Goce Veleski, Graphic and Logo Designer: Design is Not a Trend. It’s a Strategy.

Goce Veleski isn’t just a designer — he’s a strategist, a thinker, and a creator who believes good design is more than just pretty pixels. 

With over 16 years of experience in brand identity and packaging design, Goce built his career from the ground up while living in Macedonia, staying true to his voice in a world flooded with templates, trends, and shortcuts.

Equipped with a deep understanding of branding, typography, and visual storytelling, Goce brings his ideas to life using tools like Adobe Illustrator and Photoshop — but it’s his sharp eye for concept and strategy that truly sets him apart. He’s the kind of designer who knows when to break the rules and when to invent new ones.

From launching his own bold T-shirt line “ОмајГад,” to crafting portfolios that actually work, Goce doesn’t shy away from calling things as they are — and that’s exactly what makes this interview so refreshing.

In this conversation, he shares real and honest advice for freelancers, practical insights for clients, and his no-nonsense take on AI, junior designers, and the future of the industry. Whether you’re a creative just starting out or a business looking to hire smarter, Goce’s perspective will give you something to think about.

Goce is open to Graphic Design, Brand Design, and Art Director Roles.
Check out Goce’s work here: Behance;  SkillSpotterZ

At SkillSpotterZ, we spotlight creative minds like Goce to help clients and freelancers grow together and hear real talk and insights about the industry.

Now, let’s dive into Goce’s perspective…

💬 Who is Goce?

Hello there! Fortunately for me, design is something that I do as a hobby as well. And that’s probably the best fit to describe myself beyond work. Unless I play Fortnite. Creativity is like breathing, you can’t just turn it off like a light switch. My days are pretty simple, I wake up, scroll shorts on YT, warm up with a design, and then start working on clients’ work.

💬 What’s your take on the most popular topic now, ”AI”?

What’s your view on junior designers relying heavily on AI tools early in their careers?
Is it helpful, or are they skipping crucial parts of learning the craft?

That’s taking a shortcut, to start running before you start walking. It’s like playing a game on easy mode, with cheats. It gets the job done, but you don’t get anything in return for that. Okay, maybe a couple of bucks, but it’s not worth it. AI is a super useful tool, like the pen tool in Illustrator. You can learn the pen tool like a pro, but if you don’t have an idea of what you want to create, then the knowledge of the tool is useless. Start making things by yourself, and use the tools accordingly.

💬 If you could change one thing in how design is taught today—especially in this AI and template-saturated world—what would it be?

The one thing that I would change is the “Utopia Scenario”. Everything is sunshine and rainbows. Giving your students the dreamy scenario of how it’s perfect creates unreasonable expectations, and afterwards, reality will slap them like they owe it money. That’s really bothering me, especially when fresh out of school, designers come to an interview, and you hear their demands.

💬 You built a personal brand through your T-shirt line “ОмајГад”.

Why did you start the line?
Did that side project help you attract clients in the design field?
What’s your advice for freelancers who want to turn personal work into client magnets?

I’ve started it because Dechko Tzar, a well-known t-shirt brand from Serbia didn’t have delivery to Macedonia at that time.  And also, I wanted people to start wearing shirts with better messages and designs on them. ‘’Omajgad’’ put me on the visibility map in Macedonia, because I was working for about four years. At that time, I was still considered a junior designer, and nobody knew about me except that I was a designer at the moment. Client-wise, not really. I don’t think it directly brought in design clients — but it gave me visibility. Creating a side project like a clothing brand while being a designer is probably one of the best things a designer can do. While your clients have some weird requests on the designs and you don’t agree with them, here you create designs that are yours. And the only true feedback is the numbers after each sale.

💬 You’ve said designers should think less like trend followers and more like strategists.

Can you share an example of when not following trends helped?

Well, a trend is something that happens right now at the moment. As a designer who focuses more on brand and packaging design, I always tend to create something that will be noticeable in the next years/decades. The Ice bucket challenge was trending for a week or two, right? Nobody is doing it now. Also, it’s better to create trends instead of following them. So instead of forcing your designs to be at the moment, focus on creating a design that will create A moment.

💬 How can a designer realistically assess whether they’re junior, mid, or senior?

The hardest part of this is getting real about yourself, your knowledge, and expertise. It may sound stupid, but every designer thinks that he is the best in the business. The easiest way to self-determine where you are is by the working hours spent. The more the better, but only if you are getting better. Also, people often mix the knowledge of the tools with the levels, but the main thing that creates the difference is your approach to a project, your approach to work, your working ethics, and the way you take feedback. The last one is the key. The more you are chill about the feedback, the more mature a designer you are.

💬 Everyone says “build a portfolio,” but few explain how to make one unforgettable and in the correct way.

What makes a designer’s portfolio truly client-worthy in your opinion?

Well, my first portfolio had three flyers for underground rap battle events. I really didn’t have anything else to offer at the time. Years went by, and I’ve managed to create a 104-page portfolio, and now I’m nearly back at a 20-page portfolio with 10 projects. When you are building a portfolio, the key is to know WHY you are building it. To showcase your best work, or if you are pitching a certain client. For example, if a client has a vast majority of packaging designs that you want to redesign, you can’t pitch them with a portfolio that has more logo designs and Facebook posts than packaging redesigns. Always try to adapt to the client’s needs. That is how you create a nearly perfect portfolio.

💬 If you were starting your logo design career today in a saturated market…

What would be the first things you’d focus on learning?

I would start as I started 16 years ago. Learn the basics, learn what makes logos timeless, research, and enjoy the time spent looking at the best logos that have ever been created and their process. And of course just work your ass off, create as much as possible even if they are bad (and they will be), just work.

💬 What should clients look for when hiring a logo designer?

Beyond portfolios —what should be important when picking the right designer?

I would start as I started 16 years ago. Learn the basics, learn what makes logos timeless, research, and enjoy the time spent looking at the best logos that have ever been created and their process. And of course just work your ass off, create as much as possible even if they are bad (and they will be), just work.

💬 The future of Graphic Design.

How do you see it evolving? What key trends or shifts should freelancers prepare for?

Unfortunately, the huge shift at the moment that everyone is feeling is the prices. Everything that you need for a decent design (software, fonts, mockups) goes up pricewise, and the clients want some prices dating from the 2000s. The worst thing is that it will get worse 🙁 There will be a vacuum where clients will rely on AI as their tool, but at the end of the day, they’ll come back to the traditional designers. Not that we are irreplaceable, but still, we are still very useful.

💬 What’s your take on the freelance and design scene in Macedonia?

It’s a small market, I really don’t have a take.

💬 You built your career while living in Macedonia.

What advice would you give to other freelancers here who feel their location limits them?

Connect with people, don’t bother them, and accept all the feedback that you get.

💬 Why should a client choose to work with you?

I really can’t tell this. I’ve never been on the other side to pick a designer. You should ask some of my clients about this.

💬 Where can clients, companies, or even freelancers reach you if they want to work or collaborate with you?

The best place is LinkedIn. I’ve been there for a long period, many clients came from there, and a lot have returned with other projects.

💬 What would you like to say to others?

Message to all young and older designers: Learn to learn.

Image: Goce Veleski