Most Creatives Fail. This One Didn’t — Because of One Thing.

An Interview with Founder of Atem Lab and Co-Founder of Obby & Jappari

Esteban: Let’s start with something basic — can you just say your name, what you do, and what you’re building right now?

Vakho: Yeah, of course. My name is Vakho. I’m originally from Georgia, based in Berlin now. I recently started my own brand called Atem Lab. That’s where I’m building physical products — clothing mostly, but not only. Atem is 100% mine. No clients involved. Aside from that, I also co-run a creative studio, but Atem is where my real energy and vision are going right now.

Esteban: So Atem is fully your space — no compromises, no approvals?

Vakho: Exactly. With Atem, there are no briefs, no feedback rounds — just pure expression. It’s where I experiment with structure, branding, physical product, and storytelling. There’s no logo yet. I’ve tried dozens. I’m in no rush. It’s a place to test and grow things slowly, on my own terms.

Esteban: When you started Atem, did you think of it as a business right away? Or was it just experimentation?

Vakho: Definitely not a business at first. It was just personal. I actually expected to lose money for years. It was never about selling — I just needed a space to create things that didn’t belong in client work. That’s what Atem became.

Esteban: That makes sense. So many people ruin the process early by over-optimizing for money.

Vakho: Exactly. I’m investing in the vision first. I want the product and story to be real before I think about scale or sales. Atem is long-term for me.

Esteban: Let’s rewind a bit. How did your creative journey begin?

Vakho: I was studying communication design — same as my friend Obi. We’d post our design experiments online: fake posters, 3D renders, mostly for fun. We didn’t expect anything from it. Then one day, Under Armour found us. That was our first job.

Esteban: That’s wild. Your first client was Under Armour?

Vakho: Yeah. We were still students. Didn’t even know how to send an invoice. We took the Zoom call from our school studio and pretended the other students were part of our “team.” But we delivered. That kicked things off. We got more work — Nike, music artists, other brands.

Esteban: Was that work coming through your studio?

Vakho: Yeah — the studio, Obby & Jappari, is something I still run with Obi. That’s the client-facing side. But over time, I realized I also needed a space that wasn’t for clients at all — and that’s what led to Atem. It’s more than a brand. It’s a personal container for all my ideas.

Esteban: What made your early work stand out?

Vakho: We combined graphic design with 3D before it was everywhere. Obi had this super sharp eye for layout, and I was obsessed with rendering and motion. Together, it just worked. And we posted nonstop. Every two or three days, something had to go up. That consistency built everything.

Esteban: That kind of rhythm is rare.

Vakho: Not for me. I trained in taekwondo since I was five. One kick, 200 times a day — every day. That repetition wires your brain. For me, design is like that too. It’s not about waiting to feel creative. I just do it. That’s how Atem is built. Slowly, daily, without pressure.

Esteban: So you don’t need inspiration?

Vakho: No. I treat it like brushing my teeth. Just part of the day. And the more you create, the more your voice sharpens. Most people quit before that point. But if you stay long enough, it clicks.

Esteban: Did you ever burn out?

Vakho: Definitely. Early on, we didn’t have boundaries. 15-hour days, no systems. Over-delivering on everything. That burned us out. I learned from that. Now with Atem, I’m moving slower and being more selective.

Esteban: Let’s talk about fear. Most people never start because they think things aren’t perfect yet. But Atem launched with no team, no infrastructure. How did you do it?

Vakho: Because I had nothing. I didn’t wait. I packed orders in my living room. No tags, no packaging. Just the product. And it worked. If you wait for perfect, you’ll wait forever.

Esteban: Have you always had that mindset?

Vakho: Yeah. I grew up in Georgia — we didn’t have electricity for months. No water for days. So now, if something doesn’t go viral or if people don’t like it, I don’t care. That’s not a real problem. That background gave me perspective.

Esteban: What’s your relationship to quality now? Do you only post when something feels 100%?

Vakho: Not at all. Most of my big posts were things I thought were just “okay.” Some went viral when I didn’t expect it. You can’t predict what hits. I just keep moving. Make, post, move on.

Esteban: That’s a great mindset.

Vakho: Also — your first version doesn’t define you. You can evolve in public. Atem is still evolving. I’ve made 300 logos for it. Still haven’t found the one. But that’s the process.

Esteban: How many reps do you think it takes to feel like you’ve found your voice?

Vakho: At least 100. Minimum. 100 designs, 100 posts, 100 ideas. The only way through is repetition. You refine through action.

Esteban: Do you ever want to quit?

Vakho: Never. I get tired, but this is who I am. I don’t do it for money or followers. I do it because I have to.

Esteban: Final thoughts for someone who’s stuck and hasn’t started?

Vakho: Start. Don’t wait. You’ll figure it out by doing. Even if it’s one small thing per day — that’s enough. One brick a day builds something real.