Tina Touli grew up in Greece with a German mother, in a household where making things was simply part of life — fixing furniture, building objects, experimenting with materials. That maker instinct never left. It just evolved into a design practice that treats analogue and digital not as opposites but as collaborators, with curiosity as the constant.
Based in London for fifteen years, Tina has built a body of work that starts with simple ideas and follows them into unexpected territory. For her, the interesting outcomes live in the surprises — the moments where process takes over and leads somewhere you didn't plan to go.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
Creativity was always around me growing up. I loved dancing, drawing, playing music, anything that allowed me to express myself. For a long time I thought I might become a mathematician, physicist or architect, until a friend introduced me to design. Suddenly it all made sense: design felt like the perfect place where I could combine everything I loved, visuals, motion, sound and storytelling. Once I started studying graphic design, I completely fell in love with it. My early jobs helped me understand the industry, but they also made me realise that the traditional 9 to 5 routine wasn’t the best environment for my creativity, which eventually pushed me to build my own path.
What lessons from your career have most shaped your style and approach?
One of the biggest lessons in my career has been learning to trust the process and stay open to experimentation. Early on I realised that creativity rarely happens in a straight line, the most interesting ideas often come from trying things out, making mistakes and allowing unexpected results to guide you somewhere new.
That mindset shaped my approach to design and encouraged me to explore different mediums and techniques, especially by combining analogue experimentation with digital tools. It also taught me that persistence and curiosity are just as important as technical skills when developing your own creative practice.
Tell us about the core values or philosophies that guide your creative practice.
Curiosity and experimentation are at the heart of everything I do. I love exploring how the analogue and digital worlds can interact, and many of my projects start with very simple ideas that evolve through hands-on experimentation. I often play with materials, objects and textures, sometimes the most interesting ideas come from simply trying things out and letting the process guide you. For me, creativity isn’t a straight path but a journey full of unexpected turns, and those surprises are often where the most exciting outcomes happen.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
I think the creative industry benefits enormously from diverse perspectives, so it’s important that we continue creating spaces where different voices are visible and supported. Mentorship, community and access to opportunities play a huge role here.
When emerging creatives feel encouraged, supported and included, they’re much more likely to experiment, share their ideas and push the industry forward.
The more open and collaborative the creative community becomes, the stronger and more interesting the work will be.
How important is it that creative professionals find their unique voice?
It’s also something that takes time. Your creative voice isn’t something you decide one morning, it grows naturally through your experiences, influences and the way you see the world.
The best advice I can give is to experiment a lot, explore different mediums and follow what genuinely excites you. If you stay curious and true to yourself, your voice will gradually emerge through your work.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Technology will definitely continue shaping how we create, from new design tools to developments in AI. But I believe the most important thing will always be the idea behind the work. Technology can help us work faster and open new creative possibilities, but it can’t replace curiosity, imagination or passion. The creatives who will thrive are the ones who keep learning, experimenting and adapting to new tools while staying focused on strong concepts and storytelling.
How much does your city influence your work?
London has had a huge influence on me. It’s such a diverse, energetic and creative city where you constantly encounter new ideas, cultures and perspectives. Just walking around can spark inspiration, from architecture and street art to the people you meet.
How much does your culture influence your work?
Culture shapes the way we think and create more than we realise.
Before moving to the UK 15 years ago, I grew up in Greece with a German mother, in a family where making things was part of everyday life, fixing furniture, building objects, and experimenting with materials.
That hands-on environment definitely influenced my approach to design and my love for analogue experimentation.
Even today, that “maker” mindset is a big part of how I work, especially when exploring the relationship between analogue and digital processes.
Tell us some of your favourite, creative professionals and inspiring places in your city!
I’m constantly inspired by the incredible energy and diversity of creatives around me, from illustrators and designers to makers experimenting with new materials and techniques.
In London, I love wandering through markets, galleries, and studios, the mix of history, street art, and unexpected installations always sparks new ideas.
Even just observing how people interact with their surroundings, the colours, the textures, the rhythm of the city, gives me endless inspiration for my work.
What should emerging creative professionals keep in mind as they begin their design career?
Stay curious and keep experimenting. Try to approach every project as an opportunity to learn something new and push yourself a little further. It’s easy to fall into the trap of following trends or imitating others, but the most exciting work usually comes when you explore your own ideas and interests. And most importantly, enjoy the process. The best work almost always happens when you’re genuinely having fun creating it.
