17:24 is the minute I was born. Hence the name.
Elizaveta Bakradze
Art director and brand strategist · Tbilisi
I build brands as whole systems: the name, the strategy, the logo, and every touchpoint after that.
Seven years across hospitality, real estate, Web3, wine and industry. Right now I'm art director at EVEDEX, co-founder of chianchvelebi, a branding studio, and I teach at GIPA. I work in Georgian, Russian and English, across three alphabets.
How I got here
- Before
Rhythmic gymnastics. Years of it. It left me with discipline and an eye that won't let a detail go.
- 2017
Business school first. A BBA at GIPA. My thesis was a business plan for a rhythmic gymnastics shop, from concept to a five-year plan.
- 2020
Córdoba. An Erasmus+ semester in Spain, and my first marketing jobs back in Tbilisi.
- 2021
Milan. An MSc in Product Service System Design at Politecnico di Milano. Design became a way to solve problems, not decorate them. A lamp made of old bikes went to Milan Design Week; my thesis became ERTVE.
- Now
Brands as systems. Leading a design team at EVEDEX, building brands with chianchvelebi, and teaching the next ones at GIPA.
Experience
- 2025 – nowArt director, EVEDEXBrandbook across six departments, mascot and 3D, a design team of four
- 2024 – nowCo-founder, chianchvelebiLagoon Resort, Bada Group, AKS, Grauberg, Tezi, Samezoblo
- 2025 – nowAssociate lecturer, GIPATeaching design and marketing
- 2020 – 2025Art director, ANTSCLUBBitnet, Chateau Kvareli, Kindzmarauli, Kotsnameuli, Ciáli
- 2020 – 2024Design consultant, PMAGGeorgia's packaging cluster, backed by the EU and UNDP, 104 companies
- 2022 – 2024Head of design, Transporter90+ partner brands including BRP, CFMOTO, Kawasaki, Husqvarna
- 2020 – 2021Marketing manager, Georgian Leasing CompanyCampaigns, website redesign, brand platform
Education
- 2021 – 2023MSc Product Service System Design, Politecnico di MilanoGrade 105/110 · Thesis: ERTVE
- 2020Erasmus+, Universidad de CórdobaBusiness Administration
- 2017 – 2021BBA Business Administration, GIPAThesis: a business plan for a gymnastics shop
Off the clock
A long-running love of cars and automotive design. It keeps finding its way into personal projects, like DEDISTRAKI.