VEL is a cycling media platform that brings together articles, practical tips, and cycling routes. With an established digital identity, the next step was to take the brand beyond the screen. A water bottle and a dog bike trailer became natural extensions of the cycling lifestyle—useful objects that let the brand accompany its audience on the road.

But what if a branded product could do more than simply fit into someone’s lifestyle?

Briefing is an online learning platform where aspiring designers hone their skills through creative assignments. Rather than designing another branded accessory, I wanted to create something that could actively support the learning process. The result was a pencil case featuring rotating dials that generate design briefs, merging everyday stationery storage with a creative exercise.

Here, merchandise becomes a tool. But what if an object could become part of the service experience itself?

По рукам is a peer-to-peer marketplace where people buy and sell second-hand items. While the service connects people online, the exchange ultimately happens in the physical world. Inspired by the brand’s signature packaging tape, I developed a reusable carrying system that makes transporting and handing over purchases easier.The object is no longer just associated with the brand. It becomes part of the experience of using it.But how far can we take this idea? What if the object no longer needed visible branding at all?

SIBUR, a polymer manufacturer, once challenged designers to create functional merchandise using materials related to its production. This time, the focus shifted entirely to the object itself. I designed a clip-on desk shelf for students, prioritizing everyday utility, material properties, and construction over visual branding.The result is a product whose value comes from its function, not from the logo it bears. Its connection to SIBUR resides in the material, the purpose, and the people it was designed for.