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.
Dating app Apt
Goal: Create a dating product where connections begin with a real-life plan, such as visiting an exhibition, having coffee, or going for a walk, rather than with endless profile browsing.
As co-founder and art director, I shaped the product concept, defined the MVP, and designed the iOS and Android application, including user journeys, prototypes, visual language, interfaces, and the component library. I also directed the Flutter development team and oversaw the product from concept to launch.
During its first six months, Apt reached more than 6,000 monthly active users and over 11,000 created profiles, approximately 75% of which belonged to women. The launch validated the demand for a dating mechanic centred around real-world activities.