Yandex Practicum Pro
Goal: Create the identity for Yandex Practicum Pro, a new sub-brand focused on professional upskilling, and launch a digital campaign targeting search lift and brand lift results comparable to Practicum’s previous spring campaign.
Within one month, from the initial brief to final production assets, I created and implemented a new brand identity for Practicum Pro. The system included the visual language, key layouts, brand guidelines, an AI photography generator, and a dedicated prompt book, enabling the team to scale design production through AI tools. I also developed the storyboard for the OLV video and art-directed the digital launch campaign, creating its visual concept and key assets using AI-generated imagery. This reduced time to market and helped preserve the production budget.
Campaign reach reached 154.2% of the target, while traffic reached 206.4%. Search lift for “Yandex Practicum” increased from 4% to 26.1%, delivering 652% of the planned result, alongside a measurable brand lift for Practicum Pro. I also documented the identity launch and the implementation of the AI-based design workflow in an article for designers.
Apt
Goal: Explain Apt’s new approach to dating through city activities and establish it as a cultural platform rather than simply another dating application.
I developed the identity, Readymag landing pages, social media system, partnership assets, and offline communications, including posters, stickers, postcards, and festival installations. I also helped build partnerships with cultural institutions and maintained a consistent visual direction across the product.
Apt launched collaborations with the Shchusev Museum of Architecture, VDNH, Strelka, the State Historical Museum, Manege, and other cultural institutions. The project was also featured by Inc. Russia, SRSLY, and Skillbox Media.