Milica Raketić
Milica Raketić works across branding, growth, content, and internal operations at OOX, combining creative thinking with strategic execution. With a background in concept and character design, she approaches branding through storytelling, emotion, and strong visual identity, while keeping communication clear, human, and consistent.
Her role naturally connects multiple parts of the studio, from marketing and content to team coordination and day-to-day operations, making her one of the key people helping OOX stay both organized and recognizable.
Milica Raketić
Milica Raketić works across branding, growth, content, and internal operations at OOX, combining creative thinking with strategic execution. With a background in concept and character design, she approaches branding through storytelling, emotion, and strong visual identity, while keeping communication clear, human, and consistent.
Her role naturally connects multiple parts of the studio, from marketing and content to team coordination and day-to-day operations, making her one of the key people helping OOX stay both organized and recognizable.
Q&A
I stumbled into it completely by accident. At the time, I was studying mathematics while drawing in my free time. One day, a colleague mentioned a brand-new university program focused on concept and character design. That same day, I left math school and started preparing for the entrance exam. Looking back, it was probably the easiest major life decision I’ve ever made.
Probably when I realized I enjoy building the bigger picture just as much as creating the visuals themselves. I became interested in how ideas grow, how people connect with them, and why some projects stay memorable while others disappear, even if they look good. Branding and growth felt like the place where creativity, psychology, and strategy all meet.
Both. Good branding cannot exist without emotion, but emotion without strategy rarely survives. People connect emotionally first, while strategy determines how, when, and why that connection happens.
Concept art teaches you far more than drawing. It teaches you how to think, how to communicate emotion, movement, atmosphere, and vision. I think it shaped my ability to hear an idea and immediately start visualizing how to bring it into the real world in a way people can actually feel and connect with.
Honestly, every single one of them. I didn’t learn marketing in a traditional way. I started as an assistant without really knowing much, and learned everything through hands-on work, problem-solving, and figuring things out along the way.
This might sound overly simple, but honestly; the courage not to look and sound exactly like everyone else.
Strong branding creates enough structure to stay recognizable, while still leaving room for creativity and experimentation inside that structure.
Stop thinking only about execution and start thinking about creation. Execution is completing the task you were given. Creation is asking yourself how you can push the idea further, improve it, reshape it, or make people see it differently.
Five years ago, I had no idea I’d end up where I am today. As long as I keep following my intuition, working with good people, and staying true to my principles, I’m happy to let the wind decide the direction.