Pentawards 2025 Competition Creative: Interview with the Artist, Tina Touli
With just one week to go till the 2025 Pentawards Competition, we’re giving you a sneak peek at this year’s creative with an interview with the artist herself.
For this year’s competition we wanted a visual identity that was future-thinking, creative, had flow and movement, that evoked the senses through design.
To discover a different perspective of our pentagon logo as well as have exciting new colours and elements throughout the journey of the campaign. Enter the brilliant London-based creative director, graphic communication designer, speaker and educator, Tina Touli.
With just one week to go till the 2025 Pentawards Competition, we’re giving you a sneak peek at this year’s creative with an interview with the artist herself.
Tina, tell us a little bit about yourself and how you got into the field of art and design
I’m Tina Touli, a London-based multidisciplinary graphic communication designer, creative director, maker, and speaker. I’ve always loved expressing myself through art in any form. Ever since I was little, I was drawn to dancing, drawing, playing music—you name it. I remember a family friend had a piano, and every time we visited, I couldn’t resist trying to play a melody. Eventually, after some persistent nagging, my parents signed me up for piano lessons. That opened the door to studying at a music school, where I got to explore not just music but also acting, drawing, and other creative outlets.
Over time, I realised that while I loved playing instruments like the piano and violin, I didn’t see myself pursuing a career in music. For a while, I dreamed of becoming a mathematician, physicist, or architect. Then a friend introduced me to the world of design—a field that could combine everything I was passionate about: visuals, motion, audio, and more. I gave it a shot by enrolling in a Graphic Design course and instantly fell in love. Design turned out to be the perfect way to bring all my interests together.
‘For me, creativity is all about experimentation’
Which aspect of design do you specialise in?
I’d describe my work as multidisciplinary. I explore both digital and print design, covering areas like typography, branding, web design, animation, and more. But what my work is mostly known for is the blending of the physical and the digital worlds, visually showcasing this across different platforms and mediums. I’m fascinated by how these two realms can interact and evolve together, often leading to unique and unexpected design solutions.
For me, creativity is all about experimentation. I love starting with a simple concept and seeing where the process takes me. By physically interacting with materials and exploring digital tools, I often find that the journey shapes the final outcome in surprising ways. I think of the physical world as offering incredible tactile experiences, while the digital world unlocks endless possibilities. Combining the two creates designs that are innovative and dynamic.
What excites you most about design?
What excites me most about design is its endless potential. I love experimenting with different mediums, techniques, and processes—it keeps things fresh and exciting. Every project I take on is a new creative challenge, and my goal is always to make it my best work yet.
You've created the visual identity for the Pentawards 2025 competition, what was your process for this project?
Experimentation is at the heart of my process. When I received this brief, I was so excited—it felt like the perfect opportunity to push creativity to the next level. I decided to use oil- and water-based liquids as the core technique for creating this identity. These liquids don’t mix, which allowed me to craft mesmerising graphics by hand and capture them with a camera. It was a journey of exploration, full of surprises.
‘The identity is inspired by the fluidity and adaptability of liquid, which reflects the dynamic nature of packaging design’
What did you want to convey for this project?
The identity is inspired by the fluidity and adaptability of liquid, which reflects the dynamic nature of packaging design. Just like liquid flows and transforms, great design continuously evolves to balance functionality, aesthetics, and innovation. The vibrant liquid elements in this project symbolise the fusion of creativity and practicality—different ideas and materials coming together to create exceptional packaging solutions.
At the heart of the visuals is the pentagon symbol of the awards, which emerges from the negative space within the liquid composition. Bold typography and vibrant colours tie everything together, creating a striking and premium look across various platforms.
Were there any challenges with this project?
For this project, the most challenging part was shaping the pentagon within the physical liquid composition. It needed to be perfectly positioned and scaled so it could work seamlessly across various applications, from social media to print. Ensuring that the pentagon stood out dynamically and looked interesting in every context was both a challenge and a rewarding experience.
'The best designs happen when you’re having fun creating them'
Do you have any advice for people who want to pursue a career in art and design?
Do more of what you love—that’s what you’ll excel at. Stay persistent in chasing your goals and dreams. Keep creating, sharing your work, and finding joy in the process. And don’t forget to appreciate the small wins along the way. The best designs happen when you’re having fun creating them.
Tina Touli is a London-based creative director, graphic communication designer, speaker and educator. She thrives on designing multidisciplinary work that involves a variety of techniques, showcased across different platforms and mediums. Her practice involves digital and print design, typography, branding, graphics, animation.
Her diverse clientele includes but is not limited to: Adobe, Dell, HP, Selena Gomez’s Wondermind, The New Yorker, Ciroc Vodka, Tate, Converse, Glo, Dropbox and LinkedIn.
Find out more about Tina and her work here.