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.
Wouly
Goal: Create an identity for a financial service that allows users to pay at their own pace and make financial products feel more flexible, understandable, and emotionally accessible.
I developed the visual positioning, geometric symbol, modular colour palette, card designs, and the principles for applying the identity across digital products and advertising.
I created a flexible brand system in which changing colour combinations enable a wide range of personalised products while maintaining a consistent and recognisable identity.
