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.
Yandex Practicum Black Friday 2025
Goal: Drive bookings during the Black Friday campaign period.
I developed a scalable visual concept that could be quickly adapted across formats, reducing the time and resources required from external production partners for resizing. I also created four video storyboards: one for Smart TV with a QR code and three OLV versions tailored to the campaign’s key JTBD segments — general audience, reskilling, and upskilling.
The campaign reached approximately 83% of its payment target. Yandex TV achieved a 0.5% CTR, in line with platform benchmarks, while web placements also delivered benchmark-level traffic. Final results are pending the completion of the campaign attribution period.
