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.
Badoo OOH "Be Yourself With Me"
Goal: Adapt Badoo’s global positioning for the Russian market and create the brand’s first nationwide outdoor campaign centred around openness and personal self-expression.
I developed a visual concept featuring real people, their interests, and direct personal statements. I presented the concepts to Badoo’s international team, expanded the selected direction into a complete system, and supervised its production and adaptation across outdoor formats.
The concept was approved by the global Badoo team and became the brand’s first nationwide OOH campaign in Russia, combining global brand recognition with a locally relevant cultural context.
