Bear Jigsaw Puzzle

Elevating Bear Park's Brand: The Design Genius of Demi Psaros

Last updated April 12, 2024


As founder of Bear Park, I've had the pleasure of collaborating with the exceptional design talent of Demi Psaros. From the moment we began working together, Demi's creative vision and strategic prowess have been instrumental in elevating the Bear Park brand to new heights. Her fingerprints are all over our instantly recognizable logo, our engaging website, and even the delightful design of our puzzle boxes - each element imbued with a sense of wonder and adventure that perfectly captures the spirit of our brand.

In this exclusive Q&A, I did a virtual sit-down with Demi to ask her about her design process, uncovering the inspiration and thoughtfulness that have transformed Bear Park into a standout player in the crowded puzzle market. As a seasoned graphic designer with a decade of industry experience, Demi's insights shed light on what it takes to craft an effective, emotionally resonant brand identity. Her passion for her craft and dedication to authenticity will leave you inspired by the power of exceptional branding.


Q&A with Demi Psaros

Q: Demi, could you share with us your background and journey into the world of graphic and brand design, including your experience and how long you've been working in this field?
A: My design journey officially began at school, where I took it as a subject. I moved to a very creative-focused school because I didn't conform as well to a traditional schooling system where academics and sports were pushed. As a teenager, I was intrigued by various design forms, such as fashion and interior. After finishing school, I studied fashion design, which lasted only one year before I decided it was not the right path for me. I then moved on to study creative brand communications and specialised in graphic design. I graduated in 2014, so I have been in the industry for a decade—which is just wild.

Q: We initially connected through the Twitter/X NFT community. Could you elaborate on how your journey into the world of Non-Fungible Tokens (NFTs) began? What motivated you to explore NFTs further after encountering them?
A: My older brother initially introduced me to the world of crypto and NFTs. He was working on brands in both spaces and started collecting a few years ago. I was always interested in NFTs, especially the more art-focused ones. Technology was another aspect that deeply caught my interest. I received my first 2 NFTs as a Christmas gift in 2022 - Superlative secret society and Toto - both of which were communities I had followed on Twitter and Discord for a while. The best part about the NFT space for me is the community created with like-minded individuals and personal connections with incredible artists.

Q: How would you characterize Bear Park's brand, and what were your initial impressions when encountering the concept?
A: The brand has this beautiful balance of wonder, mystery and adventure. I especially enjoy that it doesn't feel too childlike that adults find it hard to relate - but also doesn't scare kids away. It's an escape from reality, a ride through the park ;) My initial impressions were excitement and grateful. I've always been a lover of illustration and animation, as well as bringing brands to life with physical products. I am a board game and puzzle enthusiast and had just started getting into NFTs, and so it seemed like a dream! I was also incredibly grateful to have [you] trust me with bringing it to life.

Q: As a significant contributor to Bear Park's identity, including the logo, brand colors, website design, and puzzle boxes, could you share your perspective on what it means to be entrusted with shaping and maintaining a brand's identity?
A: It's really an honour that I don't think will ever get old. One of the reasons I chose to specialise and focus so heavily on brand development and building brands is the absolute joy and pride you feel watching a brand grow and develop. Especially with start-ups and smaller brands.

Q: In your opinion, what distinguishes effective branding from mediocre branding?
A: In summary, effective branding goes beyond just a visually appealing logo or a tagline. It involves a strategic and holistic approach that considers the brand's identity, audience, consistency, emotional appeal, adaptability, and authenticity.

Q: With the rise of artificial intelligence (AI) technologies, especially in the realm of graphics and design, how do you perceive its impact on the industry and design professionals? Are there any concerns about potential changes or challenges, and how do you approach staying adaptable and ahead of emerging trends in the field?
A: Initially, I was terrified of it, to be honest. But the more I have opened up my mind to it and the many ways it can be utilized within my field, the more I have grown to love it. I use it as a tool to speed up project management and traffic management workflow. I sometimes generate images hard to find for mood boards to convey ideas, etc. The possibilities feel endless, and if used correctly, it can be fascinating. Sure there's an aspect of the unknown and how far it will go.

Q: In your free time, do you enjoy putting together jigsaw puzzles? Are there any other hobbies you'd like to share?
A: I am a huge puzzle and board game enthusiast - although I don't have nearly enough time to do it these days. Bias aside, Bear Park was one of the most fun puzzles I have ever done. Yes, there's the part that I got to build something I was a part of creating, but the illustrations and hidden mysteries that Huy hid are on another level. Other hobbies of mine include being and walking in nature - a forest, mountain or beach. I also really love photography and music.

Q: What are your plans for the future? Do you have any exciting projects or ideas you'd like to explore?
A: So many! Where do I begin… Mostly, I want to do more work with deeper meaning and help people, animals, and the planet. I've done a few, and those are the ones that fuel my soul. I dream of travelling more in order to explore different cultures, people, worlds etc. and fuse that to inspire my design and the projects I work on.

More from Demi

For a deeper dive into Demi's work, check out Demi Psaros's Portfolio on Behance.