Rilind Hoxha

Specialized in Giftware Design.

Rilind Hoxha

About Rilind Hoxha

Why Agency is a creative studio based in Skopje, working across design, communication, and strategy. The studio collaborates with clients, institutions, and partners on projects involving visual identity, editorial design, digital platforms, and content development. Its process is grounded in research, dialogue, and multidisciplinary thinking, resulting in adaptable design systems that respond to context and function. Why Agency works across sectors including culture, education, technology, and public services, focusing on clarity, structure, and long-term usability in both digital and physical media.

  • Winner of the A' Design Award.
  • Specialized in Giftware Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Giftware
House of Smaragd Advent Box

House of Smaragd Advent Box

Giftware Design

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Interview with Rilind Hoxha

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I studied visual communication and design, but my passion started long before — I was always curious about how things are made and why they look the way they do. Becoming a designer felt natural; I’ve always been drawn to the emotional and functional power of form, space, and typography.
Can you tell us more about your company / design studio?
I’m the Head of Design at Why Agency, a multidisciplinary creative studio based in Skopje. We focus on branding, product packaging, UX/UI, and storytelling. Our approach is holistic — strategy and aesthetics go hand in hand.
What is "design" for you?
Design is structured emotion. It's not only how something looks, but how it makes people feel and behave. It's intention made visible.
What kinds of works do you like designing most?
Packaging, branding systems, and spatial design. I love formats where storytelling, materiality, and interaction come together.
What is your most favorite design, could you please tell more about it?
The House of Smaragd Advent Calendar is a favorite. It pushed boundaries — not just as packaging, but as a functional collectible. It’s rare to work on a project that blends luxury, sentiment, and sustainability so well.
What was the first thing you designed for a company?
A brand identity for a small architecture studio — it was clean, modular, and taught me a lot about simplicity and restraint.
What is your favorite material / platform / technology?
Uncoated papers, textured boards, and any material that feels human. Digitally, I work extensively with Adobe Creative Suite, Figma, and Blender when needed.
When do you feel the most creative?
When the brief is clear but the solution isn’t. I thrive in that space between structure and exploration.
Which aspects of a design do you focus more during designing?
Hierarchy, texture, proportions, and storytelling. A good design always has rhythm.
What kind of emotions do you feel when you design?
Focused excitement. You enter a flow state — part logic, part instinct.
What kind of emotions do you feel when your designs are realized?
It’s rewarding, but I rarely stop to celebrate — I’m usually thinking about how to make the next version better.
What makes a design successful?
When it communicates clearly, evokes feeling, and elevates the experience for its intended user.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers shape culture and consumption — we must act responsibly, reduce waste, and design things that last.
How do you think the "design field" is evolving? What is the future of design?
It’s becoming more human-centered. The future lies in adaptive design, sustainability, and cross-disciplinary collaboration.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
The most recent public showcase was the A' Design Award itself. We are preparing a seasonal installation in our stores later this year.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Everywhere — architecture, nature, fashion, typography, and especially moments of stillness. I keep digital mood boards constantly evolving.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
Tactile minimalism. I explore clean structures with attention to material, space, and feeling.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I live in Skopje, and yes — being in the Balkans, you're surrounded by contrasts. That duality — tradition vs. modern — definitely informs my visual language.
How do you work with companies?
Strategically. I listen, analyze, and then build design systems that solve problems and tell stories.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Trust the process. Great design comes from collaboration, not control. Be open and clear about your goals.
Can you talk a little about your design process?
We start with research and immersion. Then moodboarding, sketching, prototyping, testing, and refining. It’s iterative — with constant dialogue between form and function.
What are 5 of your favorite design items at home?
A Bauhaus-style wall clock Japanese ceramic teacups A classic Eames chair A handcrafted brass lamp The Smaragd calendar prototype
Can you describe a day in your life?
Morning review and planning, creative blocks before lunch, team feedback in the afternoon, and sketching or quiet design time in the evening.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Design for people, not for trends. Don’t rush your style — let it evolve. And always stay curious.
From your perspective, what would you say are some positives and negatives of being a designer?
Positives: You get to create. Negatives: You often have to defend the value of your work in non-creative environments
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
Illustrator, InDesign, Figma, Photoshop, Blender, Pantone books, sketchpads, Japanese design books, and too many saved Instagram folders.
Designing can sometimes be a really time consuming task, how do you manage your time?
Timeboxing and phases. I split projects into creative, technical, and feedback blocks to stay on track.
How long does it take to design an object from beginning to end?
It varies — from days to months. The House of Smaragd took 6 weeks including prototyping.
What is the most frequently asked question to you, as a designer?
“How long will it take?” Or, “Can we make it look more premium without changing the budget?”
What was your most important job experience?
Designing the full Smaragd seasonal campaign — it combined retail, packaging, identity, and emotion in one system.
Who are some of your clients?
Through Why Agency: Volvo, Burger King, VivaSokovi, KFC, Smaragd1969 and lifestyle brands.
What type of design work do you enjoy the most and why?
Packaging and spatial — it’s where brand meets physical experience. You feel the result in your hands.
What are your future plans? What is next for you?
I want to create more permanent collectible designs, and eventually launch a curated product line under my own label.
Do you work as a team, or do you develop your designs yourself?
Both. I love designing solo, but nothing beats a tight creative team working in sync.
Do you have any works-in-progress being designed that you would like to talk about?
Yes — we’re working on a gold investment collection and a new jewelry line for children, with custom packaging and interactive elements.
Any other things you would like to cover that have not been covered in these questions?
Design should never feel like decoration. It should feel like intention — thoughtful, useful, and emotionally resonant.

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