System & ApproachMy approach blends visual experimentation with a deep understanding of context, perception, and purpose. Whether I am developing a brand character, animating an identity to life, or translating complex information into a clear digital experience, I always seek ways to make design both meaningful and memorable.

Rebranding · Illustration · Graphic Design · 3DGOALThe challenge was to refresh the image of a fast-food restaurant chain, making shawarma feel more contemporary and appealing to a younger audience while preserving the warmth and accessibility of a family-oriented brand.

APPROACHAs part of the branding team, I helped develop the new visual identity, focusing specifically on the mascot and illustrative language. We explored the concept of transforming «SHOW» into a core visual principle, utilizing playful graphics, food-inspired patterns, and a distinctive fennec fox character to convey the brand’s energetic personality.

OUTCOMEThe result was a flexible visual identity that combined a memorable mascot with a dynamic illustration system. Developed across multiple brand touchpoints, the identity was implemented in physical restaurant locations and continues to receive digital support.

Motion Identity · Illustration · Social MediaGOALThe task was to extend the existing visual identity of an underground Moscow bar into motion graphics and social media, creating more dynamic event communications that reflected its distinctive nightlife and community culture.

APPROACHI researched the bar’s audience and media environment, including conversations with visitors about what brought them to the venue. The recurring motivations—such as drinking, playing, and socializing—informed two motion principles: rolling and flowing.I translated these ideas into animated typography, gradients, and simplified references to billiards, developing a flexible system for event announcements and short-form video.

OUTCOMEThe resulting motion identity injected dynamism into the bar’s existing visual language and was utilized across promotional materials and collaborations. The system proved versatile enough to adapt to various events without requiring a complete overhaul of the original identity.

APPROACHI transformed unstructured source material into a coherent digital publication, developing the information hierarchy, data visualizations, typography, and color system. Within a two-week deadline, I structured the content into sections, charts, tables, and information blocks. When a mobile version became an additional requirement, I adapted the system for smaller screens while preserving its hierarchy.