Creativity Is a System: How Jovanka Dorovic Builds Brands That Last

Jovanka Dorovic — Founder, Eco-Art

Jovanka Dorovic didn't just launch a design studio—she created a system where creativity becomes a strategic asset. As the founder of Eco-Art, she helps teams build not only great brands, but the internal frameworks that keep them growing.

Can you share a brief note about yourself?

I'm the founder of Eco-Art, a creative studio and consulting practice where design meets systems thinking. My work spans from brand identity, web and UI design to frameworks for team creativity and product development. Originally trained in architecture and arts, I've grown into a Creative Director who works alongside developers, operational leads, and strategists to build digital products that are beautiful, functional, and rooted in meaning. I believe creativity isn't reserved for the creative department. It's a skill that should flow across an entire organization. That's what I build: systems that translate vision into trust, and design into business results.

Why did you choose to start a business?

I started Eco-Art from an artistic desire to make creativity more accessible to everyone. I initially created workshops to raise ecological awareness through creativity, working with both children and adults. But as I worked across teams and industries, I began to see how creativity could be a driver for business transformation. Over time, my studio evolved into a place where design, team coaching, and product strategy meet. Whether I'm helping build a brand, redesigning a UI, or hosting a brainstorming session with engineers and project leads, my role is to foster clarity and creativity where it matters the most.

How did you start your business?

In the beginning, I was hosting creativity workshops focused on environmental topics. While meaningful, it was not aligned with the strategic design work I do now. As my interests expanded, I started consulting on branding and web projects, mentoring professionals on creative growth, and designing systems that make visual communication more effective inside organizations. I still do brainstorming facilitation and team coaching, but most of my work now is focused on digital product design, building websites and platforms from first sketches to their many iterations. That's when I began offering more than design: I began building frameworks and internal processes that allow creativity to become a scalable asset. I still believe the best design work happens when teams are aligned, communication is clear, and creativity is a shared value.