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.
Chekhov
All men and beasts, lions, eagles, and quails, horned stags, geese, spiders, silent fish that inhabit the waves, starfish from the sea, and creatures invisible to the eye — in one word, life — all, all life, completing the dreary round imposed upon it, has died out at last. A thousand years have passed since the earth last bore a living creature on her breast, and the unhappy moon now lights her lamp in vain. No longer are the cries of storks heard in the meadows, or the drone of beetles in the groves of limes. All is cold, cold. All is void, void, void. All is terrible, terrible
