Interview with Cristina Marjinean, founder of Verso Visual
INTERVIEW
In a digital landscape often defined by speed and standardization, Verso Visual stands for the opposite: intention, craft, and bespoke narration. We sat down with Founder & Creative Director Cristina Marjinean to discuss the studio's evolution, the concept of 'Digital Tailoring,' and why true luxury in e-commerce is about knowing when to slow down.
Q: Let’s start with the philosophy behind Verso Visual. You define your approach as "Digital Tailoring." What does that mean in a landscape dominated by fast solutions?
A: "Digital Tailoring" is our response to the standardization of the web. For a long time, I observed a disconnect: brands with incredible, handcrafted physical products were forcing themselves into rigid, pre-packaged digital templates. It felt like wearing a polyester suit to a gala. At Verso Visual, we reverse the process. We don't ask the brand to fit the technology; we drape the technology around the brand. It’s about crafting a bespoke digital flagship that fits perfectly—where every interaction, from the navigation to the checkout, feels as curated as the product itself.
Q: You operate out of Milan, a city synonymous with design heritage. How does this environment influence your digital work?
A: Living in Milan teaches you that function and beauty are not enemies; they are partners. When you look at Milanese architecture or fashion, there is a quiet confidence—it’s never loud, but the details are obsessive. I bring that same ethos to our projects. In e-commerce, "beauty" isn't just decoration; it's clarity. It’s the use of whitespace to let a product breathe, or the choice of a font that conveys authority. We try to bring that tactile, sensory feeling of Italian craftsmanship onto the flat surface of a screen.
Q: Your client portfolio is heavily focused on "Conscious Brands" and the "Slow Living" economy. Why this specific choice?
A: Because we share the same language. "Slow Living" in business doesn't mean being slow to market; it means being intentional. These brands understand that growth shouldn't come at the expense of their soul. They need a partner who understands that a website isn't just a sales machine, but a narrative space. We build digital homes for brands that plan to last, not just for those chasing the next viral trend.
Q: Let's talk about the process. You’ve moved away from the traditional agency model towards a "Fluid Collective." How does this benefit your clients?
A: The traditional agency model often suffers from bloat and rigidity. I wanted Verso Visual to remain agile and hyper-specialized. Operating as a fluid collective allows me to assemble the perfect team for each specific commission. If a project needs an illustrator with a specific stroke or a developer specialized in advanced Shopify animations, I bring them in. This ensures that the client pays for top-tier talent and specific expertise, not for overhead costs. It’s a leaner, more precise way of working.
Q: One of the biggest challenges for aesthetic-led brands is balancing storytelling with conversion. How do you resolve this tension?
A: This is the core of our work. There is a misconception that a site is either "beautiful and useless" or "ugly and functional." That’s false. A confusing layout is not artistic; it’s just bad design. We use UX (User Experience) research to ground our aesthetic choices. We ensure the path to purchase is seamless and intuitive, but we wrap that journey in an atmosphere that elevates the brand value. High performance and high aesthetics can—and must—coexist.
Q: Looking back at your nine-year journey, how has your vision for the studio evolved?
A: In the beginning, my focus was on "helping" brands get online. Today, my focus is on "elevating" them. I’ve learned that the most valuable thing I can offer a client is not just technical execution, but strategic silence—the ability to strip away the noise and focus on what truly matters. We are moving deeper into high-touch, bespoke commissions where we can truly partner with a brand to turn their vision into a visual legacy.
Q: Finally, what is the one piece of advice you would give to an emerging brand entering the digital space today?
A: Don’t try to be Amazon. You cannot compete on speed or volume, so you must compete on connection. Your digital presence shouldn't just be a catalog; it should be a world. Invest in your photography, clarify your voice, and don't be afraid of the whitespace. In a noisy world, a calm, confident digital experience is the ultimate luxury.
