Meet Yan Petris | Branding Designer & Visual Artist

We had the good fortune of connecting with Yan Petris and we’ve shared our conversation below.

Hi Yan, we’d love to hear more about how you thought about starting your own business?
Honestly, it was more of a natural progression than a big, planned decision. I’ve always been drawn to creating and exploring ideas visually, and working for myself just felt like the best way to have that freedom.

With A PROJECT BY, it started as a space where I could experiment with branding and design without the limits of someone else’s vision. Over time, it grew into a way for me to collaborate with clients who shared similar values and wanted thoughtful, creative solutions.

Then with XY CAESTELLO, it was about diving deeper into personal expression—queer themes, identities, and ideas that felt close to my heart.

Living in Athens, London, Berlin, and now San Francisco really shaped how I see the world, and those influences naturally fed into my work. Starting my own business gave me the chance to reflect all of that.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I’d say my work is split into two worlds: A PROJECT BY and XY CAESTELLO. With A PROJECT BY, it’s all about branding—helping people and businesses tell their stories visually. What sets it apart is the thoughtfulness I bring to every project. I’m not just designing a logo or a website; I’m creating a whole identity that feels personal and authentic to the client. I love diving into their story, their vision, and turning it into something they can see and share with the world.

Then there’s XY CAESTELLO, which is much more personal. It’s where I explore themes around queerness, identity, and individuality through art—digital pieces, illustrations, and photography. What excites me here is the freedom to create without rules and connect with people who see themselves in the work.

Getting to this point hasn’t been easy. Starting out, there were moments of doubt, financial stress, and navigating the unknown, especially when I moved to new cities like Berlin and San Francisco. Each place came with challenges—new networks to build, different cultural norms, and sometimes starting from scratch. What got me through was persistence, staying curious, and learning to embrace change as part of the process.

One big lesson I’ve learned is that connection matters. Whether it’s with clients, collaborators, or the communities I’ve been part of, success isn’t something you achieve alone. I want the world to know that my work—whether it’s branding or art—is about creating something meaningful, something that sparks a connection. At the end of the day, it’s about telling stories that matter.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to visit San Francisco, here’s how I’d plan a week of exploring the city:

Day 1:
We’d start with breakfast at Tartine Bakery, enjoying their delicious pastries, and then head to Mission Dolores Park to relax and take in the views. For lunch, we’d grab burritos from La Taqueria and wander through the Mission to check out the murals. In the evening, we’d grab cocktails at Trick Dog, a super cool bar with rotating themes, and finish the night with dinner at Liholiho Yacht Club, where we’d enjoy a creative mix of flavors.

Day 2:
We’d kick off the day with a hike at Lands End to see breathtaking views of the Golden Gate Bridge. Afterward, we’d grab toast and coffee at The Mill before wandering through Haight-Ashbury, exploring vintage shops and funky finds. For dinner, we’d head to Nopa, known for its California comfort food, and end the evening with tiki drinks at Smuggler’s Cove.

Day 3:
This day would be all about the coast. We’d visit Marshall’s Beach to get a quiet, close-up view of the Golden Gate Bridge, then head to Swan Oyster Depot for a fresh seafood lunch. In the afternoon, we’d stroll through Golden Gate Park, stopping by the Japanese Tea Garden. At sunset, we’d relax at Ocean Beach and grab dinner at Outerlands, a cozy spot nearby.

Day 4:
We’d start with brunch at Foreign Cinema, where we could enjoy the mix of great food and an indoor-outdoor vibe. Then, we’d check out the contemporary art at SFMOMA or explore the shops in Union Square. For lunch, we’d stop at Civico 1845 for some delicious Italian food. In the evening, we’d head to the Marina District for a fun night out, grabbing drinks at Del Mar and enjoying the nightlife.

Day 5:
A day trip to Sausalito would be perfect for exploring this charming town by the water. We’d bike across the Golden Gate Bridge and have lunch at Barrel House Tavern with a stunning view of the Bay. We’d head back to SF and catch a relaxed dinner at Zuni Café, known for its delicious roasted chicken.

Day 6:
We’d head over to Alameda Flea Market if it’s a Sunday to check out some vintage treasures, then grab a light lunch at City View in Chinatown for dim sum. Afterward, we’d visit Berkeley’s Fourth Street for more shopping and a laid-back vibe. Dinner would be at Che Fico, one of my favorite spots for amazing Italian cuisine.

Day 7:
On the last day, we’d have a chilled morning at Dolores Park before brunch at Plow for some hearty comfort food. We’d spend the afternoon exploring neighborhoods like North Beach and Japantown, and finish the trip with a sunset at Twin Peaks, where we’d take in the entire city’s skyline before grabbing dinner at The Progress to wrap it all up.

This mix of iconic SF spots, hidden gems, good food, and relaxing outdoor activities would make sure my best friend has an unforgettable week!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
For sure, a big shoutout goes to the creative communities I’ve been lucky enough to be part of in Athens, London, Berlin, and now San Francisco. Each city has its own energy, and the people I’ve met along the way—mentors, friends, and collaborators—have all played a role in shaping who I am as a designer and artist.

One of the first studios I worked with, This is That in Athens, introduced me to an experimental approach to design that has stayed with me ever since. Later, collaborating with G Design Studio, one of Athens’ leading agencies, gave me invaluable experience working with big clients and understanding the depth of branding. My studies at UAL London were also pivotal—spending hours in their incredible libraries and learning from tutors who encouraged bold, critical thinking.

On a more personal note, my two aunts, who raised me in an environment that celebrated creativity and freedom, were a huge inspiration with their love for knitting, fashion, painting, and other crafts. I’m also deeply grateful to my friends and chosen family, who’ve always been there to lift me up and cheer me on, no matter where life has taken me.

It’s been a collective effort, shaped by the support, energy, and encouragement of so many people and places. I’m endlessly grateful for everyone who’s been part of my journey.

Website: https://www.aprojectbyyan.com/

Instagram: https://www.instagram.com/aprojectby

Other: https://www.xycaestello.com/
https://www.instagram.com/xycaestello

Image Credits
A PROJECT BY
XY CAESTELLO
AG DESIGN AGENCY