Founder Natalia Moskaleva tells us about her design consultancy and what she’s learnt since launching her practice in 2019.
We love entrepreneurs and small business owners at Honeycombers, which is why we’ve created Launchpad, a digital networking platform (with IRL benefits) that encourages connection, business support and community. It’s a privilege and pleasure to learn from so many talented folks! Looking for inspiration? Check out how Natalia Moskaleva, the founder of Attitude Design Consulting, gets it done like a boss.
Tell us the story behind your business.
I run my design consultancy in Singapore and collaborate globally, working with people, brands, spaces, and cities to create visual identity and communication that manifest their attitudes and strengthen their identities through design.
Before launching my practice in 2019, I worked across all facets of the creative process – engaging with various design disciplines and navigating projects across multiple industries, formats, and platforms, including graphic, web, industrial, information, city design, and branding.
I’ve been on all sides of the table – as a manager, designer, creative producer, advisor, contractor, and client – from agencies and IT companies to the public sector. This broad experience gives me the confidence to lead productive discussions, bridging the gap between tasks and results with clarity and efficiency.
Working in-house for many years, I noticed two fundamental issues in client collaboration: Unclear briefs that made the creative process inefficient; and limited access to the design process, disconnecting clients from the work that ultimately represents them.
Design is like custom tailoring – it should be crafted with and for the person who will use it. That realisation led me to create a consultancy that works on my terms, ensuring meaningful international collaboration and strategic alignment between vision and execution.
What are some milestones or achievements you’re proud of?
At the start of my career, I led the graphic design department of a major design studio, overseeing large-scale projects that shaped Moscow’s visual environment. As a result, my portfolio can be seen on every building as navigation plates, as well as on every metro station in the form of logos and metro schemes.
Later, I headed the city design office, where our team’s work continues to guide millions of people daily – helping them navigate the city, metro, and bus stops. Even today, buses and trams designed under my leadership remain in production.
After that, I worked in the advertising department of a major search engine, contributing to communications seen by tens of millions of people daily. Alongside these roles, I was building brand identities for startups – many of which have since grown into successful companies.
My experience is hard to put in one line, and I came to the point where I would create products that help businesses pinpoint and effectively solve their problems using design and storytelling tools. I also came to understand that a founder’s personal brand is just as crucial as the company’s identity. This led me to develop a methodology that aligns both, using shared principles.
I want to help people move forward with confidence, making design aesthetically pleasing and a practical tool for real progress.
Share a setback that taught you a valuable lesson about running a business.
Sales are hard, but a lack of sales is even harder. At the beginning of the journey, it’s easy to believe that you can accomplish alone what you once did as part of a team. The truth is, alone, you can move fast. But if you want to go far, you need a team. Strategy is about people. There are many ways to reach a destination if you truly believe in the power of collaboration.
Also, trying is always better than doing nothing.
Describe a typical day in your life and what you love most about it.
I wake up at 5.55am and this is how my day starts: coffee, planning, books, inspiration, breakfast, beauty routine, and family time. After I take my son to school at 8am, I have another coffee, check emails and read the news, followed by meetings, calls, projects, site visits, and other routine tasks. After dinner, we have family time or evening work, depending on the day.
What’s your favourite book, movie, or TV show that has influenced your entrepreneurial mindset?
Hamilton by Lin-Manuel Miranda. Dozens of quotes have become my catchphrases including, “There’s a million things I haven’t done, but just you wait, just you wait.”
Any advice for aspiring entrepreneurs?
See problems as tasks. If you want to see change, become it yourself.
Don’t criticise, but analyse. Before you get upset, always ask yourself: Have I done everything in my power to change this situation?
Top tip for maintaining a good work-life balance?
Be as responsible with your routines as you are with your work and projects – get enough sleep and take care of yourself. Remember that beauty gives energy. Plan time for family, holidays, and experiences just as you do for work tasks. Be mindful of your cortisol levels and keep them in check.
Favourite thing to do on weekends?
Going to the flower market early in the morning, attending ballet class, taking the kids to their activities, and enjoying coffee with a book. In the evening, we host guests at home. Sometimes we spend two days away with the family.
Tell us one fun fact about yourself that not many people know.
I recorded some songs and made my own film. I’m still dreaming of being a model in hat and jewellery commercials.
Get in touch with Natalia Moskaleva online.
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