Strategy, ideas
& creative direction
Yana Okoliyska
Founder & Creative Director
Yana works across strategy, positioning, creative concepts and creative direction, connecting the thinking behind a brand with the work people eventually see, experience and respond to.
Her approach moves between business and creative questions: understanding what needs to change, defining the idea worth building around, and shaping how that idea lives across identity, campaigns, content and digital experiences.
A particular focus of her work is purpose and sustainability communication where creativity has to do more than make an issue visible. It needs to make it relevant, credible and difficult to ignore.
Creative work, with a point of view
Over the years, Yana’s work has moved between commercial brands, cultural projects and social-impact initiatives, often bringing strategy and creative direction together rather than treating them as separate stages of the process.
She is especially drawn to projects where communication can influence perception, behaviour or participation and to briefs that are still open enough for the real problem to be discovered.
Beyond the studio
Her interests extend beyond client work into the wider creative industry and the role it can play in social and environmental change.
She is involved with communities and initiatives including Más Mujeres Creativas, Creatives for Climate and Constellation Global Network, alongside broader collaborations around responsible creativity, sustainability and independent agency culture. These connections bring different markets, disciplines and perspectives into the work while keeping SQUARED closely involved.
Strategy · Positioning · Branding · Campaigns · Purpose · Creative Direction
