From Passionate 3D Artist To Making $1.2M/12 months Designing Optical

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Whats up! Who’re you and what enterprise did you begin?

Hello I’m Saleh Sokhandan. I’m a designer and the founding father of Salso studio.

Salso is a design studio that gives design companies. Our main work skilled concentrates on optical phantasm. We use optical phantasm strategies in ornament, promoting, entertainment, product design, and so on.

We’re skilled and expert in performing optical phantasm initiatives. We’re doing quite a lot of works like:

  • designing billboards for promoting initiatives.
  • arranging completely different and inventive layouts for industrial occasions.
  • constructing constructions for store showcases.
  • making implausible movies for TV commercials.

Primarily based on the potential we now have, our goal clients are so numerous. We’ve got similar time personal particular person consumer and an enormous industrial firm as a consumer. in brief, I can type a few of our shoppers into these classes:

  • Promoting businesses for promoting campaigns and occasions
  • Massive firm for his or her occasions and ornament
  • The personal particular person for artworks and ornament
  • traders to construct huge initiatives like theme-parks and museum

My essential staff has simply seven members. However for initiatives, we work with as much as 50 contractors and artists.

Up to now 12 months, we labored on completely different initiatives. A few huge initiatives and about 5 small initiatives in a 12 months turned a routine. Our income for this quantity of labor is within the vary of 400k {dollars} per 12 months.


What’s your backstory and the way did you provide you with the thought?

I began my design journey in 2010. I discovered sketching, designing, and 3D drawings and began my work with 3D drawings. I first began freelance work and after three years I created Salso studio.

Folks usually know studios by designer’s title and occupation. So, the extra personally I developed my talents and bought higher identified, the extra studios turned identified too.

Once we talk about designing a studio, we should always point out a core worth that’s primarily based on particular data. So, once you need to begin a studio, it is best to have the precise worth and talent to supply. Our particular worth is 3D designing and optical illusions strategies.

It can be crucial that, even for those who work slowly, work repeatedly and don’t interrupt in any case. All of your laborious work will go down the pan.

One of the crucial essential features that distinguish our studio from different studios is that we will produce inventive theme parks and museums; we offer a sequence of companies that signify initiatives. From inside design to viewing eventualities, content material, and optical phantasm strategies.

Though optical phantasm is our main skilled however to have a greater consequence, we additionally achieve data and expertise in different fields like inside design.


Take us by the method of designing, prototyping, and manufacturing your first product.

I began my work as a freelancer. I made logos to become profitable, I designed web sites and I did different graphic works. At the moment, I nonetheless couldn’t become profitable from my new abilities like 3D design.

Within the first years I generally even did a sequence of free initiatives to be my work samples. I keep in mind in the future I purchased some coloured plaster and went and painted 3D artwork in a park.

I labored for greater than seven hours regardless that the portray disappeared the following day however individuals have been so excited once they noticed it. Though I didn’t obtain any earnings from this work, I used to be very motivated as a result of I noticed individuals’s happiness and realized that the viewers loves my work. After which I confirmed optimistic suggestions to the employers I wished to work with.


I like a few of my first 3D drawing initiatives and am nonetheless pleased with them. For instance, portray an aquarium on each side of a hall, or portray in a park.


I used to be one of many first artists to deliver optical phantasm strategies into the digital world and print 3D drawings and promote them as stickers.

One of many benefits of those stickers was that they could possibly be seen earlier than printing and so they may be put in on any floor. One other benefit was I hadn’t any main opponents at the moment. As a result of lack of main opponents, I grew quickly.

One more reason for my speedy success was I lined all kinds of jobs on this discipline. I had abilities in several areas so it made my work extra particular.

Progressively, I used these strategies in lots of promoting initiatives and did lots of work primarily based on creativity and these strategies. Very attention-grabbing issues occurred after that.


Describe the method of launching the enterprise.

Optical phantasm concepts first appeared in my thoughts primarily based on my abilities in 3D work. I used to be requested to attract indicators on the partitions of parking and I instructed utilizing optical phantasm strategies to make indicators extra attention-grabbing. As a result of I didn’t have a lot expertise, I supplied a low value to get the mission.

I lastly bought that mission and after that, I began experiencing completely different strategies. I spent two years studying and didn’t have a lot earnings. At the moment, I decreased the variety of my graphic initiatives and little by little I now not had any earnings from graphic initiatives.

Once we began our skilled initiatives associated to optical phantasm strategies, we had an upward development. Tasks didn’t have an preliminary value because the materials’s cash was taken from the shoppers. After that, the earnings bought higher however after 5 years, we achieved earnings.

Earlier than our first expertise in constructing a theme park, we did a sequence of small initiatives, round seven initiatives in a 12 months. However after that, we now have achieved huge initiatives with extra sub-sections.


