We recently had the opportunity to have an insightful conversation with Timofei Sheludiakov and Ilia Sheludiakov, founders of Duomo, a thriving branding agency. With a vision to help businesses build strategy-first, design-driven brands, the duo leveraged their experience to build Duomo. From brand positioning and strategy to digital marketing, the agency provides services to a diverse range of clients across various industries.
With a blend of storytelling, strategy, and design at Duomo, Timofei Sheludiakov and Ilia Sheludiakov ensure that brands not only look great, but also work great.
Spark Behind the Journey
We started the interview by asking, “What first inspired you to pursue your current industry or professional path?”
Timofei Sheludiakov shared: “My journey began with my very first business. As a student in an IT program, I started exploring ways to earn money, and a web-development studio felt like the most natural fit. That’s how I stepped into marketing. At that time, I had no understanding of branding or strategy — I learned everything along the way. For me, marketing and entrepreneurship are two sides of the same coin: the ability to create change and to evolve. That’s why I believe that the entrepreneurial path inevitably includes building and shaping brands.”
Ilia Sheludiakov even added: “First and foremost, I want to emphasize that I am an entrepreneur, and entrepreneurship is my primary field of action. The highest form of entrepreneurship is brand creation, which is why I’m so deeply drawn to the process — in all its forms. Building my own brands and helping other entrepreneurs create theirs is what inspires me most.”
Career-defining Moments
Intrigued to learn the events that shaped Timofei Sheludiakov and Ilia Sheludiakov’s entrepreneurial journey, we asked, “Was there a defining moment or influence that shaped your direction?”
They explained: “There was no single turning point or dramatic moment. We have always wanted to create something impactful and be an entrepreneur, and kept moving steadily in that direction — from opening the first company to standing in the current position.”
Navigating through Challenging Phases
Challenges are an inevitable part of every business. To learn more, we asked the founders, “Can you describe one significant challenge you’ve faced in your career or business, and how you successfully overcame it?”
They mentioned: “An entrepreneur’s work is built around challenges — and around many attempts, successful and unsuccessful, to solve them. Entrepreneurship is about driving change, and change is never easy. But any challenge can be overcome when you have a strong vision and the strength of character to carry it through.”
Envisioning the Potential Trends of the Industry
To get the expert insights on the key trends that will shape the future of the industry over the next 3–5 years, we asked Timofei Sheludiakov and Ilia Sheludiakov to share their thoughts on the same.
“The influence of artificial intelligence is impossible to ignore — the industry will transform, shifting its focus toward branding, strategy, conceptual development, and research. This aligns with another major trend: a move away from minimalism. We’re already seeing directions like glassmorphism emerge, and I believe more richly detailed design movements will follow. Minimalism has reached its limits as a tool for differentiation, and brands will increasingly rely on expressive design to stand out.
At our agency, we advocate for a strategy-first approach, and I am convinced this is where the future lies. A brand is its mission, its strategy, and its vision — everything else comes after.”
Plans for Duomo’s Future
We further asked, “What are your long-term aspirations for your company or role, and what strategies are you implementing to reach them?”
They responded: “Our long-term ambition is to build a company that serves as a benchmark for strategic, design-driven brand development — a place where creativity, analysis, and entrepreneurship intersect. We want to create an ecosystem that helps brands grow intelligently and sustainably, while expanding our own presence across multiple markets.
To achieve this, we focus on three pillars: strengthening our strategic expertise, building scalable processes supported by technology, and cultivating long-term partnerships with founders and businesses who share our vision. Our strategy is simple but powerful: remain adaptable, stay ahead of industry transformation, and create work that endures.”
AI for Amplifying Services
Technological advancements, especially AI, are reshaping the way businesses operate. To learn more, we asked Timofei Sheludiakov and Ilia Sheludiakov, “How do you see artificial intelligence and emerging technologies influencing your industry or business model?”
“AI will fundamentally reshape our industry. Automation will take over routine execution, freeing space for deeper strategic thinking, conceptual work, and truly creative decisions. We believe agencies that integrate AI meaningfully — not as a gimmick, but as part of their internal operating system — will be the ones that thrive. For us, AI is a tool that enhances the entrepreneurial process itself and amplifies our research capabilities, speeds up prototyping, and allows us to deliver more thoughtful brand ecosystems.
It gives founders the ability to iterate faster, test ideas more efficiently, and optimize their path to market. But the essence remains the same — a strong brand, a strong vision, and a strong story. Technology becomes the foundation, while creativity remains at the top of the pyramid.
Values at the Root of Duomo
We were interested to learn more about the principles at the root of Duomo Branding. So, we asked, “What are the core values or guiding principles that influence your decisions and the way your organization operates?
They shared: “Our work is grounded in clarity, discipline, and responsibility. I believe deeply in structured thinking — strategy must guide every creative choice. At the same time, we value honesty and long-term relationships. Decisions should serve not only the project, but the people behind it. Our guiding principle is simple: build with intention. Whether it’s a strategy, a design, or a company — everything must have purpose.
We value resilience, ambition, and the ability to transform challenges into opportunities. We operate with a mindset of long-term creation: not quick solutions, but meaningful work that leaves a trace. For us, a brand begins with respect: for the client, for the craft, and for the process.”
Embracing Innovative Practices
We also asked, “Can you share an innovative strategy or approach that helped your company stand out or achieve a breakthrough?”
They shared: One of our breakthroughs came from adopting a strategy-first methodology in a market driven mostly by execution. We believe our innovation lies in treating branding as entrepreneurship. We built a system where every project begins with deep research, early conceptualization, and structured decision-making. This approach not only improved the quality of our work but also allowed clients to see branding as a business tool, not just a visual product. It became our competitive edge.
We don’t create visuals — we build companies around ideas. This mindset shifts the conversation with clients from “what will my logo look like?” to “what future are we building?” That reframing has helped us win trust, larger projects, and partnerships with founders who want more than design — they want direction.
Evolution of the Leadership Approach
Lastly, we asked Timofei Sheludiakov and Ilia Sheludiakov, “How has your leadership style evolved throughout your journey, and what lessons have shaped your approach to leading teams or businesses?”
Timofei replied: “My leadership evolved from hands-on execution to architecting systems. At first, I did everything myself; now I focus on building processes, setting direction, and helping people grow within the structure. The biggest lesson for me has been the importance of clarity — a team performs best when expectations, responsibilities, and goals are transparent. Leadership is not about control; it’s about creating an environment where people can excel.”
Sharing the lessons learnt in the process, Ilia mentioned:
“I learned to lead through vision rather than pressure. Early in my journey, I tried to push results through sheer will — now I understand that inspiration and conviction drive teams far more effectively. My role is to set the standard, communicate the mission, and guide people toward it. The key lesson: a strong leader creates momentum, not resistance.”
Connect with Timofei Sheludiakov and Ilia Sheludiakov on LinkedIn to gain industry insights.
Learn more about Duomo on LinkedIn and visit https://www.duomobranding.com
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