Tasha Young on designing œvra, the app for creative flow

Tasha Young spent over a decade translating complex narratives into identities for others. Then she decided her life needed to change shape. The Paris-based writer and creative director has channelled her research into the cognitive science of creativity into œvra – an app designed to help people reach the flow state, built on the premise that creativity is a trainable skill rather than an innate gift. What makes the project distinctive is how Young developed brand and product in parallel, treating the identity not as a wrapper but as an expression of the same principles the app teaches: clarity, restraint and atmospheric continuity. In this interview, Young discusses how she brought her atmospheric vision to life, and why the pressure to be ‘good at’ creative work is one of the biggest blockers to actually doing it. TBI: Hi Tasha! How are you? TY: I’m well, just settling in after a hectic year and my recent move to Paris from Berlin. What comes to mind is a French emotion that resists a clean English translation: j’ai du vague à l'âme. It’s giving Irène Jacob in a Kieslowski film (thinking particularly of The Double Life of Véronique).