cooking: chefs say all dishes need salt, fat, acid and heat. In design, mastering contrast, repetition, alignment and proximity is essential to a well-rounded design. Usually, if a design isn’t working, these are the concepts you need to improve.
Is there a difference between art & graphic design?
I see little difference between art and graphic design. The main difference is that graphic design usually incorporates a written message. You have to think carefully about where and how you place design elements. However, I think approaching graphic design as an artist is crucial because you should ultimately create something that is pleasant to look at.
What other creative artistic endeavors do you take part in outside of work?
Outside of work, I love to draw. I’ve always been an artist. Ever since I was a toddler, I’ve been drawn to colors and collecting things. I always say that creating a design piece is similar to making a collection. As a child, I collected napkins, rocks, cards, everything. As I grew up, my collections became more sophisticated, like a wardrobe. When dressing, I think about the different color components and textures, and that same thought process is reflected in my work. When creating a design, I think a lot about how everything goes together and its placement. It’s very instinctual for me to do this type of work.
What supported you the most when you started at Yardi?
When I was just starting out, my team was my biggest support. Without my coworkers’ support, I know I would have had a more difficult time. They made me feel welcome, and the trust they had in me during the early stages of the brand redesign gave me confidence and made me feel appreciated.
What advice would you give to a new hire at a large company like Yardi?
My advice is to pay attention to what’s important for your day-to-day efficiency and leave out the rest. You need to rely on your coworkers to help find information or answer questions, so lean on your team. Don’t hesitate to ask questions. It’s also important to figure out an organizational system that works for you as soon as possible.
What is something that you learned since joining Yardi that you couldn’t do before?
My skills in the Adobe Suite, especially Photoshop, have improved astronomically. I’ve also learned that it’s okay not to know everything. You’re always learning new things in your career. This has taught me not to be so hard on myself.
