HSE University required a visual identity for the 30th anniversary of its St. Petersburg campus. My primary task was to refresh the brand’s perception, reflecting both its forward-thinking focus and its academic rigor, while maintaining the recognizability of its core visual constants. I retained the corporate blue and the HSE Sans typeface, introducing modular graphics. Each field of study received its own 3D block, and these blocks stack together to form a unified educational construction set. This modular system structures complex information for both prospective applicants and current students, resulting in a comfortable and memorable user experience.

«ITEM» is a new concept for a temporary department store in Nizhny Novgorod. It curates Russian brands offering clothing, footwear, accessories, and product design, complemented by private shows, lectures, and parties. My goal was to create a universal design that would be distinctive to the brand. The logo is inspired by the dictionary transcription ITEM [‘aitəm]. The square brackets were transformed into a container adaptable to any business need—dates, formats, and sections change within it, such as [market], [events], [people], or [17.05]. To help visitors easily navigate the packed program and the sales floor, I developed a system of oval pictograms organized into three categories: product information, spatial navigation, and event types. Strict typography and the bracket system ensured seamless integration of collaborations with major brands. The entire identity maintains a cohesive aesthetic that stands out both offline and online.

The market for home goods and aroma diffusers is saturated with generic visuals. The challenge for the «izba» brand was to package a line of natural Ural incense, essential oils, and ceramic amulet boxes in a way that communicates the pristine nature of the Urals through a modern aesthetic. As part of the project, I developed a logo featuring a fine tree-ring pattern. The product itself is designed as an ergonomic ceramic miniature house composed of three modules: a base, a removable dish for oils, and a lid with a chimney. Externally, the packaging is minimalist, emphasizing natural elements (birches, conifer needles, oak leaves). When customers open each box, they discover natural textures—such as a pine cross-section or dense conifer needles—along with warm, thematic messages. This aesthetic allows the brand to stand out on the store shelf from other manufacturers. The box also includes an illustrated insert demonstrating two methods for using the amulet box step-by-step, alongside safety instructions. The meticulous packaging and the interior’s «wow effect» encourage users to generate organic UGC (unboxing posts on social media), providing the brand with clear differentiation from competitors in the retail space.