Little by little, I entered this discipline and gained new experiences. I bought my first huge mission in 2013 (its picture is beneath) and I bought a profitable consequence. This was the prelude to discovering optical phantasm thriller. This work had a bundle of my pursuits. Why? As a result of it:

  • requires an engineering mindset.
  • wants handwork and in addition technical work on the similar time
  • wants problem-solving abilities.

At the moment, doing optical phantasm strategies was new and inventive, so we turned well-known.


It was my first mission. On this mission, the consumer’s aim was to design seven visitors indicators for a fancy automotive parking. these artworks have their particular viewing angle to see by drivers.


Since launch, what has labored to draw and retain clients?

One factor that I care about it so much is holding buyer’s satisfaction in several features, like:

  • High quality: I all the time think about the standard I supply to be even higher than my contracts. And that’s how I gained clients’ belief.
  • Step-by-step accompaniment: clients wanted to know that I’m subsequent to them. All the time considering to work cost-effectively. That’s why I’ve clients who belief me very a lot and provides me obligations to make huge choices. And I even have a detailed friendship with a lot of my earlier clients.

We’ve got no particular advertising and marketing staff. I sure up a small staff to doc and create good content material for our social media and web site.

My technique for SALSO Design is engaged on natural development. This technique works nice at my early stage of working. I used to be making an attempt laborious to create paintings and content material. It was only for presenting on social media of myself.

Moreover this technique, I’m engaged on private branding repeatedly.

How are you doing at the moment and what does the longer term appear like?

In the present day I am obsessive about doing worldwide initiatives. This concept got here to my thoughts after the mission I had achieved in London.

As of late I am negotiating for initiatives in several international locations like Germany, Croatia, America, Georgia, and so on. Requests are assorted – some clients need to purchase 3D merchandise, and others request to construct amusement theme parks. I am additionally engaged on my web site to be worldwide.


Via beginning the enterprise, have you ever discovered something significantly useful or advantageous?

Say no to work suspension!

One of many greatest classes I discovered was that even one week of labor suspension will equal a lack of six months or one 12 months of laborious work. This level issues as a result of a lot of connections, actions, and outcomes of your jobs will likely be wasted. It can be crucial that, even for those who work slowly, work repeatedly and don’t interrupt in any case. All of your laborious work will go down the pan.

Say no to some initiatives!

Once you work as an artist, you need to design and manufacture in a manner that folks will like and admire. Which path you select and luck are additionally essential elements. Not all issues are high quality and cash. Motion sequences additionally matter. Selecting between completely different initiatives is tough and in addition essential as a result of it is going to have an effect on your future initiatives.

Selecting which initiatives you shouldn’t do is extra essential than selecting which of them it is best to do.

What platform/instruments do you employ for your enterprise?

Fb: Earlier than the recognition of Instagram, I used this community. It made the viewers know me. But it surely did not assist my development as a lot as Instagram.

Instagram: Instagram performed a big function in my success. On Instagram, individuals launched me to one another. I used to be additionally always making an attempt to generate content material for Instagram, which confirmed me extra on the Discover web page.

In B2B enterprise it is vitally essential to offer documentation of previous works.

In my early years, I used to be liable for all the things so I couldn’t handle social networks, web sites, and work on the similar time. I didn’t act nicely in promoting.

One of many causes that made my viewers accustomed to me was the ability of Instagram. In 2014 Instagram turned extra well-known and I used it to point out my artwork. Earlier than Instagram, I used to be utilizing Fb, however Instagram helped my work to be seen by lots of people and employers.

Web site: Having an internet site performs a big function in constructing belief between you and your viewers as a result of you may refer your work to it.


What have been essentially the most influential books, podcasts, or different assets?

I appreciated the Ted Speak podcasts as a result of they elevated my motivation to work laborious and get what I need to realize, and I all the time adopted them early in my profession.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

Entrepreneurship will not be a aim, it’s a path.

I don’t assume a lot about entrepreneurship. I recommend to others don’t give it some thought an excessive amount of too.

As a result of it is going to form like a aim, and when one thing seems to be like a aim after attaining it is going to get monotonous to proceed.

In the best way of being an entrepreneur, you aren’t going to realize one thing particular after which put a checkmark.

I labored within the discipline that I liked to do, and for doing issues that I really like I ought to do some issues that I don’t. I ought to all the time attempt to create circumstances wherein I can do what I really like.

For instance, I like designing and manufacturing, however I don’t like managing and accounting.

Have persistency.

One other level that’s essential and I recommend to everyone seems to be to have persistence.

I bought my first mission by persistence and presenting myself to individuals I didn’t know. There was a bit within the municipality that was liable for city beautification. I went there with none previous experiences on my resume. I did not have an training in artwork. I didn’t take part in artwork galleries, the one factor that precipitated them to belief me was my data and persistence.

The place can we go to study extra?

When you’ve got any questions or feedback, drop a remark beneath!


Saleh Sokhandan
Founding father of SALSO Design

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