Nataliia Shelest is the Art Director and Founder of The Moss WDS, a boutique web design studio creating strategic, creative digital experiences. Winner of the 2025 BASA Awards®, she leads projects for international clients across Canada, the UK, and the Middle East. Through The Moss WDS, Nataliia focuses on merging aesthetics with business logic; crafting digital identities that are both visually compelling and strategically effective.
The BASA Awards caught up with Nataliia to learn more about her future goals and how she defines success.
What are you currently occupied with?
I’m currently leading The Moss WDS, a Ukrainian-Canadian design studio specializing in web design, branding, and motion. Alongside running the studio, I also consult businesses on digital marketing, sales, and brand development. My focus is always on merging creativity with strategy — helping brands tell their stories in ways that drive growth and emotional connection.
Can you tell us about any recent successes?
One of our biggest milestones this year was being recognized among Canada’s top small businesses and winning three BASA Awards. We also delivered several high-impact projects for international clients and expanded our creative consulting direction. But beyond titles or numbers, success for me is building something meaningful, something that inspires others and creates opportunities for the people I work with. Winning the BASA Award is especially meaningful for our small but passionate team. It validates the creative risks we take and the care we put into every project. More than anything, it’s a reminder that even a small Ukrainian-Canadian studio can make a global impact through design, strategy, and purpose.
Have you missed any big opportunities?
Early on, I turned down a collaboration that could have expanded my international network because I didn’t feel “ready enough.” I’ve since learned that readiness is a myth; courage is what creates readiness. Now, I choose growth even when it feels uncomfortable or intimidating.
How do you define leadership?
I know that leadership isn't about control; it’s about direction and energy. A good leader creates clarity, inspires action, and makes people feel safe to take creative risks. True leadership comes from leading by example, with empathy, trust, and a shared sense of purpose.
Any future goals?
My next goal is to see The Moss WDS recognized at an international level alongside some of the world’s leading creative studios. Beyond awards, though, my deeper goal is to build a creative ecosystem where designers can grow, experiment, and collaborate freely across borders.
"Creativity has always been my anchor. Through every transition — countries, industries, even languages — it’s been the force that keeps me moving forward and believing that design can truly change how people feel and think."
Nataliia Shelest is the Art Director and Founder of The Moss WDS. You can learn more about the business here.
