We recently sat down with Boris Alexandrov, CEO, and Creative Director of BRANDON ARCHIBALD, a space branding agency that’s quietly making a loud impact. At Brandon Archibald, Boris brings together concept, logo, interior, exterior, and visual identity into one cohesive product. His approach feels like solving a puzzle – carefully fitting each piece to create unique spaces and meaningful brands.
Boris shared the twists and turns of his career, gave his take on where the industry is heading, reflected on how technology, especially AI, is shaking up the creative process and dropped solid advice for anyone just starting in the field.
The Beginning
“Can you tell us about your professional journey and what led you to your current role?”
“It all started at a time when branding was just a fancy word without much meaning behind it. I lived through the rapid growth of the internet and had the chance to read a lot of books about branding and graphic design at a time when no one around me understood what it was about.
My passion took root in my childhood. I grew up in a family where my parents—a doctor and a professor—were also very creative and artistic. I didn’t have an art background myself, but I was always eager to be part of those smart discussions about art and the future. After graduating from a faculty focused on managing computer systems, I found my passion in connecting art, technology, and entrepreneurship. This gave me the tools to help businesses grow using these combined skills.
Over time, my professional path overlapped with that of my sister, who is a trained architect. Together, we discovered a synergy in what we love: creating brands and designing spaces that reflect their personality and values engagingly and beautifully.”
Staying Ahead Of The Curve
“What sets your business apart from competitors in the industry?”
“There are a few key pillars of our success: branding, architecture, and a systematic approach. While we love art, we know we work in a business environment where results need to be predictable, regardless of inspiration or mood.
I’d say our main strength is deeply understanding the needs of offline businesses. We focus on creating unique experiences in spaces, executed in a well-planned and orchestrated way. Our team is driven to challenge the norm and build a business that stands out with strong service and results that speak for themselves. We align brand values with physical spaces to help businesses grow and engage clients.”
Triumphs Of Brandon Archibald
“What has been your business’s biggest achievement to date?”
“With thousands of design agencies worldwide, I’d say our biggest achievement isn’t just the results we deliver, but how we deliver them.
We’ve worked hard to create a great client experience—making the service itself valuable and easy to understand. We’ve built a system that’s simple, clear and works for everyone – from big global companies to small businesses. With upfront pricing, smooth processes, and open communication, our creative approach feels less like guesswork and more like a reliable plan. It’s client-focused and geographically independent.”
Value-Oriented Leadership Approach By Boris Alexandrov
“How would you describe your leadership style?”
“I’d call it values-oriented leadership. Over the years, I’ve learned that values are at the core of every decision. This understanding led us to crystallize a set of values that are deeply rooted in us as leaders and shared with our team. With this foundation, we’ve built a system where every decision naturally aligns with our vision.
The same applies to our clients. Once we sync with them on a value level, every step becomes a collaborative and enjoyable journey rather than a chaotic business transaction. My goal is to create an environment where creativity thrives and people feel empowered to take ownership of their work. I strive to balance systematic processes with room for innovation, ensuring consistent quality while fostering a culture of exploration and learning.”
Fostering Talent And Creativity
“What strategies do you use to motivate and develop talent in your organization?”
“Our approach has shifted a lot in the past five years, especially during COVID-19. Being stuck at home taught us the value of self-organization, and it completely changed how we think about work.
We’ve moved from mostly office-based work to a more balanced remote approach, where office attendance is optional and based on desire. We focus on ownership and continuous learning, encouraging team members to take responsibility for their projects while offering guidance when needed. We also share agency updates through an internal news channel and conduct feedback sessions after each project phase to keep improving.”
Adapting The Technological Shifts
“What role do you see artificial intelligence or technology playing in this industry?”
“We’re big fans of the tools AI has brought us. While it might seem intimidating to some, we see AI as a supportive tool, not a replacement. The key is ensuring that humans remain the leaders of this shift.
At first, the challenge was integrating AI results into human work. Now, it’s about guiding AI to enhance its outputs while keeping the results human-centric. This is a demanding task that pushes us to develop new skills and creativity. It also sets higher expectations, as we now have to prove that our work isn’t just automated—it’s thoughtful and intentional.”
Envisioning The Future
“How do you envision the future of your industry?”
“We’re living in the Web 3.0 era, where everyone is a content creator, keeper, and validator. I see the future moving toward dramatic personalization. Brands will need to adapt by working on multiple levels, integrating technology, sustainability, and interdisciplinary approaches.
As more tools become accessible, even small businesses will adopt highly personalized approaches. I believe we’ll soon manage our own ‘context,’ allowing third-party services to deliver more tailored and valuable experiences based on our individual needs.”
Addressing Challenging Phases
“What have been some of the most significant hurdles you’ve encountered in your business, and how did you address them?”
“We’ve faced several challenges over time. Firstly, changing perceptions of creatives was a big challenge. Many people view creatives as unorganized and dependent on inspiration. We’ve worked hard to show that creativity can be systematic and reliable. Also, we tried our best to make creative services clear and transparent. Like industries such as banking or retail, creative services should be easy to understand and structured for both clients and team members.
Moreover, we are bridging cultural gaps. Working with clients worldwide has taught us to navigate cultural and religious differences while staying true to our values and vision. Each of these challenges has strengthened our commitment to flexibility and clear communication.”
Words Of Wisdom For Beginners
“What is an excellent piece of business advice you have ever received?”
“As someone who loves planning and structure, the best advice I received was to focus on the one first step toward any goal. Even the most complex plans can be broken down into simple, actionable steps. Consistently taking these steps creates momentum and melts even the biggest challenges over time.”
Balancing For Success
“How do you balance investing in up-to-date ideas with ensuring ongoing operations remain successful?”
“We’ve learned that innovation often disrupts operations. Change creates stress and temporarily reduces efficiency as teams adapt. To manage this, we use a simple framework:
- Review: Identify current problems.
- Plan: Agree on ideas for improvement.
- Implement: Make changes in a focused, time-bound way.
- Test: Operate under the new system and evaluate its performance.
This structured approach keeps us improving without losing focus on ongoing work.”
Follow Boris Alexandrov on LinkedIn.
Find Brandon Archibald on LinkedIn and visit their website http://www.brandon-archibald.com
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