Finding Design Ideas in Everyday Life

Tatiana Egoshina is a designer who lives in Milan, Italy. She finds ideas by looking closely at the world around her. Old shop signs and handwritten notes can give her new ideas. She likes work that shows care, even when it looks imperfect. She also learns from stories, poems, buildings, and people outside design. For her, useful ideas do not come only from other designers.

One project took her to Castelmezzano, a village in southern Italy. She stayed for a week and listened to local stories. These included stories about fire, white dogs, and women with special powers. She worked with sound artist Livia Borzetti to make Ceneri di Pietra. They showed moving light and pictures on the nearby cliffs. The work won first prize at the event in June 2026.

Her work often starts with research before she uses a screen. She then draws with a pencil to develop her ideas. A visit to Palermo also changed how she understood colour. She noticed how the sea, flowers, and buildings looked together. These everyday colours became an important part of her later work. She brings the same interest in life to different kinds of projects.

For the Italian company Fortune Cookie, she designed a logo and website. A logo is a name or sign that represents a company. She worked on the project between 2024 and 2026. Coloured shapes looked like folded ribbons and carried short messages. Later, the team began making pictures that broke the design rules. She built an online tool to help them follow those rules. Her aim is clear: a design should keep working without its designer.